In a look at five case studies of partnerships between cannabis and mainstream companies Marijuana Business Magazine explored the partnerships’ collaboration, origins and why some succeeded and some failed.
Petaluma’s Lagunitas Brewing Co. partnered with Santa Rosa’s AbsoluteXtracts, and what played out was as unsurprising as the events were illustrative.
MJ Biz Mag
- The partnership was born of “one of those nights hanging out” and figuring out how the two Sonoma County CEOs might collaborate.
- After Alcohol, Tobacco, and Firearms put the kibosh on a concoction made up of hops and THC, AbsoluteXtracts and the Heineken-owned Lagunitas infused beer flavored water with cannabis. The product is called Hi-Fi Hops.
