Can you tell us a bit about the early days of the Witch DR and its unique position in Salem, MA?
Timing was everything. Our earliest days consisted of a humble grassroots effort. We’d primarily target college campuses across New England, drive out any given day, and pedal suggestive cannabis t-shirts that we hand made. “Do you have pipes?” was asked so frequently that we had to change our answer.
As soon as we introduced glass into our offerings, there was no looking back. The mobile scene is challenging, so settling into a legitimate brick-and-mortar made obvious sense. Even more so, nestling into a location that was local to our roots. At the time the entire North Shore was absent of quality glass stores. For many reasons, Salem provided the greatest opportunity for immediate and future success.
Considering the collaboration between the Witch DR and The Drinkable Company, how did the partnership come about, and what are you most excited about?
Our partnership occurred organically over time. Witch DR has always been a family oriented business which is one of the most rewarding aspects of operating. Working directly with another small family business is exciting. But their expertise and ability to manufacture a quality beverage is the recipe ripe with potential— which is really what excites us most!
What was the motivation behind developing a non-alcoholic IPA, and how does it align with your vision?
Furthering people’s experience with cannabis has always been our primary objective. Consuming cannabis in beverage form is a beautiful thing. Cracking one of those brews open, and enjoying each sip takes on a different method than pipes— but enhancing the consumer’s enjoyment remains the same.
Can you share insights into the creative process behind developing a non-alcoholic IPA infused with cannabis? What challenges and opportunities did you encounter?
The initial concept was first discussed years ago. We exchanged ideas and thoughts about developing a branded infused non-alcoholic beer, and over time this brew arrived. Honestly, the Drinkable Company took on all the challenges associated with the brew’s development. All we had to do was stay in our lane, remain patient with the process, and provide honest feedback with the samples offered. Not everyone is a smoker. So for us, providing a product beyond the glass we make here in Salem strengthens our opportunity to end up in more hands.
How do you see the intersection of NA beer popularity increasing, and transforming social drinking occasions to a THC occasion instead?
Exposure to alcohol exists in a majority of adult social occasions. There is a visible behavioral difference between those enjoying cannabis and those who elect to drink alcohol. I’m not anti-alcohol at all, in fact I love it, but some people just shouldn’t drink booze. This brew gives people the opportunity to enjoy a couple cold ones with friends and colleagues rather than being sidelined because alcohol isn’t in their diet. The popularity of NA infused beverages has been circulating for a few years and I don’t see that growth slowing down.
How does this product compare to everything else out on the market? What makes it unique for your customers?
Our patients love cannabis and quality. People appreciate it when both are present in a single product. In the evolving market of cannabis beverages there has been a heavy base of seltzers. Drinks outside of that really seem to gain people’s attention. There isn’t a beverage I have tasted that compares to the brew. The fact it possesses the actual IPA taste makes it entirely unique to existing beverage options.
What has been the response so far with customers— for a company that mainly has people purchasing glass for smoking, how have they been responding to drinkable consumption?
Fortunately for us we have a favorable following. The best part is people don’t just like it because our name is on the label, they like it because it’s damn good. Most recently we put samples in the hands of many attending this year’s Harvest Cup in Worcester MA. The overall response was remarkable. The most satisfying reactions came from cannabis enthusiasts who no longer drank alcohol. Two years, three, five, eight without a single drop absolutely LOVED the fact they could once again enjoy the taste of beer without the burden of alcohol.
Looking ahead, do you see a growing trend in cannabis-infused NA beverages, and is there plans for further exploration or expansion?
We would love to be involved in what we consider to be a much needed and growing trend of infused NA beverages. With the capabilities of the Drinkable Company, anything is possible in relation to beverages in this category. Truly the entire market is in its infancy with considerable room to expand. When the time is right I’d love to be able to order a Witch DR brew from a bartender at a favorite local watering hole.
How do you envision the cannabis NA IPA shaping social occasions and gatherings, in comparison to alcohol?
Over the last twelve years we’ve hosted our fair share of events. Here, cannabis has always been the vibe of the gatherings. As a bartender in my past life, I can confidently say that I would always choose organizing cannabis-based occasions over alcohol-based ones. The more offerings like these brews exist, so too will the shift in the mood enhancers from alcohol to cannabis.
