Sold Out Before Hitting Shelves: Why Did AYR Wellness Snatch Up This Local Cannabis Brand?
Can a cannabis brand go from a garage startup to an acquisition by a multi-state operator in a few years? LEVIA did exactly that. What began as an experiment in cannabis tinctures, brewed above a Massachusetts garage, quickly became one of the state’s top-selling cannabis beverage brands—selling out before their products even hit the shelves.
For cannabis investors, the LEVIA story isn’t just a tale of entrepreneurial grit; it’s a roadmap to success in a rapidly growing sector. By focusing on a unique, effects-based product and seizing an untapped opportunity in the market, founders Kristin and Eric Rogers scaled their startup into a high-demand brand that caught the attention of AYR Wellness.
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Can Cannabis Be More Than Smoking?
Before LEVIA was a household name in the Massachusetts cannabis scene, it was a small venture operating out of the Rogers’ garage. Kristin, a substance abuse therapist and Eric, a brand marketer, both saw the potential for cannabis to change lives, particularly as an alternative to harmful substances like alcohol and opioids.
Their journey began with a simple question: How do we create a cannabis product that doesn’t require smoking?
“My husband started making tinctures using medicinal cannabis, and we realized very quickly this was a thing,” Kristin said. “We also picked strains. Eric found medicinal strains that were very specific on what their purpose was.”
Kristin Rogers – LEVIA’s co-founder.
Their mission was clear: to create consistent, reliable cannabis products that mirrored the predictability of alcohol consumption. LEVIA’s first tinctures were alcohol-based, but, …