Marketing Cannabis — A Day with Sherbinskis and Young Dolph

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The American cannabis industry is poised to reach over $20 billion USD by 2021. But with each industry comes its own sectors, whether it be finance, marketing, infrastructure and equipment. How far along is each of these parts of the puzzle? How do you market a product that's not illegal per se, but also not recreationally legal (yet)? We spent a day alongside Sherbinskis, a California-based flower company as they planned a low-key marketing affair with rapper Young Dolph.

Despite the influx of funding and interest across the board, this experience was a clear indication that parts of the industry are advancing at different rates. Until things stabilize, it really is a green-colored Wild Wild West.

Script by Eugene Kan
Narration by Alex Maeland
Audio by Elphick Wo
Photos by Alex Maeland and Eugene Kan

<p>A shot of the Sherbinskis home office in West Hollywood.</p>

A shot of the Sherbinskis home office in West Hollywood.

<p>Some of the latest packaging from Sherbinskis as part of their upcoming product push.</p>

Some of the latest packaging from Sherbinskis as part of their upcoming product push.

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