Cannabis Marketing In Missouri
Is Cannabis Legal in Missouri?
The Show-Me State is leading the growing list of Midwestern states slowly embracing cannabis reform, taking steady strides over the years. In 2014, Senate Bill 491 marked the start by significantly reducing penalties associated with possession of small amounts of the plant. But the real turn came in 2018 when Missourians voted overwhelmingly to legalize medical cannabis. Fast forward to 2022, and Missouri adopted the recreational use of cannabis, allowing adults over 21 to purchase and possess up to three ounces beginning Feb. 3, 2023.
By summer 2023, Missouri reported astonishing sales figures. An impressive $715.5 million worth of cannabis products has gone out the door since February, and that includes $542.7 million in adult-use sales. A total of $1.4 billion worth of regulated cannabis products have been sold since the medical market opened up in 2020, as of August 2023.
This rapid success has many cannabis brands nationwide turning their eyes to the state, anticipating robust growth opportunities.
Is it Legal to Market Cannabis in Missouri?
Yes, marketing cannabis in Missouri is legal, but it comes with strings attached. The Missouri Code of State Regulations Section 19 CSR 100 clearly spells out the guidelines to be followed, and they mirror those of other states. But its laws allow a little more wiggle room.
In fact, revised statutes clearly state that regulations surrounding advertising or promoting cannabis sales “shall be no more stringent than comparable state regulations on the advertising and promotion of alcohol sales.”
That’s a breath of fresh air for many cannabis operators.
As usual, the main goal is to avoid underage consumption, unfactual claims and anything else that might catch the prohibitionist federal government’s attention: Advertisements should avoid any misleading or false representation and shouldn't appeal to children in any form or fashion. Additionally, advertising that so much as hints at curative or therapeutic effects of cannabis not approved by the U.S. Food and Drug Administration is a no-go.
Statements about a cannabis brand that are inconsistent with any statements on packaging or labeling are also forbidden, and all publicly visible, outdoor signage has to comply with local rules regarding advertising and signage.
An important consideration for cannabis businesses in Missouri is to keep their promotions in line with the state's definition of a "promotional event." The Missouri Department of Health and Senior Services has recently clamped down on certain marketing activities, clarifying what counts as a promotional event and putting a lid on advertising price discounts and holiday offers.
How to Legally Market Cannabis Brands in Missouri
With slightly looser rules surrounding advertising than those in other states, cannabis companies may be freer to say what they want, but their channels are still limited. Advertisers can of course leverage owned media channels like blogs, websites, white papers and newsletters, plus opt-in systems like text message lists to keep customers engaged and informed.
But they also have access to television, radio, billboards and print publications. Operators must contact their local regulators, the Missouri Division of Cannabis Regulation, or DCR, to make sure they’re not crossing the line and reaching too many minors. The “71% rule” that guides media regulations in so many other states does not appear to be specified in Missouri statute.
There’s a catch, of course: New rules that just went into effect have been called “a complete overhaul” by the state’s director of cannabis regulation. While they don’t necessarily impact the previously defined marketing rules, they do put severe restrictions on packaging — an essential piece of marketing.
Manufacturers must dial down the coloring on their packaging — a lot. “Limited colors, including a primary color as well as up to two logos or symbols of a different color or colors, whether images or text, including brand, licensee or company logos” must be used, and the word “Marijuana” must be printed in the largest font on the packaging.
Dispensary Marketing in Missouri
The Missouri cannabis market is vibrant and growing — it now has more than 200 licensed adult-use retail stores and is a prime destination for national brands. The challenge is to rise above the noise and reach a target audience.
As with all things cannabis, creativity is paramount. But with the longer leash that the state has given its cannabis businesses, dispensaries can follow the same rulebook as brands and tap into owned media, television, billboards and radio.
But on the flipside, that whole events thing is tricky and will likely continue to be a challenge for local operators.
Cannabis Brand Marketing in Missouri
Missouri cannabis brands are finding their niche in a brand new market. Local Missouri businesses are embedding themselves in the heartland ethos. Brands like Honeybee Edibles are named after the official Missouri state insect. Robhots Gummies was founded in Colorado, but founded by a Missourian and entered the Show-Me State the moment that was possible.
And then there’s Missouri’s Own Edibles and Vivid Extracts — sister companies that “are a celebration of Missouri’s people, places and flavors—inspired by our native fruits and popularly cultivated plants.” Both brands operate under the “A Show Me Organics Company” label.
Picture this: brands inspired by the mighty Mississippi, or strains that evoke the spirit of the Ozarks. It's this kind of authentic connection that sets apart the independent Missouri cannabis market.
Given Missouri's potential, brands that can fuse compliance with creativity are set to flourish in this green horizon. With the right strategies, businesses can not only thrive but also play a role in shaping the state's cannabis narrative.
Top 10 Cannabis Brands in Missouri
Big operators are moving into the Show-Me State, but Missouri is a place with a strong independent streak. Is it a Southern state or a Midwestern state? That’s up for debate (and a matter of American history)—though most folks today consider Missouri squarely part of the American heartland. Don't worry, though—we'll show you some of the top cannabis brands in Missouri: