How ‘Young Bucks’ Are Reshaping the THC Beverage Industry: My Journey with Floral Beverages

The THC beverage industry is on the cusp of a significant transformation, driven largely by the fresh perspectives and energy of young professionals leading the space. As someone who discovered THC beverages while grabbing a bottle of wine from an Indiana liquor store, my journey has been a whirlwind of learning, growth, and commitment to a product category that I genuinely believe will reshape the beverage landscape. Working with Floral Beverages, I've had the opportunity to be at the forefront of this change, building relationships across several states and advocating for a product that I truly believe in.

Discovering the Potential of THC Beverages

My introduction to THC beverages was unexpected but immediately eye-opening. During a sampling event in April of 2023, I realized the potential of THC beverages as non-alcoholic (NA) alternatives that could appeal to a broader audience, including those who may not be avid THC consumers. This realization sparked a passion in me that quickly turned into action – I became a Floral Beverages brand ambassador. With increasing momentum and a proactive approach, this role evolved into a full-time position where I now manage Floral relationships across Minnesota, Wisconsin, Illinois, and Indiana. My belief in the product and the space, coupled with the proper timing, provided a unique opportunity to dive deep into this emerging category. I've seen firsthand how these beverages can provide a new experience for consumers looking for something beyond traditional alcohol or high-dose cannabis products. For many, THC beverages offer a controlled, functional, and enjoyable way to incorporate cannabis into their lives without the anxiety or overwhelming effects often associated with smoking or edibles – something I deeply resonate with, given my own low tolerance for THC.

Overcoming Challenges and Changing Perceptions

Working in this industry, I've encountered several challenges, particularly in showing more "old-school" individuals that the THC beverage category is here to stay. This is not just a passing trend but a legitimate new category in the beverage space that offers consumers something truly different. Building trust with skeptical individuals requires patience, persistence, and a clear communication strategy that emphasizes education before sales.

One of the most significant hurdles has been navigating the regulatory environment, especially as it pertains to the evolving Farm Bill and the constant need for reaffirmations that impact the legality and distribution of THC beverages. Staying compliant while pushing forward with innovation demands agility and a deep understanding of both federal and state regulations.

Additionally, educating potential consumers about THC beverages has been both a challenge and an opportunity. Many people, like myself, have had anxiety-ridden experiences with traditional forms of cannabis consumption. However, THC beverages offer a low-dose, predictable alternative that allows for a more relaxed and social experience. Shifting the narrative from “going to outer space" to providing a balanced, functional experience has been key to expanding our consumer base and creating brand loyalty that lasts.

Insights Gained: Building Trust and Shaping the Future

Throughout my journey with Floral Beverages, I've gained several valuable insights that I believe are crucial for anyone looking to make their mark in this industry:

1. Believe in the Product and the Space: Genuine belief in educating about the space before selling is essential. For me, it's not just about promoting THC beverages; it's about sharing my story and advocating for a product category that I’ve seen improve people’s lives firsthand. Authenticity resonates.

2. Prioritize Education, Don’t Just Sell: Especially in a budding industry like THC beverages, education is crucial. Whether it’s explaining the nuances of low-dose THC to a new consumer or breaking down regulatory hurdles for a traditional beverage distributor, taking the time to educate builds trust and fosters long-term relationships. For example, when people ask about hemp THC versus marijuana THC, I make sure to clarify that they come from the same cannabis plant family – what I claim as “sister plants”. There is no taxonomic difference between hemp and marijauana; it’s actually a legal distinction based on THC content. By providing this information, I help consumers understand the differences are less about the plant and more about how they’re classified and regulated. I live by this approach as it not only clarifies the product but gives the consumer confidence and a stronger engagement with the brand and space as a whole.

3. Leverage Personal Experience to Build Trust: My low tolerance for THC and previous negative experiences with edibles and smoking give me a unique perspective that resonates with cautious consumers. Sharing personal stories and promoting transparency around product effects, dosing, and quality helps demystify the product for new users and encourages them to try it in a safe, controlled manner. 

I always state that “sharing is caring” because it’s about creating a space where everyone feels comfortable exploring and finding what works best for them-without pressure or awkwardness. The key is to create a welcoming environment that builds confidence and deepens the connection with the category, then the brand. This approach may not be agreeable with everyone, but it’s all about genuine connection!

4. Position Alcohol Brands as Allies, Not Competitors: One key insight that has shaped my approach is the potential for alcohol brands to collaborate with THC beverage brands to tap into a growing market of mindful consumers. With more people choosing to reduce or abstain from alcohol, there is a rising demand for non-alcoholic options that still offer a social, enjoyable experience. THC beverages provide an attractive option for those who want to join in the social scene without consuming alcohol.

I've personally set up tasting events in partnership with breweries to draw in customers who bring along their sober friends, creating a more inclusive environment that caters to everyone. These events not only increase awareness of THC beverages but also enhance the overall experience for customers, driving more foot traffic and sales. By partnering with THC beverage brands, alcohol companies can expand their product offerings, attract a broader customer base, and stay at the forefront of evolving consumer trends. Rather than viewing THC beverages as a threat, alcohol brands have an opportunity to invest in this space, co-promote, and help shape the narrative – ensuring both categories grow together and thrive in an increasingly health-conscious market. 

5. Adapt and Stay Informed on Regulatory Changes: The THC beverage industry is highly dynamic, and staying ahead of regulatory changes is critical. Whether it’s preparing for updates to the Farm Bill or understanding state-by-state differences, being proactive and well-informed allows for better decision-making and smoother operations.

The Future of THC Beverages

For young professionals like myself, the mission is clear: continue to innovate, educate, and build trust. The THC beverage industry’s potential is vast, but its success will depend on how well we can navigate these challenges, build alliances, and stay true to the idea that this isn’t just about selling a product – it’s about reshaping the beverage industry and offering new, meaningful experiences to consumers.

About Me

I’m Matthew Vargas, a 23 year old from Chicago. I pursued physical therapy at Indiana University, and now I channel my passion for innovation and mindful ingredient consumption into my role at Floral Beverages. I enjoy connecting with people and exploring their stories as it broadens my perspective. I also really like to share. Sharing is caring. :)