SweetWater Brewing Co. has built its brand around the outdoors, leisure and not-so-subtle references to cannabis culture, hosting the signature 420 music festival and offering its 420 brew, a recent “strain” of which mimics the smell of marijuana through the addition of hemp and terpenes.
But an association once deftly implied via marketing has now been made explicit with Canadian cannabis firm Aphria Inc.’s purchase of the Atlanta brand for $300 million, $50 million of which will come in the form of stock in the publicly traded company.
“We are excited by the opportunity to join a leading global cannabis company and build a successful future based on the strengths we both bring to this combination. Our 420 brand offerings and SweetWater 420 Fest complement Aphria’s cannabis business and create mutual opportunities for accelerated expansion into other cannabis- and beverage-related…
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