Images courtesy Lively Spirits
Lively Spirits launched purejuana in an effort to transform the adult cocktail beverage industry, according to a May 25 press release. As alcohol use continues its inevitable decline in correlation with rising cannabis sales, cannabis is proving to be a great replacement—minus the hangover and the calories.
As a plant-based alternative to mezcal or gin, purejuana is a soluble cannabis powder designed to be consumed in a traditional cocktail, dissolved in water, seltzer or soda.
“The very first time I tried purejuana, I knew it was a game-changer,” said master mixologist Warren Bobrow—known as the Cocktail Whisperer. “You really do get the experience of a crafted cocktail along with the distinct flavors and aromas of premium cannabis.”
A single, purejuana shot packet is the ideal serving for one drink, and with onset times and duration of effects comparable to a single serving of liquor.
“Without question, the future of the adult beverage sector is cannabis, and the cocktail is a familiar and accessible format ripe for innovation,” said Matt Cohen, Lively Spirits founder and CEO. “With purejuana, we are pioneering a rapidly dissolving dry spirit that delivers a true alcohol replacement, right down to the buzz, without diluting the distinct combination of flavors, aromas and psychoactive effects unique to each cannabis cultivar and the connoisseurs who appreciate them.”
Until recently, most cannabis-infused drinks use THC distillate, a highly processed concentrate that is often devoid of tasty terpenes and cannabinoids. purejuana, however, is the “first product of its kind” to derive full-spectrum THC from fresh, flash-frozen cannabis flower to preserve the purity of flavor and potency.
“The very first time I tried purejuana, I knew it was a game-change. “You really do get the experience of a crafted cocktail along with the distinct flavors and aromas of premium cannabis.” – Warren Bobrow
All purejuana packets are vegan-friendly, gluten-free, low-calorie and sustainably grown. Intiially, purejuana is available in five strains: Venom OG, Blue Dream, Super Lemon Haze, Purple Punch and XJ-13. It can be purchased in 10-count boxes at three color-coded potency levels, with each shotpack designed to replace a single alcoholic drink:
- Green label – 2.5 mg/packet; 25 mg/box for $19.00
- Yellow label – 5 mg/packet; 50 mg/box for $20.50
- Red label – 10 mg/packet; 100 mg/box for $22.50
Consumers can also purchase singles of red-label shotpacks for $2.75 apiece. purejuana is available at select dispensaries in California, with an e-commerce option providing delivery in Los Angeles and Orange Counties.
In addition, purejuana partnered with bartenders across the United States to develop an initial offering of non-alcoholic cocktail recipes designed to showcase the distinct flavors and aromas of various cannabis strains. The full, ever-growing roster of purejuana cocktail recipes, including “Chronic & Tonic” and “Stoned Fruit Collins,” can be found on the website.