Welcome Note

Welcome back Gardeners! I hope your High and/or Dry January has been amazing. I know I have told this story a few times but on the final day of Dry January it feels like a great time for retelling my personal story. I started this newsletter completely by accident. I knew nothing about the 2018 Farm Bill but I was stoked to find out I could have Cann and Wynk delivered to my home. So I started to order those brands (not knowing about the hundreds of other brands available) and I started a little Instagram channel to make silly little drinks. My motivation there was that 8oz cans were not enough liquid for me and I was a total light weight. Fast forward I get a ton of brands that want to send me product and I want to try them all. So I do, and I do not enjoy mixing THC with Alcohol.

Well, after about 3 months of this I realized I had had zero alcohol and I did not miss it at all. Now it’s been since September 2023 since I have drank alcohol minus a single glass of champagne at my wedding and a couple sips of random drinks from my wife and wines my dad is drinking. And I still don’t miss it.

If Dry January leads you to you quitting altogether, congratulations! If it leads to you being more aware of your intake you simply reduce, congratulations! And if it was a great little break but nothing else changes, well congratulations to you too for being done!

This week, I sat down with Kenya Alexander-Davis and we discussed her journey into the space and her newest venture Stash Bag Data! Additionally, I break down how I would go about building a sales team in this emerging beverage category based on my experience of being around numerous CPG companies over the last decade!

I hope you enjoy this week’s newsletter

And as always, my email is always open!

-Lars

Trying to grow my other networks to 11k+ like I did on Linkedin so please follow me on Bluesky, X, Facebook, Instagram, and of course Youtube, I would love to chat with you there. You also can always reach me by just hitting reply here.

Just a heads up, The Free Spirits Podcast is on break until February and then we will be regrouping for season 2.

I just launched a new newsletter that will be laid out similarly to this newsletter just focused on Speciality Coffee.

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

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News Round Up

• Denver’s swanky new cannabis club on East Colfax officially has an open date - Cirrus Social Club is opening on Colfax Avenue in Denver, offering a cannabis-friendly lounge with curated food and drinks. I spoke with Arend a few months ago discussing the menu and the process.

• Cannabis Beverage Market Poised To Witness Rapid Expansion, 2025-2032 - The cannabis beverage market is expected to grow rapidly over the next decade, driven by consumer interest in alternative consumption methods.

• Gavin Newsom can't stop California's pot companies from jumping to hemp - California Governor Gavin Newsom signed a bill banning certain hemp-derived THC products, citing safety concerns.

• The Fifth Category? Perception of Intoxicating Hemp Evolves Across the Three Tiers - Intoxicating hemp products are emerging as a distinct "fifth category" across alcohol, tobacco, and pharmaceutical industries. Retailers and producers are rethinking how to classify and market these goods as acceptance grows.

• THC Brews Make Their Debut - Craft breweries are experimenting with THC-infused beers, blending craft beer flavors with cannabis effects.

• Women Leading Cannabis Consumption: The Green Revolution with a Feminine Touch - Women are driving cannabis consumption, with higher usage rates in some demographics. Female entrepreneurs and consumers are shaping the industry through wellness-focused products and lifestyle brands.

• Is Cannabis Now The #1 Sleep Aid - Cannabis is gaining popularity as a preferred sleep aid, surpassing traditional medications for many users. CBD, CBN, and low-dose THC formulations are leading the trend due to their minimal side effects and improved sleep quality.

📰 Got news? Submit it here! 📰

Any other questions or inquiries you can respond to this email or DM me on Twitter 

Building a Modern Sales Team for Emerging Beverage Brands

The traditional CPG sales model of one territory manager to rule them all is dead. I have noticed over the years through observation that the landscape has changed particularly for new beverage categories where competition for attention is fierce and shelf space is limited.

I would adopt the tech sales model if I was building a team today. Let me break down how to build a modern sales organization that can scale with your growth. This guide will help you avoid the common pitfalls of traditional sales team building.

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Creator Spotlight - Kenya Alexander-Davis

 I sat down with Stash Bag Data’s CEO, Kenya Alexander-Davis to reveal how real consumer insights fuel product development, boost brand trust, and spark unstoppable growth. If you’re curious about the game-changing data points that can make (or break) your cannabis brand, this interview is a must-see.

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How Can I Help You?

My Services

Transform Your Brand Story Through Photography

Turn moments into marketing gold. I can handle product shots to event coverage, I capture the essence of your brand in images that convert.

• Campaign & product launches that pop

• Event coverage that tells your story

• Behind-the-scenes content that builds trust

• Brand lifestyle imagery that sells

Portfolio: www.LarsMillerMedia.com

Executive Ghost-Writing That Drives Real Results

Not just content—conversation starters that convert. My clients don't just post, they profit.

• Success Stories: 500k+ impressions & 5-figure consulting deals in 6 months

• Multiple job offers landed for clients

• Custom-crafted thought leadership that positions you as the industry authority

• Multi-channel strategy that amplifies your personal brand

Social Media Management for Brands That Want More

Chronically online (so you don't have to be). I turn social media from a time-sink into your most powerful marketing channel.

• Strategic content that sparks engagement

• Community building that creates brand advocates

• Industry networking that opens doors

• Data-driven growth strategies that scale

The Process is Simple:

1. We meet to map your content empire

2. Craft your unique brand voice

3. Build a strategic content calendar

4. Deploy across channels for maximum impact

Ready to stop blending in and start standing out?

Email [email protected] for a free strategy session or skip the line and schedule a meeting directly here.

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