MJBizMag April 2022 - 56

UNBOXED Cannabis Packaging and Design Insights
Cool Quencher
A do-it-yourself beverage
cap ensures full CBD
potency for Karma Culture's
new wellness beverage
By Kate Bertrand Connolly
T
he packaging highlight for
Karma CBD Water is an
interactive dispensing cap
that protects active ingredients
until the consumer pushes a button
to mix them into the water.
" It's all about the cap, " said C.J.
Rapp, CEO of Pittsford, New Yorkbased
Karma Culture.
Consumers create the beverage
when they're ready to drink it,
pushing down on the patented
Karma Push Cap to release powdered
CBD distillate, adaptogens
and vitamins into the bottled water.
The cap " better preserves the
CBD ingredient. We deliver on the
promise of 25 milligrams of CBD, "
Rapp said.
" There's no question the active
ingredients-including CBD-deteriorate
when they're in a premixed
beverage, " he said. " We separate
the active ingredients by keeping
them in the cap until seconds before
the consumer infuses the contents
and then drinks the product. And
that is what ensures optimal CBD
nutrition. "
Karma CBD Water, which
launched in early 2022, comes in
five color-coded flavors. The front
label notes the product's CBD
content and directs consumers to
push the cap to infuse the water.
High Wide & Handsome, a Culver
City, California-based ad agency,
designed the package graphics, and
West Henrietta, New York-based
56 April 2022 | MJBizMagazine
Hammer
Packaging
prints the labels.
Karma Culture
manufactures the
caps collaboratively with
Rochester, New York-based
EG Industries.
Canopy and Constellation
Two partnerships-one with
Smiths Falls, Ontario-based
Canopy Growth Corp. and another
with Victor, New York-based
Constellation Brands-augment the
product's packaging benefits.
Canopy Growth provides the
broad-spectrum CBD distillate
used to craft Karma CBD Water,
and Constellation distributes the
product through its expansive
beer-distribution network. Initially,
distribution will be only in states
that allow sales of hemp-derived
CBD edibles.
In addition to leveraging Constellation's
distributor relationships,
Karma Culture is in communication
with retailers that already sell its
non-CBD products, namely Karma
Probiotic Water and Wellness Water.
Those outlets include national
chains Kroger, Rite Aid, Sam's Club
and Walmart as well as regional
chains and Amazon.
'Early Adopters'
The list of retailers that will sell the
CBD product is not yet available,
SUPPLIERS
Dispensing caps:
EG Industries, egindustries.com
Labels:
Hammer Packaging,
fortdearborn.com/
hammerpackaging
Graphic design:
High Wide & Handsome,
highwidehandsome.com
Bottler:
Adirondack Beverages,
adirondackbottling.com
but " we are expecting that the
smaller and independent retailers
will be early adopters, for sure, "
Rapp said. Those could include
cannabis outlets in states where
CBD products can be sold alongside
marijuana.
Going forward, a Karma-branded
THC beverage is not in the cards,
as the company remains strictly
focused on mainstream health and
wellness. But Rapp said Karma
Culture is open to licensing the
dispensing-cap technology to a
THC brand.
To suggest a product for this
department, email magazine@
mjbizdaily.com.
http://www.egindustries.com http://www.fortdearborn.com/ http://www.highwidehandsome.com http://www.adirondackbottling.com
MJBizMag April 2022

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