Beer Marketer's Insights - CANNABEVS: Organigram Fills in Portfolio Void with Pickup of Collective Project Arm of Ontario Craft Brewer

Organigram, the vertically integrated Canadian cannabiz, finally has orchestrated its move into D9 bevs segment with acquisition of Collective Project, the cannabev arm of artsy Collective Arts craft beer brand in Ontario. The price was just C$6.2 mil initially but it could balloon to total of C$24 mil if various bev milestones are hit by Sep 30, 2026. Of purchase price, $6 mil is for bevs, $200K for vapes and edibles. "Not only does this acquisition represent our first commercial entry into the fast-growing hemp-derived THC beverage market in the US, it also fast tracks our entry into the cannabis beverage category in Canada, a category that we believe is on the cusp of growth at home as well," per statement from CEO Beena Goldenberg. Collective Arts, of course, is 12-yr-old craft brewer that uses its packaging as constantly varied canvas for visual artists, to tune of 2,000 artists from 40 countries so far. Collective Project extends that ethos into cannabis- and hemp-infused sparkling juices, teas and sodas. Those items have been seeded in vanguard retailers to run with D9, including Top Ten Liquors in Minn and Total Wines in NC, SC and Indiana. Collective Arts itself has built strong base in markets like Florida, NY, Minn, Penn, Va and Puerto Rico, via infrastructure that should accommodate fast-tracking of Organigram's own hemp entries using its Fast nano emulsion tech, co indicated. In Canada, Collective Project holds 5.6% bev share that immediately establishes Organigram as a presence. Under Collective Project name, it offers sparkling elixirs in versions like Blood Orange Vanilla Yuzu, Raspberry Vanilla, Mango Coconut Pineapple and White Peach Cardamom, as well as approachably priced sodas under Fetch brand in Canada in mainstay flavors like Classic Cola Zero, Cream Soda and Lemon-Lime Zero that are lightly endorsed as being from Collective Project.Collective Project only entered US in late 2024, with presence in states listed earlier as well as Ohio, Texas, Tenn, Georgia and Kentucky, and later this year plans to enter Conn, NJ, Ill and Ala, per announcement. In Canada, its items are available in Ontario, BC, Saskatchewan, Newfoundland and Nova Scotia, with more provinces to follow in coming months.

CANNABEVS: Organigram Fills in Portfolio Void with Pickup of Collective Project Arm of Ontario Craft Brewer

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