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[mick]

Dixie Brands Inc. (CSE: DIXI, OTC: DXBRF) to produce and sell iced tea containing THC.

It's hard to overstate the importance of this deal.

It is the first instance of a mainstream U.S. consumer products brand making its valuable trademarks available for THC products.

Heineken has a similar deal for a hops-based beverage in California, but it used its trademark for Lagunitas, rather than its Heineken one, and Lagunitas has been a cannabis-friendly brand since before Heineken even purchased it.

Companies without that avowedly pro-cannabis history are worried not just about the federal prohibition on THC products, but also about the "reputational risk."

Arizona has decided that risk is low because a majority of Americans support cannabis legalization.

And not only are company executives hoping to profit from their brand name, they also hope to profit from investing in the cannabis industry.