New Orleans, home to the best food, nightlife and overall good times is now at the epicenter of the fast-growing cannabis edibles and drinks industry. Cannabis Edibles and Drink Review had the opportunity of speaking with David Reich, Co-Founder and Chief Marketing Officer of Crescent Canna.
CEDR: How has being based in New Orleans shaped your brand?
David: From the name itself, it’s from the very beginning. We’re a New Orleans company. From the first music venue in the country to ever pick us up being Tipitina’s to the fact that we came up with our name and recipe and brand on Magazine street and launched Crescent 9 during Mardi Gras. Our company was started by multiple friends from Tulane University. Tulane, like New Orleans, is very close to our roots. Even as we grow nationwide, I think there will always be a New Orleans feel about what we’re doing.
CEDR: How has Crescent Canna been received in New Orleans?
David: We are a local brand and were the first to enter the market when this category opened up to the city. We were in the most popular bars and music venues and the local community quickly caught on.
New Orleans is known as a drinking town but there are still a lot of people who are trying to drink less alcohol. From individual consumers to the bar owners and music venues who would rather sell you something than nothing, the timing and everything aligned really well.
CEDR: What are your thoughts on onset time and potency?
David: So all drinks tend to be faster hitting than edibles because they use water-soluble cannabinoids and you absorb that much quicker into your bloodstream. So with all of our drinks and typically when you have any cannabis drink, you’re going to feel it in about 15 minutes.
In terms of potency. If you are a frequent cannabis user, you might not feel much of an effect with a low potency, say 5 milligram drink. But if you’ve never used cannabis before, it’s possible that a 5 milligram drink might be a little much for you and you might want to start with half of a can.
We always recommend starting slow with any cannabis product, but especially drinks since you’ll feel the effects in 15 minutes. So if you want to have a little more, you’ll know quickly that that’s the right move.
CEDR: How do you serve the more seasoned cannabis user?
David: Crescent 9 THC Seltzer goes up to 50 milligrams and our 25 milligram gummies were our best selling products for a long time. Higher doses of THC are more cost-effective for people who use cannabis regularly. Applying that to drinks, some people like to have a light beer and some people like to have a cocktail and people who have a higher tolerance to alcohol aren’t necessarily going to want to drink 5 beers to have the effect they’re seeking. It’ similar with THC in that regard. If you have a higher tolerance, you may prefer a 20 milligram drink over four 5 milligram drinks.
CEDR: What are your thoughts on the legislative hurdles that the industry is facing, both in Louisiana and around the country?
David: It’s unsettling that there are some politicians who are opposed to THC products just from a principle standpoint. There is clearly a huge amount of opportunity for compromise with such a large and growing industry.
By some accounts it’s a $30 or $40 billion industry already and growing. The Texas legislature passed a complete ban. It was extremely unpopular. Nobody wanted it to pass. The pushback was so enormous that the governor vetoed it. He requested a special session to put some regulations on the table without a ban. And that’s what’s needed.
Of course you should have an age limit so no one under 21 can buy THC products. Of course there should be requirements around safety standards and labeling and testing.
We’re aiming for a safe and effective industry at every level, from the consumer, most importantly, all the way to the retailers and distributors. They like that our products are all independently lab tested from the THC to the finished products.
CEDR: Where do you see the industry in five years?
David: THC beverages are already the fastest growing segment of the cannabis market overall. I think in five years it will be the biggest segment of the category for sure, because one way or another we will have clarity.
Federally, whether it’s on the marijuana side with a full cannabis regulatory framework or with clarity on the Farm bill and some form of hemp derived cannabinoids that will be allowed and where they’re going to draw that line. Maybe it’s a 5 or 10 milligram potency limit and accessible nationwide.
People buy high potency products at dispensaries. No one buys a 5 milligram drink at a dispensary and you want low potency products available as alcohol alternatives to the most people possible.
CEDR: Thanks for the great insights David!
