Charlotte's Web Scales a Moab Mountain to Give Free CBD to Athletes in Action

The effort is part of the brand’s stigma-busting strategy of bringing cannabis to consumers in an approachable way

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For those skilled and hardy enough to make it to the top of the 400-foot Castleton Tower, a rugged landmark in Utah, the reward is a panoramic view of the surrounding Moab desert and, certainly, bragging rights.

But a recent stunt from Charlotte’s Web gave adventurers a tangible bonus once they reached the summit—a vending machine dispensing the pioneering CBD brand’s hemp-infused balms to soothe their overtaxed muscles.

The activation, more than two years in the making, continues the Colorado company’s penchant for eye-catching



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