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Lamborghini Gets into CBD Coffee

Lamborghini Coffee

Did we need any more proof that CBD beverages are on the rise? A partnership between Flora Growth and Tonino Lamborghini to produce CBD coffee is one more case in point.

First of all – yes, that Lamborghini. Sort of. Tonino Lamborghini is the grandson of the Lamborghini dynasty founder, and his company, Ferruccio Lamborghini is a luxury brand that sells products like eyewear, watches, and leather goods (but not cars).

Regardless, the name is what matters here. And the Lamborghini name (in the words of the company) is “a beacon of luxury, exclusivity and Italian flair.” So there you have it. 

This isn’t Lamborghini’s first foray into the world of coffee either. The company already markets exclusive espresso products and machinery, so this new partnership is a natural next step. And Flora is happy to facilitate the process:

“We are excited to partner with such a well-known luxury brand as Tonino Lamborghini, which already boasts a very successful line of beverages and aligns with Flora’s brand portfolio of high-end products,” said Luis Merchan, CEO of Flora. “This partnership is yet another step in the execution of Flora’s strategic plan to build a world-class house of brands and is also a major component of our sales and distribution strategy in the lucrative US market.”

The partnership, which will see the Canadian cannabis company producing CBD coffee under the Lamborghini name, is the latest in a series of announcements of major investments in CBD beverages. 

In fact, according to data from BDS Analytics and ArcView Market Research, much of the growth of the CBD industry in the next few years (which is projected to be a $20 billion market by 2024) will be in beverages and edibles.

This means that we can expect to hear about more partnerships like this one. 

The partnership, which will see the Canadian cannabis company producing CBD coffee under the Lamborghini name, is the latest in a series of announcements of major investments in CBD beverages.

Initially, the CBD-infused coffee will only be available in states that allow CBD beverages – and therein lies the rub. There is still much confusion and a true patchwork of laws around CBD-infused food and beverages. The FDA has recently doubled down on its refusal to deliver a regulatory framework for CBD but maintains its position that CBD in food is not allowable.

But Ferrucio Lamborghini’s statement on the partnership doesn’t convey a lack of confidence:

“Together with Flora we aim at creating new and innovative products and experiences for the modern consumer’s wellbeing. Our branded beverages are studied to help people to achieve a sense of calm and coolness in both stressful times and ordinary daily routine. I am especially enthusiastic about the molecular tagging and authentication technology Flora will use to track with full transparency the top-notch ingredients origin.”

Most of that wording reads like a fairly typical press-release statement, but that last sentence is eyecatching. Molecular tagging? Authentication technology?

Turns out, this is a thing and it’s not just a fancy name for a COA. Molecular tagging means that a product is tagged with an inert DNA strand, giving it unique biological identifiers. It allows companies to trace their product and ensure that it hasn’t been tampered with.

(By the way, this technology is already being used in countless consumer goods.)

If that sounds dodgy, it may comfort you to know that the technology has a “Generally Recognized as Safe” (GRAS) designation – but the designation comes from a third party consultant called Ramboll, not the FDA. 

An article in Emerging Tech Brew cites Flora’s chief revenue officer, Jason Warnock on the safety question: “We’re not actually changing the DNA; that DNA has no impact,” Warnock told us. “It’s not a GMO, it’s not actually changing the plant or the oil or anything. All that we’re doing is putting on this parts-per-billion barcode—they’re just doing it at a molecular level instead of a tag level.”

Of course, there’s always been a divide between cannabis purists and those who want to tinker the heck out of the substance, with Flora and Lamborghini falling hard on the latter side of that line. But if the coffee’s good enough, will (brand-name blinded) consumers care? 

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