Hollywood stars Gwyneth Paltrow, Ruby Rose and Rebel Wilson have invested in LA-based cannabis-infused sparkling drinks brand Cann.
As reported by Tech Crunch, Cann is currently the fastest-growing THC-infused drink on the market, with over 2 million cans of Cann sold so far.
The range features four flavours: Lemon & Lavender, Blood Orange & Cardamom, Grapefruit & Rosemary, and Ginger & Lemongrass.
Each sparkling drink contains 2 milligrams (a microdose) of THC (the psychoactive component of cannabis) and 4 milligrams of CBD, which is lauded for its numerous health benefits, including helping to relive pain and anxiety.
The brand is being marketed as an appealing alternative to alcohol and targeted at sober curious millennials.
“There’s no reason why alcohol should be so much easier to purchase than Cann, and I’m confident the founders will lead the charge in finding ways to integrate it into the same purchasing channels and drinking environments,” she added.
“We’re definitively moving in the direction of cannabis being legalised, and I think it should be. I’m not a big personal user of it, but I think that there are amazing medicinal qualities to it and it’s really helpful for a lot of people,” Paltrow said.
According to Tech Crunch, actor Ruby Rose was drawn to investing in the company partly due to its commitment to diversity. Cann boasts an even split of male and female employees, and people of colour make up 33% of the workforce.
Cann’s founders, Luke Anderson and Jake Bullock, are hoping Paltrow’s social media clout will help bring the brand to a wider audience. Paltrow currently has 7.5 million Instagram followers and 2.5 million monthly podcast listeners.
“When people think of Gwyneth Paltrow, they don’t think of ‘weed’, they think of cutting-edge solutions for today’s health and wellness needs,” Anderson told CNBC. “Her endorsement is a sign that Cann (and microdose beverages more broadly) are a viable answer to that very common consumer pain point,” he added.
Following on from the investment, Cann is looking to expand its reach across the US. The financial terms of the deal were not disclosed. This isn’t the first celebrity investment in the edible cannabis space. Martha Stewart recently launched a range of CBD gummies with Canopy Growth.