Cannara Biotech launches cannabis vapes in Quebec

Canadian cannabis producer Cannara Biotech Inc. has announced the launch of five new cannabis-based vaping devices, after receiving pre-market authorization from Santé Cannabis Québec. This development comes amid continued growth for the company, which reported record financial results in the third quarter of 2025.[1]While Cannara Biotech is not affiliated with the tobacco industry, this announcement nevertheless illustrates the growing convergence between the cannabis, nicotine and vaping markets, in which tobacco companies are investing heavily.

Diversification into cannabis vaping

With the announcement of the upcoming launch of five cannabis-based vaporizers, Cannara Biotech Inc. is taking a new step in its diversification strategy. Already well established in the Quebec recreational cannabis market, where it claims first place in sales volume, the company now intends to capitalize on the rise of alternative consumption methods, particularly inhalation via electronic devices, to expand its product portfolio.

These new devices, marketed under the "Tribal" brand, are touted as technologically advanced, powerful, and designed for a cleaner, more discreet consumption experience. According to the company's press releases, the e-cigarettes will be available starting in November 2025, following prior authorization from the Régie québécoise, which oversees cannabis distribution in the province.

This announcement is part of a structural trend in the North American cannabis market: the rise of processed products with higher added value, and more specifically inhalable products without combustion, such as THC-based cartridges, vaping pens (disposable devices specifically for CBD or cannabis) or refillable pods. In 2024, according to a study by BDSA Analytics, vaping products already accounted for more than 20% of the Canadian recreational cannabis market, growing twice as fast as dried flower.

This diversification allows companies like Cannara Biotech to:

• To expand their consumer base, particularly among young adults;
• To offer products perceived as more discreet and “modern” than smoked cannabis, facilitating consumption in public spaces;
• To benefit from a premium positioning, with higher margins than on flowers.

It is also accompanied by a technological deployment, modeled on the innovations developed in the world of nicotine vaping: rechargeable batteries, controlled-dosage systems, specific flavors, compatibility with mobile applications. This technological proximity contributes to blurring the boundaries between products, and facilitates the shift of consumers from one use to another, particularly in contexts where recreational uses are commonplace.

Finally, the proliferation of these electronic products raises new questions regarding public health and regulation. While cannabis vaping is often perceived as a "safer" alternative to smoking, studies on the specific risks of these devices remain limited, particularly on the effects of solvents, aromatic additives, and concentrated forms of THC. The combination of these elements with young, connected marketing targets is a cause for concern for prevention stakeholders.

An increasingly porous border with tobacco products

While Cannara Biotech is currently neither owned nor funded by the tobacco industry, its positioning in the cannabis vaping market is part of a broader shift that is blurring the lines between the tobacco, cannabis, and nicotine industries. The development of similar electronic devices—both technically and marketing-wise—is contributing to this convergence, reinforced by tobacco companies' growing investment strategies in the cannabis sector.

For several years, British American Tobacco (BAT), Philip Morris International (PMI)[2] or Altria are multiplying initiatives in the field of cannabis, in various forms: acquisitions of specialized companies, research partnerships, development of hybrid devices, or even financing of start-ups in cannabis biotechnologies.[3]In 2023, BAT announced an investment in AJNA BioSciences, a US company engaged in medical cannabis, alongside Canadian producer Organigram, already partially owned by BAT.[4]This transaction is part of a broader strategy aimed at diversifying BAT's revenues beyond tobacco and nicotine and positioning the company as a player in "lower-risk alternative products" – a narrative widely contested by public health authorities.

For its part, PMI is actively exploring the synthetic cannabinoid market, with plans to integrate cannabis-derived substances into its electronic devices. Meanwhile, several former executives of major tobacco multinationals have been identified on the boards of cannabis companies or as private investors in projects related to THC or CBD vaping.

This convergence strategy raises major public health concerns. On the one hand, it normalizes products based on psychoactive substances by presenting them as technological, modern, or "better controlled." On the other, it fosters regulatory confusion: while tobacco and nicotine are subject to increasingly strict legislation, the cannabis sector, still in the process of being structured, is today a strategic target for manufacturers seeking new markets—particularly among young people, who are already overexposed to these industries' messages on social media.

The Cannara case illustrates a gradual shift in business practices and economic models from tobacco to cannabis, with products that are increasingly addictive, standardized, and integrated into cross-marketing logics. While Cannara is not affiliated with a tobacco company, the development of its range of e-cigarettes is a prime example.

©Generation Without Tobacco

AE

[1] Press release, Cannara Biotech records its highest revenue and profitability since its inception in the third quarter of fiscal year 2025, Global News Wire, published July 28, 2025, accessed July 29, 2025

[2] Tobacco-free generation, New partnership in medical cannabis for cigarette maker Philip Morris, published January 25, 2025, accessed July 29, 2025

[3] Tobacco-free generation,  Tobacco Industry Maneuvers in Cannabis and Pharmaceutical Markets, published July 26, 2021, accessed July 29, 2025

[4] Tobacco-free generation, British American Tobacco strengthens its foothold in the recreational cannabis sector, published November 14, 2023, accessed July 29, 2025