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[PRESS RELEASE] – GEORGETOWN, Mass., Sept. 8, 2025 – Kristin and Eric Rogers have reached an agreement with Ayr Wellness Inc. to reacquire LEVIA, pending customary closing conditions and regulatory approval. The husband-and-wife entrepreneurial team founded the Massachusetts-based cannabis beverage brand eight years ago.
“Bringing LEVIA home is a deeply personal milestone for us,” Kristin Rogers said. “This brand was born from our garage from the belief in the power of cannabis to break stigma and offer healthier alternatives. We’re so proud to continue that mission alongside our incredible employees. Their dedication has been the heart of LEVIA, and together we’re ready to scale the brand, expand into new markets, and write the next chapter while staying true to our mission and values.”
The Rogers launched LEVIA in 2017 with a mission to create products rooted in wellness, provide a thoughtful alternative to alcohol, and build a lasting legacy of advocacy and change. LEVIA’s first product was available for purchase in Massachusetts in 2021, providing consumers with a zero-calorie, zero-sugar, fast-onset cannabis beverage designed for consistent, effects-based enjoyment. LEVIA was acquired by Ayr Wellness in 2022.
Upon the anticipated close of the sale, the Rogers intend to focus on scaling operations, further establishing brand leadership in Massachusetts, and bringing LEVIA to new markets through strategic partnerships and innovation in beverage formulation, manufacturing and distribution.
