MJBizMag November-December 2022 - 17

FIVE QUESTIONS
groups, retailers and enthusiasts.
Then it dawned on me: Why don't
I just name my whiskey after the
man who built this building? The
18-acre parcel that I'm on was the
center of entrepreneurial commerce
in the 1800s, and it was built
originally by Silas Putnam to manufacture
the hot-forged horseshoe
nail, aptly named The Putnam Nail
Factory.
In whiskey, the imagery is often
rolling hills and horses, whether it's
Kentucky or Tennessee or Scotland.
So, I thought I could tie it all together
by calling it Putnam Whiskey, and I
have a horse and rider on the label.
Do you think branding is
as influential to cannabis
consumers' decisions?
It's a new category. We no longer
have to buy unmarked bags from
a dealer or a guy on the street. But
when I go into a dispensary, I'm
overwhelmed.
And the ones that I've been in,
there's no marketing. I have to
choose from a menu above the
budtender's head.
Somebody helps walk me through
it, but I'm not really interacting
with it.
And what happens when (consumers)
bring products home? How
do you stand out? Some cannabis
packaging really stands out, like
Fireball Cannabis Gummies.
Do you think craft cannabis is
at all as popular as craft beer
was in the 1980s and '90s?
From my view in Massachusetts,
the popularity is just beginning as
recreational cannabis has been legal
only a few years.
So few brands can market across
the country like they do in Canada,
with the big companies like Tilray.
But trials are really important:
Getting budtenders to understand
the products and creating a store
experience. It's very similar to
building a craft-whiskey brand.
For example, I need those bartenders
to put us on the menu in
a cocktail, otherwise we're just a
bottle sitting on the bar.
This interview has been edited for
length and clarity.
Kate Robertson is a reporter for
MJBizMagazine. You can reach her
at kate.robertson@mjbizdaily.com.
Visit mjbizcon.com for tickets
to hear more insights from
Rhonda Kallman and others.

http://www.mjbizcon.com

MJBizMag November-December 2022

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