Adweek
- By Lindsay Topping
![joe.hodas .205x205 1](https://dixieelixirs.com/wp-content/uploads/2014/07/joe.hodas_.205x205-1.jpg)
![joe.hodas .205x205 1](https://dixieelixirs.com/wp-content/uploads/2014/07/joe.hodas_.205x205-1.jpg)
Like many in the trade, Joe Hodas likens cannabis marketing to that of alcohol. “You could say that all bourbon is bourbon—it’s the same proof, so what’s a brand matter? But it does matter,” he says. “We know people have an affinity for product quality and consistency, which is what we offer.”