Founder's Spotlight - Tom Fernandez & Jamie Hunt - Altua Cannabis Spritzer

What led to the creation of Altua, and what was the inspiration behind developing your unique THC-infused beverages?

Tom: The whole crew behind Altua has known each other for a few years through various local projects, business endeavors, and our kids’ sports activities. We all have roots in or around Skaneateles, New York, which is where the company is based. Skaneateles is a small town with a beautiful lake that some call the jewel of the Finger Lakes. The community cares deeply about preservation and the area boasts a unique offering of high-end hospitality experiences and agricultural products. It’s a great place to live.

As we all got to know each other, we bonded over our passion for the region and, frankly, the experience of getting a little older and wanting a better drinking experience. When you get into your 40s and have kids and more responsibilities, you still want to stay the same fun person, but alcohol can be a little punishing sometimes. We saw hemp beverages popping up but none of them tasted as good as we wanted them to, so we set out to make one with premium ingredients and that tastes really, really good.

Jamie: Exactly. That’s what united all of us—a desire for the product to be exceptional and take inspiration from this amazing place we call home. Most of us are also involved in Tap Root Fields, a regenerative farm here in the Finger Lakes area that makes high-quality cannabis and produce. We work day and night to create the best soil and growing environments that lead to incredible products. That same drive is behind Altua.

In terms of how we developed Altua, we simply looked around at where we live, which is well known for winemaking among other products like maple syrup. We were inspired by the elevated nature of champagne and the idea of a spritzer vs. a seltzer because of the fresh fruit juice component. It’s just an excellent alcohol-alternative concept. Our flagship flavor, Blood Orange, is reminiscent of a mimosa. We’re proud of where we landed on our liquid and the response has been really encouraging.

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

Tom: We’re fortunate to have assembled an all-star team behind the brand, including experienced beverage industry veterans who have helped bring focus to each stage of our company and chart a path for viability and growth. There are inherent challenges like navigating ever-changing regulations, and it has been a learning experience to build an operational plan to support growth in a consistent way. Joining the Hemp Beverage Alliance has also helped us stay informed. It’s rewarding to be part of a movement that is bringing much-needed variety and innovation to the beverage market.

Altua emphasizes the use of real, high-quality ingredients. How do you ensure that your products maintain these high standards?

Jamie: Yes, it’s very important to us. We don’t add any THC derivatives and we use all-natural ingredients. Every batch is PH tested and receives a third-party COA from a federally accredited testing facility. All of our COAs are also posted on our website for transparency.

Your approach to product development focuses on both taste and effect. Can you discuss how you balance these aspects in your products?

Tom: Because this originated as an unmet lifestyle need, none of us were interested in making a high-calorie or high-THC beverage. The idea was always to make something where you could have a couple of cans, feel great, and genuinely enjoy the drinking experience. 5mg of THC is the sweet spot. It’s a dosage you can build on and feel confident consuming while also realizing value. We recognize that aspect of it.

Jamie: And when it comes to the taste, we were able to formulate the liquid to be delicious but still low in calories, so we feel we achieved a nice balance and maybe even a little whitespace for ourselves.

With evolving THC regulations, how has Altua adapted its business practices to stay compliant and ensure quality?

Tom: It really goes back to our experienced team. We keep each other informed daily through WhatsApp groups, so whether it’s shifting labeling requirements or new state-specific laws, we’re constantly strategizing to future-proof our approach, build in redundancies, and know when and where to place our bets.

What advice would you give someone looking to start their own THC-infused beverage brand?

Tom: The market has exploded in the last few months, so entering the space with a clear point of view and business plan is critical. Remaining on top of regulation and trends, which can sometimes surprise you, is also key.

Jamie: Staying true to who you are and what sets you apart will help create differentiation, too.

Besides Altua, what other brands do you enjoy and why?

Tom: I am intrigued by all the craft brands emerging in Minnesota. Seeing the same talent behind what is an incredible craft beer market turn to hemp beverages is very exciting.

Jamie: Anyone out there making high-quality hemp beverages that taste good. That’s a trend we hope continues and we’re proud to be one of the first out there carrying the flag.

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