The Californian company Caliva has announced this week that it’s preparing a new CBD beverage with Soul Grind, a type of infused cold coffee. The beverage line will be launched later this month. In discussions with BevNET, Chris Cuvelier, the head of beverages at Caliva, said Soul Grind is only a part of the company’s CBD beverage portfolio. At the moment, Caliva is making both CBD and THC beverages, tinctures, cannabis flower and edibles. Soul Grind would be the first products they will sell through mainstream retail channels. These are Cuvelier’s exact words about Soul Grind:
“[With cannabis] we have different products that target different consumer groups at different price points, so with beverage we are following that same trend. We believe we can develop a portfolio of infused beverages that target different consumers at different need states.”
Black, Vanilla and Mexican Chocolate Flavors
Soul Grind will be launched under 3 unsweetened versions: Black, Vanilla and Mexican Chocolate. Each version will contain, per 8 oz. can, 10 mg of CBD and 100 mg of caffeine. It will sell at the retail price of $4.99, a price that Cuvelier thinks will make Soul Grind a high-end type of coffee that’s still less pricey than most CBD beverages. Soul Grind will be a competitor for RTD coffees and specialty CBD drinks, depending on how its category is being developed in the retail space, as a food or as a beverage.
The Demand for CBD in Coffees Is Increasing
Cuvelier also mentioned that Caliva chose to launch a CBD beverage with caffeine because CBD is in increasing demand for coffees. While Caliva is still expanding its beverage portfolio, it surely is on the right track to leverage its authenticity and expertise in the cannabis industry so that consumers trust it more and more. The time for the launch of additional brands hasn’t been yet revealed. Cuvelier said the company is “in this for the long term” and that it’s,
“making decisions today that will impact us five years from now, in terms of sustainable growth, in terms of trying to go to market, in terms of being able to service our customer through delivery direct-to-consumer as well as through our retail outlets. So we are making decisions today based on a long term strategy, were not one of those companies trying to come in during the green rush, make a quick buck and exit this category.”