Curaleaf expands brand portfolio with launch of Zero Proof™ cannabis-infused drinkables
Curaleaf Holdings, Inc., a leading international provider of consumer cannabis products, announced the launch of Zero Proof, a new brand of THC drinkables in fast-acting, sessionable and easy-to-use formats.
Curaleaf Holdings, Inc., a leading international provider of consumer cannabis products, announced the launch of Zero Proof, a new brand of THC drinkables in fast-acting, sessionable and easy-to-use formats. The brand’s inaugural product offering, Squeeze, is now available at all Curaleaf locations in Illinois, US and will be followed by additional SKUs in the coming months.
Zero Proof Squeeze follows Select’s popular THC-infused beverage enhancer, Select Squeeze, originally launched in March 2021. While similar in functionality and effect, Zero Proof Squeeze has been reformulated with natural sweetener to provide a significantly lighter taste and balanced flavour profile for enhanced mixability. The beverage complement offers a uniquely controllable and customisable experience with an easy-to-pour dispenser and compact design delivering 2.5 mg THC per dose for discreet enjoyment on the go.
Utilising nanotechnology, Zero Proof Squeeze provides a truer-to-flower experience with effects felt in as little as 15 – 30 minutes, significantly faster than traditional edibles. By turning cannabis oil into tiny water-soluble molecules, the THC compounds dissolve evenly into any beverage and are more rapidly and efficiently absorbed into the bloodstream. At launch, four delicious, low calorie and gluten-free flavours will be available including Dash of Cherry, Dash of Orange, Dash of Lime and Dash of Sweet.
“Zero Proof exemplifies our commitment to providing high-quality, consistent consumer products in familiar and approachable formats that model traditional consumer packaged goods,” said Matt Darin, CEO of Curaleaf. “Curaleaf has been on the forefront of creating sophisticated cannabis experiences which we believe will ultimately redefine the way people socialise. We’re proud to bring Zero Proof Squeeze to our patients and customers in Illinois first before expanding to additional markets.”
According a new Gallup poll, the rate of alcohol consumption in the U.S. continues to decline with 62 % of adults under age 35 reporting they drink alcohol, down 10 % from two decades ago. Zero Proof is the latest addition to Curaleaf’s brand portfolio that seeks to redefine how people socialise by delivering a fast-acting, sessionable alternative to alcohol.
Zero Proof Squeeze is now available at all Curaleaf dispensaries in Illinois as well as wholesale dispensaries across the US.
About Curaleaf Holdings
Curaleaf Holdings, Inc. is a leading international provider of consumer products in cannabis with a mission to enhance lives by cultivating, sharing and celebrating the power of the plant. As a high-growth cannabis company known for quality, expertise and reliability, the Company and its brands, including Curaleaf, Select, and Grassroots provide industry-leading service, product selection and accessibility across the medical and adult-use markets. In the United States, Curaleaf currently operates in 19 states with 152 dispensaries and employs nearly 5,500 team members. Curaleaf International is the largest vertically integrated cannabis company in Europe with a unique supply and distribution network throughout the European market, bringing together pioneering science and research with cutting-edge cultivation, extraction and production. Curaleaf is listed on the Canadian Securities Exchange under the symbol CURA and trades on the OTCQX market under the symbol CURLF.