Organigram, Canada’s top cannabis company by market share, has made a strategic move into the U.S. and Canadian cannabis drinks market by acquiring Collective Project Limited (CPL), a fast-growing hemp-derived beverage brand, for an upfront C$6.2 million. Additional milestone and earnout payments could push the deal’s value to C$24 million by 2026.

Reported by Stock Titan, Just Drinks and Business Wire, this acquisition gives Organigram immediate access to the rapidly expanding U.S. hemp-derived THC beverage sector, while bolstering its position in Canada’s emerging cannabis drinks space.

Deal Summary: What the Sources Reveal

• According to Stock Titan, Organigram’s acquisition provides a critical foothold in the U.S. hemp-derived THC market—currently valued at $1 billion and expected to reach $4 billion by 2028. CPL’s product range, already present in 10 U.S. states and across Canadian provinces, positions Organigram for cross-border expansion.
• Just Drinks highlights a key trend behind the acquisition: shifting consumer behaviour. “In an environment where consumers are shifting away from alcohol,” said Organigram’s Chief Strategy Officer Paolo De Luca, “brands that deliver an enjoyable experience without the negative effects of alcohol will be poised to win.” CPL’s sparkling juices, teas and sodas meet this demand, with flavours like Blood Orange Vanilla Yuzu and Blueberry Elderberry White Tea already gaining traction.
• As detailed in Business Wire, the deal enables Organigram to integrate CPL into its broader portfolio, leveraging its proprietary FAST™ nano emulsion technology for enhanced cannabis beverage performance. The deal also aligns with Collective Arts’ strategy to separate its alcohol and cannabis ventures, allowing each to scale independently.

Strategic Rationale and Market Impact

This acquisition represents a calculated entry into one of the fastest-growing alternative beverage categories in North America. By acquiring Collective Project, Organigram fills the final gap in its product offering and gains distribution across key U.S. retailers such as Total Wine and Top Ten Liquors. Expansion into four more U.S. states is expected by year-end.

In Canada, CPL already controls 5.6% of the cannabis beverage market. Organigram plans to leverage its national sales team to widen CPL’s provincial reach and secure listings with major retailers. As noted in Business Wire, the deal also offers Organigram a chance to monetise the federally legal hemp segment in the U.S., sidestepping the regulatory complexities of state-licensed cannabis.

The acquisition also strengthens brand recognition through the artistic identity of Collective Arts, which retains its alcohol assets while enabling CPL to operate under new stewardship with continued creative direction. This dual-brand strategy may support both growth and consumer loyalty across beverage categories.

Looking Ahead: A Broader Shift in Beverage Innovation

Organigram’s entry into cannabis beverages through this acquisition signals broader momentum in alternative beverage innovation. As regulatory frameworks ease and consumer preferences shift, more brands may follow suit, pursuing acquisitions to gain fast-tracked entry into functional and THC-infused segments.

Expect continued M&A activity in this space as cannabis, wellness, and traditional beverage companies compete for leadership in a rapidly diversifying market.