Cannabis Marketing in Alaska
Voters in The Last Frontier state approved adult-use cannabis in 2014. But as American abolitionist, writer and transcendentalist leader Ralph Waldo Emerson once said, “It’s not the destination; it's the journey.”
And what a journey it’s been.
The Alaska Supreme Court is said to be the only state or federal court—and definitely the first—to declare cannabis possession and use a constitutional right, protected by the fundamental right to privacy.
Is Cannabis Legal in Alaska?
That decision, in the case Ravin v. State, was made back in 1975, just 11 days after the Alaska Legislature passed a bill making it the second state in the nation, after Oregon, to decriminalize personal possession and use of the plant.
In 1990, voters recriminalized simple possession, authorizing jail time up to three months and a fine of $1,000. That measure would be struck down 13 years later by the Alaska Court of Appeals, but not before voters approved the growing and possession of medical cannabis in 1998 and rejected adult-use in 2000. In 2004, Alaska citizens again voted down adult-use cannabis, and in 2006, the state Legislature recriminalized possession of the plant—only to see much of that law struck down by a state court.
What a trip.
Fast forward to 2014, when Alaskan voters passed Ballot Measure 2, legalizing the possession and use of cannabis for adults 21 or older and initiating a regulated marketplace for adult-use sales.
It took nearly two years after that vote for the first retail marijuana store to open its doors to the public on Oct. 29, 2016. The name of that shop? Herbal Outfitters in Valdez. There are now hundreds of licensed operators spanning cultivation, product manufacturing, testing and retail, serving a population of fewer than 1 million Alaskans.
Is it Legal to Market Cannabis in Alaska?
Yes, it is legal to advertise and market Alaska cannabis brands and products, but not without navigating through a glacial maze of regulations under 3 AAC 306. But those regulations are relatively warm and friendly to cannabis businesses, unlike other states which can be cold as ice.
The marketing rules generally found in other states also apply here. That means no false claims, no promoting “excessive consumption” or saying that cannabis has “curative or therapeutic effects.” And it definitely means no ads or products that appeal to minors or depict minors consuming.
Advertising must be kept at least 1,000 feet away from any “child-centered facility” such as schools, child-care centers, parks, libraries and most video-game arcades.
How to Legally Market Cannabis Brands in Alaska
This is the cool thing for Alaska cannabis brands: Business cards and merchandise—including T-shirts, stickers and hats—are not considered advertising if they contain only the business name, logo, license name and contact information.
That opens up a whole new frontier of opportunities through merch giveaways and sponsorships, to name a couple cannabis marketing strategies.
And so long as at least 70% of an event's participants and audience are reasonably expected to be over 21, licensed establishments can sponsor industry trade shows, concerts and sports, charity fundraisers and other events approved by the state.
For web pages, licensed establishments must ensure that visitors are 21 years or older. Mobile device marketing must only target devices owned by someone 21 or older.
The following warnings must be prominently displayed in print ads or intelligibly stated in audio ads:
- “Marijuana has intoxicating effects and may be habit forming and addictive”;
- “Marijuana impairs concentration, coordination and judgment. Do not operate a vehicle or machinery under its influence”;
- “There are health risks associated with consumption of marijuana”;
- “For use only by adults 21 and older. Keep out of the reach of children”; and
- “Marijuana should not be used by women who are pregnant or breastfeeding”
Adhering to these guidelines ensures you won't run afoul of the state’s Alcohol & Marijuana Control Office.
Dispensary Marketing in Alaska
Alaska’s retail market is fiercely competitive. With somewhere around 200 retail stores, sound marketing principles—and some creativity—are a must. And that can start with the name of the store itself.
Retail stores like Cannabaska and Winter Greens lean into Alaska’s name and frigid reputation, while Herbal Outfitters is just straight-up clever and Great Northern Cannabis is a nod to both geography and one of the most legendary strains out there.
Tapping into cannabis culture is also a great option—never doubt the power of the 4/20 holiday to drive customers through your door.
Just stick to the cannabis advertising rules: no promotions in the form of giveaway coupons, games, or competitions related to cannabis consumption are permitted. And no such promotional activities can happen outside of the licensed premises.
Cannabis Brand Marketing in Alaska
So, how do you market in a state that's as wild and free as the bald eagles that soar its skies?
Alaska cannabis brands can embrace the rugged, pioneering spirit of the state. While one can't ice-fish for customers, they can reel them in with branding that reflects Alaska's unique culture and breathtaking landscapes.
For example: Retail chain Uncle Herb’s leans heavily into this Alaskan identity: “When you think Alaska, you think frontier. You think pioneers. You think tight-knit community. Uncle Herb’s is all of this and more,” its website proclaims. It grows and sells strains with names like Xtra Tuf.
Meanwhile, infused-beverages manufacturer Tundra Brewing makes drinks with names like Thunder Punch and Alaska Cranberry (as well as slightly less Alaskan-themed drinks like Blueberry Mojito).
Alaska, with its untamed wilderness and pioneering history, indeed offers a canvas as expansive as its tundra for creative and compliant cannabis marketing.
Top 10 Cannabis Brands in Alaska
It took decades to get to where Alaska is now when it comes to cannabis legalization. Here are some of the top brands that tough terrain has created.