In partnership with

Welcome Note

Welcome back Gardeners!

I have finessed my way back to Linkedin, if you are so inclined - connect with me here. Hopefully I will be able to stick around for good this time. I will likely stick to mostly talking about the broader CPG industry, my photography work, and when I do talk about the cannabis beverage space, you will likely see me being extremely vague and not using the actual words ‘cannabis’ or ‘hemp’ or anything like that, as I do not want to be banned again. So bear with me on that front.

The Free Spirits Podcast with David Gonzalez and myself is back for Season 2 and we kicked it off with Kerry Hinkle as our first guest! Next Monday (3/10/2025) episode 2 will drop with Kim Gamez stopping by to discuss her journey, the Sober(ish) brand, and much much more! You do not want to miss it! So be sure to subscribe and rate/review the show! It really does help us grow!

So you won’t want to miss that. Be sure to subscribe on Youtube, Apple, Spotify or wherever you get your podcasts!

I hope you enjoy this week’s newsletter

And as always, my email is open!

-Lars

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

News Round Up

Big Players Making Moves

Curaleaf Reports Q4 Results: Q4 revenue hit $331M with international revenue reaching $31M. The company admitted missing the premium flower market in two $200M+ territories and is aggressively expanding hemp beverages through Total Wine partnerships.

MWG Holdings Talks Consumer Data: VP of Marketing Nicole Hanratty will keynote Vibe Conference, discussing how consumer demand is shaping hemp-derived THC beverages in hospitality settings. Recent data shows 52% of hemp-derived THC consumers also report drinking alcohol, suggesting complementary rather than competitive market dynamics.

My Take: The industry's biggest players are finally treating hemp-derived beverages as a serious market opportunity, not just a hedge. The data supporting complementary consumption patterns could accelerate mainstream retail adoption.

Regulatory Landscape

Kentucky Surprises Industry with Proposed Ban: Senate Bill 202 would halt hemp beverage sales until mid-2026.

Florida Debates Hemp Framework: Lawmakers meet with industry representatives to discuss potential regulations, with ABC Fine Wine & Spirits reporting strong demand for THC beverages in their first six months of sales.

California Addresses Cannabis Odor: Multiple jurisdictions implementing new restrictions and requirements for cannabis operations.

Innovation & New Products

Triple Launches Single-Serve Enhancer: New 0.5-ounce Triple Drop delivers 5mg THC per serving, targeting on-the-go consumption.

Hey Sweet Cheeks Debuts Wellness Line: Launch signals growing mainstream acceptance of cannabis-adjacent products.

Looking for unbiased, fact-based news? Join 1440 today.

Join over 4 million Americans who start their day with 1440 – your daily digest for unbiased, fact-centric news. From politics to sports, we cover it all by analyzing over 100 sources. Our concise, 5-minute read lands in your inbox each morning at no cost. Experience news without the noise; let 1440 help you make up your own mind. Sign up now and invite your friends and family to be part of the informed.

Subscribe to 1440 today.

Market Trends & Analysis

Cannabis Use Plateaus Across Age Groups: SAMHSA data shows monthly cannabis use hitting ceiling of 30% for users up to age 35.

Cantrip CEO Discusses Market Evolution: About 50% of their cases sold are 10mg THC products, with consumption patterns suggesting THC beverages aren't consumed in chains like alcohol. CEO Adam Terry notes on-premise skews toward lower doses.

USA Today Reports Cannabis Drinks Surge: Harvard Medical School's Dr. Staci Gruber discusses the rise of cannabis cocktails and their potential to compete with traditional alcoholic beverages.

Industry Analysis & Research

Forbes: Alcohol vs. Non-Alcohol Battle Intensifies: Simon-Kucher reports U.S. consumers opting for healthier drinks and cutting alcohol spending, with seltzers and sparkling beverages attracting dollars across demographics.

Extraction Technology Advances: New machines and methods are enabling more sophisticated cannabinoid isolation and formulation capabilities, crucial for beverage development.

Corporate Strategy

Austin Cocktails Founders Talk Innovation: Industry veterans discuss the evolution of ready-to-drink beverages and the impact of cannabis drinks on traditional alcohol markets.

Snoop Dogg Partners with Harmony Craft: New functional beverage company launches, highlighting growing celebrity interest in alternative beverage categories.

My Take: The beverage landscape is experiencing unprecedented disruption. Traditional alcohol companies, celebrities, and cannabis operators are all vying for position in emerging categories, while consumption patterns suggest room for multiple winners rather than a winner-take-all market.

📰 Got news? Submit it here! 📰

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

Why Multi-Cannabinoid Products Are The Future

A recent LinkedIn post from Micah Hogan revealed something I had been noticing personally but is a drastic shift in cannabis consumer preferences that deserves every product maker's attention. His analysis immediately resonated with me because it perfectly tracked my own evolution as a cannabis consumer. Like many others, I started with simple THC products, seeking straightforward effects - let’s get high. But over time, I found myself gravitating toward more sophisticated formulations. Products that offered balanced experiences through multiple cannabinoids. It turns out, I'm far from alone in this journey.

According to Hogan's analysis, the cannabis edibles market has undergone a major shift in just four years. one that signals a more sophisticated future for product development. In 2020, the cannabis edibles market was dominated by a singular focus - THC. Products containing only THC commanded 76% of sales, reflecting an industry still finding its footing. But today, that landscape has transformed, with THC-only products accounting for just 35% of sales. Even more telling: 62% of products sold now contain more than one cannabinoid, a number that continues to climb as consumers vote with their dollars for more sophisticated formulations.

"From a consumer perspective, this is simple: more is better," Hogan notes. "But I suspect that there is a scientific explanation to validate consumer behavior. The addition of more cannabinoids is creating a better user experience."

His analysis points to Wyld's product lineup as a perfect example of this shift. Their Boysenberry 1:1:1 (THC:CBD:CBN) gummy has overtaken their previous bestseller, the Elderberry 2:1 (THC:CBN), becoming the country's top-selling cannabis product. This success story reveals a broader truth about where the market is headed: consumers are increasingly seeking products that offer more than just THC.

This trend comes at an interesting moment for the cannabis industry. Recent data from the Substance Abuse and Mental Health Services Administration (SAMHSA) shows that cannabis use across age groups is beginning to plateau, suggesting the market is maturing. Monthly cannabis use has hit a ceiling of around 30% for users up to age 35, while groups over 40 max out at almost 20%.

For beverage makers and brands, this convergence of trends, plateauing usage rates and increasing demand for multi-cannabinoid products, presents an opportunity to innovate and capture market share through more sophisticated offerings.

This focus on specific occasions and experiences rather than just effects represents the next frontier in cannabis beverages. As Hogan notes in his analysis, multi-cannabinoid products can deliver profound feelings of "Joy, Relaxation, Restoration, Creativity, and more." For beverage makers, this translates into an opportunity to create products that serve specific moments throughout the day, from a morning energy boost to an evening wind-down drink.

This also marks the beginning of beverage makers needing to really lean into building a true brand and not rely on the novelty of having THC in a liquid form, but instead delivering a consistent experience for their consumer with a very specific lifestyle and use cases for their consumers.

The timing aligns perfectly with broader consumer trends. Recent research from Sightlines shows that Americans are finding a balance between alcohol and cannabis consumption, rather than choosing one over the other. They're increasingly sophisticated in their choices, selecting different products for different occasions. This "portfolio approach" to consumption creates multiple opportunities for beverage makers to develop products that complement, rather than replace, traditional alcoholic beverages.

For brands looking to capitalize on this multi-cannabinoid revolution, the path forward requires more than just adding additional cannabinoids to existing formulations. Success will come from understanding the sophisticated interplay between consumer occasions, desired effects, and precise cannabinoid ratios.

"Product innovation is a key driver of success in every industry and the cannabis market is no different," Hogan emphasizes. "If you analyze the brands that innovated early with minor cannabinoids, it is clear that they are not only leading the market now but are also accelerating growth where others are stagnating or declining."

This insight is particularly relevant for the beverage category, where the opportunity to create occasion-specific products is vast. Morning energy drinks might combine THC with CBG for focus and creativity. Social beverages could blend THC and CBD in specific ratios for a balanced, alcohol-alternative experience. Evening relaxation drinks might incorporate CBN for its sleep-promoting properties. The possibilities are limited only by formulators' imagination and understanding of cannabinoid effects.

The broader functional beverage market provides a blueprint for success. Just as consumers have embraced drinks enhanced with adaptogens, nootropics, and other functional ingredients, they're ready for more sophisticated cannabis beverages that deliver specific, targeted effects.

Looking ahead, we can expect to see:

• More brands developing occasion-specific product lines

• Increased focus on minor cannabinoids beyond CBD

• Greater emphasis on educating consumers about different cannabinoid combinations

• Innovation in rapid-onset technology for more predictable experiences

• Expansion of distribution through mainstream channels like Total Wine

The shift from THC-only to multi-cannabinoid products represents more than just a trend, this is truly the future of the industry.

Need Better Content? I’ve Got You.

📸 Photography That Sells

Product launches, events, headshots, and more. Turn moments into marketing gold.

Portfolio

✍️ Ghostwriting That Gets Results

Land new clients, get job offers, build your personal brand through thought leadership that builds authority.

Let’s make your brand stand out. Email [email protected] or Book a Consultation now.

What I have Tried This Week

Earlybird

Their gummies target ~2.5mg of natural THC from hemp in each serving, and for many people it’s the perfect amount for a consistent and functional way to take the edge off. They include COAs on each product as well. Loved the sample box and the branding & product quality is high. Overall these work phenomenally. I was really impressed.

The High Confectionary

These are super interesting - 1mg THC, CBD, CBN, and Melatonin. It’s the perfect sleep cocktail IMO. I have been loving the effects. I even used a combo of these and the Earlybird and I slept like a baby. If you sensitive to melatonin or don’t want to consume it every day, just be aware that this does contain melatonin. But man I slept great!

I was able to secure a 20% off discount code if you would like to give these a try. Just use LARS20.

Cann 

I always come back to my Cann Roadies for taking with me to restaurants and bars. They are the perfect little addition. I got the opportunity to finally try the Ginger Lemongrass flavor! It was great in whatever the bartender made me at brunch on Sunday. I just asked him to make me something that would pair with ginger & lemongrass and boom - the perfect mocktail.

I have secured a great discount with Cann to save you 20% sitewide using code HERBAL30.