Not Your Father’s Cannabis

Models wearing wedding dresses designed by High Vibe Bride, Simply Bridal and Davids Bridal get ready smoke marijuana during the Cannabis Wedding Expo in Los Angeles on Saturday, Jan. 26, 2019. (photo credit: AP Photo/Richard Vogel)

Women are an increasingly important segment of cannabis users. Here’s how companies are marketing to them.

Next month, hundreds of prospective brides will waltz into Denver for the fourth annual Cannabis Wedding Expo, featuring anything and everything wedding-related with a cannabis twist, including cannabis-decorated wedding dresses, fresh “flower” arrangements and cannabis-infused cakes, canapes and cocktails.

It’s not surprising that weddings are a “thing” in the cannabis industry these days. First, women drive 70% to 80% of all consumer purchasing, and the influence they wield with their family members means their reach is wide. But even more important, women