Welcome Note

Welcome back Gardeners!

Been a crazy week with everything going on in Georgia, Kentucky, and other states from a regulatory standpoint. It’s exhausting trying to keep up. But also, can we just free the plant already?

Anyway, this week I have a fresh news roundup for you, my thoughts on why brands need to move beyond THC and I also sat down with Arie Gurevitch, CEO, Boisson to learn more about his journey into the industry and their new platform Buzz by Boisson. If you like free stuff you’ll definitely want to click into that story for a treat!

The Free Spirits Podcast with David Gonzalez and myself is back for Season 2 and episode 2 dropped on Monday 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

Market Research & Projections

CBD-infused Products Market Expected to Hit $291.39B by 2032, according to new research from Meticulous Research. The market is projected to grow at a CAGR of 30.6% from 2025-2032, with hemp-based products expected to account for 76.3% of the overall market share in 2025.

ResearchAndMarkets Reports on No-Alcohol Beverage Trends, highlighting how cannabis drinks, gut health products, and premium hydration brands are reshaping the U.S. market. The report examines emerging categories and brands creating marketplace disruption.

Strategic Partnerships & Distribution

Wana Brands Expands to Total Wine & More locations nationwide, introducing their hemp-infused sparkling beverage line featuring three varieties: Lemonade Balance Blend, Strawberry Lemonade Balance Blend, and Raspberry Tea Relax Blend. Each product contains precise cannabinoid ratios of CBG, CBD, and THCA.

Tilray Grows Runner's High Non-Alcoholic Line across 4,500 new distribution points, including major retailers like Publix, HEB, Harris Teeter, and Lowes Foods. The brand offers three varieties under 90 calories: Golden Wheat, Raspberry Wheat, and Dark Chocolate.

Regional Innovation Spotlight

CLRTY Co. Leads Minnesota's Cannabis Beverage Innovation, founded by Scott and Kris O'Malley. The company has partnered with established brewers like Fulton Beer and Summit Brewing Co., and currently operates across nine states with plans to expand to 14. Their product line includes seltzers and unique shelf-stable THC coffee drinks.

Industry Analysis

Cannabis Musings Newsletter Examines Hemp Drink Risks, highlighting potential challenges including regulatory uncertainty, market saturation, and customer retention. The analysis points to Boston Beer Company's hesitation to enter the space as indicative of broader industry concerns about sustainability and regulation.

My Take: The industry is seeing significant expansion in distribution channels through traditional retailers, particularly in the non-alcoholic beverage space. However, regulatory uncertainty and market saturation concerns persist even as major players make strategic moves. The focus on quality, taste, and precise cannabinoid formulations suggests the market is maturing beyond novelty products toward more sophisticated offerings.

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Why Cannabis Beverage Brands Must Move Beyond THC

"Just add THC" isn't going to cut it anymore.

Earlier this week, I saw a LinkedIn post from Avin Kline that stopped me in my tracks. "I wouldn't start a THC brand... or a hemp brand... I'd focus my attention on building a brand that crafts products for a desired effect and vibe."

This is a fundamental truth that successful CPG brands have known for decades. consumers don't buy ingredients; they buy solutions to problems and enhanced experiences. Yet somehow, in the rush to capitalize on cannabis beverages, many brands have forgotten this basic principle.

In my 2025 industry predictions published earlier this year, I highlighted that the novelty era in cannabis beverages is ending. The simple act of "drinking weed" won't be enough to drive sustainable sales or build lasting brands. We're already seeing the signs.

Look at today's market. Browse any retailer's shelves or online store and you'll find dozens of beverages screaming the same things: "10mg THC!" "Fast-acting nano-emulsion!" "Full spectrum!" While these technical specifications matter, they're becoming table stakes rather than differentiators.

This mirrors what happened in the CBD boom of 2019. Brands led with CBD content as their primary selling point, only to find themselves in a race to the bottom as the ingredient became commoditized. Today, successful CBD brands focus on specific use cases and occasions - sleep, recovery, focus - rather than merely touting their CBD content.

The cannabis beverage industry is following a similar path. As consumers become more educated and experienced with cannabis beverages, they're asking more sophisticated questions: How will this make me feel? When should I drink this? What's the right occasion? Will the experience be consistent?

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These questions reveal a crucial truth: consumers aren't buying THC; they're buying an experience, a feeling, a moment. They're looking for products that fit seamlessly into their lives and enhance specific occasions. Some want a social alternative to alcohol. Others seek focus and creativity. Still others are looking for relaxation and stress relief.

This shift in consumer sophistication demands a corresponding evolution in how brands position themselves. Will Nitze, founder of IQ Bar, discovered this in the functional food space. Despite having superior ingredients and formulations, success only came when they focused on specific use cases and consumer needs. The parallel for cannabis beverages is clear, technical superiority in formulation or bioavailability means little without a clear connection to consumer desires and occasions.

The next 18 months will be critical for cannabis beverage brands. Those who continue to lead with THC content as their primary value proposition will find themselves increasingly commoditized. Meanwhile, brands that successfully identify and own specific occasions and effects will build lasting connections with consumers.

When you build a brand around an ingredient, you're vulnerable to commoditization and competition. When you build a brand around an experience or occasion, you create deeper relationships with consumers and stronger barriers to entry.

Consider Red Bull. They don't sell caffeine (though that's a key ingredient). They sell energy and excitement. Nike doesn't sell shoes; they sell athletic achievement and inspiration. The most successful cannabis beverage brands will follow this model, crafting products and experiences that transcend their ingredients.

The challenge for brands is clear: stop selling THC and start selling moments, experiences, and transformations. This requires a deeper understanding of your target consumer, their desires, and the role your product plays in their lives. It means developing products that deliver consistent, reliable effects aligned with specific use cases. Most importantly, it means building a brand that connects with consumers on an emotional level, not just a functional one.

The most successful brands in this space won't just be selling another THC drink. They'll be selling membership in a tribe, a lifestyle, a moment. Look at how Liquid Death has done this in the water category. They didn't create a new type of water; they created a new way to think about water. They own a specific attitude and lifestyle that resonates deeply with their core audience.

For cannabis beverages, this means going beyond the typical stoner stereotypes or wellness clichés. It means deeply understanding who your core consumer is and what drives them. Are they the creative professional looking for flow state enhancement? The social butterfly seeking an alcohol alternative? The wellness enthusiast looking for better recovery?

Founder-led authenticity is crucial in these early stages. As James Richardson points out in his work with emerging CPG brands, the most successful early-stage brands are often driven by founders who deeply understand and embody their target consumer. They're not just selling a product; they're sharing a solution to a problem they personally understood.

Actionable Steps Forward

1. Audit Your Current Positioning

• What story are you really telling?

• Are you leading with ingredients or experiences?

• Does your brand stand for something beyond its contents?

• Could someone else easily copy what you're doing?

2. Define Your Moments

• What specific occasions does your product enhance?

• What emotional state are you helping people achieve?

• How does your product fit into your target consumer's daily life?

• What problem are you actually solving?

3. Build Community Around These Moments

• Create content that celebrates these occasions

• Share user stories that reinforce your brand's role

• Develop rituals and traditions around your product

• Foster connections between your consumers

4. Deliver Consistent Experiences

• Ensure your product consistently delivers its promised effects

• Invest in quality control and supply chain excellence

• Make your packaging and branding reflect your promised experience

• Create educational content that helps consumers get the most from your product

Looking Ahead

The brands that will win in this space aren't necessarily the ones with the best formulation or the most THC, they'll be the ones that own specific moments in consumers' lives.

This shift mirrors what we've seen in other CPG categories. Red Bull doesn't own energy drinks because they have the most caffeine. They own energy drinks because they own a specific type of energy and excitement in consumers' minds. La Croix doesn't win because they have the best sparkling water; they win because they own everyday refreshment.

The opportunity for cannabis beverage brands is to stake their claim now. As the market matures, these positions will become harder to own. The brands that move beyond ingredients and build genuine connections with consumers around specific occasions and experiences will be the ones that thrive.

As we continue 2025, the brands that will thrive are those that recognize this shift early and act decisively. The opportunity is enormous, but the window for establishing leadership in specific occasions and experiences is closing. The question for every cannabis beverage brand is simple: what experience do you want to own?

Creator Spotlight - Arie Gurevitch, CEO, Boisson

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