MJ as Wine: A New Marketing Strategy

In California, there is a new idea to label MJ (marijuana) in the same way as wine. The prestige of wine often depends on where the grapes are grown, and wines are frequently named after the geographic regions where their raw materials are produced. Everyone has heard of wines like Champagne or Chianti, named after regions in France and Italy. These names have become brands and are regulated by specific rules and laws to ensure the wine meets high quality standards.

Marketers claim that MJ is similar to wine and are proposing new marketing and branding strategies. They suggest that MJ products should be named after regions in California, since the state—with its mild climate and fertile soil—is the cradle of the MJ industry. Like wine, using geographic names can be an effective marketing tool.

Official Recognition and Industry Impact

The California Department of Food and Agriculture (CDFA) plans to officially approve a list of regional names by early 2021. The agency is actively negotiating with MJ producers about how to classify these names.

This marketing approach could help small MJ producers create brands that stand out from larger companies. Such innovation may also boost MJ-related tourism, similar to how wine regions attract visitors interested in touring vineyards and participating in tastings.