Cannabis Marketing in Minnesota
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Is Cannabis Legal in Minnesota?
Minnesota is one of a growing number of states to reform cannabis laws through the legislature, as opposed to voters weighing in at the ballot box. The North Star State became the 23rd in the nation to legalize adult-use cannabis sales in May 2023, following the 2014 legalization of medical cannabis.
The decision to fully legalize cannabis in Minnesota came on the heels of the 2022 legalization of hemp-derived THC products, as well as a failed 2019 defeat of cannabis legalization legislation in the state Senate. Under the current law, adults over age 21 can legally possess up to 2 ounces of cannabis in public and 2 pounds at their residence; home cultivation is also allowed, up to eight plants per household.
Minnesota’s approach to cannabis legalization is unique not only in that circuitous path to a recreational market, but also in its structure. Cannabis law reform advocates like Leili Fatehi and Laura Monn Ginsburg worked to open a Minnesota cannabis market through a “grasstops” approach with state lawmakers and business leaders that was a significant departure from the “grassroots” approach typical to state legalization movements.
The duo led the group Minnesotans for Responsible Marijuana Regulation (MRMR), which launched the “MN Is Ready” campaign and built relationships with legislators like former House Majority Leader Ryan Winkler to advance the cause.
The North Star State was not only unique in seeking buy-in from prospective would-be business owners, legislators and community stakeholders to craft cannabis policy, but also in making federally legal hemp an integral part of the state market. Rather than viewing hemp-derived cannabinoid products as separate and competing with state interests, the Minnesota advocates saw this market segment as an opportunity for businesses to build customer loyalty and brand recognition while the traditional state cannabis infrastructure got up and running.
This policy approach, combined with robust social equity measures, showcase a bold new approach to cannabis legalization and regulation.
Is it Legal to Market Cannabis in Minnesota?
Adult-use cannabis sales regulations in the Land of 10,000 Lakes are still being fleshed out by the Minnesota Office of Cannabis Management (MOCM)—similar to other states that took many months to finalize rules and launch sales. Until that process is complete, the MOCM has stipulated that “events related to cannabis are subject to the regulations outlined in Minnesota Statutes, Section 151.72.”
That First Draft of Proposed Cannabis Rules focuses mainly on the “marketing layer” of cannabis product packaging, defining this as “the outermost layer of a retail sale container.” The marketing layer must include a universal THC symbol, a warning symbol with the poison control center phone number and language that the product is intended for individuals 21+ and not safe for children. It must also include warning statements in “no less than Size 6 type” that advise consumers to keep the product out of reach of children and within the state of Minnesota.
How to Legally Market Cannabis Brands in Minnesota
While Minnesota is still finalizing its marketing regulations, some compliance metrics are already clear and established. For instance, cannabis businesses can engage in product sampling as part of their marketing and PR outreach.
According to Minnesota Statutes Section 342.09, an individual can “give for no remuneration to another individual who is age 21 or older up to two ounces of cannabis flower, eight grams of cannabis concentrate, or 800 mgs of cannabis or lower-potency hemp edibles.”
Advertising regulations for cannabis brands in Minnesota are quite similar to those established in other legal markets. For example, Minnesota Statutes 342.64 set guidelines that cannabis and hemp businesses cannot include false or misleading statements in their advertisements, including health claims, promotion of overconsumption or depictions of minors consuming cannabis.
Dispensary Marketing in Minnesota
Dispensary operations have launched on tribal lands under local regulation, with other dispensaries in the state expected to come online sometime in 2025. However, hemp-derived THC products have been available since 2023 in licensed liquor stores, in bars and other drinking venues like breweries, hotels and events with an on-sale liquor license. Indeed, as of July 2024 the MOCM listed almost 4,000 businesses that were selling hemp-derived products in Minnesota to a tune of $10 million in tax revenue in the first 11 months taxes were collected.
In addition to common rules to prevent hemp and cannabis brands from marketing to minors, many of the existing regulations for federally legal cannabis products pertain to packaging. For example, the products that make up Minnesota’s robust cannabis beverage market must be served in their original packaging. That packaging must include information on the serving size, cannabinoid profile per serving, list of ingredients and the statement: “Keep this product out of the reach of children.”
However, Minnesota Statutes 151.72 also mandate that “edible cannabinoid products that are intended to be consumed as a beverage may be served outside of the products' packaging if the information that is required to be contained on the label of an edible cannabinoid product is posted or otherwise displayed by the retailer.”
Cannabis Brand Marketing in Minnesota
With such an emphasis on in-state cannabis producers and local stakeholders, there’s a lot of opportunity for Minnesota cannabis brands to draw on the state’s rich heritage for inspiration.
From majestic Lake Superior and the Boundary Waters Canoe Area Wilderness to some of the oldest gneiss rocks on Earth to the United States’ 37th highest promontory—Eagle Mountain—Minnesota has no shortage of wonders for branding and marketing experts to draw on.
While the MOCM finalizes the state’s cannabis infrastructure, Indigenous communities have a headstart on getting adult-use dispensaries open. Already, several tribes have launched brands that nod to their language and the beautiful natural landscape. The Red Lake Nation has opened NativeCare, the White Earth Nation has opened Waabigwan Mashkiki, the Prairie Island Indian Community (PIIC) has opened Island Peži. Meanwhile, the Leech Lake Band of Ojibwe will be waiting to operate under state rather than tribal law.
Top 10 Cannabis Brands in Minnesota
Whether you’re a fan of Prince, The Replacements and Husker Du or The Great Minnesota Get-Together, playing bandy or icefishing, cheering the Vikings or the Twins or kayaking and canoeing, there’s a lot of ways to enjoy cannabis in Minnesota. Here are the top 10 Minnesota hemp and cannabis brands making waves in the Land of 10,000 Lakes.