The Mid-Atlantic and New England Grocer is Selling Beak & Skiff CBD Cold Brew in its 99 Stores in Six States
The mid-Atlantic and New England grocer, Wegmans Food Markets, is now selling CBD-infused coffee in its 99 stores.
Wegmans has stores in New York, Pennsylvania, New Jersey, Maryland, Massachusetts, and Virginia. The company has plans to expand into North Carolina and Delaware.
The coffee, Beak & Skiff CBD Cold Brew, is being sold in 12-ounce and 48-ounce bottles. The suggested retail price is $4.99 for a 12-ounce bottle and $8.99 for a 48-ounce bottle.
Lafayette, New York, based Beak & Skiff started in 1911 as a family owned apple orchard. For decades its apples were sold at its farm stand and to retailers. In recent decades the firm has been diversifying its product line, starting with the addition in the 1970s of a sweet cider. At the beginning of this century, the firm launched an alcoholic beverage line consisting of hard cider and apple wine, which has been expanded to include bourbon, vodka, and canned cocktails. The addition of CBD-infused cold brew coffee is the latest innovative beverage produced by Beak & Skiff.
Beak & Skiff obtained assistance in formulating its CBD-infused cold brew coffee from Cornell University. This led to the decision to use full-spectrum CBD rather than isolate, due to the desire to include terpenes from the hemp plant as well as CBD, thereby adding a distinctive hemp aroma and flavor. The coffee itself masks some of the CBD and terpene flavor.
The cold brew coffee contains 20 grams of CBD per 12-ounce serving. Compared to other CBD-infused beverages in the market, 20 grams per 12-ounce serving is a very large quantity of CBD.
In announcing its new CBD Cold Brew, Beak & Skiff’s president, Eddie Brennan stated, “If you’re looking for a way to make a regular habit of getting your CBD, what better way than along with your coffee? We recommend drinking it however or whenever you drink coffee.”
Following the lead of many other retailers in selling CBD products, including Walgreens, Rite Aid, Kroger, and CVS, Wegmans is obviously not concerned regarding the Food and Drug Administration’s (FDA) position that CBD as a food or beverage additive is not “Generally Regarded as Safe” (GRAS).
The decision by Wegmans to sell a CBD-infused beverage is part of a growing trend by major retailers to enter the CBD marketplace. The general conclusion is that despite the FDA’s position regarding CBD, it is here to stay and will develop into a very large market.
My recommendations to most CBG food and beverage companies remains the same. Even if you’re they’re not comfortable in marketing a CBD-infused product now, proceed in formulating the product along with its branding, marketing, and sales strategy so that they’re ready to go.
The bottom line, the market for CBD-infused food and beverage products is not only here to stay, but is and will continue to be America’s second largest new market for the foreseeable future, with America’s largest market being marijuana.