Truss CBD USA is expanding its canned Veryvell line into other parts of Colorado.

After a strong start in the Denver metro under distribution from Molson Coors-owned Coors Distributing Company, the line of non-alcohol sparkling CBD beverages will roll out to other distributors and independent retailers across the state later this month and August.

Produced by Truss CBD USA, a joint venture between Molson Coors Beverage Company and Canada’s HEXO Corp., Veryvell is the company’s first entry into the U.S. CBD market and the latest example of Molson Coors’ ambitions beyond the beer aisle.

“This is a big opportunity for us to show that other distributors are willing to step in the ring on CBD, with Veryvell representing the first CBD brand they’ll be carrying,” says Jane Armstrong Hockman, Truss CBD USA’s general manager. 

“It’s a vote of confidence from the network that will set us up for long-term success.”

Enthusiasm from retailers and distributors is rooted in three primary factors, Hockman says: Profit, potential and incrementally.

“They’re seeing that a CBD beverage is almost 100% incremental to their portfolios,” she says.

Mike Pfalmer, president of the distribution company Keg 1 Colorado, says adding the Truss portfolio provides his company “with the opportunity to align with our No. 1 partner on a path forward in a new product category.”

Keg 1 Colorado, he says, has been monitoring the CBD category in Colorado, and “while we don’t know how big it will be or when it will land, we do know it’s coming.”

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