Cannabis Marketing in Colorado
Colorado blazed the trail, becoming the first U.S. state to open up an adult-use marketplace in 2014—two years after voters in both Colorado and Washington state approved ballot initiatives demanding legalization. The Centennial State had already embraced medical cannabis back in 2000.
Is Cannabis Legal in Colorado?
Colorado's mature market of more than 500 dispensaries that serve medical patients and recreational consumers is now also on the forefront of the burgeoning cannabis tourism sector. While Amendment 20 built the foundation for medical use (which didn’t really take off in retail form until 2011), Amendment 64 expanded the realm to include recreational sales starting in January 2014.
These policy steps, combined with a third set of rules governing hemp intoxicants, showcase Colorado's holistic approach to the plant.
Any adult in Colorado 21 years of age or older can possess up to 2 ounces of marijuana and cultivate up to six plants—with a max of three being mature, flowering ones.
Is it Legal to Market Cannabis in Colorado?
Yes, marketing cannabis is permitted in Colorado, but with caveats. The rules will likely sound familiar to you if you live in any legal adult-use state as they’ve inspired the cannabis advertising rules in most other legal recreational markets.
Marketing rules outlined by the Department of Revenue’s Marijuana Enforcement Division are comprehensive, emphasizing consumer safety, protection against deceptive advertising, aiming to keep cannabis ads away from underage eyes and attracting unwanted attention from the prohibitionist federal government.
For instance, both medical and retail cannabis businesses have the green light to advertise on TV, radio, print and the internet, but they must ensure that their audience is predominantly of legal age (over 18 for medical and over 21 for recreational). They even put a number to it — 71.6% of any medium’s audience must be reasonably expected to be of legal consumption age in order for it to contain cannabis advertising. This is based on voluntary standards that were adopted by the liquor industry.
No cannabis business, however, can assert their products are safe due to state regulation or testing. And forget about advertising near schools, places of worship or public playgrounds–there's a 500-foot buffer. Moreover, while a cannabis business can sponsor events, they must ensure the audience's age fits their market. And remember, city specifics matter; like in Denver, where billboards and vehicle-mounted advertisements are a no-go.
How to Legally Market Cannabis Brands in Colorado
Even within restrictions, marketing opportunities abound. Companies can smartly utilize subscription-based adult-only media channels. This includes webpages, print publications and opt-in services like newsletters or text lists, ensuring a primarily legal-aged audience. At least one company has even advertised on television.
Colorado brands must be transparent in their cannabis marketing collateral, ensuring consumers are well-informed. This might include clear dosage information, potential side effects and reminders about the legal age.
Dispensary Marketing in Colorado
With the state being a forerunner in cannabis legalization, there's no shortage of dispensaries scattered across its terrains. From the urban hub of Denver to the mountain retreats of Aspen, dispensaries vary in their offerings and vibe.
Event marketing is a gold mine. Colorado's festivals, concerts and, of course, the high holiday of 4/20 provide dispensaries opportunities to engage directly with consumers, be it through pop-up stalls, sponsored lounges or partnerships with event organizers.
Some cannabis brands participate in the Adopt-a-Highway program for a unique advertising workaround.
Cannabis Brand Marketing in Colorado
Colorado's rich tapestry of landscapes and cultures offers cannabis brands an exciting playground to build their identities. Brands can draw inspiration from the majestic Rockies, the Mile High City or even simply being first.
Local retail chains like Native Roots Cannabis Co. are community-minded, getting involved with the state’s Department of Transportation for campaigns against high driving, while others like Terrapin Care Station sponsor expungement clinics and other restorative justice initiatives both in their home state of Colorado and other states in which they operate, like Michigan.
Meanwhile, cultivators like Veritas Fine Cannabis forge unique partnerships with music venues, bands and launch pheno hunts with retail stores like Native Roots to get their name out there.
And then there are edibles brands like Love’s Oven that pride themselves on their “mission to ‘Spread Love’” along with hand-crafted confections using high-quality ingredients and community initiatives.
Top 10 Cannabis Brands in Colorado
Whether you’re an urban explorer, master of the 14er, part-time snowboarder or simply somebody who loves hot, dry summers and unpredictable winters, Colorado is packed full of the weed you need to enjoy your favorite pastime. Here are the top 10 independent brands making waves in the Centennial State.