Are users accustomed to getting the biggest bang for their buck by noshing on a THC-packed brownie going to shell out money for luxury goods with a low dose? “There’s an interesting dichotomy in the industry right now,” says Joe Hodas, chief marketing officer for the Denver-based Dixie Elixirs & Edibles, which sells gourmet chocolates, beverages, and mints. “There’s a romanticized vision of this discriminating, high-end consumer that is willing to pay extra for the packaging and finer ingredients.” In his estimation, this group is poised to grow.
Dixie’s elevated line of products is meant to appeal to a refined palate. The goal is to appear upscale without scaring off consumers accustomed to a certain reasonable price point. The average Dixie chocolate bar retails for $15; the elixirs, which include flavors like Old Fashioned Sarsaparilla and Dixie One Watermelon Cream, go for about $17. For comparison, the average market price for a pot brownie ranges from $5-$10.
“We recognize our best play is not to say we’re a luxury item; we [market ourselves] as a value item in the sense that we’re offering really great quality that leads to great taste,” he says. “But we’re offering it at the right price.”