Aphria and DCM Subsidiary Perennial Launch Joint Venture to Create Branded Cannabis-Infused Products

Published: November 7, 2018

Aphria and DCM Subsidiary Perennial Launch Joint Venture to Create Branded Cannabis-Infused Products

Aphria Inc. and Perennial Inc., a subsidiary of DATA Communications Management Corp. ash closed the transaction announced on August 14 to establish a joint venture devoted to creating original, consumer-driven brands and products for the adult-use cannabis market.

The JV will leverage Aphria’s expertise as a leading global cannabis producer and Perennial’s experience with international brand development and strategy to introduce new, cannabis-infused products to the Canadian and legal international markets. The JV will look beyond just edibles and beverages to a range of products designed to meet consumer demand in the cannabis and wellness space. Perennial has a successful track record of creating go-to-market strategies for major CPG and retail clients throughout North America and around the world.

“The brands that stand the test of time are the ones created with an understanding of the marketplace, an original and effective answer to a consumer need, and a message that’s relevant to people’s lives,” said Chris Lund, Chief Innovation Officer of Perennial. “We’ve been the thought leaders behind our clients’ brand strategies, creative development and execution for over 25 years – and now we relish the opportunity to create our own brands from scratch with Aphria, an industry-leading partner. We look forward to working with Aphria to bring innovative consumer-centric products and brands to life in the bourgeoning cannabis market.”

Through the JV, Aphria and Perennial will focus on developing new products, product categories and consumer-driven brands, with an initial focus on cannabis-infused products for the wellness, medical and adult-use markets.

“With this partnership, Aphria is advancing its industry-defining approach to developing the cannabis-based products of tomorrow,” said Jakob Ripshtein, President of Aphria. “The long-term future of this industry will be driven by consumer-centric R&D, innovation-led product and brand development and the ability to execute. Aphria is setting this standard today, and we will continue to pursue the most strategic opportunities and partnerships to bring consumer-focused innovations that define the future of this global industry.”