ayrloom is going to be Gov Ball’s first official cannabis partnership.
Rendering courtesy of ayrloom
The New York-based cannabis beverage brand ayrloom is going to be Gov Ball’s first-ever cannabis partnership this summer.
Gov Ball, taking place from June 5-7, will host an ayrloom activation on the grounds, a first for the cannabis industry at this festival.
“It’s a bit surreal. Part of me feels like cannabis always belonged at a music festival, and it’s always been a perfect environment for everything to come together and part of it’s like, wow, it’s been a long time coming,” said Eddie Brennan, CEO of ayrloom. “When we created ayrloom originally, one of the key tenets of our brand was helping to break the stigma around cannabis, and we always felt like beverages specifically as a form factor, you really accomplished that, and so to be able to allow customers to enjoy it at Gov Ball is incredible.”
Owned by Beak & Skiff Apple Orchards, which also makes the hard cider brand 1911, ayrloom offers a line of beverages, pre-rolls, vapes, gummies, balms and tinctures, and the beverages have taken the cannabis industry by storm. Currently available in 12 flavors, ayrloom’s THC beverages were a clear choice for Brennan to showcase in the Gov Ball activation.
“We always developed ayrloom to be a sessionable product that, similar to alcohol, you could have, multiple over the course of a day or a night, and that was always the great part about the brand we always said if you’re gonna go to a graduation party or your mom’s birthday party, maybe you’re not gonna light up a joint but you can crack a can and it can be in the same place as alcohol or wine, which is always great,” said Brennan.
ayrloom is going to be Gov Ball’s first official cannabis partnership.Rendering courtesy of ayrloom
At the activation, Gov Ball patrons will be able to purchase a low-dose, 1 mg THC version of ayrloom’s popular beverages, specifically the honeycrisp and black cherry flavors. Ayrloom’s low-dose honeycrisp flavor will also be available for purchase at all bars onsite at Gov Ball.
The activation as a whole is bold and bright, splattered with a 60s-inspired flower pattern, and will feature an old-school, brightly colored VW van that is available as a photo opportunity for festival-goers. The activation as a whole, Brennan says, kind of pays homage to older music and festival culture while keeping it modern and fun.
Brennan hopes that those who swing by the activation not only enjoy the products they offer, but also are able to break down any stigma they may have about cannabis as a whole.
“For decades, cannabis and live music have coexisted just under the radar, but being the first brand formally invited to Governor’s Ball, it’s not like a trend — it’s a correction,” said Brennan. “We’re putting a stamp on what was always there and on the main stage, cannabis has always been there, but now it’s official. We wanna normalize cannabis, we really believe in destigmatizing the plant, and we feel like this is a really big first step.”
For more information about ayrloom, visit ayrloom.com.