Forbes: Zoots Cannabis Edibles Trying To Change Pot's Back-Alley Image
Posted on August 05, 2015
by Julie Weed
Db3’s ZootDrops come in two flavors: Yippee Ki-Yay which includes caffeine, and Kickback made with chamomile. The flavored THC-infused liquid is packaged in small discreet bottles and can be stirred into a beverage or consumed straight. Selling the drops, and sister-products ZootBites brownies, ZootRocks lozenges and ZootBlast energy shots at a rate of about half a million dollars in retail sales per month, Db3 has become the biggest seller of edible cannabis products in Washington state according to Tetratrak.com which analyzes data from the Washington Liquor and Cannabis Control Board.
The company aims to make products that offer a consistent, controllable high that consumers can use as a part of their everyday life. “We want to get away from the image of back alleys and dark parking lots,” Patrick Devlin said.
The idea for the family-owned Zoots cannabis edibles business was launched over a Thanksgiving dinner. The Devlin brothers, Michael, Dan and Patrick, each old enough to have grandchildren, decided to use their own backgrounds in business, retail and food products to jump into the burgeoning legal marijuana industry. Their company Db3 named for the three Devlin brothers now employs 35 people and distributes their products to 123 stores.
The brothers use the alcohol/spirits market as a model when they think about marijuana products, embracing the intoxication aspects of the product but delivered in a safe way. The standard serving size or dose of THC, the psychoactive component of cannabis, is 10mg according to Washington State law. Patrick Devlin said the company makes their Zoot products in small servings so people have more control over their experience.
“We all know how bad it is going overboard on edibles and not liking where you are,” he said, “This gives people a way to be more exact with their dosage.” If they start at a very low dosage, customers are more likely to enjoy the experience and do it again, he said, which would make them more likely to be a repeat buyer.
Db3 targets among others, the older customer, who may be returning to marijuana after a long absence. “People want to be social and able to converse and not say stupid things,” said Devlin. To attract that demographic, Zoots advertises in printed newspapers and uses “normal-looking people like you’d see in a stock photo,” in the ads said Devlin, doing everyday social activities like having a picnic, to convey that marijuana use can be part of a typical life.
“We want to normalize the product,“ said Devlin, and show it in the same situations other product ads might show.