When New York’s adult-use cannabis market launched, Jaunty was ready. As one of the first licensed processors, the company delivered to Housing Works on opening day. That early move signaled both confidence and clarity of vision: Jaunty intended to build its reputation by focusing squarely on New York.
Senior Vice President of Sales & Marketing Drew Cesario has been instrumental in shaping that strategy. Instead of pursuing rapid multi-state expansion, Cesario, Jaunty CEO Nicolas Guarino, and and their fellow leadership team decided to go deep in one market, concentrating resources on infrastructure, farmer partnerships, and retail relationships. The payoff has been dramatic. According to Headset data from August 2025, Jaunty is the number one vape brand in New York, and is in the top 5 with regards to concentrates sales, and top 10 for edibles.
Building on Trust
The foundation for this success was laid years earlier, during the CBD era. When that market collapsed, Jaunty continued paying its farming partners, creating long-term trust. Those relationships now underpin the company’s access to biomass and its ability to scale. Cesario describes the growth as incremental and intentional, with each season used to refine processes and strengthen systems before the recreational era arrived.
Beyond the Shelf
Jaunty’s strategy emphasizes what happens after products reach dispensary shelves. The company employs a dedicated field marketing team that spends every day in stores—running trainings, pop-ups, and sampling events designed to support sell-through. Seasonal releases such as Ghost Train All in One Palmand for Halloween add excitement, while steady line extensions in carts and disposables ensure the portfolio stays fresh. This combination of trade support and product innovation has given Jaunty unmatched sales velocity.
Staying True to the Plant
A defining characteristic of Jaunty’s approach is its commitment to honoring the plant. The company invests in genetics, supplies farmers with clones to ensure consistency, and insists on cannabis-derived terpenes to match strains. Rosin and concentrate products are crafted to remain as faithful as possible to the flower’s original character. Transparency is also central: partners and community members are invited into the fields to see cultivation firsthand, reinforcing authenticity and trust.
Culture and Accessibility
Cesario’s background in the wine and spirits industry taught him the power of storytelling, but he is quick to point out that cannabis has its own unique culture. For Jaunty, authenticity means accessibility. The brand avoids exclusivity or ego and presents itself as approachable to both experienced consumers and those who are curious but cautious. This inclusive positioning has helped Jaunty appeal to a broad audience without diluting its cultural roots.
Behind the Scenes
While Jaunty’s public presence emphasizes culture and product quality, its operational backbone is equally sophisticated. The company uses AI to forecast supply chains, manage inventory, and anticipate demand in a market where packaging and component lead times are measured in months.
Cesario describes it as the “non-sexy” side of the business, but one with enormous impact. The team is now modeling sales data at the store and territory level, identifying which SKUs to prioritize in each location. AI-driven insights are made accessible through simple queries, allowing sales staff to ask questions like “What are the most important products I should sell this month in this region?” and get actionable answers instantly.
Still, he draws a firm line: technology can support the business, but human connection remains essential. “I don’t want AI to be the face of our company,” he stresses. Customer engagement, in his view, requires a personal touch.
On the marketing side, Jaunty is expanding its digital strategy with geofencing, retailer partnerships, and co-branded campaigns to boost sales velocity. A newly created digital marketing role will ensure these efforts scale with the same rigor as the brand’s field operations.
A Personal Connection
For Cesario, this work is more than professional strategy—it is personal. Cannabis has shaped his own lifestyle and sense of balance. He recalls the convivial moments of sharing joints growing up, and how those connections stayed with him. Later, working in wine and spirits meant long nights, constant travel, and a lifestyle that left him drained. Cannabis offered a healthier alternative.
“It was just an easy choice for me,” he says. “Working in booze, I was out four or five nights a week for a decade, and I just didn’t feel healthy. Cannabis gave me a different way to balance my life, both professionally and personally.”
That perspective fuels Jaunty’s mission today: to create products that are authentic, accessible, and rooted in real relationships. As Cesario puts it, “We make the best product at the best price because we have relationships from the farmers all the way through the trade.”
