Welcome Note

Welcome back Gardeners!

Where Does Dosage Go From Here?

After I shared the new Brightfield Group data from Sightlines showing that 10mg drinks are now the most purchased dosage, the responses poured in. And they weren’t all aligned

Some said: “This is proof that high-dose consumers are the core.”

Others argued: “We’re still early—the 2mg and 5mg consumer is just getting started.”

One founder compared it to beer: have session options (like a 3mg), but keep the imperial IPAs (10mg+) on the menu too. What stood out was how much of this conversation hinges on occasion and environment—not just tolerance.

→ 10mg might make sense at home, but not in a bar.

→ Low-dose builds trial, but may not scale repeat rate.

→ And most importantly, cutting SKUs too early might limit category growth.

The question now is: who are they for, and when?

This conversation isn’t going away. Operators are rethinking portfolio strategy, on-premise offerings, and price-per-experience in real time. So here’s my follow-up question to kick off this week’s issue:

Are you designing your beverage lineup around consumption occasions, or just compliance limits? 

The Free Spirits Podcast with David Gonzalez and myself is back for Season 2 and episode 4 dropped last week with Angus Rittenburg. Next week we will have a fresh episode for you with one of the OGs in the space.

So be sure to subscribe and rate/review the show! It really does help us grow!

You can find us 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!

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News Round Up

🧪 Product Launches & Releases

MIGHTY KIND LAUNCHES NEW SELTZERS WITH FILMMAKER KEVIN SMITH

Their latest collaboration celebrates the 25th Anniversary of Smith’s film, Dogma [April 17, 2025, St. Louis, MO] — Mighty Kind Co., St. Louis’ premiere holistic beverage maker, is excited to announce the launch of two limited-edition, hemp-derived seltzer collaborations with actor and director Kevin Smith, known for his comedic and often irreverent films including Dogma, Clerks I, II, and III, and the Jay and Silent Bob franchise. Mighty Kind’s latest collaboration with Smith introduces two seltzers that celebrate the 25th anniversary of Smith’s film, Dogma, which is being re-released in theaters on June 5, 2025. These new collaboration seltzers include Dogma Violet Mango CBD and “Buddy’s” Pineapple THC—both in brightly-designed collectible cans. These new beverages join the existing line-up Mighty Kind has developed with Smith over the past few years, including Chronic Con Cherry Pie CBD seltzer, Chronic Con Lemon THC seltzer, and a variety pack of seltzers featuring the Mooby’s brand seen in Smith’s movie, Clerks III.

“Part of the Mighty Kind ethos is finding kindred spirits within the world—and when we do, iconic collaborations are born,” said Joshua Loyal, Founder at Mighty Kind Co. “We are thrilled to once again partner with Kevin to dive back into the world of Jay and Silent Bob and celebrate this iconic film and its characters.” Mighty Kind was one of the first brands to begin crafting botanical seltzers and cannabis-infused drinks and remains one of the few sugar-free and sweetener-free options in this category. Their commitment to providing premium taste and quality products has made them a leader in the rapidly growing cannabis beverage market.

Mighty Kind’s family of products is available in over 1,000 convenience, grocery, and liquor stores, and bars and restaurants nationwide, including retailers such as Total Wine, Friar Tuck Beverage, and Randall’s Wines & Spirits. In addition to retail distribution, Mighty Kind offers direct-to-consumer shipping. Based in St. Louis, MO, Mighty Kind Co. creates premium botanical and cannabis-infused beverages under the brands Mighty Kind and Cheerz, catering to the growing movement toward wellness and healthier lifestyles. Their offerings include non-alcoholic, gluten-free, sugar-free craft seltzers and sweet sodas infused with natural ingredients, botanicals, and organically grown hemp.

For more information, visit their website at https://bemightykind.com/ or catch some mighty kind vibes on Facebook (@mightykindco) or Instagram (@bemightykind).

CONTACT INFORMATION: Joshua Loyal: [email protected]

23rd State Introduces SHAKE Glitter Drops

Minnesota-based 23rd State has launched SHAKE, a nanoemulsified THC liquid enhancer infused with edible glitter. The enhancer comes in several shimmering shades and is intended to be mixed into beverages for both infusion and visual appeal. The product adds to 23rd State’s portfolio of drinkable cannabis formats designed for personalization and portability.

Cheech & Chong’s Beverages Now Available in Louisiana

Cheech & Chong’s High & Dry and High & Tea beverages have expanded their retail footprint to include stores across Louisiana. The brand’s product line includes hemp-derived THC iced teas and sparkling seltzers with a focus on low-dose functionality. The expansion marks another move by celebrity-backed cannabis brands into regional markets with less developed adult-use infrastructure.

Crescent Canna Launches Zero-Calorie THC Water

New Orleans-based Crescent Canna has released its first still THC-infused beverage, Zexi Water. The drink features 10mg of THC, no calories, no sugar, and no carbonation, aiming to offer a clean-label alternative for THC consumption. It is currently available for purchase online and through select Louisiana retailers.

🏛️ Policy & Regulation

Florida House Panel Approves 15% Tax on Hemp-Derived THC Products

A Florida House panel has approved legislation that would impose a 15% excise tax on all hemp-derived THC products. The bill defines these as any ingestible or inhalable substances containing THC in more than trace amounts. Proponents argue the tax will fund regulation and consumer safety efforts, while opponents cite potential harm to small businesses.

Texas House Debates THC Ban with Exceptions

The Texas House is reviewing House Bill 28, which proposes banning many hemp-derived THC products. The bill includes carveouts for medicinal use and low-THC beverages while proposing new licensing rules and restrictions on synthetic cannabinoids. Industry members have raised concerns about the potential impact on Texas-based hemp businesses.

Alabama Legislature Considers THC Regulation Bills

The Alabama legislature is evaluating multiple bills regarding hemp-derived THC, including SB274, which seeks to ban most psychoactive cannabinoids outside the state’s medical program. Provisions include criminal penalties for possession and sale, as well as potency caps. The bill is still under consideration and has not yet passed committee.

California Continues Crackdown on Illicit Cannabis Operations

California regulators have ramped up enforcement against illegal cannabis operations, with seizures topping $316 million in illicit products since January. The Department of Cannabis Control has issued nearly 100 warrants and made 29 arrests. Enforcement also led to the confiscation of firearms, illicit cash, and unlicensed grow operations.

Alcohol Retailers Advocate for Exclusive Rights to Sell THC Products

A coalition of alcohol retailers, represented by the American Beverage Licensees, is lobbying for laws that would allow only licensed alcohol sellers to sell intoxicating hemp products. According to a recent report, the group argues existing alcohol compliance infrastructure makes them best suited to regulate THC sales. The proposal is drawing scrutiny from cannabis advocates concerned about market consolidation.

📊 Data & Market Trends

Daily Cannabis Use Levels Off in 2025

According to CivicScience, daily cannabis use across the U.S. has plateaued in 2025 after several years of growth. Millennials remain the most consistent users, particularly in the edibles category. The study also suggests that while overall use has stabilized, consumption frequency among core demographics remains strong.

Cannabis Industry Responds to Tariff-Related Supply Chain Challenges

Cannabis companies are responding to proposed Trump-era tariffs on imported Chinese goods by reevaluating their supply chains. The tariffs could affect vape hardware, packaging, and other components commonly sourced from Asia. Operators are exploring domestic manufacturing and alternative suppliers to mitigate disruption.

👔 People & Leadership

Joe Hodas Departs Wana Brands

Joe Hodas announced his departure from Wana Brands, where he served as a key marketing executive for over a decade. In his farewell post, Hodas cited industry consolidation as a driving factor but emphasized gratitude for his time at the company. He praised CEO Nancy Whiteman and reflected on his role in building the brand’s national presence.

Verano Appoints Richard Tarapchak as CFO

Verano has named Richard Tarapchak as its new Chief Financial Officer following the resignation of Brett Summerer. Tarapchak brings over three decades of financial experience and previously held senior finance roles at publicly traded companies. The appointment is effective as of April 11, 2025.

🧑‍🌾 Culture & Events

Twinkies’ Parent Company Targets Cannabis Consumers

Hostess’s new parent company is actively courting cannabis users in a novel marketing campaign highlighted by The Wall Street Journal. The company has rolled out a branded “Munchie Mobile” tour across legal states, targeting snack-loving consumers who partake in cannabis. While the snacks are not infused, the campaign signals growing mainstream engagement with cannabis culture.

Greensboro Hosts Cannabis Crawl Event

A cannabis-themed event in Greensboro, NC invited local businesses and consumers to participate in a citywide cannabis crawl. The event featured multiple hemp retailers and infused beverage vendors alongside education and entertainment programming. Organizers emphasized the event’s role in community-building and public education around legal hemp products.

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Founder’s Spotlight

“I designed the logo the night before our first run. Five Finger Death Punch in my headphones. Total panic.”

That’s how Lou Police—first responder, entertainment exec, and now founder of Hi Seltzer—described launching one of the fastest-growing THC beverage brands in the country.

In our latest Founder Spotlight, Lou shares how a few cans helped save a veteran’s life, what it means to stay grounded while scaling, and why he’s betting everything on 5mg.