A number of well-known figures in entertainment and sports – including Gwyneth Paltrow, Rebel Wilson, Ruby Rose, Darren Criss, Baron Davis, Tove Lo and Casey Neistat – have collectively invested in Cann, a Los Angeles-based company specializing in beverages containing THC, the company announced.

This investment represents a continuing trend demonstrating the growing demand for alternative options to traditional intoxication, particularly within California’s market.

The announcement of this funding arrives closely after news that Saucey, a Los Angeles-based national alcohol delivery service, will be combining with Emjay, a marijuana dispensary and delivery service, operating under the umbrella of Pacific Coast Holdings.

Cann has rapidly become the leading THC-infused beverage in terms of sales, having distributed over 2 million cans to date (and by personal experience, it is a quality product).

The core appeal for those investing in, and founding, Cann centers on its positioning as a preferable substitute for alcohol.

“Cann is positioned perfectly within two significant trends goop has been observing for some time: the growing interest in mindful sobriety and the increasing curiosity surrounding cannabis,” explained Gwyneth Paltrow, the actress, entrepreneur, and musician who established the lifestyle and wellness brand, goop. “The accessibility of alcohol compared to Cann is disproportionate, and I believe the company’s leadership will successfully work to integrate Cann into comparable retail channels and social settings.”

Cann is not alone in its pursuit of a portion of the beverage alcohol market with an alternative product. Kin Euphorics also markets itself as an alcohol alternative. Numerous other companies producing CBD and THC-infused drinks have also secured venture capital. These include K-Zen Beverages, which has received $5 million from DCM to launch its product line, and California Dreamin’, a company supported by Y Combinator that features a potent 10 milligrams of THC per serving. Sweet Reason has gained funding from Lerer Hippeau for its CBD-infused sparkling drink, while Recess, Daytrip, Infuzed and Dram also offer similar products.

Each can of Cann contains 2 milligrams of THC and 4 milligrams of CBD, and consuming several cans can produce a mild euphoric effect.

Actress Ruby Rose highlighted the company’s dedication to inclusivity, noting that its workforce is evenly divided between genders and that people of color represent 33% of its employees.

Looking ahead, Cann intends to broaden its market reach. The company has already expanded into Nevada and is planning to enter four additional states within the next six months, as stated in a company release.