Brian Hart, Founder of Vitam – A Beverage with a Purpose

Vitam isn’t just another beverage brand—it’s a creation born from a blend of wellness and social connection. Brian Hart, the founder, shared the story behind Vitam during our recent conversation, highlighting his passion for building a healthier alternative to traditional drinks while fostering a sense of togetherness.

The Inspiration Behind Vitam

Brian’s journey in the cannabis industry spans six years, including cultivation, consulting, and project management. Yet, the idea for Vitam came from a personal source. Watching his father’s daily vitamin regimen, Brian envisioned a product that would combine the benefits of vitamins, minerals, THC, and CBD into one functional beverage. His goal was to make something both refreshing and health-conscious, a drink that could be enjoyed socially without the effects of alcohol.

“Why not make a hemp beverage that’s also good for your health?” Brian asked himself. This question sparked the creation of Vitam, a drink designed to deliver not only flavor but also nutrition.

From Concept to Reality

Developing Vitam was no small task. Brian’s journey started in mid-2023, and after ten months of hard work—partnering with experts like the Hemp Beverage Alliance (HBA)—he launched the product in June 2024. The path from idea to final product was filled with challenges, including formulating the drink’s unique combination of ingredients. “I had to hire someone much smarter than me in formulation,” Brian said, emphasizing the importance of collaboration in bringing his vision to life.

His experience in the cannabis industry played a pivotal role in shaping the brand. From writing a master’s thesis on the cannabis industry to working on the ground level, Brian developed a deep understanding of the plant and its potential applications. Vitam represents the culmination of his knowledge, providing a product that goes beyond a typical drink.

Vitam’s Mission: Wellness and Connection

At the heart of Vitam is a simple yet profound mission: to provide a healthier, non-alcoholic beverage that encourages people to come together. In today’s fast-paced society, where people often struggle with isolation, Brian aims to offer an alternative to alcohol that promotes social interaction without compromising health.

The values of connection and wellness are woven into the brand itself. Even Vitam’s logo reflects this, with a subtle design that symbolizes people coming together. It’s these values that drive both the product and the brand’s message: Vitam isn’t just about drinking; it’s about fostering real moments of connection.

Overcoming Challenges

For any entrepreneur, managing time and resources is a constant balancing act, and Brian is no exception. Bootstrapping the business has meant that Brian takes on many roles, from product development to sales, often working solo. He’s leaned heavily on the support of his network, including his business partner who helps with legal matters and investment discussions.

Direct interaction with customers has been key to Vitam’s early success. Brian spends time doing tastings at liquor stores, bars, and restaurants, getting real-time feedback from consumers and refining his understanding of his audience. His efforts in product validation have been a cornerstone of Vitam’s growth, and as the brand expands, he plans to launch online sales and carefully select distribution partners.

The Path Forward

As Vitam continues to grow, Brian remains focused on the brand’s core mission. His goal is to see Vitam become the drink people reach for when they want to gather with friends and family—offering a refreshing, health-conscious option. “I want people to grab a Vitam and connect,” Brian says, hoping to create a shift in the way people think about social beverages.

While the journey is far from over, Brian’s passion for community and wellness drives him forward. Vitam is more than just a beverage—it’s a reminder to slow down, connect, and choose something healthier along the way.

Final Thoughts

Brian Hart’s story of launching Vitam is a powerful example of purpose-driven entrepreneurship. With a focus on wellness, community, and creating meaningful alternatives, Vitam is carving out a place in the beverage industry. By staying true to his vision, Brian is proving that a great product is one that not only tastes good but also makes a positive impact on people’s lives.