The rise of Recess, a New York startup that could be the White Claw of sparkling CBD drinks - if the country's uneven hemp regulations don't get in the way
- Recess is a sparkling CBD beverage geared towards anxious, aesthetic-obsessed millennials.
- Founder and CEO Ben Witte launched Recess in October 2018 with a brand-marketing-first approach.
- While Recess has skyrocketed in popularity on social media, the company has been navigating unclear CBD regulations behind the scenes.
- Visit Business Insider's homepage for more stories.
Recess's Instagram page is like stepping into a pastel, millennial dreamscape.Recess is a one-year-old, New York-based startup whose product is a canned beverage containing CBD. While the brand has skyrocketed in popularity on social media, the company has been navigating unclear CBD regulations behind the scenes.
"We canned a feeling," Recess founder and CEO Ben Witte told Business Insider.
Ben Witte, founder and CEO of Recess, launched his CBD beverage brand geared towards anxious, aesthetic-obsessed millennials in October 2018.
Recess has been operating for just over a year. In that time, it has grown from two employees working out of Witte's living room to 30 employees with about 4,000 accounts nationwide.Advertisement
Recess opened Recess IRL, a pop-up store in the NoHo neighborhood of Manhattan, in February.
Recess attracted heavy-hitting talent from the beverage industry in its first year.Advertisement
The secret sauce of Recess' success is a brand-marketing-first approach catered to social media.
While Recess has skyrocketed in popularity via social media, the company has been navigating unclear CBD regulations behind the scenes.Advertisement
Witte is a board member of the US Hemp Roundtable, which is the hemp industry's national business advocacy organization.
Recess is based in New York. Governor Cuomo signed legislation that gives New York a regulatory framework for the growth and sale of hemp on December 9.Advertisement
Recess has its sights set on national expansion, and it will be releasing three new flavors.
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