Creator Spotlight: Paulo Sobral on Cannabis Beverages and the Future of Functional Drinking

In this edition of the Creator Spotlight, we chat with Paulo Sobral, an industry veteran who’s seen the ins and outs of both corporate giants and the fast-paced cannabis startup scene. Currently with Sierra Nevada Brewing, Paulo shares his journey from PepsiCo to pioneering in the cannabis space, driven by passion and curiosity.

From Corporate to Cannabis: A Leap of Faith

Paulo’s transition from corporate America to cannabis wasn’t a spur-of-the-moment decision—it was driven by a search for purpose. “I joined PepsiCo in my late 20s and got promoted quickly, but after a while, I started feeling restless,” Paulo explained. It was a documentary called The Culture High that sparked his curiosity about cannabis, showing him the potential the plant had for healing.

Moved by the story of a father using CBD oil to treat his son’s severe epilepsy, Paulo’s perspective on cannabis shifted dramatically. “It opened my eyes to the potential of cannabis to actually heal things for some people,” he said. This newfound passion, combined with his desire to build something meaningful, pushed him to take a risk on the nascent cannabis industry. In 2016, Paulo made the leap, joining a venture-backed cannabis startup in San Francisco. “I wanted to build something and be passionate about what I was selling,” he shared. Despite the challenges, he never looked back.

Lessons Learned in the Cannabis Trenches

Having launched and scaled numerous cannabis brands, Paulo’s learned that the road to success is often tougher than anticipated. “The most rewarding lesson is everything is a lot harder than you expect,” he reflected. With the cannabis market still emerging and regulations constantly shifting, patience is just as critical as passion. Paulo pointed out, “Most people overestimate what they can accomplish in a year and underestimate what they can accomplish in 10 years.”

The reality of the industry’s complexities—limited infrastructure, high production costs, and ever-changing regulations—taught him to approach growth methodically. “If you wake up every day with a long-term vision, you can really accomplish a lot,” Paulo said, emphasizing the importance of persistence in a market where many brands don’t survive beyond a few production runs.

The Future of Cannabis Beverages

Cannabis beverages are still finding their place in the market, but Paulo is optimistic about their potential to revolutionize both the cannabis industry and social drinking as a whole. “To me, beverages are going to be the largest category in cannabis,” Paulo asserted. He believes that while some traditional cannabis enthusiasts may be skeptical, beverages offer unmatched versatility.

Paulo sees cannabis drinks as more than just another way to get high—they’re an alcohol alternative with the potential to bring new users into the cannabis space. “I’ll bring it on airplanes, or when my wife and I go to a fancy restaurant, she orders a $16 cocktail, and I order club soda and drop my little cannabis beverage enhancer in it,” he said, highlighting how these drinks can seamlessly fit into social settings.

The real game-changer, according to Paulo, will be positioning cannabis beverages as performance enhancers. He envisions drinks designed to improve focus, elevate moods, and even enhance physical performance in various activities, from video gaming to dancing at festivals. “Cannabis targeted towards a specific effect outside of social lubrication—that’s the next wave,” he predicted.

Navigating Misconceptions and Challenges

One of the biggest misconceptions newcomers to the cannabis beverage industry face is underestimating the complexity of getting products to market. “It’s a lot harder than you think to get basic things done,” Paulo emphasized, noting the unique challenges posed by state regulations and limited infrastructure. From sourcing ingredients to finding compliant manufacturing facilities, the process is filled with hurdles that many traditional beverage entrepreneurs are unprepared for.

For Paulo, the key to overcoming these challenges has been staying adaptable and leveraging his extensive experience in the beverage world. He helps brands navigate the complexities of both cannabis and beverage markets, reminding them that the biggest hurdle is often a lack of understanding of just how intricate the process can be.

The Path Forward

Looking ahead, Paulo is excited about the continued evolution of cannabis beverages, especially as they become more mainstream and accessible. “I’m excited about cannabis drinks because of the efficacy behind them,” he shared, underscoring his belief that these beverages can redefine social drinking and offer functional benefits that go beyond the buzz.

For those looking to connect or collaborate with Paulo, he’s active on LinkedIn and always open to sharing insights or lending a hand to forward-thinking brands. “Reach out to me on LinkedIn, and we can schedule time for an in-depth chat,” Paulo invited, eager to support others in navigating the rapidly evolving landscape of cannabis beverages.

Connect with Paulo Sobral on LinkedIn for insights into the cannabis beverage space or to discuss innovative projects in alternative plant extracts and functional drinks.