Verano Enters Cannabis Beverage Category with Debut of Easy Landings, Company’s First National Beverage Brand Featuring Four Delicious Flavors and All-Natural Ingredients
Verano Holdings Corp. ($VRNO) (“Verano” or the “Company”), a leading multi-state cannabis company, today announced the launch of Easy Landings, the Company’s first dedicated beverage brand. Easy Landings will initially be available for purchase starting August 21 at Verano’s Zen Leaf dispensaries and third-party partners in four core Verano (VRNO) markets – Arizona, Illinois, Nevada, followed by New Jersey on August 28 – with plans to scale across additional states in 2026 and beyond.
Designed to bring precision, flavor and flexibility to any occasion, Easy Landings beverages are crafted to be mixed seamlessly into any drink for a custom mocktail or enjoyed on their own. Initially launching in four delicious flavors including Lemon Lime, Watermelon, Mango and Black Cherry, Easy Landings beverages optimize taste, adaptability and simple dose control in a portable and flexible format. Each 2 oz (60 ml) bottle of Easy Landings contains 100 mg of fast-acting THC, curated flavors and formulas to induce a predictable experience, with a capful measuring 5 mg of THC per serving.
Cont’d:
Easy Landings aims to engage a variety of consumers by tapping into existing demand for THC beverages and capitalizing on multiple trends, including the continued decline in alcohol consumption and growing popularity of macrodose edibles products. In 2025 alone, full year cannabis beverage dispensary sales grew 13%1 across all markets in which the Company operates, with non-carbonated beverages and shots experiencing the highest rate of growth. Given the category’s ongoing growth and the pending closure of the 2018 Farm Bill loophole that unintentionally created a multi-billion dollar hemp-derived THC beverage market, Easy Landings is well positioned to capitalize on existing demand as a brand new, all-natural alternative for consumers seeking cannabis beverages that are delicious, safe, tested and regulated.
Leveraging consumer trends favoring alternative and macrodose cannabis products, THC drinks and alcohol-free options, Easy Landings 100 mg single serve beverages feature four delicious flavors with all natural, vegan and gluten free ingredients designed for sipping straight or mixing into the beverage of your choice
* Rescheduling is happening, hemp might be going away, the illicit market is finally going to be addressed, cannabis pricing is likely to rise, credit cards are being introduced and synergistic industry mergers lie ahead (we expect $VRNO to be one of the first to be acquired)
* Buying cannabis stocks today is getting ahead of these and other favorable factors and developments
* By accumulating cannabis stocks today we are getting in front of institutional capital, which is going to come into the sector…
In that column I highlighted the case for industry takeovers and consolidation:
* The equity capitalization of the five largest cannabis players only totals about $5.5 billion!
* I expect industry consolidation over the balance of the year and it is not out of the realm of possibility that tobacco or consumer packaged goods companies try to get a toehold in the cannabis sector through the takeover of several of the top-five individual cannabis companies.
After the close, my friend Shadd Dales of The Dales Report hosted Curaleaf’s ($CURLF) CEO Boris Jordan, who made a very strong case that we will see a swift consolidation and robust merger activity in the cannabis industry (upon rescheduling and the determination and (FinCen) guidance for some retroactive relief of U.S. uncertain tax positions (UTP)/liabilities): (starting at the 26 minute mark)
“M and A is definitely happening. Our job is to make our companies the best in the industry but there is no question that this industry is primed for consolidation. It’s going to happen, 100%. The benefits of the merger of two big MSOS – $150 million to $200 million of free cash flow drops to the bottom line after eighteen months. This industry makes no sense in having so many participants and existing in its current form. Already, all of our growth facilities are full (we are at 110% of growth capacity) and we are getting more efficient (we used to grow 50 grams/sq feet and we are now at 150 grams/sq feet) – double the efficiency of two years ago. We don’t have enough capacity. By bringing two companies together (instead of building another $100 million grow) is good for pricing… it’s the right thing for the industry. It’s a 2027 issue and it will happen quickly.
I have already approached top MSOSs for deals.Curaleaf would be better off being twice the size of its current state…
The tobacco companies need the cannabis companies, it’s a similar business (Altria and Philip Morris are already in the business. Japan Tobacco is looking around. Strategics will be buying. What will happen is that in the U.S is that we will ultimately have two or three major players.”
– Boris Jordan, Curaleaf CEO
Parenthetically I expect one of our largest individual positions (Verano Holdings ($VRNO) to be one of the first large MSOSs to be acquired.
Post Script
Back to fundamentals. I highlighted that an important investing case was that cannabis fundamentals are stabilizing and beginning to improve, which we clearly saw in yesterday’s release of Curaleaf’s second-quarter report.
It is likely that there are already several serious takeovers currently being discussed in the cannabis space – and that announcements could be made very soon after the rescheduling of adult recreational use:
* In my view, Verano Holdings ($VRNO) – with its solid footprint in… https://t.co/neIK3BUMew
