Can a hashish model go from a storage startup to an acquisition by a multi-state operator in a number of years? LEVIA did precisely that. What started as an experiment in hashish tinctures, brewed above a Massachusetts storage, rapidly grew to become one of many state’s top-selling hashish beverage manufacturers—promoting out earlier than their merchandise even hit the cabinets.
For hashish traders, the LEVIA story is not only a story of entrepreneurial grit; it is a roadmap to success in a quickly rising sector. By specializing in a singular, effects-based product and seizing an untapped alternative out there, founders Kristin and Eric Rogers scaled their startup right into a high-demand model that caught the eye of AYR Wellness.
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Can Hashish Be Extra Than Smoking?
Earlier than LEVIA was a family title within the Massachusetts hashish scene, it was a small enterprise working out of the Rogers’ storage. Kristin, a substance abuse therapist and Eric, a model marketer, each noticed the potential for hashish to alter lives, notably as a substitute for dangerous substances like alcohol and opioids.
Their journey started with a easy query: How can we create a hashish product that does not require smoking?
“My husband began making tinctures utilizing medicinal hashish, and we realized in a short time this was a factor,” Kristin stated. “We additionally picked strains. Eric discovered medicinal strains that have been very particular on what their goal was.”
Their mission was clear: to create constant, dependable hashish merchandise that mirrored the predictability of alcohol consumption. LEVIA’s first tinctures have been alcohol-based, however, they wished to maneuver away from alcohol-based merchandise.
“We wished to assist individuals use hashish with out having to smoke it, and on the identical time, we wished to supply one thing that would compete with alcohol,” Kristin instructed Benzinga. “The thought was to create a product the place you understand how you are going to really feel, similar to if you drink a glass of wine.”
Enter The Beverage Market: Scaling The Dream
As LEVIA grew, so did the necessity for a bigger, extra subtle operation. They raised cash “on hopes and desires” and managed to retrofit a brewery in Georgetown, Massachusetts the place they might produce their merchandise on a a lot bigger scale.
Their exhausting work paid off. LEVIA’s hashish seltzers, identified for his or her quick onset, zero energy and nil sugar, rapidly captured the eye of customers. The model launched three signature traces—Obtain, Rejoice and Dream—every tailor-made to particular client wants. “We realized early on that nobody was doing effects-based drinks,” Kristin says.
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Constructing A Model: Crafting The Good Lineup
When it got here time to model their merchandise, Kristin and Eric honed in on a clear, apothecary-style look, one thing that conveyed high quality and care. However the branding was just one piece of the puzzle. LEVIA’s actual breakthrough got here in narrowing its product line to a few drinks. The rationale? Simplicity, readability and concentrating on a broad vary of client wants.
“We began by selecting particular strains however rapidly realized we could not assure the identical pressure each time. So we targeted on what most individuals need to really feel.” Kristin stated.
Clear Extraction: LEVIA’s Full-Spectrum Benefit
LEVIA’s success is rooted in its full-spectrum merchandise, which include all of the naturally occurring compounds from the hashish plant—THC, CBD, CBG and terpenes—creating an enhanced “entourage impact” for a extra balanced expertise.
Utilizing CO2 extraction, one of many cleanest strategies, LEVIA ensures its merchandise are potent and pure. This course of preserves the plant’s pure compounds with out leaving dangerous solvents. As Kristin places it, “We’re chasing the closest factor we will get to smoking, however with out the smoke.”
It is A Match!
Inside simply six months of launching, LEVIA’s success was simple. The model’s drinks have been promoting out earlier than they even hit the cabinets. This fast progress caught the eye of bigger gamers within the hashish area, together with multi-state operator AYR Wellness AYRWF.
“We have been ranked first or second nationally, regardless that we have been solely in Massachusetts,” Kristin stated. “AYR had the biggest footprint of the businesses that approached us, and we noticed it as a possibility to scale.”
Because the acquisition, Kristin has remained with the corporate, studying from the broader operations at AYR. “I’ve realized a lot about totally different elements of the enterprise that I would not have had the possibility to earlier than. It has been an thrilling journey.”
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Ardour, Innovation, Persistence
For different hashish entrepreneurs trying to make their mark in an more and more aggressive market, Kristin gives some beneficial recommendation. “Be an professional in what you do and method it with ardour. Proper now, MSOs [multi-state operators] aren’t searching for the identical outdated factor. They need higher merchandise or new methods for individuals to get pleasure from hashish.”
In the present day, LEVIA continues to guide within the hashish beverage market, with plans to increase past Massachusetts.
The model’s in style tinctures have already made their approach to states like Florida and Nevada, and Kristin is especially enthusiastic about getting into New Jersey. “There is a camaraderie between Massachusetts and New Jersey, and I am most wanting ahead to getting our drinks there subsequent.”
As for the quick future, LEVIA has launched its Blood Orange seltzer, a limited-edition taste timed for Halloween. “We wished to do one thing seasonal, and folks love the orange taste. It’s been a success already,” Kristin stated.
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