Verano Launches National Cannabis Beverage Brand Easy Landings
Event summary
- Verano debuts Easy Landings, its first national cannabis beverage brand, available starting August 21, 2026.
- Easy Landings offers four flavors with 100 mg THC per 2 oz bottle, targeting non-alcoholic and macrodose cannabis trends.
- Initial launch in Arizona, Illinois, Nevada, and New Jersey, with expansion planned for 2026 and beyond.
- Cannabis beverage sales grew 13% in 2025 across Verano’s markets, with non-carbonated beverages leading growth.
The big picture
Verano’s entry into the cannabis beverage market aligns with broader trends of declining alcohol consumption and increasing demand for alternative cannabis products. The launch of Easy Landings positions Verano to capitalize on the 13% growth in cannabis beverage sales observed in 2025, particularly in non-carbonated beverages. This strategic move underscores Verano’s focus on expanding its product portfolio to meet evolving consumer preferences.
What we're watching
- Market Positioning
- Whether Easy Landings can capture significant market share in the growing cannabis beverage category.
- Regulatory Shifts
- The impact of the pending closure of the 2018 Farm Bill loophole on Easy Landings' market potential.
- Consumer Adoption
- The pace at which consumers adopt THC beverages as an alternative to alcohol.
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