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$ Becomes Exclusive Combustible Smoke Product Sponsor of the Professional Bull Riders League (“PBR”) Through 2023 $BYND $TPB $MO $INGR

Posted by AGORACOM-JC at 8:17 AM on Wednesday, April 21st, 2021

As live attendance of sporting events begins to resume in 2021, the Company has entered into an agreement in which TAAT™ will sponsor PBR bull riding events in the United States. With more than three million attendees per year and millions of viewers of PBR events broadcast globally, the Company anticipates that this sponsorship can be an integral part of its marketing strategy to cultivate awareness among smokers aged 21+. PBR sponsorships have proven to be extremely effective, with 54% of PBR fans being more likely to recognize a sponsor brand than the average U.S. adult, and 12% of fans having made a purchase from a company specifically because it was a PBR sponsor.

  • Announced that it has finalized a sponsorship agreement with Professional Bull Riders, LLC (“PBR”) in which the TAAT™ logo and related messaging will be displayed among other PBR sponsor entities at live bull riding circuit events in the United States starting in 2021, which are also broadcast globally through various media channels.
  • PBR hosts over 300 events each year including Unleash the Beast , which is televised nationally on U.S. channels, as well as several networks around the world in 50 nations and territories

LAS VEGAS and VANCOUVER, British Columbia, April 21, 2021 — TAATLIFESTYLE & WELLNESS LTD. (CSE: TAAT) (OTCQB: TOBAF) (FRANKFURT: 2TP2) (the “Company” or “TAAT”) is pleased to announce that it has finalized a sponsorship agreement with Professional Bull Riders, LLC (“PBR”) in which the TAAT™ logo and related messaging will be displayed among other PBR sponsor entities at live bull riding circuit events in the United States starting in 2021, which are also broadcast globally through various media channels. PBR hosts over 300 events each year including Unleash the Beast , which is televised nationally on U.S. channels, as well as several networks around the world in 50 nations and territories 1 . Major sponsors of PBR events include energy drink brand Monster , iconic workwear label Wrangler , and Caterpillar , the world’s largest construction equipment manufacturer 2 .

The Company’s sponsorship agreement with PBR was executed on Tuesday, April 13, 2021 for the remaining duration of the 2021 season as well as the total duration of the 2022 and 2023 seasons (up to and including the final sponsored event performance of 2023), and provides for several sponsorship benefits which include but are not limited to the following (subject to availability and restrictions at each venue, as well as local regulations for each venue):

  • Exclusivity in the Combustible Smoke Products category
  • Arena marketing placements ( e.g. , digital signage, in-arena commercials, concourse display)
  • In-arena sweepstakes promotion (TAAT™ Cowboy Cool Sweepstakes) once per contract year
  • TAAT™ branded “smoke zone”, a designated smoking section at select event venues
  • In-market sponsorships ( e.g. , Cowboy Cool Tailgate, PBR Afterparty)
  • Official partnership with PBR’s PBRewards program, with in-arena and digital support
  • Social media and digital elements ( e.g. , sponsorship of original content episodes by PBR, banner ads on the website)

Sponsorship of PBR has provided substantial value for many lifestyle-driven brand names that desire visibility among the highly engaged audience of PBR events. For instance, 54% of PBR fans were more likely to recognize a sponsor than the average adult in the United States, and 12% of fans made a purchase from a company specifically because it was a PBR sponsor 3 . Further substantiating the value of PBR sponsorships in the tobacco industry, when the parent company of chewing tobacco brand Copenhagen was limited to one sponsorship per year in the United States, PBR was the firm’s sponsorship of choice in 2008 4 .

A photo accompanying this announcement is available at

Readers using news aggregation services may be unable to view the media above. Please access SEDAR or the Investor Relations section of the Company’s website for a version of this press release containing all published media.

“We are thrilled to enter into this sponsorship agreement with PBR,” said TAAT™ Chief Executive Officer Setti Coscarella. “The strong record of PBR’s sponsorship renewal speaks to its success in delivering on the brand awareness metrics sought by its sponsors. We believe that being a sponsor of PBR can provide excellent visibility for our brand among smokers aged 21+ who follow the league and its events, and we look forward to seeing how this can help us build upon our existing brand equity as we begin efforts to scale our product rollout in the United States.”

Billed as “America’s original extreme sport 1 ”, bull riding became popular in the southwestern United States during the mid-1800s as an adaptation of ranch and horsemanship skill competitions held throughout Mexico starting in the 16th century 5 . PBR was formed in 1992 by an entrepreneurial group of 20 bull riders and today attracts an annual total of more than three million fans in attendance of its live events. Over 500 bull riders from the United States, Canada, Mexico, Brazil, and Australia currently hold PBR memberships and participate in events which lead to the annual PBR World Finals , where more than USD $10 million in prize money is at stake each year 1 . The 2021 PBR World Finals is to be held at the T-Mobile Arena near the Las Vegas strip from November 3 through November 7, where the TAAT™ brand will be made visible to a nightly live audience of up to 20,000 fans 6 .

TAAT™ Chief Revenue Officer Tim Corkum commented, “Introducing a new brand in the cigarette category begins with understanding who the target consumer is and what needs they have that aren’t being met by other brands. The typical consumer journey for any product begins with brand awareness, which needs to be accomplished through consistent and repeated exposure to the TAAT™ brand in places to which their attention is regularly drawn. Our current digital advertising efforts provide us a relatively low-cost way to reach smokers aged 21+ through channels on which they spend much of their time learning about new products. We have not limited ourselves to online promotion, as the TAAT™ brand has been advertised on gas pump video display screens and in-store point of sale materials. We have also instituted retailer education programs where the majority of cigarettes are sold, and as a result the TAAT™ brand is presented to smokers aged 21+ repeatedly during their purchase decision moments that happen several times per week. This PBR sponsorship now evolves our ability to incorporate more lifestyle elements that can connect the TAAT™ brand more intimately with our consumer base and expose our brand to even more smokers who will associate TAAT™ as a brand which complements their sporting passion. More important than simply branding and signage, TAAT™ will be able to incorporate experiential marketing, product trials, and user interaction that will allow us to directly reinforce the TAAT™ message with a large fan base of smokers aged 21+ in several markets across the United States in which PBR events are held annually.”


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On behalf of the Board of Directors of the Company, 


“Setti Coscarella” 

Setti Coscarella, CEO and Director 

For further information, please contact: 

TAAT™ Investor Relations
1-833-TAAT-USA (1-833-822-8872)
[email protected]  


About TAATLifestyle & Wellness Ltd.  

The Company has developed TAAT™, which is a tobacco-free and nicotine-free alternative to traditional cigarettes offered in “Original”, “Smooth”, and “Menthol” varieties. TAAT™’s base material is Beyond Tobacco™, a proprietary blend which undergoes a patent-pending refinement technique causing its scent and taste to resemble tobacco. Under executive leadership with “Big Tobacco” pedigree, TAAT™ was launched first in the United States in Q4 2020 as the Company seeks to position itself in the $814 billion 1 global tobacco industry. 

For more information, please visit


1 British American Tobacco – The Global Market  

Forward-Looking Statements  

This news release contains “forward-looking information” within the meaning of applicable Canadian securities legislation. Often, but not always, forward-looking information and information can be identified by the use of words such as “plans”, “expects” or “does not expect”, “is expected”, “estimates”, “intends”, “anticipates” or “does not anticipate”, or “believes”, or variations of such words and phrases or state that certain actions, events or results “may”, “could”, “would”, “might” or “will” be taken, occur, or be achieved. Forward-looking information in this news release includes statements regarding the potential launch of Beyond Tobacco™, in addition to the following: Potential outcomes from the Company’s sponsorship of PBR events from 2021 through 2023, including the continued occurrence of such events in light of the ongoing COVID-19 pandemic. The forward-looking information reflects management’s current expectations based on information currently available and are subject to a number of risks and uncertainties that may cause outcomes to differ materially from those discussed in the forward-looking information. Although the Company believes that the assumptions and factors used in preparing the forward-looking information are reasonable, undue reliance should not be placed on such information and no assurance can be given that such events will occur in the disclosed timeframes or at all. Factors that could cause actual results or events to differ materially from current expectations include: (i) adverse market conditions; (ii) changes to the growth and size of the tobacco markets; and (iii) other factors beyond the control of the Company. The Company operates in a rapidly evolving environment. New risk factors emerge from time to time, and it is impossible for the Company’s management to predict all risk factors, nor can the Company assess the impact of all factors on Company’s business or the extent to which any factor, or combination of factors, may cause actual results to differ from those contained in any forward-looking information. The forward-looking information included in this news release are made as of the date of this news release and the Company expressly disclaims any intention or obligation to update or revise any forward-looking information whether as a result of new information, future events or otherwise, except as required by applicable law.

The statements in this news release have not been evaluated by Health Canada or the U.S. Food and Drug Administration. As each individual is different, the benefits, if any, of taking the Company’s products will vary from person to person. No claims or guarantees can be made as to the effects of the Company’s products on an individual’s health and well-being. The Company’s products are not intended to diagnose, treat, cure, or prevent any disease. 

This news release may contain trademarked names of third-party entities (or their respective offerings with trademarked names) typically in reference to (i) relationships had by the Company with such third-party entities as referred to in this release and/or (ii) client/vendor/service provider parties whose relationship with the Company is/are referred to in this release. All rights to such trademarks are reserved by their respective owners or licensees. 

Statement Regarding Third-Party Investor Relations Firms  

Disclosures relating to investor relations firms retained by TAAT™ Lifestyle & Wellness Ltd. can be found under the Company’s profile on .

Texas-Based WWV Places CAD $1.25 Million Order of TAAT™ $ $TOBAF for Distribution to its Retail Partner Network Spanning 38 U.S. States $BYND $TPB $MO $INGR

Posted by AGORACOM-AB at 4:13 PM on Friday, April 16th, 2021

LAS VEGAS and VANCOUVER, British Columbia, April 16, 2021 (GLOBE NEWSWIRE) — TAAT ™ LIFESTYLE & WELLNESS LTD. (CSE: TAAT) (OTCQX: TOBAF) (FRANKFURT: 2TP2) (the “Company” or “TAAT ™ ”) is pleased to announce that Worldwide Vape Distribution (“WWV”) has placed a wholesale order of TAAT™ OriginalSmooth, and Menthol for delivery to its warehouse facility in Dallas, Texas valued at USD $1 million (approximately CAD $1.25 million).

This order, which is to be fulfilled in batches over the course of 2021, consists of equal quantities of each TAAT™ variety packaged in the industry-standard format of master cases assembled on shipping pallets for wholesale distribution. After launching TAAT™ at retail in Ohio in Q4 2020, the Company has leveraged a statewide distribution network to place the product in tobacco points of sale, which has resulted in an average of approximately ten new store placements per week.

In February 2021, the Company made TAAT™ available in other U.S. markets by launching an e-commerce portal through which the majority of smokers aged 21+ in the United States can purchase individual flavours of TAAT™ by the carton for home delivery. The Company anticipates that this wholesale order from WWV can lead to growth of TAAT™’s market footprint in its second full calendar quarter of availability at retail.

In a press release dated July 7, 2020 , the Company announced WWV as its first distribution partner in the United States, with access to more than 10,000 retail stores across 38 U.S. states through direct and indirect relationships. WWV has an influential position in the category of alternatives to tobacco, representing a large portfolio of firms who manufacture hardware and supplies for electronic cigarettes.

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Consumer Research Study of TAAT™ $ $TOBAF Product and Brand Among Smokers Aged 21+ in OH, MI, IL, and PA Reflects Strong Reception $TPB $BYND $MO $INGR

Posted by AGORACOM-AB at 11:30 AM on Wednesday, April 14th, 2021

LAS VEGAS and VANCOUVER, British Columbia, April 14, 2021 (GLOBE NEWSWIRE) — TAAT ™ LIFESTYLE & WELLNESS LTD. (CSE: TAAT) (OTCQX: TOBAF) (FRANKFURT: 2TP2) (the “Company” or “TAAT ™ ”) recently engaged Toronto-based market research firm Burak Jacobson Partners Inc. (“Burak Jacobson”) to conduct a two-part market research study among smokers aged 21+ regarding the TAAT™ concept, brand image, and product user experience.

The research yielded several potentially beneficial insights and concluded that the participants generally had an overall positive impression of TAAT™.

Notable findings from the research study include the following:

  • Respondents who indicated a desire to discontinue or cut down on smoking were asked “What, if anything, do you dislike about smoking cigarettes?” , and over 65% cited the financial burden of purchasing tobacco cigarettes;
  • More than half of all respondents in the initial group stated they “Definitely Would” or “Probably Would” purchase TAAT™ at proposed price points for Ohio, Michigan, Illinois, and Pennsylvania. Of the 28% who indicated they “Definitely Would” purchase the product, nearly half cited the attractive retail price compared to their regular brand of cigarettes; and
  • The ability to purchase TAAT™ online was a major driver of interest in the product, with 95% of respondents stating this was an “Extremely Appealing”, “Very Appealing”, or “Somewhat Appealing” aspect of TAAT™, boosting interest for 78% of smokers who participated in the study.

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Over CAD $100,000 of TAAT™ $ $TOBAF Ordered During First Weekend After E-Commerce Launch, TAAT™ Taste Explorer Bundle Added to Online Store $MO $TPB $BYND $INGR

Posted by AGORACOM-AB at 11:25 AM on Monday, February 22nd, 2021

LAS VEGAS and VANCOUVER, British Columbia, Feb. 22, 2021 (GLOBE NEWSWIRE) — TAAT ™ LIFESTYLE & WELLNESS LTD. (CSE: TAAT) (OTCQB: TOBAF) (FRANKFURT: 2TP2) (the “Company” or “TAAT ™ ”) is pleased to announce that more than CAD $100,000 worth of TAAT™ OriginalSmooth, and Menthol has been ordered this weekend, following the launch of the Company’s online storefront on Wednesday, February 17, 2021.

Based on early-stage performance, the Company continues its promotional efforts to attract smokers aged 21+ to the TAAT™ online store, including a campaign of targeted integrated banners in online content (commonly known as “native advertisements”) as well as a digital out-of-home campaign on thousands of Ohio gasoline pump displays.

To offer smokers aged 21+ who are trying TAAT™ for the first time the option to sample individual packs of TAAT™ without the need to purchase a full carton, the Company has added a Taste Explorer Bundle to its online store. This bundle consists of one 20-stick pack of each of the three TAAT™ varieties; OriginalSmooth, and Menthol .

The Company’s TryTAAT promotion remains active, in which smokers aged 21+ in eligible 1 states can request a complimentary sample pack of the TAAT™ variety of their choice.

This promotion as well as its terms and conditions can be accessed at the following link:

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TAAT $ $TOBAF E-Commerce Launching Wednesday February 17, Availing Original, Smooth, and Menthol to Majority of Smokers Aged 21+ Across the U.S.

Posted by AGORACOM-AB at 4:59 PM on Friday, February 12th, 2021
  • On February 17 the TAAT™ e-commerce portal will allow smokers aged 21+ in eligible U.S. states to purchase TAAT™ Original, Smooth, and Menthol online by the carton
  • TAAT™ products are currently only sold at retail throughout the state of Ohio
  • Selling TAAT™ online could accelerate its entry into new markets across the U.S.

LAS VEGAS and VANCOUVER, British Columbia, Feb. 12, 2021 (GLOBE NEWSWIRE) — TAAT ™ LIFESTYLE & WELLNESS LTD. (CSE: TAAT) (OTCQB: TOBAF) (FRANKFURT: 2TP2) (the “Company” or “TAAT ™ ”) is pleased to announce that its flagship product TAAT ™ will be available for purchase online by the majority of smokers aged 21+ in the United States through the Company’s e-commerce portal, which is scheduled to launch at 9:00 am EST on Wednesday February 17, 2021.

Through the Company’s online shop, cartons of TAAT™ Original Smooth , and Menthol can be purchased by smokers aged 21+ and shipped to addresses in eligible 1 jurisdictions. As of December 2020, TAAT™ is available in chain and independent tobacco retailers across the state of Ohio, with successful performance to date. As announced in the Company’s January 29, 2021 press release, 60% of tobacco retailers who carried TAAT™ for three or more weeks have placed reorders for the product. In a press release dated January 12, 2021, the Company also announced that TAAT™ Menthol was the first variety to be sold out and reordered.

By accelerating the availability of TAAT™ in new U.S. markets, the Company anticipates it could seed interest among smokers aged 21+ as a method of prioritizing new regions in which to distribute TAAT™ at retail. Online sales of TAAT™ are intended to complement retail placements made and managed through CROSSMARK as part of the Company’s scope of initiatives to gain market penetration in the United States.

The TAAT™ e-commerce portal can be accessed by visiting the following link and selecting the “Shop” menu item (21+ only):

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TAAT $ $TOBAF Increases Manufacturing Output by 233% to More Than 57,000 Cartons Per Month in Response to Sustained Demand in Ohio

Posted by AGORACOM-AB at 10:39 AM on Wednesday, February 10th, 2021
  • TAAT’s flagship product is now being manufactured at a rate of more than 57,000 ten-pack cartons per month
  • This reflects a 233% increase from a production rate of 12 pallets per month to 40 pallets per month as of this week
  • Improvements to TAAT’s processing facility in Nevada enable it to produce a greater volume of Beyond Tobacco, the product’s base material

LAS VEGAS and VANCOUVER, British Columbia, Feb. 10, 2021 (GLOBE NEWSWIRE) — TAAT ™ LIFESTYLE & WELLNESS LTD. (CSE: TAAT) (OTCQB: TOBAF) (FRANKFURT: 2TP2) (the “Company” or “TAAT ™ ”) is pleased to announce that its flagship product TAAT ™ is now being manufactured at a rate of more than 57,000 ten-pack cartons per month (over 690,000 cartons per year), which reflects a 233% increase from a production rate of 12 pallets per month to 40 pallets per month as of this week.

This increase was prompted by sustained demand for TAAT™ in Ohio as well as anticipated demand from smokers aged 21+ in other U.S. states who will be able to purchase TAAT™ online directly from the Company when its e-commerce portal launches this quarter.

Recent improvements to the Company’s processing facility in Las Vegas, Nevada have enabled TAAT™ to produce a greater volume of Beyond Tobacco™, the product’s base material which is refined in-house using a 14-step process including a patent-pending refinement technique.

Additionally, the Company has coordinated with its contract manufacturer, who also produces cigarettes for regional and global tobacco brands, to allocate additional production bandwidth to making TAAT™ in order to maintain the current output with the ability to scale further upward as needed.

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