BJ McCaslin - Co-Founder & CEO - Holy! Water

What inspired you to start Holy! Water, and what was the journey like in creating non-alcoholic THC-infused beverages?

BJ: I have been a beverage entrepreneur since 2004 and used cannabis since 2002 daily. I wanted to use the ketones with a functional euphoric element to truly have a euphoric energy shot.

What were some of the biggest challenges you faced when entering the THC-infused beverage market, and how did you overcome them?

BJ: Banking is really annoying. Other than that, it’s not mainstream, and I typically use mainstream distributors, so that is somewhat of a hurdle, but I love the alternate channels.

Holy! Water has a unique branding approach. How do you incorporate your personal values into the brand’s storytelling, especially regarding wellness and creativity?

BJ: My partner is a Ph.D. I have always made better-for-you beverages, so this really falls in line with our passions for functional mushrooms and ketones.

Your products promise a euphoric and relaxing experience. Can you discuss the product development process and how you ensure the quality and safety of your ingredients?

BJ: I have been making drinks for a long time, so R&D is a really fun process. I have a team of chemists, and we knew what flavor profile we wanted, so the sweetener system was the most important part.

With the constant change in THC regulations, how has Holy! Water adapted to ensure compliance while maintaining product integrity?

BJ: Dr. J, my partner, owns an analytical lab, so we always have made products that test immediately. I also just sold a wine company, so compliance is nothing new.

What advice would you give to someone looking to break into the THC-infused beverage industry?

BJ: It’s very saturated at this point. I always tell beverage entrepreneurs that you have to be resilient; it’s a tough grind.

Besides Holy! Water, what other brands do you enjoy and why?

BJ: I love GNGR Labs, I like Verano, Brēz, Cycling Frog, and anything Rexis does.