What happens when beverage innovation meets real-world data?
In this episode of Free Spirits, hosts Lars Miller and David Gonzalez sit down with Kevin Provost, CEO of Greenhouse Ventures and Co-Founder of More Better, to explore how real-world data is shaping the future of functional beverages, adult beverages, and consumer trust.
Kevin shares how his background in sales, accelerators, and startup operations led to launching More Better, a data and research company behind one of the largest formula-to-outcome databases in the beverage industry. With over 3,000 participants in their most recent longitudinal study, More Better is bringing hard data to a space that has traditionally relied on anecdote.
This episode breaks down:
Why most beverage brands struggle to differentiate without real data
How consumer research drives trust, repeat purchases, and shelf conversion
What the “Infused: Better” study revealed about alcohol substitution, sleep, stress, and consumer behavior
How to use research-backed insights in business operations, marketing, and distributor conversations
The growing role of data in retail, DTC, and on-premise strategy
Whether you’re a founder, investor, or operator in the beverage business, this conversation will change how you think about data—not as a luxury, but as a necessity.
🎧 Listen and learn how the smartest players in the space are using consumer research to gain an edge in product design, compliance, and go-to-market execution.
What does it take to build a multi-brand functional beverage platform in an industry where most startups struggle to launch just one?
In this episode of Free Spirits, hosts Lars Miller and David Gonzalez talk with Evan Eneman, CEO of Iconic Tonics—a premium adult beverage portfolio launched in partnership with Snoop Dogg and powered by Harmony Craft Beverages.
With a background in investment, brand incubation, and operational strategy, Evan shares how Iconic Tonics was designed from day one to serve as a platform for beverage innovation—supporting multiple products, brands, and audiences across evolving retail and direct-to-consumer channels.
This isn’t just a conversation about branding. It’s a deep dive into the business operations behind modern beverage success:
How Iconic Tonics handles launch strategy, distribution, and consumer education across multiple SKUs
Why dose strategy and product format flexibility matter in the adult drinks space
What Evan and his team are learning from early direct-to-consumer data and DoorDash sales performance
How they’ve approached sampling, trade marketing, and retail activation in key markets like New Jersey, Minnesota, and Texas
Why on-premise venues (concerts, events, hospitality) could be the biggest unlock for next-gen beverage growth
You’ll also hear how the Iconic Tonics team is using shared infrastructure to reduce startup friction, cut legal and operational overhead, and scale smarter across brands—while testing new functional beverage formulations in live venues and retail chains like Total Wine and Woodmans.
Whether you’re building a brand, scaling a portfolio, or navigating the challenges of modern beverage business models, this episode delivers grounded, operator-level insights on what it takes to win.
🎧 Tap to listen, subscribe, and stay tuned for more conversations at the intersection of beverage innovation, cultural influence, and consumer demand.
What happens when one of America’s most iconic beverage companies bets big on cannabis?
In this episode of Free Spirits, Lars and David sit down with Paul Weaver, Head of Cannabis at Boston Beer Company, to explore how the makers of Sam Adams, Twisted Tea, and Truly are building their cannabis beverage division from the ground up in Canada.
Paul shares how his early work in beverage innovation at Molson Coors led to a career-defining pivot into cannabis, and why Boston Beer views functional beverages as both a cultural shift and a smart hedge for the future of the adult beverage industry.
They discuss:
How Boston Beer launched Teapot and Emerald Hour
The regulatory realities of doing business operations in a federally legal cannabis market
Who’s really drinking THC beverages (hint: it’s not who you think)
Why co-manufacturing partnerships matter more than ever
What U.S. brands can learn from Canada’s R&D advantage
Plus, Paul offers a behind-the-scenes look at innovation culture, consumer feedback, beverage formulation, and what might trigger a Boston Beer entry into the U.S. hemp beverage market.
If you’re building a beverage brand, managing R&D, or just obsessed with functional beverage trends, this one’s for you.
00:00 – Intro
01:00 – Paul’s transition from beer to cannabis
03:30 – Early R&D challenges with THC drinks
05:00 – How Canada’s system enabled innovation
08:30 – Starting the cannabis division at Boston Beer
13:00 – Lessons from launching Teapot & Emerald Hour
15:00 – Surprising buyer personas and feedback
16:00 – Vetting co-manufacturers for quality
19:00 – Why Boston Beer doesn’t own its own cannabis facility
20:30 – Consumer adoption and channel dynamics
23:30 – The overlooked senior demographic
26:00 – Building loyalty in a high-choice category
29:00 – U.S. hemp market: What Boston Beer is watching
34:00 – Future of big beverage & cannabis collabs
37:00 – Advice for hesitant legacy brands
39:00 – Naming, packaging, and taste-driven design
41:00 – Final thoughts: Stand out by being “undeniably dope
⏱️ Timestamps:
After nearly a decade in the NFL, Micah Hyde didn’t plan on entering the beverage industry. But a real estate investment in his Ohio hometown turned into something unexpected, a pivot from dispensary dreams to launching Hyde’s Hail Mary, a new functional beverage designed for recovery, presence, and better nights.
On this episode of The Free Spirits Podcast, Micah joins hosts Lars Miller and David Gonzalez to unpack the accidental beginnings of his beverage business and how his football career shaped everything from team-building to formulation strategy. This drink is a low-dose cannabinoid-powered sparkling sipper engineered to help people unwind without sacrificing performance or clarity.
Micah shares the thinking behind the 5/5/5 blend of THC, CBD, and CBG, how they landed on a flavor profile inspired by lemon shandy beer, and why his brand intentionally avoids the loud, stoner aesthetic. Instead, Hyde’s Hail Mary signals something more grounded, Midwest values, sports culture, and community-first branding.
As someone who still runs a youth-focused nonprofit, Micah speaks candidly about navigating the stigma of cannabis while building something he believes in. We get into tailgate tastings & long-term stadium ambitions, this conversation explores what it really takes to bring a regulated, functional adult beverage to market, and why legacy, identity, and recovery matter just as much as distribution.
⏱️ Timestamps
[01:00] How a real estate play turned into a beverage startup
[02:20] Finding the right team and working with Emergent Beverages
[03:23] Functional benefits: recovery, mental reset, and the athlete’s lens
[05:03] Formulating the 5mg THC/CBD/CBG stack
[07:26] Lemon shandy inspiration and defining the beverage format
[09:05] Local-first launch strategy in Buffalo
[13:35] Designing a brand that signals beer, not cannabis
[17:32] Balancing nonprofit work with cannabis stigma
[20:55] Educating new consumers and community-driven messaging
[24:05] Long-term goals: NFL stadiums and a new kind of social drink
In this episode of the Free Spirits Podcast, Lars Miller and David Gonzalez sit down with Julie Rhodes, founder of Kick Fizz and longtime beverage industry consultant, to explore what it takes to launch a differentiated brand in today’s crowded adult beverage space.
Julie shares why Kick Fizz focuses on low-dose, sessionable beverages that give consumers more control over their experience, and how she’s approaching the market with an online-first strategy before expanding into retail. From designing for multiple drinking occasions to creating products that are “fun without the fear,” Julie explains how Kick Fizz is carving out space in the functional beverages and beverage industry landscape.
You’ll hear:
Why dose perception is subjective—and why options matter
The role of education in helping consumers navigate cannabinoids and functional ingredients
Lessons from moving from consultant to beverage operator
How to clearly define your differentiators and target audiences in the beverage business
The product roadmap for Kick Fizz, from day-and-night formats to new occasion-based releases
Whether you’re in the beverage business, tracking functional beverage trends, or looking to build your own brand, this conversation offers actionable insights on standing out, staying consumer-focused, and growing with intention.
#beverage #beverageindustry #functionalbeverages #adultbeverages #beveragebusiness
In this episode of the Free Spirits Podcast, hosts Lars Miller and David Gonzalez sit down with Peter Barsoom, founder of 1906 and one of the most forward-thinking minds in the functional product space. Known for pioneering fast-acting, low-dose edibles that deliver consistent effects, Peter is now turning his attention to the beverage category with Off Duty—a hemp-derived, zero-calorie shot designed to transform any drink into a precisely dosed cannabis beverage.
They cover:
The founding story of 1906 and its focus on effect-first, functional products
Why most edibles and infused beverages miss the mark on consistency and experience
How Off Duty tackles the biggest problems with ready-to-drink (RTD) formats—portability, economics, and personalization
What the rise of beverage enhancers means for the broader beverage industry
The science and strategy behind pairing cannabinoids with adaptogens and nootropics
How clear naming and storytelling help drive trust in adult beverage brands
Peter also shares how his background in finance and regulated markets shaped his product philosophy, why 1906 is still committed to dispensary sales, and what’s next for Off Duty—including function-forward versions of the shot designed for energy, mood, and relaxation.
If you’re in the beverage business, tracking functional beverage trends, or just want to understand where the next wave of innovation is coming from, this is a must-listen.
#beverage #beverageindustry #functionalbeverages #adultbeverages #beveragebusiness
In this episode of the Free Spirits Podcast, we’re joined by Ben Kennedy, CEO and co-founder of Fable Libations, one of the most distinct and disciplined brands in the modern beverage industry. Known for its award-winning botanical THC cocktails, Fable has carved out a space in the crowded world of functional beverages by refusing to follow trends—and instead setting its own.
Ben shares the behind-the-scenes journey of creating a premium adult beverage that mirrors the complexity of a craft cocktail, with zero compromises on flavor, formulation, or ingredients. We unpack the challenges of launching a beverage that doesn’t fit neatly into the typical categories of seltzer or mocktail, and discuss what it really takes to scale in a heavily regulated and increasingly saturated beverage business.
You’ll learn:
Why functional beverage brands need a clear POV to avoid getting lost in a sea of sameness
How Fable approached R&D, pricing, and shelf strategy with a long-term vision
What it means to design a product for health-conscious professionals—not traditional cannabis users
How retail education, in-market reps, and custom merchandising help build pull, not just push
The key differences between building for hype vs. building for staying power in beverage culture
We also explore what’s next for Fable—from improving DTC repeat rates to planning for mainstream distribution and potential acquisition. If you’re curious about the future of functional beverages, the evolution of adult beverage habits, or the intersection of cannabis and premium product development, this is a conversation you won’t want to miss.
In this episode of The Free Spirits Podcast, hosts Lars Miller and David Gonzalez sit down with Joanne Caceres, a partner at Dentons and one of the most trusted legal voices in the cannabis industry, to unpack the legal, cultural, and commercial forces shaping the future of functional beverages and hemp legislation.
Joanne has spent years crafting and advising on cannabis policy, from federal proposals to state-level bills. She joins the show to explain why hemp beverages are gaining traction faster than marijuana reform, and what that means for beverage industry founders navigating licensing, regulation, and DTC distribution.
We dig into:
How the 2018 Farm Bill triggered an explosion of hemp-derived beverages
Why functional beverages with cannabinoids, mushrooms, and nootropics are pushing regulatory boundaries
The fragmentation of cannabis laws across all 50 states and what smart operators need to know
Why Minnesota has become a model for sensible hemp beverage regulation
How the alcohol industry is influencing cannabis policy — and what that means for brands
The future of direct-to-consumer (DTC) sales and whether it’s under threat from Capitol Hill
What federal rescheduling would actually mean for the market — and why it won’t solve everything
Lessons from Illinois, one of the first non-Western states to pass tightly regulated cannabis laws
What good-faith regulators actually want to see from cannabis and hemp brands
Whether we’ll ever see a regulatory framework that includes psychedelics, cannabis, and functional ingredients under one roof
Joanne also shares her behind-the-scenes insights on how cannabis legislation is drafted, who’s influencing the process, and how safety is often used as both a genuine priority and a political lever. If you’re building a beverage brand, advising on cannabis regulation, or trying to stay compliant while scaling your product nationally, this is the episode you’ve been waiting for.
👉 About Joanne:
Joanne Caceres is a Chicago-based cannabis attorney with a background in advising both private clients and public institutions on everything from hemp policy to multi-state compliance. She’s played a major role in drafting cannabis bills and offers a rare inside look into the legislative process shaping the industry.
💬 Topics include:
Cannabis vs. hemp: why the divide persists
The rise of functional beverages and what defines the category
How the FDA, USDA, and TTB may share responsibilities in future regulation
The risks of prohibition vs. the promise of smart regulation
Why DTC is both a risk and a lifeline for hemp beverage brands
And why a rescheduled cannabis market could bring both clarity and chaos
📌 If you’re serious about the future of cannabis, hemp, and functional beverage innovation, this conversation is a must.
✅ Subscribe to The Free Spirits Podcast for more interviews with founders, policy experts, and innovators redefining the beverage industry.
🎙️ Follow, rate, and review to support the show
In this episode of the Free Spirits Podcast, we dive into the evolving cannabis beverage industry with Ben Larson, CEO of Vertosa.
Discover how Vertosa leads the way in emulsion technology for infused beverages, impacting popular brands like Collective Project, Wunder, and Pabst High Seltzer. Ben shares his incredible journey from startup accelerator founder to navigating the complexities of the functional beverage landscape.
Packed with insights on key trends like 'mood modulation' and the challenges of regulation in infused beverages, this episode is essential listening for anyone interested in the future of adult beverages.
Learn why operational efficiency and transparency are crucial for success in the beverage business. Whether you're involved in the beverage sector, CPG, or simply intrigued by the innovations in functional drinks, you won't want to miss Ben's expert perspectives!
Whether you’re in beverage, CPG, functional drinks, or just fascinated by what it takes to scale in this space—Ben brings clarity to one of the most misunderstood parts of the industry.
📍 Find Vertosa: https://www.vertosa.com
📬 Subscribe to Herbal Profiles for infused beverage news: https://herbal.beehiiv.com
#Vertosa #FunctionalBeverages #BeverageIndustry #InfusedBeverages #BenLarson #CannabisBeverages #EmulsionTechnology #AdultBeverages #MoodModulation #FreeSpiritsPodcast #BeverageBusiness
Join hosts Lars Miller and David Gonzalez on Free Spirits as they sit down with Gordon Whelpley, founder of Float House—a Connecticut-based beverage company pushing the boundaries of adult beverages. Gordon, an award-winning brewer with deep roots in the craft beer world, shares his journey from beer to THC beverages and cannabis drinks, blending beer culture and beverage innovation in a refreshing new way.
In this episode, we unpack how Float House navigates the beverage industry’s complex regulatory landscape to create functional beverages that cater to beer lovers who crave the refreshing taste of craft beer—without the alcohol. We explore the science behind their brewing process, how they infuse THC while staying within the rules, and why their unique brand identity resonates with customers across the beverage business.
Gordon also dives into product development, market trends, and the role of terpenes and cannabinoids in functional beverages. Plus, we talk about his perspective on the future of THC beverages and how Float House plans to expand beyond Connecticut. If you’re curious about where the beverage industry is headed and want a peek behind the curtain of an innovative cannabis drinks brand, this one’s for you.
Tune in, subscribe to Free Spirits, and join the conversation shaping the future of adult beverages and beverage business!
Takeaways
Chapters
What happens when a successful cidery owner enters the THC beverage game?
In this episode of The Free Spirits Podcast, we talk with Adam Ruhland—founder of both Wild State Cider and Birdie—about what it really takes to build a cannabis beverage brand from the ground up. From operational advantages to branding decisions, R&D challenges to distribution strategy, Adam walks us through his no-BS approach to launching Birdie in a complex, competitive space.
We get into:
The moment he realized the cannabis beverage market couldn’t be ignored
How his cidery’s infrastructure created a springboard for Birdie
What it means to build a truly clean-label product with shelf stability
The push and pull of brand design for non-stoner consumers
Why he’s cautiously optimistic about DTC—and what makes it hard to scale
How he thinks about exits, cash flow, and building smart, sustainable value
Whether you’re an operator, a founder, or just fascinated by the infused beverage space—this one’s for you.
Timestamps:
00:00 – Intro and welcome
00:44 – Why Adam launched Birdie after Wild State Cider
02:10 – The tipping point: seeing the category take off
03:18 – How cidery operations made Birdie possible
04:48 – Clean-label decisions and ingredient transparency
05:55 – The Birdie brand: design, tone, and shelf presence
08:53 – Using the taproom for consumer feedback
09:57 – R&D lessons: emulsions, shelf life, and flavor fatigue
13:32 – Real-world operational advantages from vertical integration
16:15 – Educating consumers in a limited-marketing category
19:46 – DTC hesitation and Shopify expansion
22:12 – Distribution strategy: wholesalers, direct, and taproom
23:47 – Expansion into new states and demand forecasting
29:15 – Choosing the right distribution partners (not just beer networks)
31:18 – The real goal: build something valuable, not just viral
34:10 – Where to buy Birdie and closing thoughts
💻 Try Birdie: https://drinkabirdie.com
📍Available in MN, WI, TN, and across the Southeast
If you enjoyed the show, rate, review, and subscribe—it helps us keep bringing operators like Adam to your feed.
Doug Fulton, Co-CEO of Emergent Beverages and founder of the Brand Accelerator, joins us to break down how cannabis and functional beverage brands can scale with strategic growth, smart distribution, and vertical integration. From his early days in international media to building the largest cannabis beverage facility in California, Doug brings deep insight into the hemp market, THC beverages, and what it takes to launch and exit successfully.
We cover:
Why most founders scale too fast—and what to do instead
How category-first brand strategy can drive retailer adoption
Why distribution contracts can make or break your acquisition
The real cost of chasing “shiny objects” in cannabis beverages
Why 5mg dosing is the smart play in the 2025 hemp regulatory landscape
If you’re a founder, operator, or investor in the cannabis beverage or functional drink space, this episode is packed with hard-earned lessons from the front lines.
📌 Follow Doug: https://www.emergentbeverage.com/
📨 Subscribe for more: https://herbal.beehiiv.com
Wynk leads the way in hemp-derived THC beverages, navigating challenges in the beverage industry. In this episode of the Free Spirits Podcast, we sit down with Angus Rittenburg, CEO of Wherehouse Beverage and the visionary behind Wynk, to talk about how his team is scaling one of the most innovative hemp-derived THC beverage brands in the country.
Angus shares his journey from Tesla battery engineer to cannabis beverage pioneer—engineering mobile production facilities, designing a modular dosing system, and building out BestBev, a high-capacity co-packing facility serving the broader beverage industry.
We cover:
Why Wynk started with low-dose 2.5mg THC drinks and how customer feedback led to the launch of a 10mg line
The switch from dispensary-only sales to nationwide distribution through hemp-derived THC
How Wynk is navigating brand strategy and retail partnerships in a fragmented market
The real challenges behind producing at scale and why Wynk opened its doors to other brands
Where Angus sees the THC beverage category heading next—and why sessionability still matters
If you’re interested in cannabis beverages, functional drinks, CPG operations, or the intersection of tech and cannabis, this is a must-listen.
🌐 More on Wynk: https://drinkwynk.com
📦 Co-packing facility: https://bestbev.co
📬 Subscribe to our newsletter: https://herbal.beehiiv.com
#Wynk #THCBeverages #HempDerivedTHC #CannabisDrinks #CPG #DosingStrategy #MobileProduction #BeverageInnovation #AngusRittenburg #FreeSpiritsPodcast
In this episode of the Free Spirits podcast, we sit down with Jake Bullock, co-founder of Cann - the leading microdose cannabis beverage brand revolutionizing social drinking.
Jake shares how his personal journey with alcohol led him to create Cann, offering a 2mg THC alternative that provides a gentle, controlled experience similar to having a beer or glass of wine. From securing their first dispensary orders to expanding into mainstream retail through hemp-derived products, Jake reveals the strategic decisions that helped Cann become a category leader.
TIMELINE:
00:00 Introduction to the Cannabis Beverage Revolution
01:20 The Birth of Cann: Jake's Personal Journey
05:05 Navigating Early Market Challenges
07:16 From Analyst to Entrepreneur: Assessing Risk
11:00 Evolving Marketplace: The Shift in Consumer Behavior
13:36 First Steps in the Dispensary Channel
16:55 Pivoting to Hemp-Derived Products
20:30 Introducing Higher Dosage Options
24:44 Celebrity Influence in Marketing Strategy
28:25 Navigating Marketing Challenges in the Cannabis Industry
30:32 Balancing DTC and Retail Strategies
32:39 Data-Driven Decision Making in Resource Allocation
36:44 Adapting to Regulatory Changes in the Cannabis Market
40:45 Establishing a Competitive Moat in a Crowded Market
42:57 Future Outlook for the Cannabis Beverage Industry
48:39 Strategic Vision for Cann's Future
Key topics include:
• How Cann pioneered microdose cannabis beverages
• Transitioning from dispensaries to mainstream retail
• Their approach to celebrity investors like Gwyneth Paltrow
• Navigating complex regulations across different states
• Building a competitive advantage in an emerging category
• The future of cannabis as a social beverage
Connect with Cann: Website: drinkcann.com
Subscribe to Free Spirits for more conversations with innovators transforming the beverage industry!
#MicrodoseTHC #CannBeverages #THCDrinks #CannabisIndustry #HempDerivedProducts #SocialDrinking #FreeSpiritsPodcast #AlternativeBeverages #FunctionalBeverages
Summary
In this episode of the Free Spirits podcast, Lars Miller and David Gonzalez interview Kim Gamez, founder and CEO of Soberish, a marketplace for non-alcoholic and hemp-derived beverages. Kim shares her entrepreneurial journey, from her early days in the restaurant industry to her current venture, highlighting the importance of community engagement and organic growth. She discusses the challenges and successes of curating products for her marketplace, balancing non-alcoholic and psychoactive options, and the development of her own product lines. The conversation emphasizes the need for discreet products that cater to a non-cannabis user demographic, showcasing the evolving landscape of beverage consumption. In this conversation, Kim Gamez discusses the evolving cannabis market, particularly focusing on the needs of customers who seek relaxation without intoxication. She highlights the importance of simplifying marketing messages to avoid overwhelming potential consumers. The discussion also delves into the growing sober curious movement, emphasizing a shift towards healthier lifestyle choices among younger generations. Kim shares her journey of building the Soberish brand without outside investment, her approach to team dynamics, and her ambitious goals for the future, all while maintaining a focus on positively impacting customers' lives.
Takeaways
Kim's entrepreneurial journey began in the restaurant industry.
Soberish was inspired by the sober curious movement and personal experiences.
Organic growth and community engagement have been key to Soberish's success.
The marketplace model allows for a diverse range of products.
Customer feedback is crucial in product development and curation.
Soberish aims to provide discreet options for non-cannabis users.
Social media has played a significant role in brand visibility.
The importance of creating a seamless experience for brand partners.
Kim's background in tech and marketing has influenced her approach.
The response to Soberish products has been overwhelmingly positive. Less is more in marketing, especially in cannabis.
Customers want to know how a product will make them feel.
The sober curious movement reflects a desire for healthier choices.
Pricing is crucial for attracting new customers to cannabis products.
Building a brand without outside investment can be empowering.
Team dynamics are essential for a successful business.
Celebrating both wins and losses fosters a positive culture.
Impacting customers' lives positively is a key goal.
Simplicity in messaging can enhance customer understanding.
The future of the cannabis market is evolving and full of potential.
Chapters
00:00 Introduction to Soberish and Kim's Journey
03:12 The Birth of Soberish: A Personal Story
06:00 The Power of Organic Growth and Community Engagement
09:07 Curating Products for Soberish Marketplace
12:00 Balancing Non-Alcoholic and Psychoactive Products
15:03 Developing Soberish Product Lines
18:07 Customer Response and Market Positioning
23:01 Understanding Customer Needs in the Cannabis Market
27:32 The Rise of the Sober Curious Movement
31:47 Building a Brand Without Outside Investment
35:59 Team Dynamics and Company Culture
39:01 Vision and Legacy for Soberish
Keywords
Soberish, non-alcoholic beverages, hemp-derived drinks, entrepreneurship, Kim Gamez, organic growth, marketplace model, product development, community engagement, cannabis beverages, cannabis, sober curious, marketing, customer experience, brand building, alcohol alternatives, wellness, entrepreneurship, consumer trends, product development
Summary
In this episode of the Free Spirits Podcast, host Lars Miller and co-host David Gonzalez engage with Kerry Hinkle, Director of Membership and Public Affairs at the US Hemp Roundtable. They discuss the evolution of the hemp industry since the 2018 Farm Bill, the challenges of regulation, and the importance of advocacy in shaping policy. Hinkle shares insights on the complexities of state-level legislation, the push for CBD to be recognized as a dietary supplement, and the future of hemp products in the market. The conversation highlights the need for federal regulations, the impact of local laws, and the potential for hemp to become a normalized part of consumer culture.
Takeaways
Kerry Hinkle's journey in the hemp industry began in retail.
The 2018 Farm Bill was a turning point for hemp legislation.
Delta 8 THC has significantly impacted the hemp market.
The hemp industry is seeking federal regulation for extracts.
State-level legislation is often unpredictable and challenging.
CBD's status as a dietary supplement remains unresolved.
Advocacy efforts can mobilize significant public support.
California's regulatory landscape poses unique challenges for hemp.
Standardized labeling is a priority for the hemp industry.
The future of hemp includes opportunities in sustainability and normalization.
Keywords
hemp industry, CBD, Delta 8, hemp regulation, US Hemp Roundtable, cannabis beverages, dietary supplements, state legislation, advocacy, federal regulations
In this episode of the Free Spirits Podcast, Lars Miller and David Gonzalez engage with Chris Fontes, CEO and founder of High Spirits Beverages, who shares his journey in the THC beverage industry. Chris discusses the inception of his company, the challenges faced with Delta 8, and the innovative launch of Trojan Horse Cannabis. He emphasizes the importance of understanding the legal landscape, the significance of supply chain management, and the need for policy advocacy in the evolving cannabis market. Chris also reflects on the lessons learned from the early days of the hemp beverage industry and how they apply to today's marketplace. In this conversation, Chris Fontes discusses the evolution of the cannabis market, particularly focusing on the rise of Delta 9 products and the challenges posed by altinoids. He shares insights on market predictions, the impact of corporate cannabis, and the importance of strategic decision-making in a rapidly changing environment. Fontes emphasizes the need for flexibility and adaptation in business strategies, especially in the beverage industry, where cash flow and production capabilities play crucial roles. He also reflects on his aspirations for High Spirits and the potential for future growth and acquisition.
Takeaways
Chris Fontes revolutionized the beverage industry with THC drinks.
Understanding the legal landscape is crucial for cannabis entrepreneurs.
Delta 8 posed significant challenges for traditional hemp products.
Trojan Horse Cannabis was launched to disrupt the market.
Supply chain management is vital for business success.
Customers prioritize product availability over legal complexities.
Advocacy in policy is essential for industry stability.
The cannabis industry requires grace and collaboration among competitors.
Innovative branding can redefine consumer perceptions of cannabis.
The future of cannabis normalization lies in beverage innovation. Facilitating conversations can lead to effective networking.
Delta 9 products are becoming more prominent in the market.
The rise of altinoids presents both opportunities and challenges.
THCA's future is uncertain amidst regulatory confusion.
Corporate cannabis is adapting to the hemp market.
Smaller companies are slower to enter the hemp space than expected.
Building production capabilities requires significant investment.
Cash flow management is critical in the beverage industry.
Strategic market decisions can mitigate risks.
Flexibility and the ability to pivot are essential for success.
Keywords
THC beverages, cannabis industry, High Spirits Beverages, Delta 8, Trojan Horse Cannabis, hemp policy, beverage innovation, cannabis normalization, supply chain, regulatory landscape, High Spirits, cannabis market, Delta 9, hemp beverages, regulatory challenges, corporate cannabis, market predictions, THCA, altinoids, cash flow
Chapters
00:00 Introduction to the THC Beverage Revolution
01:45 The Birth of High Spirits Beverages
07:19 Navigating the Delta 8 Challenge
12:57 Launching Trojan Horse Cannabis
17:57 Lessons from the Early Days of Hemp Beverages
22:30 The Intersection of Business and Policy Advocacy
27:31 Facilitating Conversations for Growth
28:04 Market Insights and Predictions
28:58 The Rise of Delta 9 Products
29:57 Navigating the Altinoid Landscape
30:58 The Future of THCA and Regulatory Challenges
34:01 Corporate Cannabis and Market Adaptation
36:03 Small vs. Large Players in the Hemp Market
38:58 Building Production Capabilities
42:06 Cash Flow Challenges in Beverage Industry
46:02 Strategic Market Decisions
52:00 Future Aspirations for High Spirits
In this episode of the Free Spirits Podcast, host Lars Miller and co-host David Gonzalez welcome Lisa Hurwitz, president and co-founder of Happi, a low-dose THC beverage brand.
They discuss Lisa's unique experience of running a cannabis beverage company while living in Nicaragua, the challenges and opportunities for women in the male-dominated cannabis industry, and the future of hemp beverages in relation to CPG and recreational cannabis.
Lisa shares insights on how Happi balances wellness and social drinking, the innovative ingredient profiles in their beverages, and the importance of diversity in the cannabis space. In this conversation, Lisa discusses the development and marketing of THC beverages, emphasizing consumer feedback in product formulation, the importance of understanding beverage consumption patterns, and the evolving landscape of functional THC drinks.
She highlights the challenges and strategies in supply chain management, the dynamics of marketplace partnerships, and her vision for the future of the brand, focusing on strategic partnerships and market expansion.
Takeaways
Lisa Hurwitz is the president and co-founder of Happy, a low-dose THC beverage brand.
Living in Nicaragua has inspired Lisa's approach to flavor and wellness in her products.
The cannabis industry still faces challenges regarding gender diversity and support for women.
Happy's consumer base is predominantly women, and the brand is designed with them in mind.
The hemp beverage market is evolving and could fit into a regulatory framework similar to alcohol.
Happy aims to replace weekday drinking occasions traditionally filled by alcohol.
The brand focuses on creating beverages that are both functional and social.
Lisa's background in CPG and regulated cannabis informs her approach to product development.
Happy's innovative ingredient profiles include cannabinoids like CBG and CBN for wellness benefits.
The future of hemp beverages looks promising as they become more mainstream. Consumer feedback is crucial for product development.
Understanding daily beverage consumption patterns can inform product offerings.
THC beverages can serve both energizing and relaxing purposes.
The cannabis beverage market is still in its early stages.
Supply chain efficiency is key to maintaining competitive pricing.
Direct-to-consumer models are gaining traction in the beverage industry.
Marketplace partnerships can enhance brand visibility but come with challenges.
The future of THC beverages looks promising with potential for growth.
Strategic partnerships can facilitate rapid growth and distribution.
The cannabis industry is evolving with new business models emerging.
Summary
In this episode of the Free Spirits podcast, Lars Miller and David Gonzalez interview Brandon Harshberger, the president of Cheech & Chong's Global Holdings. They discuss the expansive operations of the company, which includes various cannabis products and beverages. Brandon shares his journey into the cannabis industry, the importance of building a strong team, and the challenges faced when entering the beverage market. The conversation also delves into marketing strategies, logistics, and the significance of data-driven decision-making in their operations. Brandon emphasizes the brand's commitment to longevity and the unique position they hold in the cannabis space.
In this episode of the Free Spirits podcast, host Lars Miller and co-host David Gonzalez engage with Art Massolo, VP of Business Development at Cycling Frog, a leading THC beverage brand. They explore Art's journey into the cannabis beverage industry, the lessons learned from the wine industry, and the evolution of THC beverages. The conversation delves into the brand story of Cycling Frog, market trends, consumer preferences, and the unique business strategies that have propelled the brand's growth. Art shares insights on vertical integration, direct-to-consumer models, and the challenges faced in the THC beverage industry. The episode concludes with a vision for the future of THC beverages and Cycling Frog's role in that landscape.
Takeaways
Cycling Frog is redefining how we relax and socialize.
Art Massolo's journey into the THC beverage industry was driven by a passion for health and wellness.
The wine industry offers valuable lessons for the THC beverage market.
Consumer preferences are shifting towards lower dosage THC beverages.
Direct-to-consumer sales account for a significant portion of Cycling Frog's revenue.
Vertical integration allows Cycling Frog to control costs and maintain quality.
Partnerships with local brands, like the Portland Pickles, help normalize THC beverages.
The cannabis industry is evolving, with potential for collaboration between hemp and marijuana sectors.
Regulatory challenges continue to impact the THC beverage market.
The future of THC beverages includes a broader acceptance and integration into mainstream culture.
