Year in Review: The Biggest Cannabis PR Wins (and What We Learned)

Every year in cannabis PR feels kinetic, but 2025 felt different. The pace of the news cycle accelerated, the stakes of getting the story right increased, and the space between a successful campaign and a forgettable one widened. Headlines were written as much by policymakers and consolidation as by product innovation, and brands that succeeded did so because they were disciplined—not loud.

More than anything, this year proved a simple truth: novelty is cheap; credibility is the new currency. The brands that won earned their space through clarity of message, respect for regulation, and a sharp point of view that cut through the noise.

Why This Year Felt Different

To understand the PR moments that mattered, we have to look at the broader environment that shaped them.

THC beverages—once a novelty—crossed into mainstream-adjacent territory. “Identity beverages” like Cann, Olipop, and Celsius became lifestyle signifiers, not just functional products. Coverage reflected that shift: drinks were framed within cultural movements like sober curiosity, Dry January, and everyday wellness, not simply as “the next cannabis trend.” Celebrity backing didn’t hurt, but it also didn’t carry stories on its own.

Meanwhile, regulatory whiplash hit the hemp-derived beverage category. Federal negotiations put a microscope on products exceeding 0.4 mg THC per serving, creating existential uncertainty for a category projected to hit billions. What could have been a policy story became a narrative about risk, compliance, and responsible marketing.

Consolidation and corporate drama also dominated coverage. Distressed assets changed hands, operators expanded aggressively, and governance disputes went public. In an environment like this, transparency and operational integrity became newsworthy, raising the bar for what campaigns needed to achieve.

In a year where the news practically wrote itself, brands that succeeded did more than show up—they showed up with intention.

What Worked: The Campaigns That Broke Through

The brands that won coverage didn’t necessarily have more announcements—they told better stories, more consistently, and with a clear point of view.

Owning One Sharp, Repeatable Narrative

The strongest brands picked one idea and committed to it. Cann’s “Dry January but fun” campaigns didn’t just spike in January—they reshaped how journalists framed THC beverages versus alcohol. Focus is a competitive advantage: when reporters need context, they know who to call. Your narrative should be bigger than your SKU but narrower than a vague “premium” claim.

Campaigns That Delivered Real Insight

Journalists rewarded brands that behaved like newsrooms rather than marketing machines. Reports on consumer attitudes, regulatory explainers, and economic impact studies became editorial assets that earned repeat coverage. When brands produced content the media actually needed, campaigns achieved longevity and credibility beyond a single news cycle.

Creator Partnerships with Strategy

Fewer, deeper creator relationships outperformed ten random influencers. Cann’s approach of leaning into one creator with a recurring, brand-aligned persona made media coverage natural and strategic. The key: creators should be treated like recurring columnists, with a beat, a POV, and a storyline that evolves over time.

Retail + PR Integration

The best campaigns connected storytelling to tangible outcomes. Pop-ups timed with press coverage, in-store signage quoting editorial features, and landing pages tied to media attention allowed PR to drive both awareness and product engagement. In a year of margin pressure and consolidation, campaigns that influenced behavior—not just headlines—won.

What Didn’t Work (and Why)

Treating 4/20 as a Whole Strategy

Campaigns that relied solely on the calendar date fell flat. Brands that excelled used 4/20 as a culmination point, not the starting point, layering educational content, partnerships, and storytelling over weeks.

Generic Press Releases

Mass-sent, one-size-fits-all announcements no longer cut through. Journalists became increasingly selective, and irrelevant releases diluted credibility. Brands that succeeded targeted reporters by beat and provided meaningful context.

Celebrity or Equity Stories Without Substance

Celeb-backed launches and social equity campaigns that lacked operational proof faced media scrutiny. When claims about equity, sustainability, or sourcing didn’t match reality, the story became a liability, not an asset.

Ignoring Regulatory Risk

Brands that ignored policy, leaned on gray areas, or failed to communicate responsibly were caught off-guard when regulations shifted. Policy must be part of the brand narrative, not just operations.

What Cannabis Brands Should Carry Into Next Year

The path forward for 2026 is clear. The most effective teams will:

• Define a year-long thesis that serves as a North Star for every campaign, panel, and data point.

• Operate like a newsroom, not a megaphone, with quarterly anchor stories, recurring beats, and consistent insight.

• Build PR that drives outcomes, not just awareness, tying every initiative to metrics like trust, behavior, and share of voice.

• Prepare for crisis before it happens, with ready playbooks for product, partner, and regulatory risks.

• Invest in relationships over reach, offering context, data, and real stories consistently to journalists instead of treating them as distribution channels.

  
  

The Essentials for a Stronger PR Year

Even with limited bandwidth, three priorities make the biggest difference:

1. One clear narrative for the year Every announcement, partnership, and talking point should ladder into a single, coherent story. This keeps your brand recognizable and memorable across campaigns and media coverage.

2. One flagship insight asset A study, report, or data-driven guide gives journalists a reason to come back beyond individual product announcements. When executed well, it becomes a renewable source of coverage and positions your brand as a thought leader.

3. One real commitment you can prove Whether it’s equity, sustainability, safety, or education, choose something tangible. Show the progress, share the data, and follow through—proof is the new persuasion.

Focusing on these essentials sets a strong foundation for 2026 and ensures your PR work drives impact, not just headlines.