Matha Figaro knows the idea of drinking cannabis may feel unfamiliar. So she frames it in terms most adults already understand: the ease of sipping a single glass of wine.
That’s the experience she says ButACake aimed to recreate with its newest product — a 7.5-ounce Cherry Hibiscus Elixir created with biotech partner Azuca. The beverage, which launched late last week, delivers a fast-acting, predictable cannabis onset within minutes and represents one of the first THC drinks available in New Jersey dispensaries.
“For someone who hasn’t had cannabis before, this beverage is a great entry point with an approachable dose of THC, comparable to starting with a single glass of wine in terms of mild, social effects,” Figaro told BINJE.
“With Azuca as our partner, we formulated the drink for a fast-acting onset and predictable experience, so effects can be experienced within 5 to 15 minutes, making it easier to understand and control the experience.”
The Cherry Hibiscus Elixir blends tart cherry, floral hibiscus and a touch of citrus, delivering a culinary-forward profile. Each can contains 5mg THC, designed for a controlled consumption experience.
Figaro and Azuca CEO Kim Sanchez Rael say the launch signals a turning point for cannabis beverages in the state — a category that has grown rapidly in other markets but is still emerging in New Jersey.
“New Jersey is at an inflection point for cannabis beverages,” Sanchez Rael said. “This is the first of its kind available in the state’s dispensaries, and it sets a new standard for how these products should perform — predictable, controlled and consistent in a format consumers already understand.”
The debut comes as New Jersey’s cannabis industry surpasses the $1 billion mark and as state agencies continue to invest in sector growth. The New Jersey Economic Development Authority recently launched a $15 million cannabis loan program, following a $5 million business development grant program announced last winter.
ButACake, long known for its premium cannabis-infused baked goods, has been expanding its product line through a deep partnership with Azuca. Figaro is the company’s inaugural Social Equity Fellow — part of an initiative designed to give emerging founders access to the tools and capabilities needed to scale. Through that collaboration, ButACake has worked closely with Azuca to bring precision-driven, fast-acting products to market.
“For ButACake, it’s always been about flavor and premium experience — working with the Azuca team has been a huge part of that,” Figaro said.
“They continue to help us push the envelope in the fast-acting space and develop products that are both functional and genuinely enjoyable. This drink is an extension of that vision — something elevated but easy, and a new way for people to engage with cannabis.”
ButACake operates out of a 3,000-square-foot facility in Neptune, where it moved last fall. The product is manufactured by CannPowerment, a company Figaro co-founded.
The ButACake Cherry Hibiscus Elixir, which hit the market March 31, is now available at select licensed dispensaries, including:
- Shipwreck’d in Neptune;
- Blue Oak Dispensary in Bloomfield;
- Queen City in Plainfield; and
- Urban Dispensary & Consumption Lounge in Newark.
A local distributor is shipping the product to additional licensed retailers, with broader expansion expected in the coming weeks. Figaro said a peach-flavored elixir will follow shortly.
The product is just the latest example of the growth of what now is a billion-dollar cannabis sector in the state. It also is another example of how cannabis is being produced in familiar products, such as chocolate.
Last week, the EDA launched a $15 million cannabis loan program. Last winter it announced a $5 million cannabis business development grant program.
