This week, Instagram legend Dan Bilzerian descended upon London with his CBD venture, Ignite. So naturally, I had the chance to give the product a test before it launches fully in the UK. The brand’s ethos, along with the majority of the industry is that it “wants to change what users, and society, think about cannabis” all whilst delivering customers superior strains of cannabis and the purest CBD products possible. An exciting time.
The launch was held on the garden terrace of The Mandrake Hotel, a super good fit for the brand aesthetically, and I had the chance to test and take away some of the new products including tongue drops, lip balm and a disposable vape (bad for the environment, I know, but there are also rechargeable options which is the brand’s main focus).
The flavours for launch are Natural, Cucumber Lemon Mint, Blood Orange, Lemon Mint and Tropical Fruit; along with Lavender for tongue drops. A lot of early CBD brands had quite overpowering flavours to cover the taste of poorly extracted hemp, but with Ignite, we are receiving a really refined product that is smooth, subtle and tasteful. I am really impressed and the tag line “super-premium CBD” really hits home.
Looking forward to the full launch in market, there’s an estimated £2 million pound per month spend during the initial phase in the UK and over “thousands” of stores launching with the product. I hope Dan and the Ignite team take the chance to explore the more subversive and hyper progressive side of London;s cannabis scene with the campaign as there’s a lot of scope there.
Not sure if it has been announced yet, but there’s an UNAPOLOGETIC section on the Ignite CBD UK site, hopefully a space to share some of the narrative and stories to destigmatise the plant somewhat in the UK.