Welcome Note

Welcome back Gardeners!

This week, I don’t have a featured story for you but I did go much deeper and provide a ton of extra news in the roundup.

The Free Spirits Podcast with David Gonzalez and myself is back for Season 2 and episode 2 dropped last week 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! And if you have any suggestions for guests outside of the THC beverage space (Think brands like Ghia, Little Saints, Kin Euphorics, Aplos, etc) and you would be so kind as to make an introduction I would greatly appreciate the support!

Next Monday (3/24/2025) we will be dropping a fresh episode with Jake Bullock, Founder, of Cann. This episode is kind of a full circle moment for me personally, Cann was the first beverage I ever tried and it was the beverage that really encapsulated my love for the space.

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!

Groundbreaking Study Explores THC Beverages as a Wellness Alternative to Alcohol

Philadelphia, Pennsylvania: MoreBetter, a leader in Real-World-Data collection and research, has announced a pioneering study aimed at understanding the impact of THC-infused beverages on alcohol consumption, mood, and overall quality of life. This innovative effort comes at a critical time, as alcohol sales are experiencing a decline, and as consumers are increasingly curious about trying “better-for-you” alcohol alternatives.

The observational research study is currently recruiting up to 2,000 qualified participants who will provide daily feedback over a three week period on their infused beverage and alcohol consumption patterns, as well as self-assessments on their overall quality of life. The study is sponsored by multiple leading beverage brands, who are collectively supplying participants with free infused beverage products to use throughout the course of the study.

“We see a lot of anecdotal evidence that Infused Beverages are improving the quality of life for a large swath of consumers, but the industry lacks the Real World Data to support such evidence” said Tyler Dautrich, COO of MoreBetter. “By collecting consumer-reported outcomes, on a longitudinal basis, we provide brands and industry advocates with the Real World Data they need to talk educably about the impact of infused beverages on their consumers' quality of life.”

Timely Research Supported by Industry Leaders

In January of 2025, the outgoing Surgeon General released the New Advisory Link Between Alcohol and Cancer Risk which outlined how alcohol is the third leading preventable cause of cancer, despite less than half of Americans recognizing it as a risk factor for cancer. As consumers begin to seek alcohol alternatives, THC-Infused Beverage brands want to gain insight into how consumers are using their products and what perceived lifestyle benefits or wellness outcomes might result after consumption.

“Our mission has always been to provide a healthier, more mindful way to enjoy social moments, and we believe this study will help us better understand and validate the positive impact of our product” said Aaron Nosbisch, Founder and CEO at BRĒZ, a sponsor of the study.

“The cannabis plant should be better researched at all levels, and we are hopeful that this is just the first step in learning how these products can improve people's lives as acceptance, access, and consumption of infused beverages expands across the US." said Adam Terry, CEO of Cantrip, also a sponsor of the study.

While canned THC-Infused seltzers are the primary form factor being studied, MoreBetter will also investigate 750ml bottles used as mixers, dry powder mixes, and 1.5-2 oz “shots” in an effort to study how various doses and form factors impact consumer’s perceived experiences.

"Participating in this study allows us to stay at the forefront of innovation while helping to shape standards that prioritize safety, quality, and consumer education. We’re thrilled to sponsor this study and contribute to groundbreaking research in this rapidly evolving industry” Justin Tidwell, CEO of Nowadays, said about sponsoring the study.

Join the Infused Beverage Study

Consumers over the age of twenty-one are invited to join the study and share their day-to-day experiences with using infused beverages. Individuals can check if they’re eligible for the study at this website: mystudi.es/bevstudy 

News Round Up

The Big Picture: Policy & Regulation Takes Center Stage

While I am first and foremost a proponent for THE PLANT as a whole and I do not discriminate between the ‘regulated’ market and the hemp market - as long as you do things the right way, I rock with you! With all that said the entire cannabis industry faces a pivotal moment as regulators worldwide grapple with hemp-derived products. In a landmark decision, the UN Commission on Narcotic Drugs voted to classify HHC as a Schedule II drug, signaling growing international concern over novel cannabinoids. While the U.S. abstained from voting, this development could influence domestic policy, particularly as states debate their own approaches to regulation.

State-Level Chaos Continues

The patchwork of state regulations grows more complex weekly (actually almost daily). In Texas, Lt. Gov. Dan Patrick secured a significant victory for prohibitionists with Senate Bill 3 passing 24-7, aiming to prohibit all forms of THC. Meanwhile, down here in Florida lawmakers are taking a more measured approach, exploring regulations rather than outright bans, with ABC Fine Wine & Spirits reporting strong consumer demand for THC beverages.

Alabama's legislative landscape presents a fascinating case study in local control, as evidenced by the 40-minute Orange Beach Council discussion about THC beverages. The debate focuses on the challenge many communities face: balancing economic opportunities with "family-friendly" values.

In Illinois, lawmakers are pushing to further regulate THC-infused beverages, with state Rep. La Shawn Ford leading efforts to impose stricter public health protections. The hemp industry advocates are making final pushes to iron out language ahead of crucial deadlines. Public safety is crucial which is why those doing things right are pushing for common sense regulations while still eyeing industry growth as a whole.

Missouri's situation particularly deserves attention, where competing bills have failed after industry infighting. This industry has become very fragmented and this can impede effective regulation. It’s crucial for us to align and push forward together.

Legal & Regulatory Deep Dive

According to Dentons' comprehensive legal update, the industry is experiencing unprecedented regulatory activity across multiple jurisdictions. Key developments include:

• Federal level considerations of cannabis rescheduling

• State-by-state variations in hemp-derived THC regulation

• International trade implications

• Testing and compliance requirements evolution

• Impact on banking and financial services

The legal landscape is particularly complex regarding hemp-derived products, with states taking widely divergent approaches to regulation. This creates significant challenges for multi-state operators and highlights the need for federal clarity.

Science & Research Spotlight

New research on the endocannabinoid system reveals fascinating connections between cannabinoids and human performance. Key findings show that:

• The endocannabinoid system plays a crucial role in exercise performance and recovery

• Different cannabinoids (CB1 and CB2 receptors) regulate specific aspects of physical response

• Natural endocannabinoid production during exercise contributes to the "runner's high"

• Precise cannabinoid formulations could enhance various aspects of physical performance

This research has significant implications for product development, particularly in the sports and wellness sectors. The scientific validation of cannabinoid effects on exercise could help legitimize these products in mainstream markets. Especially in the future of functional products and more products utilizing minor canniboids.

Innovation & Market Evolution

Major Players Making Moves

This week saw several significant market entries and expansions:

• Trulieve launched "Onward," a premium THC beverage line through Total Wine in Florida

• Wana Brands entered Texas despite pending legislation

• Green Street Beverages expanded into the Southeast

• Edible Brands launched Edibles.com, marking a major mainstream company's entry into hemp

Scientific Breakthroughs

Aurora Cannabis's announcement of powdery mildew resistant cultivars represents a significant advancement in cultivation technology. While perhaps less exciting than new product launches, these developments are crucial for industry sustainability and scaling capabilities.

Financial Performance Indicators

High Tide's Q1 results ($142.5M revenue, up 11% YoY) show the industry's continued growth potential. Their success in retail, particularly in Canada, offers valuable lessons for U.S. operators to learn from as well.

The Beverage Revolution

The inclusion of THC beverages at the Kentucky Derby Festival marks a watershed moment for cannabis normalization. We love to see the continued de-stigmatization of the plant and more moments of the plant and beverages showing up in the same places where alcohol does is huge!

However, MADD's concerns about impaired driving detection highlight legitimate safety challenges that the industry must address. The lack of reliable roadside testing for THC impairment remains a significant hurdle for broader acceptance.

Trend Analysis: Minor Cannabinoids Take Center Stage

Industry leaders are increasingly focusing on minor cannabinoids (CBN, CBG, CBC, THCv) for differentiated effects. With 62% of edibles now containing minor cannabinoid formulations, beverages are likely to follow suit. This trend toward functional benefits rather than just intoxication suggests a maturing market.

Looking Ahead: Industry Implications

Market Opportunities

1. Minor cannabinoid formulations represent the next wave of product innovation

2. Mainstream retail channels (Total Wine, Edibles.com) are continuing to open up

3. Event partnerships offer new marketing avenues

4. Science-backed products will increasingly differentiate winners from losers

Challenges to Address

1. Regulatory uncertainty requires flexible business strategies

2. Safety concerns need proactive industry solutions

3. Market fragmentation could hinder unified industry advocacy

4. Consumer education remains crucial for market growth

Final Thoughts

Every week brings more crossroads and headwinds, but no one said it was going to be easy. While new product launches and expanding retail channels show tremendous promise, regulatory challenges loom large, what else is new? Success will likely favor companies that can navigate both innovation and compliance while maintaining focus on consumer safety and education.

The emergence of mainstream retail channels and traditional venue partnerships suggests we're entering a new phase of industry maturity. However, the UN's HHC decision and state-level regulatory battles remind us that the path forward isn't straight.

📰 Got news? Submit it here! 📰

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

“Absolutely Obsessed! 💚🌸 Hippie Water’s Garden Party flavor is hands down my new favorite drink! From the first sip, it feels like a refreshing botanical escape—light, crisp, and beautifully balanced with natural herbal notes that make every sip feel like a celebration. 🌿🍋🌸”

Use Code HERBAL20 and save 20% site wide