Can you give our audience a teaser of the topics and POV you plan to talk about at our conference?
Craft Beer and Cannabis - What can we learn from quickly growing industries?
Remember the first time you walked into a “craft beer bar” or the “craft beer aisle” and felt completely overwhelmed? Maybe you didn’t know an IPA from an APA and wondered why there were so many acronyms in beer? That “deer in headlights” look that many of us had when we first started trying craft beer is the same look that many consumers have when walking into a dispensary.
During my talk, I’ll speak about how we can help consumers navigate the world of cannabis, find the right products for their needs, and move this industry from “secret stash” to main stream mainstay, just like craft beer.
Tell us about what you are working on right now.
I'm heading up marketing at Mammoth Distribution and Heavy Hitters, distributors of premium cannabis vape products across California. Here, I'm building out portfolio strategy and helping to build brands for today's cannabis consumer.
Please tell us about your background and how you got into your field. What is your story of how you got here?
I worked for 10 years in the craft beer industry, growing brands like Blue Moon from niche products to main stream mainstays. During this time developing marketing strategies for MillerCoors US and starting the craft beer division of Molson Coors in Europe, I learned a lot about creating products and marketing to niche audiences. From staying on trend, to educational marketing, to constant innovation, many things I learned while working in craft beer I’m now bringing to the cannabis industry.
I got the opportunity to consult on a research project for a cannabis company a few years ago, and I saw many similarities between the marketing of craft beer and the potential marketing strategies for cannabis. I have a passion for nascent and quickly growing industries, and cannabis pulled me in quickly! I moved from Florida to California and hit the ground running, and I'm so pleased to be part of this new, evolving industry that challenges me every day.
In the next five years, what are the most important things to keep and eye on in your field? Why?
In the next 5 years, I think we'll see a big shift in consumption usage and occasions for various formats of cannabis. We'll see people using cannabis complementary to their daily rituals, and for celebratory occasions. With usage alongside food and alcohol, I believe we'll see cannabis move into more recreational situations and social settings. We also anticipate substitution of cannabis for alcohol, especially with the emerging creativity in the cannabis drinks space.
Who (person or company) do you feel is doing exciting stuff in your field? Why?
New formats and ways of consuming cannabis are some of the exciting innovations happening in the industry. Water soluble cannabis extract will open up the door for a variety of new drink infusions. And new, portable smoking formats, like Pax, will bring in a new consumer set that is looking for ease and discretion.
How do you hope Tulip Conference will be better than your typical event/conference? Why?
The cross-functional nature of Tulip gives all attendees the opportunity to meet people from other industries. The emergence of tech, new media and new business models coming together will yield thought-leadership for all.