Food delivery? Check. CBD, or cannabidiol, delivery? Mark that down as a check as well, at least to Uber Eats customers in New York.
On the eve of April 20, Recess, the CBD sparkling water brand that just screams “made for millennials,” announced a partnership with Uber Eats.
The collaboration was announced via a tongue-in-cheek Instagram post, calling Uber Eats an “app someone made to deliver Recess and McDonald’s.” Currently, customers can purchase Recess’ three different flavors, a six-can sampler or a three-can sampler, ranging in price from $16.50 to $30. An eight-pack on Recess’ website costs $40, whereas a six-pack sampler costs $30. Delivery runs on a Tuesday-Sunday basis, as the drinks come straight from Recess and the company isn’t open on Mondays. Recess plans on expanding to other markets as well, like Los Angeles.
“We look at Recess’ launch on Uber Eats as another distribution channel for the brand, with Recess IRL (the company’s shop in New York) serving as the storefront for on-demand delivery operations,” said Benjamin Witte, founder and CEO of Recess. “Because Recess has a physical presence with always available inventory, the Uber Eats expansion was the logical next step in our plans for a true omnichannel distribution model, as its logistical infrastructure and popularity within the New York market is unmatched.”
Recess now joins a slew of other beverage companies who are on the Uber Eats platform, quenching thirsts for customers. In January, Starbucks announced its delivery service through Uber Eats, starting first in San Francisco and eventually growing to five more cities: Boston, Chicago, Los Angeles, New York and Washington, D.C. Dirty Lemon, a beverage brand popular with millennials, is also on the Uber Eats platform and had previously experimented with a CBD drink as well.
The company discontinued the drink in November 2018 after facing legal and logistical challenges. And this isn’t the only way consumers can get their CBD fix delivered to them; Eaze, a California-based delivery company, debuted Eaze Wellness in November 2018, which sells and ships CBD products to 41 states and Washington, D.C.
This partnership marks yet another move by Recess to reach a broader demographic and teach people more about what the drink—and the company offers. Witte previously told Adweek that Recess isn’t just a drink company; it’s a brand whose mission centers around relaxation.
“With UberEats, we were looking to make it easier than ever to ‘take a Recess’ at any time of the day, anywhere,” Witte said. “We also believe that a retail presence across every channel (online, retail, on-demand, etc.) is where the consumer world is going. While Recess IRL has allowed us to propel on-demand delivery forward, our customers have been consistently reaching out via email and Instagram asking where they can find Recess—and now UberEats can help us get to them even faster if a retail vendor is not within walking distance.”