Cali Sober: A New Wave in Sobriety and Cannabis Beverages

The Birth of Cali Sober: Combining Business & Personal Discovery

Flip’s journey began long before the launch of Cali Sober. His background in the hemp industry, advertising, and launching a gummy company called Goodkind set the stage for his eventual pivot to THC beverages. It wasn’t until he saw the rise of water-soluble Delta-9 THC that Flip realized cannabis drinks could be the next frontier. But it wasn’t just about business. Around the same time, Flip made the personal decision to go sober from alcohol, which led him to explore alcohol alternatives like non-alcoholic beers and functional beverages.

However, Flip found that these alternatives didn’t quite hit the mark for him. “They were great,” he explains, “but they didn’t do what I really wanted them to do, like taking the edge off or providing relaxation.” As a regular cannabis user, he noticed that his use of THC was what helped him quit alcohol. This sparked the idea for a THC-infused beverage that could provide a satisfying alternative to alcohol. This blend of personal experience and market insight is what ultimately gave birth to Cali Sober.

From Advertising to Beverage Marketing

Flip’s extensive background in advertising and branding shaped his approach to marketing Cali Sober. Having worked with major brands like AB InBev, ESPN, and Caesar’s Entertainment, Flip honed his expertise in bringing products to market. He describes his advertising days as crucial in shaping his understanding of consumer behavior and beverage marketing.

Launching Cali Sober wasn’t without its challenges. Flip’s early attempts at production involved experimenting with flavors and learning how to operate a beverage company—a skill set he admits he was still developing. His first attempt resulted in two pallets of product that he describes as “terrible” in both taste and performance. Despite this setback, he viewed it as a valuable learning experience that pushed him to improve the product and find better partners. Today, Cali Sober is thriving, and the brand’s unique aesthetic—drawing inspiration from ’90s pop culture—is the result of a decade-long creative partnership between Flip and his designer.

The Evolution of the Cali Sober Lifestyle

One of the most intriguing aspects of Flip’s journey is the concept of being Cali Sober, a term used to describe people who abstain from alcohol but still use cannabis. Flip didn’t invent the term, but he immediately connected with the lifestyle it represents. After experimenting with names for the brand, Flip settled on Cali Sober, only to discover that the trademark had lapsed just weeks before. A quick call to his lawyer, who also happened to be his neighbor, secured the trademark, and the brand was born.

While the term may feel familiar within the cannabis industry, many outside the bubble still don’t fully understand what Cali Sober means. This has created an opportunity for Flip to educate consumers on the movement and how it represents a middle ground between total sobriety and heavy drinking. According to Flip, this is one of the reasons Cali Sober has resonated with a broader audience, opening the door for conversations about alternative approaches to sobriety.

Consumer Feedback and Market Surprises

Cali Sober’s rise has been fueled by consumer interest, especially among people looking for healthier alternatives to alcohol. Flip describes the brand’s presence at urban markets—like those in Dallas, Austin, and Atlanta—where they set up booths and sell their products directly to consumers. The feedback has been invaluable, with Flip noting that the trial rate for THC beverages is surprisingly high across all demographics. From Gen Z to Boomers, people are curious about THC mocktails, and Flip has found that it doesn’t take much convincing to get people to give them a try.

However, consumer palates vary wildly. Some people love the taste of Cali Sober drinks, while others are less impressed. This variability has been one of the more surprising aspects of growing the brand, but Flip embraces it. “There’s a lot of room for different brands to succeed,” he says, noting that this diversity of taste preferences allows multiple brands to carve out their niches in the market.

The Brands Inspiring Flip

When asked which brands inspire him, Flip is quick to mention several fellow THC beverage companies, many of which he’s connected with personally. Cann, Plift, and Brēz top his list for their pioneering roles in the cannabis beverage market. Flip also gives a nod to Cycling Frog and Uncle Art, praising the transparency and business acumen of their founders. For Flip, these connections aren’t just business relationships—they’re friendships built on mutual respect and shared passion for the industry.

What’s Next for Cali Sober?

As Cali Sober continues to grow, Flip sees the brand playing a significant role in shaping the future of the sober-curious movement. By offering people a new way to enjoy social experiences without alcohol, Cali Sober isn’t just selling a product—it’s promoting a lifestyle. Whether you’re looking to rethink your relationship with alcohol or simply want a healthier alternative that still provides relaxation and enjoyment, Cali Sober is leading the charge in this exciting, evolving market.