Building a Rebellion: Pierce Wylie and Rebel Rabbit’s Mission to Redefine Social Drinking

Guided by a shared belief in harm reduction and redefining the experience around social drinking, Pierce and his co-founder, Billy, are leading a movement that’s as much about community as it is about products.

A Journey Rooted in Harm Reduction

Before starting Rebel Rabbit, Pierce worked in behavioral health, which gave him deep insights into the impact of harm reduction. His co-founder Billy, with his own recovery journey, shared this value. Their shared goal: create an alcohol alternative that provides a social experience without the negative effects. This idea took off when Billy introduced Pierce to Delta-8, sparking the initial vision for Rebel Rabbit. “I felt it could be something significant,” Pierce recalls. “It was one of those ‘aha’ moments when I knew we had something meaningful.”

Building a Brand Identity from the Ground Up

Creating Rebel Rabbit meant starting from scratch. The brand’s identity took shape as the founders navigated both challenges and opportunities. Originally tied to a local South Carolina name, Swamp Rabbit, Pierce and Billy rebranded after a local brewery flagged the similarity. Thus, Rebel Rabbit was born—a name reflecting both the founders’ intentions and their hometown roots. “In a world glamorized by alcohol, we’re running in a different direction,” says Pierce, explaining the brand’s unique mission to challenge traditional norms around drinking.

They collaborated with a Barcelona-based agency to design the packaging, focusing on bold colors and a logo that would become instantly recognizable. “We wanted something that would stand out on shelves and capture the essence of our mission,” Pierce explains. With the rebrand, Rebel Rabbit found its identity and started to build a community.

Community in Action

Rebel Rabbit’s commitment extends beyond creating beverages; it’s about community engagement, too. When Hurricane Helene hit Western North Carolina, Rebel Rabbit acted quickly. They used their resources to can and distribute water to affected areas, even reshuffling production to support the effort. “The community’s response was incredible,” Pierce recalls. Rebel Rabbit became a hub for donations and logistical support, helping to provide water and supplies during a critical time. This initiative resonated not only locally but also with Rebel Rabbit’s extended community, who praised the brand’s dedication to giving back.

Facing Industry Challenges

Navigating the cannabis beverage industry brings unique hurdles, especially in restrictive states like South Carolina. “We knew what we signed up for,” Pierce admits, referencing the regulatory stigma around cannabis. For Rebel Rabbit, educating the public about the benefits of cannabis-based alternatives is an ongoing effort. The brand works to normalize THC as a safe, social option, countering outdated perceptions with each new product.

Tackling Regulatory Obstacles

Running a cannabis beverage business also involves constant regulatory adaptation. When Rebel Rabbit acquired a brewery to start production, the shift to THC beverage manufacturing required months of re-licensing, certification, and regulatory approvals. “It was a nine-month process that felt endless,” Pierce recalls. Working alongside state agencies, Rebel Rabbit adapted to numerous requirements to ensure compliance, proving the brand’s resilience and commitment to growth despite industry obstacles.

Expanding the Rebel Rabbit Vision

Rebel Rabbit is preparing to launch “Light Hair,” a two-milligram THC beverage aimed at a broader range of social settings, just in time for Dry January. Pierce explains, “We want drinks for all types of social experiences.” For Rebel Rabbit, social drinking is about the experience itself rather than the amount of THC consumed in one go. The brand aims to make socializing accessible to everyone, from the cannabis-curious to seasoned enthusiasts, with various dosage options.

This new addition reflects the brand’s broader mission: to expand the concept of social drinking beyond traditional norms and explore other functional ingredients like adaptogens and nootropics.

A Look Ahead

Pierce’s ultimate vision for Rebel Rabbit is to build an entire ecosystem of beverages supporting the “better-for-you” movement. While THC may be the brand’s focus, Pierce envisions an array of options that cater to diverse wellness and social needs, from adaptogenic teas to functional cocktails. “The goal is to redefine the social drinking space,” he explains. Rebel Rabbit is charting a path toward a future where social drinking is inclusive, balanced, and wellness-centered.

As Rebel Rabbit continues to grow, Pierce Wylie’s team stands out not only for its innovative products but for its dedication to creating a positive impact. Rebel Rabbit is setting the stage for a new social drinking experience—one that brings people together and redefines the rules.