Truss Beverage Co. is looking to bring more joy to the holidays with a new, limited-time offering it hopes will make its cannabis-infused beverage line more presentable: wrapping paper.

Called “Rolling Wrapping Paper,” the promotion plays on an obvious allusion to its usual product, while also seeking to court the more than half of Canadians surveyed by the retailer who say they would consider gifting a cannabis-related product this holiday season, 49% of whom said they would choose to give a cannabis beverage, specifically.

This is obviously good news for the cannabis-infused beverage maker, which holds a 37.7% market share.

“As Canadians continue to return to normalcy this holiday season, we anticipate even more festive gatherings and occasions to socialize with a beverage in-hand,” says Dave Schlosser, CEO at Truss. “This presents a huge opportunity to drive product consideration, trial and ultimately category growth, which remains a priority for Truss as a leader in cannabis beverages.”

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Lori Hatcher, head of commercial with the brand, adds that the paper also makes the beverages more approachable to those “intimidated by current packaging labels,” including as gifts under the family tree.

The wrapping papers align with certain brands in Truss’ portfolio: House of Terpenes, Mollo, Little Victory and XMG. It is available in four patterns at retailers across the country while supplies last.