Beer Marketer's Insights - CANNABEVS: Target Starts Selling D9s in Select Minnesota Stores; Boulevard Brewing Rides Quirk Berry Jane Hard Seltzer Brand into D9 THC Bevs

"There was the day before, Oct 10th, 2025, and the day after," posted Trail Magic's Jason Dayton today to mark what to him is historic occasion of Target chain picking up its first Delta-9 THC bevs, including his brand. He posted image of 5 mg 4-pk of Trail Magic Half & Half listed as new item at $17.99. It's among 10 brands including Cann and Find Wunder that are entering warm and cold sections at 10 Target stores. Aaron Edelheit, an investor in Trail Magic, predicts FOMO will kick in among other conventional retailers. "The big boys have their eye on the bullseye and the bullseye is hemp beverages," he wrote on Substack. Minn, of course, has been pioneering state in D9's, a flourishing that locally based Target has had a firsthand chance to observe for coupla years now. Boulevard Barrels into THC Of many new initiatives Duvel USA unveiled during virtual natl sales summit yesterday, buzziest of the bunch didn't come from either of its pre-existing craft or import pillars. Rather, Boulevard is barreling into Delta-9 THC bevs with new Quirk Berry Jane, opting to line-extend its existing Quirk hard seltzer brand for product rolling out to shelves this mo in participating mkts. "We see a huge opportunity" for Berry Jane to claim a "leadership position" in THC bevs across Missouri and Kansas, declared craft brand mgr Adam Hall, as our sibling newsletter Craft Brew News reported today. Many of biggest US brewers and distribs remain hesitant on hemp given its shaky regulatory underpinning. This move puts Boulevard & Duvel USA squarely among the top suppliers, craft or otherwise, to dive in, to date.Berry Jane comes in juice-forward Raspberry flavor and is available in both 5 and 10 mg options. Each is sold in 4-pks of 12-oz standard cans at 25 cals per serving. "We're ready to light up the category" with 2 SKUs to keep things "simple but satisfying," said Adam, adding that Quirk already has built strong brand awareness in hard seltzer "and we're ready to bring that same reputation for quality into this new space." Brand's pkg is designed to avoid confusion with Quirk hard seltzer, prioritizing prominent dosage claims and THC callouts, per US Craft mktg vp Ali Bush. Cans also include QR codes linked to certificates of analysis, and co assured product is meticulously tested to assure consistency and compliance.

CANNABEVS: Target Starts Selling D9s in Select Minnesota Stores; Boulevard Brewing Rides Quirk Berry Jane Hard Seltzer Brand into D9 THC Bevs

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