Marianne Cursetjee, co-founder and CEO of Alibi Cannabis, is expanding her brand from Oregon into New York’s emerging adult-use marijuana market. The decision comes as New York opens its doors to recreational cannabis, despite some local opposition advocating for a focus on homegrown brands. Cursetjee, who has family ties in New York, saw the potential for established West Coast brands like Alibi to thrive in this new environment.
To establish a foothold in New York, Cursetjee sought partnerships, ultimately collaborating with Nanticoke, a greenhouse cultivator based in Endicott, New York. This partnership is crucial for Alibi, as it allows the brand to source local flower while maintaining its identity.
In a recent interview, Cursetjee shared insights about her company’s transition to the New York market. One major challenge was finding the right partner. Cursetjee noted that building relationships took a year of networking, emphasizing that partnerships can often fail if not carefully selected. With no large investors backing Alibi, choosing a partner with shared ethics and commitment to the brand was essential.
Branding and marketing strategies also required adjustments to better connect with New York consumers. New York’s regulations differ from Oregon’s, particularly regarding packaging. The design had to be modified to comply with local laws while still conveying Alibi’s core message of transformation and enjoyment through cannabis.
The regulatory landscape also presents differences. Cursetjee observed that New York’s sampling process is more flexible compared to Oregon’s stringent rules that prohibit sampling. This more business-friendly approach in New York allows brands to engage directly with customers, enhancing the retail experience.
Cursetjee expressed excitement about New Yorkers’ eagerness to learn about cannabis. Participating in community events has shown her that consumers are curious about how cannabis can improve their lives. While Alibi cannot discuss the medical benefits directly, the company aims to educate consumers on the broader advantages of plant medicine.
In terms of product offerings, Alibi had to pivot its messaging since they no longer grow their own flower in New York. Instead, the focus shifted to highlighting the quality of the flower sourced from their partner. Cursetjee sees this as a journey of discovery, where cannabis can enrich personal experiences.
For other West Coast brands eyeing entry into the New York market, Cursetjee advises understanding the diverse communities throughout the state. She points out that New York City, while significant, is just one part of a much larger market.
Maintaining Alibi’s core identity while adapting to a new market involves building relationships and being present in the community. Cursetjee emphasizes that it’s not merely about selling cannabis but about supporting community initiatives and enhancing lives.
Looking ahead, Cursetjee acknowledges interest from neighboring states like New Jersey and Ohio but asserts that Alibi’s focus is firmly on establishing a strong presence in New York. The brand is currently expanding its product lineup and engaging in community activities.
Alibi’s branding strategy features a striking image of a feminine figure that appeals to a wide audience, aiming to resonate with both men and women. The company has invested heavily in brand ambassadors who play a vital role in educating retailers and consumers about Alibi’s offerings.
Since launching in New York three weeks ago, Alibi has seen a positive response, with some shops already placing third orders. Cursetjee identifies reorder rates and sales velocity as key performance indicators for success in this market.
Reflecting on her experience so far, Cursetjee feels confident about their approach. The company plans to launch additional products quickly, staying mindful of capital costs while leveraging lessons learned from their initial Oregon operations. Cursetjee hopes to shift consumer focus from just THC percentages to the overall effects and experiences of cannabis products, encouraging a broader understanding of the product beyond just potency.
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