Welcome Note

Welcome back Gardeners!

You’re likely going to sense a theme in this newsletter, and that theme is gratitude. I truly am thankful for all of you who read this newsletter, share it with your friends, coworkers, and others. This newsletter has changed my life quite a bit. It’s advanced my career and helped me do even better in my full-time job. Allowed me to meet so many folks that inspire me daily it seems - the founders, the creators, and the folks out there literally building an industry from scratch. I cannot express enough gratitude for all of you who read my words each week, reach out to me, and ultimately connect over our shared interests.

I have some really awesome stuff coming down the pipeline for yall! David & I are recording a TON of new episodes over the next couple weeks so we should get back to the more regularly scheduled release of episodes. I have several amazing guests lined up for the creator and founder spotlight. I am also doing a special ‘episode’ or convo around policy in Louisiana coming in the next few weeks.

Additionally, if you want to read more reviews on the consumer side of things, I have been rolling out a series of brand reviews over on the subreddit I moderate with Chris Fontes. So subscribe over on Reddit and follow along there!

The Free Spirits Podcast with David Gonzalez and myself is back for Season 2 and episode 5 dropped featuring Douglas Fulton! Episode 6 will be dropping on Monday, May 19th. So be sure to subscribe so you don’t miss it!

If you could take the time to drop a review of the podcast or even just share it with a friend or two, it really does help us grow and continue to bring you this show. We have seen that our audience may be small for the podcast but you’re sticking around and listening to over 66% of each episode! So truly, thank you so much for your support!

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!

News Round Up

• Alcohol use is declining. THC is swooping in - The 2018 Farm Bill legalized hemp-derived THC products, allowing THC drinks to gain traction in markets where cannabis remains otherwise restricted. However, the lack of national regulation has created a confusing patchwork of state-level rules, leading to inconsistent enforcement. With the 2024 Farm Bill delayed, the legal future of these drinks remains uncertain.

• Cannabis drinks killing alcohol sales? Jon Taffer says there’s ‘no question’ it’s ramming the drink market - Jon Taffer appeared on Fox Business to comment on the rise of cannabis beverages and their growing presence in bars and retail spaces. He suggested the category is being aggressively inserted into the market, challenging alcohol’s dominance. The discussion reflects broader awareness of THC drinks among hospitality leaders.

• THC Drinks vs. Alcohol: We Ask an Expert Which Is Healthier - CNET compared the effects of THC beverages to alcohol, consulting experts on health impacts, ingredients, and consumer safety. While THC drinks avoid some risks associated with alcohol, including hangovers and liver damage, health outcomes still depend on formulation, dosage, and individual response. The article encourages informed, moderate consumption of either.

• Tilray Brands Announces the Launch of XMG Atomic Sours: New THC Beverages and Edibles - Tilray expanded its cannabis beverage line with the launch of XMG Atomic Sours, a new set of tart-flavored drinks and matching edibles. The products are now available in Canada through authorized retailers. This launch is part of Tilray’s strategy to grow its footprint in the infused product category.

• Del. lawmakers look to crack down on edible hemp products and regulate THC drink sales - Delaware legislators introduced a bill to regulate hemp-derived edibles and beverages, setting new rules for THC limits, packaging, and retailer registration. The proposal aims to protect minors and bring oversight in line with regulated cannabis products. The legislation is part of a broader push to clarify hemp policy at the state level.

• Ivey signs bill giving Alabama ABC Board control of THC products despite calls for veto - Alabama Governor Kay Ivey signed legislation placing oversight of hemp-derived THC products under the state’s Alcoholic Beverage Control Board. The bill was passed despite public health concerns and requests for a veto. It grants the ABC authority over labeling, retail access, and distribution enforcement.

• Half Baked Bar, featuring hemp and THC-infused drinks, opens in northwest Rockford - A new venue called Half Baked Bar opened in Rockford, Illinois, featuring a menu of hemp-derived and THC-infused drinks. The bar provides a space for consumers to enjoy cannabis-adjacent beverages in a social setting. It represents a growing trend of cannabis-friendly hospitality concepts in non-legal states.

• Float House: Taking Beer to New Highs - Float House launched a cannabis beverage taproom offering non-alcoholic, THC-infused drinks in a brewery-style atmosphere. The concept caters to consumers seeking a legal alternative to alcohol in social settings. The business plans to expand its footprint in markets where hemp beverages are permitted.

📰 Got news? Submit it here! 📰

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

📣 Want sharper content and stronger visuals?

Lars Miller Media helps founders and brands show up with clarity, consistency, and actual personality.

From scroll-stopping photos to ghostwritten posts that sound just like you—I’ve got you covered.

What I offer:

• 📸 Photography – Branded shoots that sell without feeling staged

• ✍️ Ghostwriting – LinkedIn, newsletters, blogs—done in your voice

• 🎯 Copywriting – Landing pages, emails, content that converts

👉 15% off for newsletter subscribers. Mention it when you reach out.

Let’s build something people remember.

Jeremy Berke on Building Cultivated Media and the Future of Cannabis Journalism

When Jeremy Berke launched Cultivated Media, he wasn’t trying to become the loudest voice in cannabis media. He was trying to become the most useful.

A former Business Insider reporter with a background in politics and finance, Jeremy saw an opportunity early: treat the cannabis industry like a real beat, not a novelty. Years later, that instinct led him to leave a major newsroom and build one of the most-read publications in the space—Cultivated Media, a growing force in independent media built specifically for policy professionals, operators, and investors.

We sat down to talk about what he’s learned, how business school changed the way he thinks about media growth, and how he’s navigating the real tension between journalism and revenue in the cannabis space.

From Political Reporter to Cannabis Beat Pioneer

Jeremy didn’t stumble into journalism—he sprinted. “If you asked me when I was 12 what I wanted to be, I would’ve said journalist,” he told me. After college, he started at a travel magazine before landing at Business Insider in 2015. His early work focused on politics, but the burnout hit fast. That’s when he pivoted into finance, and eventually, cannabis.

“I wrote a one-off story about a financing round for a cannabis company,” he said. “And it got more feedback than anything else I’d written up to that point.”

That traction turned into a beat. Then it became a vertical. He convinced editors to treat the cannabis industry like any other sector. The result? Business Insider became one of the first major U.S. financial newsrooms to assign dedicated coverage to the space. Jeremy helped launch the Insider Cannabis newsletter, which grew to 20,000 subscribers before being sunset.

Why Audience Engagement Matters More Than Ego

Leaving a legacy newsroom wasn’t about burning out—it was about building something his way. “I wanted to focus on audience engagement,” he said. “In a traditional newsroom, your job is to write the best story. In independent media, your job is to build a relationship.”

That shift—from reporter to media operator—required new tools. Jeremy enrolled at Columbia Business School and co-founded Cultivated with partner Jay Rosenthal. The two built a fast-growing newsletter, daily live stream, and multi-format content engine—all while staying lean and bootstrapped.

And Jeremy’s journalism still hits. “Our edge is fairness,” he told me. “People want aggressive coverage of their competitors, but not of themselves. The only way to maintain integrity is to be consistent. We’re not here to hype. We’re here to inform.”

Navigating Advertising Conflicts in Independent Media

When you’re building independent media, taking advertising dollars from the same companies you cover is a delicate balance. Jeremy doesn’t pretend otherwise.

“Yes, there are conflicts,” he admitted. “But it’s not a new problem—every B2B publication has faced this. What matters is fairness, transparency, and treating everyone with the same scrutiny.”

He draws the line clearly: Cultivated isn’t ProPublica. But it’s not a puff piece factory either. “We’re more Morning Brew than muckraker. We want to be smart, fast, and useful. If we lose a sponsor here or there by being fair, that’s a price we’re willing to pay.”

What Most Cannabis Media Gets Wrong

When asked what gets overhyped in cannabis media, Jeremy didn’t hesitate: federal reform.

“It dominates social media discourse, especially among retail investors,” he said. “But the operators I talk to? They’re thinking about cash flow, market expansion, and balance sheets. Not what’s happening in D.C.”

And when it comes to underreported stories? Labor issues. “There are legitimate concerns around working conditions and union efforts, but the coverage hasn’t caught up.”

That’s where Cultivated is carving a niche: skip the noise, focus on the news that actually impacts operators.

The Future of Cultivated Media

Cultivated isn’t just a newsletter anymore. It’s a content platform with daily live streams, YouTube shorts, and an upcoming cannabis industry event in New York aimed at decision-makers.

“Jay really pushed my thinking here,” Jeremy said. “The newsletter is the top of the funnel. But now we ask: how do people want to engage—audio, video, events? Then we build for that.”

The goal? A small, high-output media company that’s profitable, useful, and built to last. And maybe, just maybe, it ends in a multi-million dollar exit.

How You Can Support

If you’re in the industry—operator, investor, lawyer, budtender—Jeremy wants you reading Cultivated. More importantly, he wants to hear from you. “Even if you don’t agree with every story, we want to start a conversation.”

You can subscribe to Cultivated Media at cultivated.news and follow their daily coverage across LinkedIn, YouTube, and more.