• by Danielle Oster , September 8, 2023

Curaleaf – the largest cannabis company in the U.S. by market cap, according to Stash – has launched the new Zero Proof drinkables brand with an inaugural product release. Zero Proof’s Squeeze product launched in Illinois this week, across all Curaleaf locations in the state, with plans for expansion into other markets in the coming months.

Zero Proof Squeeze promises to deliver a fast-acting alternative to more traditional edibles via nanotechnology that speeds up the absorption process and allows most users to experience the onset of effects within 15-30 minutes. The company also offers a customizable, sessionable option for moderate consumption, with each dose of Squeeze providing 2.5mg THC – half the 5mg typically regarded as a single dose for edible cannabis consumption.

The product arrives as younger consumers are increasingly seeking alternatives to alcohol. According to a recent Gallup poll, 62% of adults under age 35 reported that they drink alcohol, a 10% decrease from the rate of alcohol drinkers among the demographic two decades earlier. Squeeze’s ability for users to moderate their experience with an easily controllable dosing system allowing for them to opt for an experience providing only minor effects could prove a valuable selling point with mindful consumers avoiding alcohol and seeking more responsible ways to enhance social occasions.

"Zero Proof exemplifies our commitment to providing high-quality, consistent consumer products in familiar and approachable formats that model traditional consumer packaged goods," Curaleaf CEO Matt Darin said. "Curaleaf has been on the forefront of creating sophisticated cannabis experiences which we believe will ultimately redefine the way people socialize.”

The launch follows Curaleaf’s recent strategic national rebrand of Select and resembles previous Select offering, Select Squeeze. According to Curaleaf, the new product has been reformulated with a natural sweetener and lighter taste for better mixability. It also comes on the heels of the launch of Curaleaf’s refreshed mobile app in July.