San Francisco’s trendiest coffee roaster is now making a $12 marijuana-infused cold brew
BY: Melia Robinson – Business Insider – March 16, 2017
A Bay Area pot startup has made it even easier to “wake and bake,” with a new marijuana-infused cold-brew coffee.
Somatik, an artisanal pot-products company founded in 2016, teamed up with boutique roaster Ritual Coffee to create the drink, which hit cannabis dispensary refrigerators in January. An eight-ounce bottle retails for $12.
“Cannabis is a lot like coffee in that … everyone has their routine. I wanted to show that you could actually build a routine around cannabis that [keeps you] functional and does help you,” says Christopher Schroeder, founder of Somatik.
Somatik Featuring Ritual Coffee uses coffee beans grown in western Colombia — steeped for 12 hours in cold water to produce a robust, silky concentrate — and 15 milligrams of tetrahydrocannabinol, or THC, the ingredient in marijuana that gets users high. Drinking the whole bottle would be the (very) rough equivalent of taking a few hits off a joint.
The Bay Area has long been a breeding ground for innovative coffee roasters, from venture-capital darling Blue Bottle Coffee to family-run Philz Coffee. More recently, another industry the area is famous for — marijuana — has moved towards artisanal products as the market matures. Entrepreneurs like Schroeder are optimistic that craft weed will become the new specialty coffee — a lucrative business.
Somatik Featuring Ritual Coffee pairs the two trends in a product that aims to be high-quality and discreet. Schroeder, a former product manager at wearables company Jawbone, wanted to create something his family and friends would find approachable.
“You could have it at your desk and no one’s going to be like, ‘Oh, what are you doing?’ But also, you could talk about it and it does help normalize it. You’re not smoking a joint or ripping a dab. You’re just drinking something that tastes really good,” Schroeder says.
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