A new promotion from cannabis marketing company A Higher Level of Thought (AHLOT) will give Albertans the chance to sample pre-roll joints from Grizzlers, a legacy brand turned legal, for just $1.

The sampling program, which begins today, could soon roll out in other provinces as well, says AHLOT CEO Greg Pantelic.

Customers can purchase a single 0.5-gram Grizzlers pre-roll from licensed retailers in Alberta and Pantelic says the company is working to offer products from other licensed producers at a “sample friendly price point.”

“It’s somewhat like Costco on a Saturday afternoon, where you’re able to try some free samples. And, if you like it, you can pick up the full size, as well,” says Pantelic. “That’s what we’ve tried to do.”

Pantelic suggests that sampling is an effective way to help consumers discover new products and is part of the company’s effort to help grow the “legal cannabis pie.”

“I know it’s been only a few years since legalization, but the way I see it, people always try to carve out their slice and I think people aren’t focusing enough on growing the pie, at least the legal pie, as a whole,” he says. “I think sampling does just that because the sampling program is a win for retailers, it’s a win for the brands and licensed producers and it’s a win for customers.”

So why Grizzlers and why Alberta?

Grizzlers, according to Pantelic, was among the top-selling pre-rolls in the legacy market and introducing them to the regulated market could help bring some of those customers over. The Grizzlers brand is carried by B.C. Craft Supply Co.

As for Alberta, Pantelic says there is no minimum price for cannabis products in the province, so the company is able to offer the pre-rolls with a suggested retail price of $1. It will be up to retailers to determine the final price point and how many pre-rolls customers can buy.

If the rollout proves successful, AHLOT will look to bring the sampling program to other provinces, though the price point may be slightly higher.

Pantelic says he believes Ontario has an unwritten rule around price floor, at about $3.60 a gram, so a half-gram joint through the sampling program could potentially be made available at a price of $1.80.

Pre-rolls are also a top-three product category, according to data from the Ontario Cannabis Store, and sales continue to climb this year.

“Programs like the S^MPLE by AHLOT program will continue to build momentum of the Grizzlers brand in Canada,” Matthew Watters, CEO of B.C. Craft Supply, said in a press release. “Our continued success in Canada will fuel our growth in the United States as we look to expand in both scale and scope,” Watters adds.