Cresco Labs Assembles Consumer Marketing Dream Team with Appointments of Beverage Branding All-Stars

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Cory Rothschild Named Vice President of Brand Marketing and Cris
Rivera Named Vice President of Consumer Experience

CHICAGO–(BUSINESS WIRE)–Cresco
Labs
(CSE: CL), one of the largest vertically integrated multistate
cannabis operators in the United States, today announced two new vice
president appointments that will accelerate the company’s aspiration to
become the leading brand builder within the cannabis industry. Cory
Rothschild, former Director of Consumer Engagement for Gatorade, a
PepsiCo company, was named Vice President of Brand Marketing. Cris
Rivera, previously a Senior Director of Marketing for MillerCoors, was
named Vice President of Consumer Experience.

Cory and Cris have established strong reputations as top influencers
and builders in the areas of branding, consumer marketing and product
innovation, each for world-class, beverage brands,” said Charles
Bachtell, CEO of Cresco Labs. “At Gatorade, Cory was instrumental in
developing the brand strategy and marketing agenda that led to some of
the most successful campaigns for one of America’s most iconic brands.
We are thrilled to have Cory at the helm of building our portfolio of
brands that we believe will become America’s most iconic cannabis
brands. At MillerCoors, Cris led brand turnarounds and expansion of
America’s favorite beer brands—Coors Light, Miller Lite and Blue Moon.
We are thrilled to have Cris lead the charge in developing world class
retail products for cannabis shoppers and breakthrough consumer
activations for Cresco Labs brands.

With Cory and Cris joining our recent all-star hires, former Global
Creative Director for Nike Scott Wilson as Chief Experience Officer, and
Lifeway Foods Todd West as Senior Vice President of Product Development
and Commercialization, we truly have a dream team of professionals in
the crucial strategic areas of marketing and consumer engagement. These
brand innovators will be great assets to our retail and marketing teams
and will add sharp perspective to our consumer experience strategies,”
Bachtell concluded.

Cory Rothschild

Prior to joining Cresco, Cory spent the past five years at PepsiCo as a
leader within the Gatorade business unit, most recently as the Director
of Consumer Engagement, where he led integrated campaign communication,
media planning and execution, branded content, and experiential
activation across consumer touch points. In 2015 and 2016, Cory helped
guide the turnaround of Propel, a workout water brand, to become the
fastest growing enhanced water in the category. Prior to his roles in
brand marketing at Gatorade and Propel Water, Cory developed a passion
for brand building as a Principal at The Parthenon Group, a management
consulting firm. Cory graduated from Duke University and received his
MBA from Harvard Business School, where he graduated with distinction
and was the recipient of the Dean’s Award.

Cris Rivera

Prior to joining Cresco, Cris spent eight years at MillerCoors managing
the company’s most iconic brands from Miller Lite to Blue Moon. He led
the repositioning of Miller Lite that resulted in one of the most
significant brand turnaround stories in the past decade. AdAge
named Cris one of top influencers in the media, marketing and technology
space and he was featured in Hispanic Executive for his
innovative multicultural marketing for Coors Light. Prior to
MillerCoors, Cris began his career in consumer packaged goods at
PepsiCo, working in innovation, retail marketing, and communications for
Tropicana Juices. Cris graduated from Duke University and received his
MBA from the Tuck School of Business at Dartmouth College.

About Cresco Labs, LLC:

Cresco Labs, based in Chicago, is a leading U.S. cannabis company with
experienced management, access to capital and a demonstrated growth
strategy. As a differentiated grower, processor and retailer of premium
cannabis operating in seven states, the company focuses on entering
markets with outsized demand potential, significant supply constraints
and high barriers to entry. Its impressive speed-to-market gives Cresco
a distinct competitive advantage as it replicates its model to expand
its national footprint. Cresco’s proven ability to execute is
complemented by a cutting-edge brand strategy spearheaded by several of
the brightest minds in consumer marketing in the nation. Cresco’s
products are tailored to all major consumer segments: everyday cannabis,
medicinally focused, connoisseur grade, and chef inspired edibles
by James Beard Award-winning pastry chef Mindy Segal. Learn more about
Cresco Labs at crescolabs.com.

Forward Looking Statements

This press release contains “forward-looking information” within the
meaning of applicable Canadian securities legislation and may also
contain statements that may constitute “forward-looking statements”
within the meaning of the safe harbor provisions of the United States
Private Securities Litigation Reform Act of 1995. Such forward-looking
information and forward-looking statements are not representative of
historical facts or information or current condition, but instead
represent only the Company’s beliefs regarding future events, plans or
objectives, many of which, by their nature, are inherently uncertain and
outside of the Company’s control. Generally, such forward-looking
information or forward-looking statements can be identified by the use
of forward-looking terminology such as, ‘may,’ ‘will,’ ‘should,’
‘could,’ ‘would,’ ‘expects,’ ‘plans,’ ‘anticipates,’ ‘believes,’
‘estimates,’ ‘projects,’ ‘predicts,’ ‘potential’ or ‘continue’ or the
negative of those forms or other comparable terms. The Company’s
forward-looking statements involve known and unknown risks,
uncertainties and other factors which may cause the Company’s actual
results, performance or achievements to be materially different from any
future results, performance or achievements expressed or implied by the
forward-looking statements, including but not limited to: the illegality
of the Company’s business at the U.S. federal level and the risk of
prosecution; the U.S. State level regulatory uncertainty; clearing of
the securities; risks to Canadian investors being barred from entering
the U.S.; restricted access to banking; the availability of additional
financing; the lack of approval by the U.S. Food and Drug
Administration; constraints on marketing products; limited trademark
protection; unfavorable tax treatment; the tax classification of the
Company in the U.S.; lack of access to U.S. bankruptcy protections;
proceeds of crime statutes; liability and enforcement; risks inherent in
the agricultural business; environmental risks and regulations; access
to third-party service providers; product liability; personal
information breaches; liability for fraudulent or illegal activity by
employees, contractors and consultants; the Company’s limited operating
history; the difficulty quantifying the target market; planned
expansion; the limited market for securities; security risks; public and
consumer perceptions; contracts may not be legally enforceable;
restricted transfer of securities; voting control; reliance on
management; risks related to the Illinois Medical Cannabis Pilot
Program; reliance on management; the risks discussed under “Risk
Factors” in the company’s CSE Listing Statement filed with SEDAR; and
other factors, many of which are beyond the control of the Company.
Readers are cautioned that the foregoing list of factors is not
exhaustive. Because of these uncertainties, you should not place undue
reliance on the Company’s forward-looking statements. No assurances are
given as to the future trading price or trading volumes of Cresco’s
shares. The Company does not intend to update any of these factors or to
publicly announce the result of any revisions to any of the Company’s
forward-looking statements contained herein, whether as a result of new
information, any future event or otherwise. Except as otherwise
indicated, this press release speaks as of the date hereof. The
distribution of this press release does not imply that there has been no
change in the affairs of the Company after the date hereof or create any
duty to update or supplement any information provided in this press
release or otherwise.

Contacts

Media
Cresco Labs:
Jason Erkes
Chief
Communications Officer
je@crescolabs.com

Investors
Cresco Labs:
Aaron Miles
Vice President,
Investor Relations
310.622.8255

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