This article originally appeared on dopemagazine.com.
Lively Spirits launched purejuana™ in an effort to transform the adult cocktail beverage industry, according to a May 25 press release. As alcohol use continues its inevitable decline in correlation with rising cannabis sales, cannabis is proving to be a great replacement—minus the hangover and the calories.
As a plant-based alternative to mezcal or gin, purejuana is a soluble cannabis powder designed to be consumed in a traditional cocktail, dissolved in water, seltzer or soda.
“The very first time I tried purejuana, I knew it was a game-changer,” said master mixologist Warren Bobrow—known as the Cocktail Whisperer. “You really do get the experience of a crafted cocktail along with the distinct flavors and aromas of premium cannabis.”
A single, purejuana shot packet is the ideal serving for one drink, and with onset times and duration of effects comparable to a single serving of liquor.
“Without question, the future of the adult beverage sector is cannabis, and the cocktail is a familiar and accessible format ripe for innovation,” said Matt Cohen, Lively Spirits founder and CEO. “With purejuana, we are pioneering a rapidly dissolving dry spirit that delivers a true alcohol replacement, right down to the buzz, without diluting the distinct combination of flavors, aromas and psychoactive effects unique to each cannabis cultivar and the connoisseurs who appreciate them.”
