Pot Ads Targeting Drinkers Drive ‘California Sober': The Dose

Welcome to my weekly newsletter that looks at the business of cannabis and psychedelic drugs. It’s not entirely surprising that an occasion marked by green beer has become a big day for cannabis sales. What’s noteworthy is how fast marijuana drinks are growing, and how advertisers are helping them along.

Dry Leprechauns

“Dry January” and “Sober October” are turning into an advantage for cannabis companies, which are targeting those who’ve given up alcohol and pitching them marijuana instead.

Gen Z’s efforts to be healthier has helped create the phenomenon of “California sober” — a term for people who abstain from alcohol and drugs, with the exception of ...