Established in Colorado, the joint venture, called Truss CBD USA, will be majority owned by Molson Coors and will operate as a standalone entity with its own board of directors, management team, resources and go-to-market strategy.
“CBD beverages are a growing segment within the non-alcohol beverage category, and this joint venture provides us an opportunity to build capabilities in Colorado,” said Pete Marino, Molson Coors president of emerging growth. “We chose Colorado because of its established regulatory framework for CBD, and we plan to approach any opportunities in full alignment with our commitment to commercial responsibility, transparency and compliance.”
Exploring hemp-derived CBD beverages is part of Molson Coors’ strategy to grow beyond the beer aisle with wine and spirits and non-alcohol drinks. Molson Coors and HEXO have another joint venture to produce non-alcohol cannabis-infused beverages for the Canadian market called Truss Beverages.
Truss has been preparing for launch, including completion of product formulations, branding and construction of a cannabis beverage production facility in Belleville, Ontario. Truss is expected to launch its first beverages in Canada later this year.
“Molson Coors and HEXO have already built a great partnership in Canada that we believe will produce some of the best adult non-alcohol beverage brands in the Canadian market,” added Sebastien St-Louis, CEO and co-founder of HEXO. “I am thrilled with the opportunity to bring those learnings to Colorado, under the leadership of Molson Coors, powered by HEXO.”
All production and distribution for Truss CBD USA will be kept within Colorado state lines since it is one of a few states that has an established regulatory framework for hemp-derived CBD in food and beverages. No hemp-derived CBD products will be produced at Molson Coors facilities.