Brand PARTNER Highlight
Drew Martin
Image credit: Drew Martin

Leaning into his knowledge of herbalism, a decade of world travel, and a refined palate from his time as an award-winning mixologist, Drew Martin spent a year formulating a new kind of pre-roll. Blending cannabis with worldly botanicals, he curated complex aromas and flavors to evoke the good times he spent connecting with friends across the globe.

In 3 words, describe your organization.

Queer Plant Magic.

What has been your biggest challenge and how your team has overcome it?

In a tumultuous cannabis market, most products on the shelf favor experienced and seasoned smokers via high THC content, and often exclude those who are new or casual consumers. This unfortunately creates a cycle that dissuades newcomers to cannabis and slows the growth of the industry overall.

We know that the act of lighting and sharing a joint with others sparks a certain intimacy between people, and we’ve made it our mission to cross the aisle and work specifically to meet those who don’t self-identify as “stoners”. This means meeting people where they are outside the cannabis space and showing them that there are products available that don’t leave them feeling overwhelmed or uncomfortable.

What are some upcoming innovations/projects you are most excited for?

We believe that the interplay between terpenes and cannabinoids is the true definition of plant magic. By including natural botanicals in our pre-rolls, we can augment and manipulate the plant profiles to shift and increase the psychoactive effect on the body. To that end, we're excited to continue creating new formulas and products to best honor the ancient practice of harnessing the power of plants.

Any future predictions/trends you foresee in your product category?

What I see is the market expanding to include a lot more consumers. That includes those who are looking to incorporate cannabis into their lifestyle in different ways, like with low-dose products. The market for high THC products is set. I don’t see the slice of the market for concentrates shrinking, but I do see the whole pie getting bigger with the addition of new products and experiences that bring in new cohorts of consumers.