Boveda Rebrands Its Marijuana-Targeted Products to Vivi – halfwheel
Boveda has announced that its two-way humidity packs that are marketed to be used to cure and store marijuana will be sold under a new brand: Vivi.
The packs themselves are functionally the same as they were before, but the company will be selling them using a different look that will separate the cannabis-focused products from the rest of the company’s targeted markets, which is primarily cigars but also includes musical instruments, food storage and other applications.
“Cannabis has its own culture, its own standards, and its own community,” said Sean Knutsen, president and ceo of Boveda, in a press release. “Vivi allows us to show up for this industry in a more intentional and authentic way, while standing behind the same quality, consistency, and performance that have set the standard for cannabis humidity control since 2007.”
This is hardly the first major rebrand for Boveda. In 2012, the company announced that it was moving away from the Humidipak name that it used in conjunction with Boveda and replacing what were then white packs to brown packs and blue Boveda branding that is similar to the company’s current offering.
While the company got its start selling the two-way humidity packets for cigars, the growing marijuana market has greatly expanded the company’s sales, staff and global reach. In the marijuana space, Boveda has faced much greater competition from other companies offering humidity packs.
Boveda markets its humidity packs for cigars with a starting point of 69 percent relative humidity, right around the 70 percent number that was often touted as the ideal humidity for a humidor. It also offers the packs in lower and higher relative humidity levels, with many Cuban cigar consumers using packs in the low 60s and the company offering humidor seasoning packs at 84 percent.
For marijuana, the company recommends packs in the high 50s or low 60s. Last year, Boveda introduced the Vivi brand as “Vivi Cure,” a product marketed towards users who grow their own plants at home and want to cure the harvested cannabis flower. Now, all of its marijuana-focused efforts will be under the Vivi name, though the Boveda logo still appears on the packaging.
Regardless of the humidity level or application, the packs themselves are the same. Boveda uses a combination of salt and water that is placed inside a breathable membrane. By applying a specific ratio, the packs will either release or absorb moisture, hence the company’s two-way start.
While Boveda packs perform the crucial role of keeping cigars stored properly, they have more uses in the marijuana space. Beyond the aformentioned curing application, Boveda packs can keep the flower in usable condition for long periods of time. They are also useful for commercial growers and retailers as marijuana is often sold by weight and keeping the flower properly humidity will add weight to the product.
Boveda says that it has existing inventory of the lower-humidity packs with the Boveda branding and that it will phase the Vivi packaging as the existing inventory runs out.
A press release says, “additional product updates and announcements under the Vivi brand will follow.”
I am an editor and co-founder of halfwheel.com/Rueda Media, LLC. Previously, I started TheCigarFeed, one of the two predecessors blogs of halfwheel. I have written about the cigar industry since 2010, covering everything from product launches to regulation to M&A. Beyond writing, I handle a lot of the behind-the-scenes stuff from weighing cigars to coordinating the tech. Outside of work, I enjoy playing tennis, watching boxing, falling asleep to the Le Mans 24, wearing sweatshirts year-round and eating gyros. echte liebe.