Karma Water, a CBI Venture, is partnering with Canadian cannabis giant Canopy Growth to launch a new CBD water, building upon its existing portfolio of wellness and probiotic waters.
Both Karma and Canopy Growth are strategic partners of Constellation Brands (CBI), the largest beer import company in the U.S., responsible for brands like Corona and Negra Modelo. The market entrance of Karma CBD Water highlights the power of collaboration between emerging businesses with distinct consumer value propositions within the ecosystem in which the three brands operate.
According to information procured exclusively ahead of an official announcement, the brand, dubbed Karma CBD Water, uses broad spectrum CBD distillate sourced from Canadian cannabis giant Canopy Growth’s U.S. hemp biomass. Constellation owns 38.6% of Canopy Growth, and acquired a minority stake in Karma Culture, LLC, the makers of Karma Wellness Water, in 2019. The company already distributes the company’s CBD beverage Quatreau.
“Beverages continue to fuel significant growth in the CBD category as consumers seek out familiar product formats,” said Tara Rozalowsky, vice president of beverages and edibles at Canopy Growth, adding that, “CBD-infused beverages deliver the calming mood management consumers are seeking without the downsides of less healthy alternatives.”
Through this partnership, she explained, Canopy will provide broad spectrum CBD distillate and “create an innovative product that will resonate with consumers looking for the next evolution in premium infused waters.”
Interestingly enough, Karma CBD Water is not a regular drink. Instead, it features patented Push Cap technology. This is how it works: Right before consuming the drink, you push a cap to infuse the flavor and CBD into the bottled water. This protects the active cannabinoid constituents until seconds before consumption to ensure optimal potency.
“Karma’s patented cap assures the consumer of full potency CBD for a high-performance wellness beverage,” explained CJ Rapp, CEO of Karma Water.
In his view, a lot of people don’t know or realize that the active ingredients in pre-mixed drinks deteriorate, so the consumer is not getting the potency they think they are.
In contrast, the Karma Cap protects the active cannabinoid constituents until the consumer infuses them into the pristine water, transforming water into wellness. “Karma delivers on the promise of the optimum benefits of CBD and healthy hydration,” concluded Rapp.