Unflavored Beverage Enhancer, Courtesy of Ayrloom
With a steadfast commitment to innovation, sustainability, and quality, Ayrloom stands as a beacon of tradition and progress in the cannabis industry. The company is poised to continue breaking barriers and shaping the future of cannabis consumption while championing education and destigmatization.
Delve into the story behind the rise of Ayrloom, a pioneering cannabis brand stemming from the rich heritage of the family-owned apple orchard, Beak & Skiff. Marianne Brennan, co-owner, shares insights on their journey to becoming one of New York’s top-selling cannabis brands.
Marianne Brennan, Courtesy of Ayrloom
Emerald Magazine (EM): Can you share the story behind the creation of Ayrloom? How did it become one of the best-selling cannabis brands in New York?
Marianne Brennan (MB): Ayrloom, born from our longstanding family orchard, Beak & Skiff, embodies our commitment to innovation and quality. Leveraging over 50 years of expertise from our Beak & Skiff and 1911 Hard Cider brands, we’ve crafted a diverse range of cannabis products, from beverages to vapes, gummies, topicals, and tinctures. This breadth allows customers to seamlessly integrate cannabis into their daily lives, appealing to both novices and seasoned enthusiasts alike.
EM: As the Co-Owner and CMO of Ayrloom, how do you educate new consumers about your cannabis products?
MB: In the rapidly expanding legal cannabis market, education is crucial due to widespread confusion and stigma. At Ayrloom, we prioritize transparency, offering third-party tested products for safety assurance. Addressing common queries, our product development focuses on both effects and flavors. This is exemplified by our new mood line of vapes tailored to specific needs: ‘rest’ for sleep support with CBN, ‘calm’ with CBD, ‘focus’ for mental clarity with THCV, and ‘bliss’ for a creative boost with CBC.
EM: What sets Ayrloom apart from other cannabis brands?
MB: With over five generations of established Consumer Packaged Goods brands, we understand consumer habits and preferences well. When launching a cannabis brand, we knew we wanted to provide a well-rounded lineup of products with different consumption methods. Now in five categories, I’m proud of the scope that our team offers, without compromising quality, consistency, and efficacy.
EM: What’s the significance of using nanoemulsion technology in your gummy and beverage products?
MB: The fast-acting technology in our gummies, beverages, and beverage enhancers is a game changer. Gone are the days of consuming cannabis and wondering, ‘when is this going to hit?’ The nano-emulsification allows the body to absorb the THC more quickly, and you can expect to feel the effects within 15 minutes. This results in a more well-rounded and balanced high, and you avoid over consuming because there is no waiting game.
EM: How does Ayrloom integrate over 100 years of agricultural expertise into its cannabis products?
MB: As a farming family in business since 1911, our Beak & Skiff and Hard Cider products have always started in the orchard with the apples. Now that we’ve diversified into cannabis, Ayrloom products have started in the field. There is a ton of crossover in terms of growing and harvesting practices with apples and cannabis, and the challenges are similar as well. Our state-of-the-art processing facility is where we set ourselves apart. As a food and beverage manufacturing company that is used to catering to major grocery chains across the country, we have a deep understanding of the processes and procedures needed to deliver safe and consistent products.
EM: With a focus on sustainability, how does Ayrloom ensure a lower carbon footprint in its cannabis cultivation and production processes?
MB: Apple farming has become incredibly challenging over the last several decades. So diversifying into another crop ensures that our land is passed on to the sixth generation and hopefully beyond.
EM: How has being a family-owned company influenced the brand?
MB: That’s difficult to answer as one of the family members! We wanted Ayrloom to tie back to the rich history and heritage of Beak & Skiff, but also be able to stand on its own. The name Ayrloom is a nod to the heirloom apple, a variety that is passed down from generation to generation. The visual branding is very minimalistic and almost mid-century modern, but stands out because of its bold bright color palette.
EM: How do you support social equity within the industry?
MB: We are proud to have a majority female staff at Ayrloom and have women in leadership roles.
EM: What challenges have you encountered in the cannabis industry, and how has Ayrloom overcome them to maintain its success?
MB: The challenges are truly too many to count. The number one obstacle being that the only constant is change. We have an incredibly dedicated team that diligently plans, but is also agile and able to make difficult decisions quickly. This willingness to take it all in stride and problem-solve daily is what has led us to a pretty special moment in cannabis history.
EM: What’s the importance of terpene profiles in your cannabis products and how they contribute to the overall consumer experience?
MB: The science of terpenes is endlessly fascinating to me and they have myriad potential benefits. The terpenes are largely responsible for the aroma of our vapes, and we have a team that works to create terpene blends with various minor cannabinoids to result in the desired effect. So, whether it’s calming, energizing, or grounding, our team chooses specific blends to help achieve these moods/effects.
EM: As a fifth-generation family-owned business, how do you balance tradition with innovation when developing products for a modern market?
MB: Each generation has been responsible for bringing new ideas to the business, so tradition and innovation are at the root of everything we do. When Andrew Beak and George Skiff met in the early 1900s and decided to leave their respective work as onion and dairy farmers, apple farming was a huge risk. The next generations went on to implement groundbreaking farming technologies (wind machines), open a Pick-Your-Own Apple business to the public, produce fresh—then hard—apple cider, and even distill Vodka and Gin. The fifth generation is so excited to have broken into a new industry, which we hope would make our great-great grandparents proud.
EM: What are your future plans and aspirations for Ayrloom?
MB: I want to continue to break down the stigma around cannabis that’s so ingrained in our society. The double standard that we have for cannabis and alcohol is baffling. We are in a unique position where we produce and sell both. So we see behind the curtain, and the contrast of how these two products are perceived is wild. Patience is key, and we need to remember that we’ve come a long way. Cannabis is not a fad—it’s not going anywhere. When purchased legally, it’s safer than it’s ever been because it’s regulated. As we continue to lead with cannabis education, we are seeing more and more that those who once thought of cannabis as dangerous or socially unacceptable are now recognizing the potential benefits of this incredible plant. That makes all the ups and downs so worth the endless challenges.
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