Sierra Elania, photo courtesy of Lehua Brands
Infused beverage maker Lehua Brands is making waves in the cannabis world with its expansion into the Canadian market. We sat down with their CEO, Sierra Elania, to chat about what inspired the move, winning big at the California State Fair, and how their award-winning Voila! infused sparkling water is quenching the thirst of Canadian consumers.
Emerald Magazine (Emerald): What inspired Lehua Brands to expand into the Canadian cannabis market, and why do you think now is the right time?
Sierra Elania (SE): We always planned to expand in Q2 of 2024. Our majority investors are Canadian so there is a personal component. But the real decision was the market is friendly, especially for beverages. The OCS (Ontario Cannabis Retail Corporation), the right co-manufacturing partner and the right sales agency all make for an exciting and emerging market. Ontario is first, but we look forward to expanding into the other provinces in the next few months.
Emerald: Can you discuss the significance of the recent California State Fair Gold and Silver Medal wins for Lehua Brands? How do these accolades impact your expansion strategy?
SE: First, what a great honor! We are so excited to be recognized in our own big, wonderful, challenging back yard of California, the largest cannabis market in the world. To have the Budist critics pick us means everything to Lehua. While awards don’t necessarily translate into sales, what they do is help us build our story and give us validation that we can share with others.
Emerald: What challenges did Lehua Brands face when entering the Canadian market. How did your team overcome them?
SE: We must keep telling retailers that we are not a seltzer. We are a sparkling water with THC, CBD, and amazing flavor. Canada has some great beverages but we are the first of our kind, so the learning curve is real. Samples are key; [it’s important to get] non-infused and infused in the hands of consumers and buyers so they can personally see and taste the difference.
Emerald: How does Lehua Brands ensure that its products, like Voila!, meet the unique preferences and regulatory standards of the Canadian market?
SE: First, we spent time in the market before we presented. In Canada, your co-manufacturing partner carries the license, and in this case it was Peak and their team advised us all along the way.
Emerald: What consumer trends supported your decision to expand internationally?
SE: There is a definite need for a portfolio such as ours across North America. We have low doses and high doses, no sugar, low sugar, pure cane sugar, and [we’re] vegan-friendly. And every single item we produce never sacrifices taste. We purposely create products that meet consumers wherever they are in their cannabis journey with quality ingredients and product integrity.
Emerald: Do you have any internal or external initiatives in place that support equity-based programs. If so, how do they align with Lehua Brands’ mission?
SE: We have been focused on our own restructuring but it is our goal in 2025 to do so.
Emerald: How does Lehua Brands balance the demand for lower or no-sugar options without compromising quality or flavor?
SE: We have such a variety in our portfolio that we always say, ”we have something for everyone.” In addition, our formulation and expansion teams work side-by-side. We have an extraordinary formulator on board who has an impressive [Consumer Packaged Good] background. He brings an elevated expertise to the industry. Our chef works with our award-winning team on every collaboration and we have rounds and rounds and rounds of testing internally and with external partners. We have some great stories from those round tables—not only are they the basis for our products but they also make for great team bonding.
Emerald: In what ways do you see Lehua Brands contributing to the evolution of the Canadian cannabis beverage market?
SE: We have a few surprises we will be presenting to the individual provinces. That’s all I can say at this point.
Emerald: Looking ahead, what are your plans for further expansion into other international markets. How will your experience in Canada shape these efforts?
SE: In life, everything is a learning opportunity. In this instance, we made the commitment to Canada and invested in a rental space. This way, someone is constantly in the market, visiting shops, meeting industry professionals, and understanding Canadians and their lifestyle. It is a practice we will replicate because you build brands at the local level.
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