Aurora Introduces Fresh Innovation for Spring

Aurora Introduces Fresh Innovation for Spring

New additions to lineup include two original cultivars from Aurora's breeding program, strain-specific gummies, aromatic vapes and terpy diamonds & sauce

Aurora Cannabis (NASDAQ: ACB) (TSX: ACB), the Canadian company opening the world to cannabis, today announced a fresh lineup of innovative products. Coming soon to patients at Aurora Medical and to consumers at retail stores across the country, the company's expanded portfolio includes newly developed cultivars, strain-specific gummies and aromatic vapes. Flower products include two original strains from Occo Aurora's esteemed breeding program: Pink Diesel '71 and Moon Berry .

San Rafael '71, Pink Diesel '71 cannabis flower (CNW Group/Aurora Cannabis Inc.)

"We're delighted to unveil the latest additions to our ever-evolving portfolio of products," says Lana Culley , Vice President of Product Development at Aurora Cannabis. "Our R&D team is focused on developing new products that capture the essence of what our patients and consumers value most – high quality and consistent cannabis in a wide variety of formats. Our spring lineup delivers on that and builds upon our total portfolio of Aurora products."

Through Aurora's best-in-class genetics breeding program, backed by extensive consumer research and development, Aurora continues to focus on expanding its portfolio of product offerings, while developing unique cultivars and formats that appeal to a wide variety of patients and consumers.

New products launching this April include:

San Rafael '71:

  • Pink Diesel '71 (3.5g & 14g flower, 3 x 0.5g pre-rolls) – A premium strain crossbred from two of San Rafael '71's most popular cultivars, Pink Kush and Driftwood Diesel. The result is a pungent, powerful and 100% original indica with notes of gas, lavender and spice, delivering 24-30% THC. Hang-dried, hand-finished and hand-bottled for an excellent final product.
  • Moon Berry (3.5g & 14g flower, 3 x 0.5g pre-rolls) – A premium strain with a balanced 1:1 ratio of THC to CBD, Moon Berry has a delightful aroma of berries, cream and lemon. Bred from Aurora Medical's Vespera and Equiposa cultivars, Moon Berry is a great choice for those looking for a full-flavoured experience with moderate THC and balanced CBD.
  • Tangerine Dream Cured Resin Gummies (4 x 2.5mg) – Made with strain-specific cured resin from premium dried flower extracted using Aurora's state-of-the-art hydrocarbon process. These sativa gummies have a sweet citrus, tangerine flavour inspired by the character of the flower.

Greybeard:

  • DJ Melon Live Resin Diamonds & Sauce (1g) – Named after a unique formulation that combines KISH and AFD live resins, resulting in a melon-y aroma, DJ Melon is 99.9% THCa Diamonds smothered in a sweet terp sauce that evokes light citrus notes with subtle hints of pine.
  • Pineapple M Live Resin Diamonds & Sauce (1g) – Boasted a rich fuel and pineapple aroma, Pineapple M is 99.9% THCa Diamonds smothered in a sweet and gassy terp sauce. This limited time offer is made with our award-winning hydrocarbon extract process.
  • Slymer Live Resin Vape (510 - 1g) – Made from 100% pure live resin, Slymer is named for its abundant trichome production and exceptional pine and lemon aroma for a fresh and invigorating true-to-strain experience.
  • Trufflez Live Resin Vape (510 – 1g) – With an ultra-gassy, savoury and earthy aroma profile, Trufflez is made from 100% pure live resin.

Whistler Cannabis Co.:

  • Organic BC Rockstar (28g flower) – One of our best-selling strains of all time is now available in a 28g format, for a limited time only. Bred from a cross of Rockstar and Bubba Kush cultivars, BC Rockstar is a hard-hitting indica with earthy and piney notes. Delivering 20-27% THC, this flower is grown in living soil with a small-batch approach.

Daily Special

  • Mondo Grape XL Vape (510 - 1g) - Delivering big grape flavour, this vape is made with a proprietary resin blend, enhanced with botanical terpenes for a broad-spectrum, full-flavour experience.

The spring product release is set to roll out to patients on Aurora Medical and in adult-use retailers starting in April.  Select products are available in certain regions.

About Aurora:

Aurora is opening the world to cannabis, serving both the medical and consumer markets. Headquartered in Edmonton, Alberta , Aurora is a pioneer in global cannabis, dedicated to helping people improve their lives. The Company's adult-use brand portfolio includes Aurora Drift , San Rafael '71 , Daily Special , Whistler , Being and Greybeard , as well as CBD brands, Reliva and KG7. Medical cannabis brands include MedReleaf, CanniMed, Aurora and Whistler Medical Marijuana Co, as well as international brands, Pedanios, Bidiol and CraftPlant. Aurora also has a controlling interest in Bevo Farms Ltd. , North America's leading supplier of propagated agricultural plants. Driven by science and innovation, and with a focus on high-quality cannabis products, Aurora's brands continue to break through as industry leaders in the medical, performance, wellness and adult recreational markets wherever they are launched. Learn more at www.auroramj.com and follow us on Twitter and LinkedIn .

Aurora's common shares trade on the NASDAQ and TSX under the symbol "ACB".

Forward-looking Information

This news release includes statements containing certain "forward-looking information" within the meaning of applicable securities law ("forward-looking statements"). Forward-looking statements are frequently characterized by words such as "plan", "continue", "expect", "project", "intend", "believe", "anticipate", "estimate", "may", "will", "potential", "proposed" and other similar words, or statements that certain events or conditions "may" or "will" occur. Forward-looking statements made in this news release include, but are not limited to, statements with respect to product innovation and new products to market, competitive advantages including breeding and genetics and consumer research, and the expected timing for the release of new products in the medical and recreational channels.

These forward-looking statements are only predictions. Forward looking information or statements contained in this news release have been developed based on assumptions management considers to be reasonable.  Material factors or assumptions involved in developing forward-looking statements include, without limitation, publicly available information from governmental sources as well as from market research and industry analysis and on assumptions based on data and knowledge of this industry which the Company believes to be reasonable. Forward-looking statements are subject to a variety of risks, uncertainties and other factors that management believes to be relevant and reasonable in the circumstances could cause actual events, results, level of activity, performance, prospects, opportunities or achievements to differ materially from those projected in the forward-looking statements. These risks include, but are not limited to, the ability to retain key personnel, the ability to continue investing in infrastructure to support growth, the ability to obtain financing on acceptable terms, the continued quality of our products, customer experience and retention, the development of third party government and non-government consumer  sales channels, management's estimates of consumer demand in Canada and in jurisdictions where the Company exports, expectations of future results and expenses, the risk of successful integration of acquired business and operations, management's estimation that SG&A will grow only in proportion of revenue growth, the ability to expand and maintain distribution capabilities, the impact of competition, the general impact of financial market conditions, the yield from cannabis growing operations, product demand, changes in prices of required commodities, competition, and the possibility for changes in laws, rules, and regulations in the industry, epidemics, pandemics or other public health crises, including the current outbreak of COVID-19, and other risks, uncertainties and factors set out under the heading "Risk Factors" in the Company's annual information form dated September 20, 2022 (the "AIF") and filed with Canadian securities regulators available on the Company's issuer profile on SEDAR at www.sedar.com and filed with and available on the SEC's website at www.sec.gov . The Company cautions that the list of risks, uncertainties and other factors described in the AIF is not exhaustive and other factors could also adversely affect its results. Readers are urged to consider the risks, uncertainties and assumptions carefully in evaluating the forward-looking statements and are cautioned not to place undue reliance on such information. The Company is under no obligation, and expressly disclaims any intention or obligation, to update or revise any forward-looking statements, whether as a result of new information, future events or otherwise, except as expressly required by applicable securities law.

San Rafael '71 Moon Berry cannabis flower (CNW Group/Aurora Cannabis Inc.)

Greybeard Slymer Live Resin Vape (CNW Group/Aurora Cannabis Inc.)

Aurora Cannabis Inc. Logo (CNW Group/Aurora Cannabis Inc.)

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Cannabis leaf on road marked with "2025," with sunlight in the background.

New Cannabis Consumption Trends, Regulatory Shifts Seen Driving Market in 2025

Understanding trends in the cannabis industry is paramount for investors eyeing a market with steady growth potential, but the landscape is complex as products and regulations continue to evolve.

Consumption habits are changing as edibles, vaping and THC beverages gain traction, especially among younger users, and cannabis companies are adapting their offerings to meet shifting demand.

Meanwhile, regulatory uncertainty, particularly surrounding the future of the US Farm Bill and state-level restrictions on hemp-derived cannabinoids, continues to challenge the market.

Despite these headwinds, production data and long-term growth forecasts suggest the cannabis industry remains on a promising — albeit turbulent — path. Read on for more on key trends to watch in 2025.

Consumption methods evolving post-legalization

Shifts in consumer behavior are reshaping markets across the board, and the cannabis industry is no exception.

While smoking remains the dominant method of cannabis consumption, a recent report from the Centers for Disease Control and Prevention highlights the growing popularity of edibles, vaping and dabbing.

The report notes that vaping and dabbing are particularly pronounced among younger adults.

A separate study published by the American Medical Association and funded in part by the Canadian Institutes of Health Research also points to how product preferences have changed among Canadian users since legalization in 2018.


The study indicates that while the use of flower, cannabis concentrates, oil, tinctures and topicals has decreased during that time, the use of vape cartridges, edibles and beverages has increased.

Edibles and beverages were legalized in Canada in late 2019, and Truss Beverage was one of the first players to introduce cannabis-infused drinks. Truss was a joint venture formed by Molson Coors Canada (TSX:TPX.A,TSX:TPX.B) and HEXO, a cannabis company that has since been acquired by Tilray Brands (TSX:TLRY,NASDAQ:TLRY).

In early 2020, Tilray launched a lineup of confectionery, wellness products and beverages through its subsidiary, High Park; Canopy Growth (TSX:WEED,NASDAQ:CGC) made a similar move. These companies gradually brought their products to the US as more states legalized cannabis for medical and/or recreational use.

Today, established cannabis brands typically offer edibles and beverages alongside their other products. Organigram Global (TSX:OGI,NASDAQ:OGI) is one of the newest US entrants, with its April acquisition of Collective Project providing immediate access to the US hemp-derived THC beverage market.

Growing awareness of health and wellness, potentially amplified by the pandemic-led adoption of health trackers, appears to be making an impact on the alcoholic beverage market.

A 2023 Gallup poll reveals a two decade decline in alcohol consumption, particularly among younger adults, suggesting a shift towards more health-conscious lifestyles within this demographic.

Craft beer production declined by 4 percent year-on-year in 2024, according to data collected by the Brewers Association. This marked the largest drop in the industry's history, excluding the pandemic. For small, independent craft breweries, 2024 marked the third consecutive year of declining production. A drop in the number of operating small breweries last year provides further evidence of this trend, with 501 closures in 2024 versus 434 openings.

Challenges in the alcohol market extend beyond the brewing industry, with the New York Times recently reporting the closure of a handful of nightclubs facing decreased alcohol sales alongside rising insurance and rent costs.

Meanwhile, cannabis lounges have been popping up across the US for the last several years. As of early 2025, several states had legalized or were in the process of implementing regulations for cannabis consumption lounges.

Hemp market growth despite regulatory uncertainty

The burgeoning hemp industry is another segment of the expanding cannabis market.

The legalization of industrial hemp — defined as cannabis with a THC concentration of 0.3 percent or less — through the 2018 Farm Bill led to initial investment and optimistic projections for CBD wellness products and various industrial applications. The sector’s rapid evolution also brought the rise of hemp-derived intoxicating cannabinoids, creating a market that presented both opportunities and complexities for participants.

However, after an initial boom, a lack of infrastructure and clearly defined regulations for CBD, as well as state-level variations and market oversupply, ultimately contributed to a quick retraction.

2024 was a pivotal year for the US hemp industry, as the hemp-related provisions of the 2018 Farm Bill — originally set to expire in September 2023, but extended to December 31, 2024 — created an urgent need to address critical issues like THC limits and the regulation of novel hemp-derived cannabinoids. A major point of contention was the proposed shift from defining hemp based on Delta-9 THC concentration (0.3 percent or less) to “total THC,” which includes THCA.

This change had the potential to significantly impact farmers and processors, as many hemp varieties that are compliant under the Delta-9 THC rule could exceed the 0.3 percent limit when THCA is included.

Various bills and amendments were proposed in 2024 as part of the Farm Bill discussions, each with different approaches to regulating hemp. Separate regulatory frameworks for industrial hemp and hemp grown for cannabinoids were suggested, and many states took their own action, leading to a patchwork of regulations and even outright bans.

Despite challenges, data from the US Department of Agriculture suggests signs of recovery.

The department's annual National Hemp Report from 2024 points to an 18 percent increase in industrial hemp production value between 2022 and 2023, with output growth seen in specific sectors like floral (18 percent), fiber (133 percent) and seed hemp (414 percent). The 2025 report from the Department of Agriculture indicates further expansion, with notable increases observed in both acreage (up 64 percent from 2023) and value (46 percent).

The 2024 Farm Bill ultimately did not pass, and right now the hemp industry is operating under a temporary extension of the 2018 Farm Bill under the American Relief Act of 2025, signed into law on December 21, 2024.

The 2018 Farm Bill is now set to expire on September 30, 2025.

While analysts for Markets and Markets project that the North American hemp industry will grow at a CAGR of 22.4 percent and ultimately reach a valuation of US$30.24 billion by 2029, the future of the industry will be heavily influenced by the outcome of the ongoing Farm Bill discussions.

US cannabis legalization remains stalled

Although there is clear demand for cannabis products, the now-defunct rescheduling process in the US is likely to continue casting a shadow of uncertainty over the industry's long-term trajectory.

Legal and procedural delays, including allegations of improper conduct and bias within the US Drug Enforcement Administration (DEA), led to hearing cancellations, and the new administration of US President Donald Trump has brought leadership changes to key agencies like the DEA and the Department of Justice.

Terry Cole, who Trump nominated to be DEA administrator on February 11, has a history of opposing cannabis legalization in the country. Similarly, Pam Bondi, Trump’s pick to lead the justice department, staunchly opposed a movement to legalize medical cannabis during her tenure as Florida’s attorney general.

While there have been bipartisan efforts in Congress to end federal cannabis prohibition and establish regulations for eventual legalization, the DEA’s actions and statements indicate a potential stall or reversal of progress.

In addition to that, new research is adding complexity to the debate.

A study published in the American Journal of Psychiatry this past March highlights an association between the use of high-potency cannabis strains and increased risks of psychosis, a factor that may not have been fully considered by the Department of Health and Human Services. As stronger cannabis strains become more widely available, a reassessment of their potential health risks may be required.

Investor takeaway

While the cannabis industry holds promise for growth and innovation, investors must remain acutely aware of the regulatory uncertainties and market volatility that will undoubtedly shape its trajectory in the years to come.

Don’t forget to follow us @INN_Cannabis for real-time news updates!

Securities Disclosure: I, Meagen Seatter, hold no direct investment interest in any company mentioned in this article.

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