XMG ALT offers a new smoke-free alternative for Canadians to sip on and celebrate the year's biggest cannabis celebration

Ahead of the biggest cannabis celebration of the year, XMG, Canada's number one cannabis beverage brand1, has announced the expansion of its winning portfolio with new XMG ALT. Offering avid cannabis consumers an alternative way to celebrate 4/20, XMG ALT delivers the same bold flavours and higher impact (at 10mg THC) as its predecessor, but now with zero sugar and zero calories.

Having received an overwhelmingly positive response from consumers and retailers since launching under the Truss portfolio in 2020, XMG continues to be Canada's leading cannabis beverage brand, holding 37% dollar share of the market in the high-dose segment.2 Of the total cannabis beverage sales in Canada, 55% is made up of the 10mg segment, proving the growing demand for higher-dose cannabis beverages.3 Its latest innovation, XMG ALT, answers the call from consumers seeking higher-dose cannabis beverages with low sugar, an insight found through social listening.

"As the category grows, it's critical to remain committed to consistent innovation while meeting the evolving needs of the consumer, and XMG ALT achieves both," said Dave Schlosser, President and Chief Executive Officer at Truss Beverage Co. 

"Knowing the demand for higher potency cannabis beverages is growing, and with consumer feedback fueling our pipeline of innovation, we look forward to introducing even more exciting flavours and extensions from XMG for Canadians of legal age to enjoy later this year.

Currently, 70% of the top 10 cannabis beverage products in Ontario contain at least 13g of sugar.4 With zero grams of sugar and zero calories, XMG ALT is a first-of-its-kind innovation in Canada and a welcomed beverage option for avid cannabis consumers, launching with two bold flavours: XMG ALT Black Cherry and XMG ALT Grape.

"Canadians are looking for delicious and differentiated beverage offerings to enjoy at multiple occasions," said Lori Hatcher, Head of Commercial at Truss Beverage Co. "We see XMG ALT being the next innovation to meets consumer needs, answering the call for higher potency cannabis beverages with less sugar. We are thrilled to be able to expand the XMG portfolio and provide consumers with an exciting smoke-free alternative just in time for 4/20 and ahead of summer."

The introduction of XMG ALT sparks the kick-off of what's to come for the brand, including the launch of XMG Sodas, which will feature four new flavours: Cola, Cream Soda, Orange and Root Beer, and will be available to Canadians by late spring, in addition to XMG Blue Raspberry and XMG Iced Tea, flavour extensions of the current XMG offering.

XMG ALT Black Cherry & XMG ALT Grape will be available at authorized local cannabis stores and authorized online retailers across Canada.About Truss Beverage Co.

Truss Beverage Co. is a joint venture between affiliates of Molson Coors Canada and HEXO Corp., a licensed producer of cannabis products in Canada; formed to lead innovation in the development of non-alcoholic, cannabis-beverages for the Canadian market. The Truss portfolio has a wide range of products for Canadian consumers of legal age, providing a variety of taste experiences for multiple beverage occasions. The Truss portfolio of brands includes XMG, Little Victory, Mollo, House of Terpenes, Veryvell and Bedfellows Liquid Arts.

Truss Beverage Co. will continue to deliver on its promise to be the cannabis beverage specialist through extraordinary products and marketing that reinforces its commitment to responsible adult use.