Q&A with Ave Miller, Founder, Uncle Arnie's

Can you share the journey that led you to start Uncle Arnie's? What was the initial inspiration? 

Ave: I have always been involved in the cannabis industry, working with brands, retailers, and distributors. Through my former consulting company, I met my partners, and we identified a gap in the recreational industry—specifically, why beverages never succeeded in dispensaries. We listened to the concerns of budtenders, retailers, and consumers when they brought up these issues, and we took action to find a solution. Our goal was to make Uncle Arnie's a brand for real consumers and to make beverages affordable so they would be purchased in stores. Additionally, we aimed to develop a brand that was approachable for everyone, especially new consumers, when we felt the time was right to take that step.

What were some of the biggest challenges you faced when entering the THC industry? And how did you overcome them? 

Ave: The first challenge was getting people to believe in the category from 2020 to 2022. Although we may have had the top-selling drink in California, retailers were not fully convinced about this consumption method. Distribution was the next major challenge because no one wanted to move drinks, and we needed investments to keep growing. We overcame these challenges by knowing we had an incredible product portfolio, the most competitive price, a leading brand, and, most importantly, the most dedicated people in cannabis working together on this.

How do you incorporate your personal values into Uncle Arnie's branding and storytelling? 

Ave: Well, we all have an 'Uncle Arnie's' figure in our family. The fun one who is always spreading good times, good vibes, while shining a positive light on cannabis and introducing a less stigmatized way to consume. I can personally say I'm that guy in my family, and I think a lot of us can relate to that. Then there is this fun element to the brand which we think is kinda getting lost in the space. After all, it's something to alter your mind and that's usually supposed to be fun and make cannabis approachable.

Uncle Arnie's has a unique approach to its products. Can you discuss your product development process? 

Ave: Our beverages are crafted to be unforgettable flavors with a splash of nostalgia. We want flavors that aren't in trend right now and have been flavors that have tested the time. When you read them and see them on the shelves, you won't be left guessing what it will taste like, which we have seen customers enjoy.

With recent changes in regulations around THC, how, if at all, has Uncle Arnie's adapted its business strategy? 

Ave: Nothing has really changed on our side. We are continuing as usual and focusing on developing quality relationships in every market, both hemp and recreational, to ensure our success. We have an exceptional team, strategic partners, and advisors working together to make Uncle Arnie's available to the masses.

As a leader, what piece of advice would you give to someone looking to start their own THC business? 

Ave: Explore and be willing to take feedback. Hyper focus on who your customer is and do the research, which is far beyond data, your family, and friends. Not a ton of people do this, and I think this can be applied beyond beverages. The last piece is to have the right people; this is the most important.

Besides Uncle Arnie's, what other brands do you enjoy and why? 

Ave: I'm such a funny shopper; you could ask everyone on my team. I'm price-focused but picky on quality. For flower, I mainly smoke Green Dragon because they have the best price and quality. For prerolls, Sluggers or Birdies. I don't vape, so no brand to mention. For concentrates, I'm not particularly loyal; I do enjoy 710 or some hash and flowers. For confections, it's basically Kiva, and for beverages, it's too many to mention. I am really interested in Subculture, Onesie, Dope Beverages, Cactus Water, and Breeze, to name a few.