Cresco Labs Names Former Molson Coors Marketing Executive Greg Butler Chief Commercial Office

ILLINOIS: Cresco Labs, one of the largest vertically integrated multi-state cannabis operators in the United States, today announced a high-profile leadership hire to support its steadfast commitment to building the most important cannabis company in the U.S. Greg Butler joins Cresco Labs as its first Chief Commercial Officer. Greg brings to Cresco Labs a strong background in driving brand growth for top-tier CPG companies including Pfizer, Johnson & Johnson and Molson Coors, wellness retail execution for Walgreens, and business growth and capital management strategic advising for leading private equity portfolio companies.

In this newly created position, Greg is responsible for demand and commercial strategic planning, bolstering Cresco Labs’ sales and marketing teams with top talent, leading the launch of all new products and innovation, brand M&A and integration, and driving enterprise strategies to deliver on the company’s vision to be the most important cannabis company in the U.S. among patients, customers, consumers and industry stakeholders.

“One of the key components of our success is the ability to strategically curate a leadership team with both institutional expertise and the highest caliber of subject matter experts across different industries—from retail to healthcare to beer to CPG,” said Charles Bachtell, CEO of Cresco Labs. “Greg has a remarkable general management pedigree and an impeccable reputation from his work driving growth for the world’s most iconic brands. Cannabis is an industry where his background in patient marketing, wellness retail, corporate planning and traditional CPG brand building are all necessary to deliver growth, and I couldn’t be more pleased to add these capabilities to our arsenal for driving long-term value. Greg’s addition strengthens an already accomplished team that’s well positioned to usher in the next generation of normalized and professionalized cannabis.”

After a year serving as Operating Partner at MNML Ventures, an affiliate of Cresco Labs, Greg has stepped into a full-time CCO role to continue to execute the long-term growth plan that has already delivered significant results. He led the creation of a pioneering occasion-based portfolio strategy, relaunched seven cannabis brands with new brand positionings, identities and packaging design, oversaw the creation of a multi-year innovation pipeline, and drove the concepting and launch of the national Sunnyside* retail brand. He also helped reshape Cresco Labs’ robust marketing, retail operations and sales teams that are made up of notable hires from Apple, Starbucks, PepsiCo and Red Bull.

“The results of Greg’s leadership speak for themselves,” says Tom Manning, Chairman of the Cresco Labs Board of Directors. “He oversaw the Miller portfolio and developed a commercial strategy for the billion-dollar Miller Lite brand, delivering 13 quarters of sustained growth after years of declining sales. He also has launched innovation consumer campaigns for global brands that drove share growth and has won a wide range of awards from the Cannes Lions International Festival of Creativity to the Effie Awards.”

Greg graduated from Queen’s University and received his MBA from Harvard Business School.

“Throughout my career, I’m most energized by the opportunity to support the entrepreneurism of small companies in hyper-growth mode with the discipline and proven strategies of large CPG brands. After my first conversation with Charlie about his vision for Cresco Labs, I knew the opportunity to help navigate its strategic growth was the perfect fit,” said Butler. “Cresco Labs is reimagining the way consumers and patients look at the cannabis industry, and I’m excited to be part of its extraordinary mission and enhance the impact the company has already made.

Sipp Industries To Distribute “Major Hemp Brown Ale” In Colorado

CALIFORNIA: Sipp Industries has entered into a distribution agreement with Colorado Craft Distributors for the release of a hemp-infused beer throughout the Denver area.

Major Hemp, a wholly-owned subsidiary of Sipps, in partnership with Denver’s Sleeping Giant Brewing, completed production of the initial 50 barrels, which yielded nearly 100 kegs of premium brown ale formulated with quality hemp-seed powder. The initial strategy is to supply Denver’s more highly populated and affluent establishments with inventory to gauge consumer response before determining a strategy for wider distribution.

“Our approach involves delivery into primarily the local target market, with a focus on thriving areas, where there is a high concentration of bars and pubs that have a relatively progressive crowd, patrons interested in innovative and emerging trends,” stated Ted Jorgensen, President of Major Hemp. “Then, based on the level of success determined, we can move forward with a much larger brew in preparation for expanded distribution and the possibility of bottling and canning.”

“Major Hemp Brown Ale” was skillfully brewed by contracted Sleeping Giant Brewing, a distinguished beerhouse that brews for over fifteen companies inside and outside of Colorado. By aligning with Sleeping Giant, Sipp Industries has control and own all legal rights and intellectual property to the hemp beer recipe. Because Sleeping Giant does not brew its own beer, the potential for any conflicts of interest with ownership and intellectual property does not exist.

As the proprietary Ale hits the Denver craft brewery scene, management anticipates a highly favorable outcome. In light of its successful unveiling at previous 4/20 event, having already received such favorable reviews for its appealing color and authentic taste, pre-production interest has remained relatively high. Working with proprietary water-soluble hemp powder, Jorgensen and Osterman determined that the Brown Ale style of craft beer blends best with hemp powder. This infusion provides a smooth refreshing taste while enhancing the beer with the numerous healthy attributes of hemp.