Edible maker Hervé, which makes high-end confectionary-quality cannabis-infused macarons and hard candies, just launched in California in October 2021.
“Regarding California, everyone says California is the market any brand needs to be in,” said founder Sebastien Centner. In addition to Hervé, Centner’s background spans over two decades in the culinary, event and lifestyle businesses with a client roster including Red Bull, TIFF, Hugo Boss, BMW and Porsche. Centner has also had the privilege of hosting events for such public figures as Martha Stewart, President Bill Clinton and Brad Pitt, to name just a few.
We decided to first launch in Las Vegas because it also gave us a smaller and more manageable market where we could 'learn the ropes' and learn we did. This allowed us to time and the experience to refine our products, our positioning in the market and our marketing in general to be better equipped to launch in California.
For Mirage hard candies, we moved from a 50 mg total 2 pack to a 100mg 4 pack so we could be more price competitive in the market and this also cut our packaging costs by 50%. Since they can't spend their money on travel or going out until recently, they are spending it on physical things instead of experiences. This doesn't really help us in Nevada, since we rely so heavily on tourist traffic, but we are still seeing people willing to spend considerably more for our edibles because they want the better quality and are willing to pay for it.
We have seen interest from some of the large MSOs around acquiring brands that fill that category for them and while we appreciate it might be a good fit, we are building our brand focused on the consumer and their evolving needs, not whether someone wants to buy us, that would be short-sighted.
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