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In June 2021, I launched a new beverage brand—Gem + Jane—for CannaCraft, California’s largest cannabis manufacturer. I was responsible for executing marketing campaigns, content creation, new product development, and packaging design for Gem + Jane under the direction of CMO Angela Pih.
Riding a wave of exuberance as cannabis beverages trended upwards, CannaCraft introduced Gem + Jane, the only female-focused sparkling botanical beverage that blends simple ingredients with microdoses of rare cannabinoids including THCV, Delta-8 THC and CBD. Designed as a challenger to CANN, Gem + Jane is more flavorful, offers more volume and more value compared to competitors, with fewer calories.
In 2022, the Gem + Jane brand was acquired by Vintage Wine Estates.
Opportunity for Beverages
Gem + Jane is for women, by women. Our sparkling botanical beverage is infused with rare cannabinoids, designed to delight our customers by revealing a new facet of cannabis. We invite women to “sip their sparkle,” with formulations including THCV intended to compliment high-energy activities like dancing, hiking or cardio, and a blend of Delta-8 THC and CBD for more mellow moments like relaxing with friends.
Four sophisticated flavors include Yuzu Rose Raspberry, Lemon Lavender Blueberry, Elderflower Pear, Strawberry Hibiscus and an unflavored, pure Simple Seltzer for mixing up exciting mocktails. Emphasizing the natural tastes and aromas of citrus, berries, herbs and flowers, Gem + Jane blends complex layers of flavors to please a discerning palate. Using quality ingredients results in a refreshing, sparkling beverage that’s low in calories, sweetened with agave and made with real juice.
Key Consumer Benefits
With formulations rich in rare cannabinoids THCV and Delta-8 THC, Gem+Jane presents novel effects in a controllable dose. Intended as a sessionable beverage, the maximum dose of 5mg THC is appealing to cannabis-curious consumers who want to stay in control.
Green Entrepreneur: How This All-Woman Team Successfully Created a Female-Focused Cannabis Brand
Brand Launch Scope
Complete brand launch included: