Why does a 5mg gummy cost $3 but a 5mg beverage costs $8? We know why, but the average consumer doesn't and it is a point of contention.

CPG's biggest lie: 'We're building a brand.' You're building a SKU.

MoreBetter's study showed 38% of heavy drinkers dropped to 25% after 3 weeks of THC beverages. There's value in making these beverages more mainstream and putting in common sense regulations. #thcdrinks #hempdrinks

Graza went from zero to $500M valuation in 18 months because they made olive oil squeezable. They didn't do anything revolutionary, all they changed was the bottle. For your niche, what is your squeezable bottle? #cpgindustry

Athletic Brewing hit $300M by solving one problem: beer taste without alcohol consequences. Meanwhile, 47 other NA beer brands are still explaining why hops matter. #NAbeer

A new kind of buzz took over Miami. At iii Points, Cann became the go-to drink. A better way to socialize. A lighter lift. A vibe that matches the night instead of fighting it. Every hand holding a Cann told the same story: elevated connection. #iiipoints #THCdrinks

I understand there's extra costs involved but it's been baffling to me how slow craft breweries have been to adopt NA beer. However, Craft beer now makes up one-third of all non-alcoholic beer sales and is growing faster than the segment overall. #CraftBeer

Non-alcoholic buyers skew younger, higher-income, and coastal. We see this happening as well with Hemp/THC beverages too. #MarketTrends

Online sales of non-alcoholic drinks grew +208% YoY. That’s what happens when you’re not trapped in the 3-tier system. Digital shelves are the new back bar. #DTC

In a recent NIQ report Non-alcoholic spirits are the breakout story: +70% YoY growth, outpacing both NA beer (+19%) and NA wine (+23%). Nostalgia, ritual, and improved tech for flavor is really driving premiumization. #DrinkInnovation

Even though I quit drinking entirely a little over 2 years ago, a stat I love is 92% of non-alc buyers still purchase alcohol. People largely aren’t quitting drinking; they’re just being more thoughtful and curating the experience that fits their needs. #BeverageTrends

$925M in annual sales. +22% YoY growth. Non-alcoholic beer, wine & spirits aren’t “alternatives”, they’re mainstream. By end of 2025, NIQ projects the category will clear $1B off-premise. #NonAlcoholicDrinks

A 14-day post-purchase flow builds retention without another discount: Day 1 – Shipping clarity Day 3 – Product tips Day 7 – Reviews Day 10 – Cross-sell Day 14 – Loyalty invite It’s storytelling, not spamming. #EmailMarketing

I have spent some time contemplating the nature of the internet these days. And I hate that websites have gone away and apps have taken over. But that's the world we live in these days. Mobile browser shopping dropped from 57% → 45%. Desktop from 51% → 44%. #EcommerceGrowth

I used to hate shopping apps, and frankly I still do for the most part. But there are a few that have nailed it (Lululemon I am looking at you). 80% of shoppers have 3+ shopping apps. If yours doesn’t feel like a VIP experience, you’re just another notification. #AppMarketing

Too many hemp beverage brands make the same hiring mistake: over-titling too early. A director-level hire looks good on paper… until they underdeliver. Then you’re stuck leveling down. Start manager-level. If the talent brings more juice than expected, leveling up is easy. #HempBeverages #Hiring

What happens when hemp beverage brands hire talent rooted in the wrong channel? 👉 Confused messaging 👉 Misaligned sales strategy 👉 Slower growth This category thrives in liquor stores, grocery, and DTC, not dispensaries. Hire where your consumer actually shops. #HempBeverages #HiringStrategy

An interesting piece of consumer psychology I was reading this morning is that excitement now outranks stress as the top BFCM emotion. Which in today's world is really intriguing piece of data. If your copy still sounds desperate, you’ll lose to brands selling joy. #ConsumerPsychology

The best hemp beverage hire isn’t coming from a dispensary. Consumer base looks more like Chardonnay mom & beer dad than dispensary regular. That’s why traditional alcohol backgrounds often outperform cannabis backgrounds in this category. Hire for beverage experience first. #CPG

Shoppers aren’t waiting for November for their holiday shopping. 66% start by October. 30% shop year-round. The “weekend” is now a quarter. #HolidayShopping

Micah Hyde’s “first 15” for beverage strategy: 💧 Hydration from sparkling refreshment 💪 Recovery from CBD + CBG 🌙 Relaxation from low-dose THC A playbook rooted in health, wellness, and balance. 🎧 open.spotify.com/episode/1DY2...

Micah Hyde’s end game? 🏈 THC beverages in NFL stadiums 🥤 Become the “official drink of the NFL” 💡 Start with one venue, then scale Insurance is the biggest hurdle—but venue interest is growing fast. 🎧 open.spotify.com/episode/1DY2...

Running a brand with a small team + budget? Julie Rhodes says: 🤖 Use AI responsibly (productivity, not gimmicks) 📩 Treat CRMs + schedulers as extra teammates ⚙️ Build marketing as an ecosystem Do more with less—or get left behind. 🎧 open.spotify.com/episode/2YCg...

NFL still drug tests for THC. Micah Hyde knows the risks of attaching his name to a cannabis brand. But silence? That’d be cowardly. His why: 👊 Athletes who could benefit 👨👩👧 Fathers who need balance 💡 People who deserve options 🎧 open.spotify.com/episode/1DY2...

THC stigma is real. Micah Hyde’s answer? ✔️ 5mg consistent dosing ✔️ No 100mg shock factor ✔️ Education + responsibility His brand is built for mature, health-conscious adults—changing the conversation around cannabis beverages. 🎧 open.spotify.com/episode/1DY2...

Great products aren’t just about flavor. They’re about context. This brand built its lineup around two consumer rituals: ☀️ Daytime drinking 🌙 Evening wind-down It started by standing in grocery aisles, asking: “Why would I pick that?” Full Convo - open.spotify.com/episode/2YCg...

Imagine sipping your favorite cannabis drink at bars and stadiums, just like beer. It’s happening! The industry is on the brink of mainstream adoption. What are your thoughts? Are you ready for THC drinks on tap? 👇 More insights here: herbalprofiles.com/subscribe #THCdrinks #HempBeverages

Your drink habits are changing & Big Alcohol is feeling it. Nearly half of THC drink consumers are drinking less alcohol. Top reasons? • No hangovers • Reducing alcohol use • Natural alternative This isn’t just a niche. It’s a movement. Get the latest insights → herbalprofiles.com/subscribe

How do you build a $60M cannabis beverage brand? Levia did it with timing, clarity, and simplicity. → First to shelf in MA → Zero sugar, zero carbs → Clean, approachable branding → A category begging for drinks 🎧 Full convo: youtu.be/YCmuZxTAMHM #THCDrinks #CannabisBeverages #Levia #WeedDrink

A founder told me last week: “I’m done with copycat drinks. We’re focusing on effect-first formulas.” What’s effect-first? It’s minor cannabinoids, CBN, CBG, CBC, plus nootropics and adaptogens. Join leading insiders in the industry here: herbalprofiles.com/subscribe #thcDrinks

Transparency is the new luxury in beverages. Consumers don’t just want to know what’s in their drink, they want to know why. Ingredient sourcing, sustainability practices, and real brand stories aren’t just marketing angles, they’re must-haves to build trust and loyalty. #CPGTrends

What’s it like to see your product in a dispensary for the first time? For one founder, it was surreal: a random customer raving about the product she’d worked so hard to bring to market. That pride, that moment of validation—it’s what keeps so many founders going. herbal.beehiiv.com/p/herbal-pro...

Cannabis beverages are winning with the same crowd that made kombucha, Peloton, and adaptogens pop off. → High-income → Early adopters → Looking to optimize, not escape The health-conscious crowd is drinking smarter. Subscribe: herbalprofiles.com/subscribe #WellnessTrends #THCdrinks

“Crushed the task with (frankly) not enough direction…” That’s how Chris Fontes of High Spirits described our shoot. If you need product, lifestyle, or event photography that actually helps grow your brand: 📸 larsmillermedia.com #photographer #branding #contentcreation

What if your THC drink was actually a wellness product? → 47% of drinkers are cutting alcohol → 30% use it as a “natural alternative” → Sleep, stress relief, and recovery are top use cases More in this week’s issue: herbalprofiles.com/p/herbal-pro...

How do you merchandise a product that doesn’t look like a product? Peter Barsoom explains the challenge of selling OffDuty—and why education and sampling will be key. 🎧 open.spotify.com/episode/5QC5...

Low-dose drinks aren’t about “partying.” They’re about me moments. For busy millennials with careers, kids, and packed schedules, being “out of control” isn’t an option. A bath. A walk on the beach. Nine holes of golf. More: herbalprofiles.com/subscribe #THCdrinks #CannabisBeverages

Low-dose doesn’t mean low impact. Kick Fizz founder Julie Rhodes breaks down why sessionable beverages are finding their place in the beverage industry—and how education is shaping the category’s future. Listen here 👉 open.spotify.com/episode/2YCg... #beveragebusiness

The REAL reason people drink THC beverages? Hint: it’s NOT to “get high.” Brightfield Group’s data shows consumers choose them for: • Relaxation • Stress relief • Better sleep & mood Old-school “stoner” marketing is missing the fastest-growing audience. Full breakdown: herbalprofiles.com/

ingle molecules are good. Smart stacks are better. Caffeine + 3 botanicals = energy without the crash. Peter Barsoom walks through the science of functional formulation on the latest Free Spirits. 🎧 open.spotify.com/episode/5QC5...

Peter Barsoom calls 1906 “cannabis for control freaks.” It’s not about getting high. It’s about knowing: → when it kicks in → how it feels → how long it lasts That’s what makes functional products work. 🎧 open.spotify.com/episode/5QC5...

Cans are heavy. OffDuty is 3mL. Peter Barsoom explains why dosing, portability, and flavor-free design might win the next wave of functional beverages. 🎧 open.spotify.com/episode/5QC5...

🎧 Missed our latest Free Spirits Podcast? We sat down with: – Ben Kennedy of Fable Libations – Gordon Whelpley of Float House – Jake Bullock of Cann – Ben Larson of Vertosa Catch up inside Herbal Profiles #99 → herbalprofiles.com/p/herbal-pro...

What if your THC drink was actually a wellness product? → 47% of drinkers are cutting alcohol → 30% use it as a “natural alternative” → Sleep, stress relief, and recovery are top use cases More in this week’s issue: herbalprofiles.com/p/herbal-pro...

This week in hemp beverages: 🧃 Trulieve launches THC energy drink 🚫 Rhode Island pauses hemp licenses ⚖️ Ohio & Kentucky push restrictions 🍺 Big Alcohol ramps up lobbying 📥 Full roundup: herbalprofiles.com/p/herbal-pro...

We’re 15 episodes deep into Season 2 of Free Spirits. If you’ve been enjoying the season so far, do us a quick favor: 👉 Hit that follow button ⭐️ Leave a review 📲 Share your favorite episode with a friend open.spotify.com/show/6j2jLsG... #thcDrinks

Vice marts. One roof. Multiple altered states. Pipe dream—or future retail model? Listen to Joanne Caceres explain why we might not be that far off: open.spotify.com/episode/6rcp...

Premium without being luxury. That’s the tightrope every modern beverage brand has to walk. Make it too fancy? You alienate people. Make it too plain? You blend in. 🎧 open.spotify.com/episode/3X8A... #beveragebranding #packaging

Forget the lazy stoner trope. THC beverage consumers are the same people driving the rise of: → Nootropics → Non-alc cocktails → Wearable wellness They’re choosing precision over escapism. The real profile might surprise you → herbalprofiles.com/p/herbal-pro...

Scaling one beverage brand is hard. Scaling 7? Even harder. On the latest Free Spirits Podcast, Evan Eneman breaks down: ⚡ Multi-brand strategy with Iconic Tonics ⚡ Retail vs. DTC vs. on-premise ⚡ Lessons from building with Snoop Dogg 🎧 Full episode: open.spotify.com/episode/6gdX... #THCDrinks