How LEVIA's Innovative Approach Captivated AYR Wellness

From Garage Startup to Major Acquisition: The LEVIA Story

Can a cannabis brand truly transform from a humble garage startup into a sought-after acquisition by a multi-state operator in a matter of years? The answer is a resounding yes, as demonstrated by the inspiring journey of LEVIA. This brand originated from a simple experiment in cannabis tinctures brewed in a Massachusetts garage and skyrocketed to become one of the state’s top cannabis beverage brands, often selling out before their products even reached the shelves.

The story of LEVIA goes beyond mere entrepreneurship; it serves as a blueprint for success in a rapidly expanding sector. Founders Kristin and Eric Rogers identified a unique niche in the market, focusing on effects-based products that cater to a wide consumer base. Their innovative approach caught the eye of AYR Wellness, a well-known player in the cannabis industry.

Shifting Perceptions: Cannabis Beyond Smoking

Before LEVIA garnered attention as a staple in the Massachusetts cannabis landscape, it began as a small-scale operation. Kristin, a substance abuse therapist, and Eric, a brand marketer, shared a vision: to present cannabis as an alternative to more harmful substances such as alcohol and opioids.

They embarked on their venture by focusing on a pivotal question: How can we create a cannabis product that doesn’t involve smoking? Kristin explains, “My husband started making tinctures with medicinal cannabis, and we quickly realized there was a market for this.”

Initially, their tinctures were alcohol-based, but they soon pivoted to create a product that didn't rely on alcohol. Their objective was clear: help individuals consume cannabis comfortably while also competing with alcohol in terms of user experience. “We aimed to provide a product where users could predict their effects, just like a drink of wine,” Kristin noted.

The Beverage Breakthrough: Scaling LEVIA's Vision

As the demand for LEVIA's innovative beverages surged, the need for more sophisticated production capabilities became evident. The founders successfully raised capital and renovated a brewery where they could significantly scale their production volume.

LEVIA's cannabis seltzers, celebrated for their rapid onset and health-conscious formulations, resonated with consumers. The introduction of three signature lines—Achieve, Celebrate, and Dream—allowed them to effectively target distinct consumer needs. Kristin remarked, “We recognized early that no one was focusing on effects-based drinks, which positioned us uniquely in the market.”

Crafting a Unique Brand Identity

When it was time to establish the LEVIA brand, Kristin and Eric opted for a sophisticated apothecary-style design that conveyed quality and care. However, branding was merely one aspect of their success. Narrowing down their product line to three specific beverages allowed for simplicity and clarity, thereby addressing a broader array of consumer preferences.

As they honed their product offerings, Kristin emphasized that consistency was key. Initially choosing specific strains presented challenges, leading them to focus instead on the desired experiences of their consumers.

Harnessing the Power of Full-Spectrum Cannabis

At LEVIA, success hinges on their commitment to full-spectrum products, which incorporate all naturally occurring compounds from the cannabis plant, including THC, CBD, and terpenes. This results in an enhanced entourage effect, yielding a well-rounded user experience.

The brand employs CO2 extraction—a clean and efficient method that retains the plant's natural compounds while ensuring their products remain potent and pure. Kristin expressed, “Our pursuit is to deliver a consumption experience akin to smoking, without the actual smoke.”

Entering the Big Leagues: A Strategic Acquisition

In a mere six months following their launch, LEVIA's meteoric success was clear. Their innovative beverages were consistently selling out prior to reaching the shelves, attracting the interest of larger entities within the cannabis sector, including AYR Wellness.

“Despite only operating in Massachusetts, we were ranked among the top brands nationally,” shared Kristin. “AYR Wellness boasted the most extensive footprint among interested companies, presenting a valuable opportunity for our growth.”

Following the acquisition, Kristin integrated into AYR Wellness while gaining access to expanded operational insights. “The learning experiences have been transformative, allowing me to explore diverse facets of business operations I wouldn’t have otherwise navigated.”

A Vision Fueled by Passion and Innovation

For aspiring cannabis entrepreneurs aiming to stand out in a competitive landscape, Kristin provides crucial guidance: “Become an expert in your field and pursue it passionately. Today's multi-state operators are seeking inventive products and unique consumption methods.”

Currently, LEVIA remains a trailblazer in the cannabis beverage industry, with ambitions to extend its reach beyond state lines.

The brand's popular tinctures have expanded to states like Florida and Nevada, but Kristin is particularly enthusiastic about entering New Jersey, remarking, “There’s a sense of camaraderie between Massachusetts and New Jersey, and I can’t wait for our beverages to make their debut there.”

To celebrate the upcoming season, LEVIA has introduced a limited-edition Blood Orange seltzer timed for Halloween. Kristin noted, “We aimed to create something seasonal that people would love, and it’s been a tremendous hit.”

Frequently Asked Questions

What inspired the creation of LEVIA?

LEVIA was founded by Kristin and Eric Rogers with the goal to provide a cannabis product that offers an alternative to smoking, blending health-conscious choices with enjoyable consumption.

How does LEVIA differentiate itself in the cannabis beverage market?

LEVIA focuses on effects-based drinks that target specific consumer needs, using natural cannabis compounds for a well-rounded experience.

What extraction method does LEVIA use?

LEVIA employs CO2 extraction, one of the cleanest methods available, ensuring their products maintain potency and purity while preserving the plant's natural compounds.

What are the plans for LEVIA's future?

LEVIA plans to expand its distribution beyond Massachusetts and has already introduced products to states like Florida and Nevada, with New Jersey next on their agenda.

What seasonal product did LEVIA recently launch?

LEVIA launched a limited-edition Blood Orange seltzer for Halloween, highlighting their commitment to seasonal flavors that resonate with customers.