Gwyneth Paltrow invests in an LA-based hashish beverage firm

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The company is supported by Rebel Wilson, Ruby Rose, Darren Criss, Baron Davis, Tove Lo, Casey Neistat and Bre-Z, among others

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Angela Stelmakowich

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October 30, 2020 • • October 30, 2020 • • 3 minutes read FILE: American actress Gwyneth Paltrow arrives for the 26th Annual ELLE Women in Hollywood Celebration in Beverly Hills, California on October 14, 2019. FILE: American actress Gwyneth Paltrow arrives for the 26th Annual ELLE Women in Hollywood Celebration in Beverly Hills, California on October 14, 2019. Photo by / Photo: VALERIE MACON / AFP via Getty Images

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What is touted as the first cannabis-infused social tonic has been funded by A-listers ranging from actors to athletes to make social tonics socially acceptable.

Los Angeles-based Cann welcomes celebrity power players Gwyneth Paltrow, Rebel Wilson, Ruby Rose, Darren Criss, Baron Davis, Tove Lo, Casey Neistat, and Bre-Z, among others, to advance its mission, “The Way to revolutionize how consumers socialize by offering them better alternatives to alcohol and other secondary products, ”said the US provider of cannabis-infused social tonics.

With more than 2 million cans sold since the brand was founded last year, the soft drink is designed to add a similar vibe to a glass of wine or beer. The product contains two mg of THC and four mg of CBD, “which provide a microdose of cannabis for responsive, controllable consumption,” claims Cann. Additionally, the Social Tonic aims to provide fun without calories or unwanted hangovers.

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According to Luke Anderson, co-founder of the company, the product was developed for consumers who are “new to the cannabis industry and want to moderate or reduce their alcohol consumption”.

“Celebrities who don’t give their personal brands a ‘stoner’ identity and who want to help us get this message across to a mass consumer base are a cornerstone for Cann and a sign of how this industry will evolve in the years to come” Anderson suggests.

The support from the prominent investors offers Cann a great opportunity to “achieve its overall goal of normalizing cannabis use and reducing stigmatization within the industry,” the company said in a statement. Recently closed a $ 5 million seed funding round.

The brand is available in pharmacies in California, Nevada, and Rhode Island, and plans to add four more states to the list in the next six months.  / Photo: DrinkCann, Instagram The brand is available in pharmacies in California, Nevada, and Rhode Island, and plans to add four more states to the list in the next six months. / Photo: DrinkCann, Instagram Photo by / Photo: Cann, Instagram

Oscar winner Paltrow, who founded the wellness and lifestyle brand goop in 2008, brings a lot to the table in terms of followers and awareness. She has 7.5 million Instagram followers, Goop has 1.5 million Instagram followers, and according to a CNBC article, her monthly podcast has 2.5 million listeners.

Paltrow calls cannabis a “future hero ingredient” for wellness, reports CNBC. She was drawn to beverages as an appealing alternative to alcohol. “Cann is at the intersection of two strong trends that we have been observing at goop for some time: the ‘sober curiosity’ and the ‘cannabis-curious’ movement,” she says in the company statement.

Pitch Perfect and Cats actor and comedian Rebel Wilson believes the product “is perfect if you have a dinner party or a few friends and want to serve an adult drink that is also healthy and contains natural ingredients.”

The hint that Cann is queer-based, diverse, and currently has a team of over 50 percent women and over a third of people of color, was enough to sell actress and model Ruby Rose for the brand. “It was an easy decision for me to invest,” says Rose.

The brand is available in pharmacies in California, Nevada, and Rhode Island, and plans to add four more states to the list in the next six months.

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