MXXN, a California-based non-alcoholic cannabis beverage brand, is looking to shake up and stir the beverage industry in a new direction with new groundbreaking products. Founded by Darnell Smith (worked for Pernod-Ricard and Bacardi in product innovation and commercialization), MXXN aims to reimagine your typical night out with a 1 for 1 non-alcoholic replacement for usual gins and spirits. Cannabis is a growing market country-wide, and MXXN is ahead of the game in this market sector.
The three products MXXN launched are London Dry, Jalisco Agave, and Kentucky Oak. These three beverages are industry firsts, designed to be enjoyed over time, and effects typically set in 15-30 minutes after consumption. London Dry is a gin replacement with hints of black pepper, chamomile, coriander, rose, lemon, and splashes of melon and cucumber. Jalisco Agave is a spicy tequila substitute made with fresh green agave, and sweet honey, with a lime zest finish. Kentucky Oak is properly named as a THC-infused whiskey replacement. The Kentucky Oak is created to taste barrel aged, lightly charred with American Oak complimented with vanilla, caramel, and maple notes for a slight burned finish.
Darnell Smith, founder of MXXN, and alcohol beverage industry veteran, saw gaps in the market where innovation and creation had stagnated. “Over the course of my 15 years in the alcohol space, specifically in the innovation realm, I noticed an opportunity for a new kind of beverage product that connects two industries, cannabis and alcohol, and evolves how we enjoy cocktails for an entirely new set of experiences,” said Smith, “we are extremely proud of the quality and taste of our spirits that allow our customers to enjoy their favorite cocktails sans the alcohol but with a similar relaxation effect thanks to our preferred ingredient, cannabis. We’re thrilled to bring to the market the first cannabis-infused, non-alcoholic spirit that’s an exact replacement for consumers favorite spirit.”
As a revolutionary counterculture movement in the alcoholic beverage market, MXXN is in tune with American consumers who have started to move away from alcoholic beverages during the COVID-19 pandemic in favor of healthier lifestyles. According to a report from Headset, those in Gen Z drink 20% less alcohol than Millennials at the same age. 64% of those in Gen Z are expected to intake less alcohol as they age. The same report saw a 30% rise in non-alcoholic drinks in 2020 and predicts a 34% increase by 2024. Cannabis is expected to take 20% of the market share in 2021, with a market growth of $67.8 million in 2019 to $85.2 million in just one year.
These three beverages retail at $79.99 in 750mL bottles that contain 100mg of THC each. The standard pour for one of these is 1.5 oz containing 6mg. Fractional proceeds from these sales benefit organizations working to pass federal cannabis reforms and fix the disproportionate harm faced by low-income, Black, and Latinx communities.