Perennial and Aphria Sign LOI to Establish Joint Venture to Create New, Consumer-Centric, Cannabis-Infused Products and Brands for the Canadian Market

Perennial and Aphria Sign LOI to Establish Joint Venture to Create New, Consumer-Centric, Cannabis-Infused Products and Brands for the Canadian Market

DCM.TO), and Aphria Inc. (TSX:APH and US OTC:APHQF) are pleased to announce they have signed a Letter of Intent to form a joint venture to collaborate on the development of new products, brands and product categories that will drive the evolution of the Canadian adult-use cannabis market. It is anticipated that a definitive agreement formalizing the joint venture will be finalized within the forthcoming weeks.

The JV will be powered by Aphria’s best-in-class cannabis production and Perennial’s industry-leading expertise in strategic brand development. Both companies share a cultural commitment to relentless innovation. This proposed collaboration will focus on developing industry-leading product innovations and brands that cater to the needs and needs of targeted adult-use consumer segments. As the cannabis industry expands into new and highly-anticipated merchandise categories, Perennial and Aphria consider that a dedicated, consumer-centric approach will allow the JV to remain on the leading edge of the cannabis industry.

“Winning brands are built from the ground up, and we are excited by the chance to join forces with Aphria,” said Chris Lund, Chief Innovation Officer of Perennial. “Aphria shares Perennial’s vision of producing research-based, consumer-centric brands that are ideal for the Canadian market. ”

“Perennial has been providing strategic counsel and consumer-driven brand development to some of the world’s largest brands for more than 25 years,” said DCM’s President and Chief Executive Officer, Greg Cochrane. “Together with ventures like this one, DCM is able to realize the full potential of having Perennial within the DCM team. This structure enables DCM to pursue promising new opportunities, while preserving the integrity of their industry-leading solutions DCM currently provides to many of Canada’s top cannabis producers in a conflict-free manner. We look forward to the chance to further unlock and comprehend the value of DCM’s recent purchase of Perennial. ”

Aphria will collaborate with Perennial in producing highly distinguished, market-disrupting brands and products that deliver adult consumers a unique and concentrated cannabis experience. “We are incredibly focused on developing the innovative products of tomorrow that will revolutionize how adult consumers integrate cannabis in their own lives,” said Jakob Ripshtein, Chief Commercial Officer of Aphria. “We’re moving the needle on what the cannabis industry will look like, not just one year from today, but in five or ten years. We’ll continue to invest in ventures like this one with Perennial that will enable us to collaborate with a range of strategic partners to bring powerful innovations to the adult-use cannabis market. ”

“Aphria has developed a portfolio of semi researched and crafted adult-use brands that we are confident will resonate with consumers from the gate come October 17,” said Megan McCrae, Vice President of Marketing in Aphria. “Collaborating with Perennial, among the greatest brand homes in North America, will ensure we continue to lead the consumer experience as the industry evolves and we expand our portfolio to include a range of cannabis-infused products. ”

“Aphria is not standing still as the opening bell for adult-use cannabis approaches,” said Vic Neufeld, Chief Executive Officer of Aphria. “We are rapidly advancing our strategic innovation plans on multiple fronts, including with this JV and our newly announced Extraction Centre of Excellence. Aphria has the infrastructure, know-how and capacity to deliver on adult-use market commitments in year one and beyond, and we’re using that foundation to make sure we’re leading the growth of the adult-use cannabis industry in years to come. ”

For more than 25 years, Perennial has been the trusted partner for many of North America’s top brands in retail, financial services, and consumer packaged goods. Perennial has provided business strategy, brand strategy, consumer insights, and layout to major brands like Royal Bank of Canada, Loblaw Companies Limited, McKesson Canada, Coca-Cola, and The Home Depot Canada. Through innovative thinking, clever storytelling, and strategic solutions, Perennial drives customers ’ earnings today when building their brands for tomorrow.

DCM is a communicating solutions partner that adds value for major companies across North America by creating more meaningful connections with their clients. We pair customer insights and thought leadership with cutting-edge products, modular allowing technology, and solutions to power our customers ’ go-to-market strategies. We help our customers manage how their brands come to life, determine which channels are ideal for them, handle multimedia campaigns, deploy location-specific and 1:1 marketing, implement custom loyalty programs, and fulfill their commercial printing needs all in one place.

Our extensive experience has positioned us as experts at providing communication solutions across several verticals, including the financial, retail, health care, consumer health, energy, and not-for-profit sectors. Thanks to our locations throughout Canada and in the USA, we are able to meet our customers ’ varying needs with scale, speed, and efficiency — no matter how large or complex the request. And we could do it all with advanced data security, regulatory compliance, and bilingual communications, in print or electronic., and in the disclosure documents filed by DATA Communications Management Corp. on the System for Electronic Document Analysis and Retrieval (SEDAR) at

Aphria is a major global cannabis company driven by an unrelenting dedication to our clients, product quality and innovation. Headquartered in Leamington, Ontario — the greenhouse capital of Canada — Aphria has been setting the benchmark for its low-cost production of safe, pure and clean pharmaceutical-grade cannabis at scale, grown in the most natural conditions possible. Focusing on untapped opportunities and backed by the latest technology, Aphria is dedicated to bringing breakthrough innovation to the global cannabis market. The Company’s portfolio of brands is grounded in expertly-researched consumer insights designed to meet the needs of every customer department. Rooted in our creators ’ multi-generational expertise in commercial agriculture, Aphria drives sustainable long-term shareholder value through a diversified approach to innovation, strategic partnerships and international expansion, with a presence in more than 10 countries across 5 continents.

Certain statements in this press release constitute “forward-looking” statements that involve known and unknown risks, uncertainties and other factors which may cause the actual results, performance, goals or achievements of DCM or Aphria, or industry results, to be materially different from any future results, performance, goals or achievements expressed or implied by these forward-looking statements. When used in this press release, words like “may”, “would”, “could”, “will”, “anticipate ”, “anticipate”, “quote ”, “think ”, “intend”, “plan”, and other similar expressions are intended to identify forward-looking statements. These statements reflect the current views of DCM and Aphria regarding future events and operating performance, are based on information currently available to DCM and Aphria, and speak only as of the date of this press release. These forward-looking statements involve a number of risks, uncertainties and assumptions and shouldn’t be read as guarantees of future performance or results and won’t necessarily be accurate indications of whether or not such results or performance will be achieved. Many factors could cause the actual results, performance, goals or achievements of DCM and Aphria to be materially different from any future results, performance, objectives or achievements that may be expressed or implied by these forward-looking statements. Such variables and forward-looking statements in this news release include, but aren’t limited to: statements with respect to the timing of the signing of any definitive proof in respect of the JV; expectations that a binding commercial agreement will be reached on terms satisfactory to the parties, if at all; expectations regarding the anticipated benefits and synergies of the JV; future cooperation efforts by and among DCM and Aphria; the proposed JV might not result from the accretion to the earnings or other benefits to DCM or Aphria; and expectations regarding the cannabis industry generally.

Readers are cautioned that the foregoing list is not exhaustive. Readers are further cautioned not to put undue reliance on forward-looking statements as there can be no assurance that the plans, intentions or expectations upon which they are placed will occur. Such information, although considered reasonable by management at the time of preparation, may prove to be incorrect and actual results may differ materially from those anticipated. Forward-looking statements contained in this news release are expressly qualified by this cautionary statement.

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Released at Tue, 14 Aug 2018 13:45:26 +0000

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