LEVIA, the Massachusetts-based cannabis beverage brand, has made headlines by selling out its products before they even hit the shelves. This impressive feat caught the attention of AYR Wellness, a prominent multi-state operator, leading to a swift acquisition. The journey from a garage startup to a sought-after brand exemplifies the dynamic nature of the cannabis market.
From Garage Dreams to Market Dominance
LEVIA’s story is one of innovation and strategic growth. Founded by Kristin Rogers, a substance abuse therapist, and her husband Eric, a brand marketer, the company began as a small venture in their garage. Their mission was to create cannabis products that offered the benefits of cannabis without the need for smoking.
“We wanted to help people use cannabis without having to smoke it, and at the same time, we wanted to provide something that could compete with alcohol,” Kristin explained. This vision led to the development of cannabis tinctures and, eventually, a line of beverages tailored to different consumer needs.
Key Milestones in LEVIA’s Growth
- Initial Launch: Started with alcohol-based tinctures aimed at providing a predictable experience similar to drinking wine.
- Expansion to Beverages: Transitioned to non-alcoholic cannabis seltzers, focusing on fast onset, zero calories, and zero sugar.
- Product Lines: Introduced three signature lines—Achieve, Celebrate, and Dream—each designed to cater to specific moods and occasions.
- Scaling Up: Raised funds to retrofit a brewery in Georgetown, Massachusetts, allowing for larger-scale production.
- Market Reception: Achieved rapid sales growth, with products selling out before official release.
These strategic moves not only established LEVIA as a leader in the cannabis beverage sector but also made it an attractive acquisition target for larger players like AYR Wellness.
AYR Wellness Sees Potential in LEVIA’s Approach
AYR Wellness’ acquisition of LEVIA underscores the growing importance of innovative cannabis products in the market. AYR, known for its extensive portfolio and multi-state presence, recognizes the value that LEVIA brings with its full-spectrum beverages.
“We are excited to welcome LEVIA into the AYR family,” said an AYR spokesperson. “Their commitment to quality and innovation aligns perfectly with our mission to provide diverse and effective cannabis solutions to our customers.”
Why LEVIA Stood Out
LEVIA’s success can be attributed to several key factors:
- Full-Spectrum Formulation: Incorporates THC, CBD, CBG, and terpenes to create a balanced and enhanced “entourage effect.”
- Clean Extraction Methods: Utilizes CO2 extraction to ensure product potency and purity without harmful solvents.
- Targeted Product Lines: Each beverage line is crafted to meet specific consumer desires, whether it’s to achieve focus, celebrate moments, or dream relaxation.
- Strong Branding: Adopts a clean, apothecary-style aesthetic that conveys quality and care.
- Rapid Scalability: Efficiently scaled production to meet high demand, enabling quick market penetration.
These elements combined made LEVIA a standout brand in a crowded market, paving the way for its acquisition by AYR Wellness.
The Future of Cannabis Beverages Post-Acquisition
With AYR Wellness at the helm, LEVIA is poised for further expansion and innovation. The partnership is expected to enhance LEVIA’s distribution capabilities and accelerate product development, ensuring that consumers continue to receive high-quality cannabis beverages.
Potential Developments Include:
- Expanded Distribution: Leveraging AYR’s multi-state licenses to reach a broader audience.
- Product Innovation: Introducing new flavors and formulations to cater to evolving consumer preferences.
- Enhanced Marketing: Utilizing AYR’s robust marketing infrastructure to strengthen brand presence.
- Research and Development: Investing in R&D to explore new applications and benefits of full-spectrum cannabis products.
This acquisition not only solidifies AYR Wellness’ position in the cannabis industry but also highlights the increasing demand for sophisticated, non-smoking cannabis products.
Industry Implications and Market Trends
The acquisition of LEVIA by AYR Wellness is indicative of broader trends within the cannabis industry. As the market continues to mature, larger operators are seeking innovative brands that offer unique value propositions and have demonstrated strong market performance.
Current Market Trends
- Health-Conscious Consumption: Increasing preference for non-smoking cannabis products that offer health benefits.
- Full-Spectrum Products: Rising demand for products that provide a comprehensive range of cannabinoids and terpenes.
- Brand Consolidation: Larger companies acquiring successful startups to diversify their portfolios and expand market reach.
- Sustainability and Quality: Emphasis on clean extraction methods and sustainable practices to meet consumer expectations.
LEVIA’s rapid success and subsequent acquisition by AYR Wellness exemplify these trends, showcasing the potential for growth and innovation in the cannabis beverage sector.

Emily Wilson is a talented wordsmith whose passion for cannabis shines through in her eloquent articles that explore the plant’s cultural significance and historical context. With a focus on arts and lifestyle, she weaves together narratives that celebrate the creativity, innovation, and community fostered by cannabis enthusiasts worldwide. Emily’s unique perspective and engaging storytelling invite readers to embark on a journey of discovery and appreciation for the diverse facets of the cannabis experience.