MJBizMag November-December 2022 - 130

UNBOXED Cannabis Packaging and Design Insights
Creating a
New Normal
Cannabis-infused seltzer producer's
packaging positions beverage
as an alcohol alternative
By Kate Bertrand Connolly
L
evia wants to make cannabisinfused
seltzer as routine a
choice for consumers as beer
or hard seltzer-and it's using
packaging to get there.
Georgetown, Massachusettsbased
Levia launched its line of
seltzers, which contain 5 milligrams
of THC per can, in February 2021.
The brand's three flagship flavors
are Achieve, a raspberry-lime sativa
blend; Celebrate, a lemon-lime
hybrid; and Dream, a jam-berry
indica blend.
The seltzers are sold individually,
and the suggested retail price is
$7 per can.
" When we created the brand,
we had young parents, consumers
looking to replace alcohol and the
health-and-wellness demographics
in mind, " Troy Brosnan, a Levia
co-founder, told MJBizMagazine.
Brosnan also said he has " been
pleasantly surprised at how many
21- to 26-year-old consumers rave
about the product. "
Levia sources its cannabis locally
from Sira Naturals and Smyth
Cannabis Co. Miami-based Ayr
Wellness acquired Levia in February
2022, and the multistate operator
also owns Sira Naturals.
Can-Do Attitude
To package its beverages, Levia
chose 12-ounce, tall aluminum cans
like those used
for alcoholic
seltzer. This
" was a strategic
choice, in an effort to normalize
consumption, " Brosnan said.
" We want consumers to be
familiar with the product, visually, "
he added. The resemblance to
hard-seltzer packaging " will likely
make 'cannacurious' consumers
more comfortable picking up Levia
off the shelf. "
The company also uses pressuresensitive
labels on the cans to
mimic the look and feel of craftbeer
packaging.
Alcohol packaging inspired Levia's
colorful, artistic graphics as well.
" We wanted to incorporate
the historical look and feel that
alcohol brands had at the end of
Prohibition, " Brosnan said, noting
the fountainlike flow of imagery
that starts with a jewel at the top
of the label.
Levia collaborated with Bostonbased
branding and packaging
design firm Cyr Creative on its
flagship package graphics.
'Tis the Season
In addition to its flagship seltzers,
the company releases four seasonal
and two limited-edition products
per year. The latter are small-batch
releases timed to coincide with
128 November-December 2022 | MJBizMagazine
SUPPLIERS
Cans, can ends, child-resistant
toppers and tincture bottles:
Berlin Packaging,
berlinpackaging.com
Tincture droppers: FH Packaging,
a division of Wolfgang, fhpkg.com
Labels and printing: Screenprint/
Dow, screenprintdow.com
Package graphics: Cyr Creative,
cyrcreative.com
Seasonal/limited-time graphics:
Dean McKeever, keeverart.com;
Hailey Bonia, flourishartistic.com
celebrations such as Pride Month
and 4/20.
The limited-edition strategy
projects a " craft-beer vibe, " Brosnan
said, adding that Levia commissions
local artists to create unique
graphics for its special releases.
Levia's seltzers and tinctures
(launched in July 2021) are available
in Massachusetts. The tinctures
are also sold in Arizona, Florida,
Nevada, New Jersey and Ohio.
To suggest a product, email
magazine@mjbizdaily.com.
http://www.berlinpackaging.com http://www.screenprintdow.com http://www.cyrcreative.com http://www.keeverart.com http://www.flourishartistic.com
MJBizMag November-December 2022

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