New in pot shops: Marijuana light – CBS News

DENVER –– Recreational marijuana sellers are reaching out to novice cannabis users with a raft of edible products that impart a milder buzz and make it easy for inexperienced customers to find a dose they won’t regret taking.

In many ways, the marketing shift is the pot-industry equivalent of selling beer and wine alongside higher-alcohol options such as whiskey and vodka.

“No one buys a handle of Jim Beam and thinks they should drink all of that in one sitting,” said Tim Cullen, owner of two Denver-area marijuana dispensaries. “But people do want to eat an entire cookie, an entire piece of chocolate. So these products allow you to do that and not have a miserable experience.”

Nine months into Colorado’s recreational pot experiment, retailers have good reason to court new users. A market study released in July suggested 40 percent of customers in Denver-area recreational marijuana shops are tourists. That figure spikes to 90 percent in ski towns such as Aspen or Breckenridge. Tourists cannot shop in medical-marijuana dispensaries, so many of those customers may be buying legal weed for the first time.

New on the shelves in Colorado’s recreational pot shops is the “Rookie Cookie,” a marijuana-infused confection that contains 10 milligrams of marijuana’s psychoactive ingredient. That’s a low enough dose that most adults wouldn’t be too impaired to drive a car.

Then there’s a new marijuana-infused soda that’s 15 times weaker than the company’s best-known soda. The Dixie One watermelon cream soda contains 5 milligrams of THC – half of what the state considers a serving size – and is billed as “great for those who are new to THC or don’t like to share.”

The wave of lighter choices comes as the new industry tries to pivot away from products aimed at frequent, heavy pot users to newer customers who weren’t interested …read more