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Welcome Note

Welcome back Gardeners!

The Free Spirits Podcast with David Gonzalez and myself is back for Season 2 and episode 3 dropped this week with Jake Bullock, Founder, of Cann.

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!

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

The beverage industry is being split in two. On one side: lawmakers pushing THC drinks under alcohol control boards, demanding strict licensing, and treating hemp-derived products like a threat. On the other: operators still building, still educating, still fighting for the right to exist without being boxed into outdated systems.

Kentucky handed regulatory power to the ABC. Ohio wants to do the same. Illinois is next. Florida’s bill is still in motion, but early language is worrying — a 5mg cap, forced three-tier distribution, and no variance allowed. Arizona’s AG gave businesses a deadline to clear shelves or face legal action. 

Policy & Regulation

In Kentucky, Governor Beshear signed SB 202 into law, giving the state’s ABC full oversight over cannabis-infused beverages. The bill institutes strict THC limits, bans anything “attractive to children,” requires licensing, and calls for a full study on public health impacts. Supporters are calling it balanced. Operators are calling it premature. Regardless, it’s official.

That move mirrors action in Ohio, where legislators are pushing to regulate hemp drinks like alcohol — placing them under the Division of Liquor Control and restricting where and how they’re sold. And in Illinois, lawmakers are eyeing a similar shift toward folding beverages into existing alcohol schemas. It’s a coordinated play: reframe these drinks not as a new category but as a threat to be contained by old systems.

Meanwhile, the U.S. Hemp Roundtable took a proactive step, partnering with BlueCheck to create a unified age verification standard for online hemp sales. It’s a necessary move as more states consider tightening e-commerce laws. And in states like California, Connecticut, Alabama, and Texas, multiple bills are in motion — each with its own interpretation of where the line should be drawn between access and control.

Brand Moves

Trulieve is expanding its “Onward” THC beverage line in Florida, announcing new distribution through Total Wine. They are making a full-scale push into mainstream retail. As alcohol frameworks continue, getting onto those shelves is starting to look more like necessity than strategy.

Vertosa, one of the most influential infusion tech companies in the space, announced that Diana Eberlein will step into the newly created Chief External Affairs Officer role. Diana’s been a public-facing advocate for cannabis beverages for years — this gives her even more power to shape the category from the inside out, especially as regulations get messier.

Product Quality & Certification

Following public reports of banned pesticides showing up in California’s legal cannabis products, ECCO — the Environmental & Consumer Compliance Organization — officially launched its first cohort of certified brands. Companies like Jetty, Raw Garden, and Soma Rosa Farms passed ECCO’s rigorous standards, which test for 138 harmful substances — far beyond what the state requires. It’s a move that says: if regulators won’t raise the bar, brands will.

ECCO’s random SKU testing and certification revocation model means the badge actually has teeth. For consumers skeptical of what “clean” cannabis really means, this kind of third-party accountability could be the new standard.

This is a theme among the reputable brands. They continue to push for common sense regulations, consistent testing, and strong safety protocols.

Culture & Community

BREZ has and continues to be everywhere at Miami Music Week — sponsoring a packed slate of events at ZeyZey, ToeJam, and Dante’s HiFi. They were inserting the brand into the heart of the party. That’s how you build cultural legitimacy.

Meanwhile, Coastalo dropped a new seasonal flavor called Mountain Doom, and yes, the name rips. It’s a perfect example of how THC beverage brands can play with identity and nostalgia, giving the category a fresh edge without taking itself too seriously.

And if you haven’t read the Dry Atlas piece about Monica’s (Cali Sober Mom) new Cali Sober Market do it. She captures the deeper shift happening right now: people are choosing non-alc and THC drinks not just because they’re “healthier,” but because they’re building a different kind of social ritual.

Trends to Watch

Alcohol Framework Creep

More and more, states are defaulting to regulating hemp and THC drinks like alcohol. It’s a short-term win for clarity, but a long-term risk for innovation. The real concern is who gets distribution rights, shelf space, and market access once these laws lock in. And where does DTC fall?

📰 Got news? Submit it here! 📰

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

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