Proudly sponsored by the Hemp Beverage Alliance

Welcome Note

Welcome Back Gardeners to the 123rd edition of Herbal Profiles!

Happy Friday yall!

It’s been a few weeks since I have sent one of these. What have I been doing? Well, we currently are sitting at this weird inflection point in the industry where we technically have an end coming but not really. So, naturally, what we all want to talk about is policy as that’s currently the most important thing. Will we even exist in 8 months?

I am not a policy expert. Nor am I a lawyer. There’s so many amazing resources for these things and frankly I am not one of them. If I can’t add to the conversation I don’t want to regurgitate stuff that you can find elsewhere or frankly might be wrong. So I decided to take a little break.

Interestingly I went down to Miami last week for the CannaBev Summit and had some great conversations with folks. The general sentiment was there’s going to be some sort of solution. Whether we as an industry like that solution is a different question. But, as my friend Jason Dayton put it in a recent Linkedin post maybe the first step is simply saving the industry in some way, and then growing from there. Small step first, before getting exactly what we want. I liked that. Let me know what you think.

And as always,

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes has over 2,300 subscribers! And my other subreddit for the broader CPG industry is also growing, going over 900 subscribers. I would love to have you join us on either or both subreddits!

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

The latest episode of the Free Spirits Podcast with Emily Onkey from Aplós is out. Be sure to check it out, and please subscribe and leave us a review. It is free and it really helps us grow. Thank you.

Inside the Growth Strategy of a Premium Functional Beverage Brand

open.spotify.com/episode/5YXpKEf0dgKL3xLdpJy6jF?si=b3718efebd4f4c14

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

News Roundup

• Amendment To Delay Hemp THC Ban Won't Get A Vote At Farm Bill Hearing, Key GOP Congressional Committee Chair Signals — The Republican chair of a key House committee signaled that a proposed amendment to delay the hemp THC ban by one year isn't relevant to the Farm Bill, casting doubt on its prospects for a vote. The amendment, introduced by Rep. Jim Baird, would have pushed the November 2026 compliance deadline back to 2028.

• Kentucky Bill Would Expand Cannabis Drink Sales Beyond Liquor Stores — Kentucky lawmakers are considering Senate Bill 223, which would allow hemp-derived cannabis beverages to be sold in bars, restaurants, and at fairs and festivals, expanding beyond the liquor store-only sales permitted under current law. The bill would regulate cannabis drinks similarly to alcohol, restricting sales to those 21 and older and setting open container rules that mirror existing alcohol regulations.

• Facing Hemp Ban, PA Lawmakers Race to Regulate THC Drinks and Products — With the federal hemp ban deadline approaching, Pennsylvania lawmakers are weighing two competing proposals: one that would allow THC drink sales through beer stores, and another that would regulate hemp-derived THC products alongside medical cannabis under a new Cannabis Control Board. Stakeholders from the hemp, medical marijuana, and beer wholesale industries are urging swift action ahead of the November 12 deadline.

• Florida's Kids Shouldn't Be the Test Case for Intoxicating Hemp — A column in the Tampa Bay Times argues that Florida needs to strengthen enforcement around intoxicating hemp products, citing concerns about child-attracting packaging and easy access at convenience stores. The author calls on the state legislature to implement real age-gating, stricter packaging standards, and a clear enforcement plan ahead of the federal definition change in November 2026.

• Wisconsin Governor Urges Congress to Modify Federal Hemp Law — Wisconsin's governor has publicly called on Congress to modify the federal hemp law set to take effect in November, warning that it would jeopardize 3,500 jobs and $700 million in economic activity for the state. The governor joins a growing number of state-level officials pushing back on the federal provision.

• Hemp THC Beverage Sales Surge Ahead of Looming Federal Ban — Hemp THC beverage sales are spiking in the months following the announcement of the November 2026 federal ban, with brands like Cann reporting double-digit growth as consumer awareness of the impending restrictions grows. The hemp beverage market is currently estimated at $1.1 billion, though industry groups warn the new 0.4mg total THC cap per container could eliminate up to 95% of existing products.

• How Much Does THC Take from Beer? — The Brewers Association published a data-driven analysis examining whether hemp-derived THC and recreational cannabis are meaningfully cannibalizing beer sales. The analysis found that beer shipment declines in cannabis-legal states versus non-legal states fall within normal statistical variation, suggesting the substitution effect is smaller than commonly assumed.

• Tilray Brands Acquires BrewDog, Creating a ~$500 Million Global Craft Beer and Beverage Platform — Tilray Brands completed its acquisition of key BrewDog assets — including the global brand, UK brewing operations, and 11 brewpubs — for £33 million, projecting a combined global beverage platform of approximately $500 million in annual revenue. Tilray, which already markets 5mg THC hemp beverages, is separately negotiating to acquire BrewDog's U.S. and Australian assets.

• Power Vacuum — THC Drinks' Lack of Brand Recognition Turns Up Retailer Pressure — Without a dominant national brand in the hemp beverage space, retailers are being forced to take on the role of category educator and brand builder for consumers who don't yet know what they're looking for. The CEO of Top Ten Liquors, a Minneapolis-based chain with significant hemp beverage shelf space, notes that no THC brand has achieved national recognition, putting unusual pressure on retail staff to drive purchase decisions.

• Low-Dose Shoppers Aren't Looking for a Favorite THC Brand…Yet — New data from consumer insights firm MoreBetter, drawn from nearly 5,000 verified participants over 22 days, shows that curiosity and novelty are the primary purchase drivers for low-dose THC beverage consumers. Even when satisfaction scores are high, 48% of participants said they definitely wouldn't repurchase or were unsure — pointing to a category still in early exploration mode with no clear path to brand loyalty yet established. 

📰 Got news? Submit it here! 📰

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

Light, playful, and made to fit any occasion.

Low-sugar. Alcohol-free. Designed for curiosity and connection.

🟢 15% off anytime with code LMM15MARCH

🟢 Easy to mix, easy to sip

🟢 A better way to bring good vibes to the table

👉 Tap here and try them with your discount.

Eight Months to Get It Right

The First Slice

In March 1933, America was thirteen years into Prohibition. Organized crime was thriving. Enforcement had become a national joke. Rather than attempt to repeal the 18th Amendment overnight, Congress took a more surgical approach. The Cullen-Harrison Act legalized beer and wine at 3.2% alcohol by weight. Not spirits. Not cocktails. Just low-alcohol beer and wine. FDR signed it on March 22nd. Nine months later, the 21st Amendment fully repealed Prohibition.

3.2% beer wasn't the end goal. It was the foot in the door.

That history feels uncomfortably relevant right now. The hemp beverage industry has roughly eight months before a federal provision effectively bans most hemp-derived THC products by capping total THC at 0.4mg per container. And this week, the prospects for a simple delay got harder, with the House Agriculture Committee chair signaling that a proposed one-year extension amendment isn't relevant to the Farm Bill markup.

The message is becoming clear: waiting for a perfect solution isn't the play. Securing the first slice is.

The Market Has Already Decided

While Washington debates, consumers are moving. Hemp beverage sales are surging, double-digit growth, mainstream retail placement at Target, Total Wine, and Sprouts, and a category that's showing up at backyard barbecues and in everyday social occasions that used to belong exclusively to alcohol. The demand isn't theoretical, it is very much real.

What's driving it isn't just novelty, as we have discussed many times in this newsletter, though novelty plays a role. It's format. THC beverages fit the way people actually socialize. You crack one open, you feel it within 20-30 minutes, you manage your experience. It mirrors the ritual of alcohol without the hangover, the calories, or the morning regret. And critically, it fits the regulatory vocabulary that already exists, a can with a label, a dose on the side, a purchase behind a counter that checks your ID.

That last part matters more than it might seem.

The Infrastructure Argument

One of the most compelling cases for hemp beverages, and one that doesn't get made loudly enough, is that the plumbing already exists. The three-tier distribution system that governs beer, wine, and spirits in this country is one of the most effective consumer protection frameworks ever built. It's age-gated. It's tested. It's compliant.

According to new data from the Brewers Association, hemp THC isn't even meaningfully cannibalizing beer sales, the gap in shipment declines between cannabis-legal and non-legal states falls within normal statistical variation. The narrative that hemp is destroying beer doesn't hold up to scrutiny. Which means the beer distribution industry, one of the most politically connected industries in America, has every reason to be an ally here, not an adversary.

The alternative, letting the status quo continue without regulation, is the thing that actually threatens everyone. Delaying to "maintain the market" means maintaining a legal environment that currently permits 750mg gummies sold out of gas stations with zero age verification. That's the environment that handed Congress the ammunition to pass this ban in the first place. An extension without a framework isn't a win. It's just a longer countdown.

The Narrow Path Forward

The conversation coming out of the CannaBev Summit last week was more aligned than it's been in months. The contours of a defensible framework are taking shape: low-dose, natural D9 only, no synthetic cannabinoids, no minor cannabinoids (unfortunately), packaging that can't be mistaken for candy, sold through licensed channels with real age verification. Is that everything the industry wants? No. Is it a foundation that can be defended in front of a skeptical Congress? Yes.

The Women in Hemp group just completed a DC trip with 60 congressional meetings in a single day. The HBA Hill Climb lands March 23-25, with advocates matching directly with legislators from their home states. The Wisconsin governor is now publicly urging Congress to act. The political momentum is building from multiple directions at once.

But momentum without alignment is useless. The industry's job right now isn't to win every argument. It's to win the one argument that opens the door.

3.2% beer wasn't the end. It was the beginning. The hemp beverage industry has the same opportunity, a defensible, realistic, low-risk starting point that acknowledges legitimate concerns and builds a foundation for what comes next.

The first slice is on the table. The question is whether the industry can agree to take it.

Enjoy this Newsletter? You’re in luck, I run a couple others. Check them out below!

Retired Barista

☕ Expert Recommendations: The best beans, brews, and tools for your next favorite cup. 📖 Fascinating Coffee Stories: Learn the history and culture behind your morning ritual. 🔬 Brewing Science Made...

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The essential monthly guide for curated apparel trends and skincare innovations.

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Exclusive Coupons - THC Drinks, Health, Wellness, and more

If you’re restocking your THC drinks, here’s a quick reminder, I’ve got verified discounts for a lot more than just infused beverages. The list includes some of my favorite brands across wellness and lifestyle: Ten Thousand for training gear, Ursa Major for skincare, Laundry Sauce for elevated essentials, and of course, the best THC drinks like Cann, Willie’s Remedy, and oHHo. I keep it updated monthly so you always have an easy place to save.

Proudly sponsored by the Hemp Beverage Alliance

Welcome Note

Welcome Back Gardeners to the 122nd edition of Herbal Profiles!

Happy Friday yall!

As we wrap up the first month of 2026, I hope you're all settling into the new year well.

I've been having some incredible conversations with folks in the industry lately & I can’t wait to bring some new episodes to you for the podcast! There's so much happening right now that it's hard to keep up, but that's exactly why we're here.

Today's newsletter is packed, we've got major retail moves from Circle K and Sprouts, regulatory developments in South Carolina, new research on THC onset times, and a deep dive into what might be the end of traditional Dry January as we know it. Plus all your favorite coupons and industry updates.

And as always,

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes has over 2,100 subscribers! And my other subreddit for the broader CPG industry is also growing, going over 700 subscribers. I would love to have you join us on either or both subreddits!

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

The latest episode of the Free Spirits Podcast dropped on Monday. We have Emily Onkey from Aplós joining for Dry January! Be sure to check it out, and please subscribe and leave us a review. It is free and it really helps us grow. Thank you.

Inside the Growth Strategy of a Premium Functional Beverage Brand

open.spotify.com/episode/5YXpKEf0dgKL3xLdpJy6jF?si=b3718efebd4f4c14

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

News Roundup

•  Expert Take On the New Alternative to Alcohol — THC Drinks, Are They Healthier? - Comparison between THC drinks and alcohol on calories, liver impact, and hangovers. Experts note that THC beverages may offer a lower-calorie alternative but emphasize the need for more long-term research.

• U.S. Circle K stores begin stocking THC drinks - Circle K has started selling THC-infused beverages at select locations. The rollout focuses on hemp-derived products that fall within federal legal limits.

• Great Lakes Brewing launches THC soda line amid murky regulations - Great Lakes Brewing introduced a THC-infused soda line under a separate brand. The products are compliant with Ohio’s hemp laws and mark the brewery’s entry into cannabis beverages.

• South Carolina Lawmakers Advance Hemp Restriction Bills, Including One To Allow THC Drinks - Lawmakers in South Carolina advanced multiple hemp-related bills, including one that would legalize THC beverages.

• Sprouts Begins Carrying THC Drinks Despite Looming Federal Ban - Sprouts Farmers Market is now selling THC beverages in select stores. The chain joins other retailers entering the category despite pending regulatory changes at the federal level.

• Federal Hemp Ban May be a Gift in Disguise, Says THC Beverage Founder - Wynk co-founder Angus Rittenburg argues a federal hemp crackdown could create clearer rules for THC drinks. He believes standardized regulation would benefit legitimate players in the space.

• Do cannabis products still have a future in convenience stores?- Convenience retailers are weighing the risks and rewards of carrying cannabis products. Regulatory clarity and consumer demand remain key variables for adoption.

• How Fast Do THC Drinks Kick In and How Long Do They Last? A New Study Shows the Answers - A new study shows that fast-onset THC beverages can take effect within 10–15 minutes. Duration varies, but effects typically last 2 to 3 hours, depending on the formulation.

• Hemp Ban Leaves Vulnerable Animals With No Path to Peace - The article reports that pets and livestock currently benefit from hemp-derived CBD for anxiety and pain relief. Proposed federal bans could restrict access to these products for animal care.

• Associations Between Evolving Cannabis Policies and Cannabis-Related School Discipline Among Secondary School Students in Massachusetts, 2005–2019 - This peer-reviewed study examines the impact of cannabis policy shifts on school discipline. Researchers found that changing regulations correlated with trends in student suspension rates over time.

• United Center to offer THC beverages at concerts and more, but not Bulls or Blackhawks games - The United Center will allow THC drinks at concerts and special events. However, the beverages will not be available during NBA or NHL games due to league rules.

📰 Got news? Submit it here! 📰

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

Light, playful, and made to fit any occasion.

Low-sugar. Alcohol-free. Designed for curiosity and connection.

🟢 15% off anytime with code LMM15JAN

🟢 Easy to mix, easy to sip

🟢 A better way to bring good vibes to the table

👉 Tap here and try them with your discount.

It’s No Longer Dry January, But Functional January

As February approaches, the dust is settling on what may have been the last traditional Dry January. While millions of Americans still participated in the month-long alcohol abstinence challenge, a new shift is occurring in how consumers approach sobriety and moderation. The rise of "Functional January" driven by THC beverages and other functional alternatives is showing a fundamental change in what people want from their non-alcoholic experiences. Which I think most of us have seen or experienced in our own lives.

The Death of Traditional Dry January

Leading non-alcoholic brands have been quietly distancing themselves from the Dry January movement that once served as their primary marketing vehicle. Ghia called Dry January "cancelled… spiritually," while Free Spirits suggested it would soon feel obsolete. Recess ran a full-page New York Times ad declaring "you don't need a new you," pushing back against January's reinvention narrative (Dry Atlas).

Perhaps most tellingly, Seedlip founder Ben Branson put it bluntly: "We don't need Dry January. Drinking has changed. Choice has changed. The options are better, ALL YEAR ROUND".

This messaging shift reflects a deeper understanding of consumer psychology. As Aplós co-founder Emily Onkey predicted, Dry January may soon feel "passé" as people adopt more fluid relationships with alcohol reduction. The month-long challenge format feels increasingly blunt and unsustainable to consumers who want moderation tools, not temporary deprivation.

The data supports this evolution. I have seen multiple brands own research showing how over 90% of respondents identified as alcohol drinkers, not abstainers.

The Rise of Functional Alternatives

I hear this all the time when I talk about NA beer “why would I pay the same for a worse tasting beer that won’t make me feel anything?” And while I wildly disagree with the sentiment personally, it’s a very common refrain. But THC drinks and other functional alternatives are thriving by delivering what consumers actually want: the ability to alter their mood and state.

The numbers are striking. At Top Ten Liquors, a Minnesota alcohol retail chain, "in the first week of January, all adult non-alcoholic drinks combined, NA beer, NA wine, NA RTDs, etc. generated fewer unit sales than each of the top 10 THC beverage SKUs individually" (Sightlines). Even the #10 THC item outperformed the entire NA category in unit sales during traditionally peak Dry January marketing efforts.

"January is one of the slower overall months [for us], but THC jumps," says Jon Halper, Top Ten's owner and CEO. "January is one of the strongest months of the year for THC beverages and edibles as a percent of sales".

The broader functional beverage market is exploding. Sales of THC beverages reached roughly $850 million last year and are expected to hit around $4 billion by 2028.

The Regulatory Wild Card

If you’re reading this newsletter you are already intimately familiar with the regulatory issues we are facing. However, some industry leaders view this as an opportunity rather than a crisis. Wynk co-founder Angus Rittenburg calls the hemp ban "a bit of a gift," predicting it will create "an immense squeeze on the category" that flushes out bad actors (The Daily Pour).

"There are a lot of brands that don't deserve to exist, not because they're not good people, but because their products aren't done right: they're not safe, they're not marketed effectively," Rittenburg explains. He points to 100-milligram drinks sold through liquor stores and products with identical packaging but wildly different dosages as examples of the regulatory chaos that needs addressing.

What This Means for Brands.

Successful companies are focusing on several key areas:

Efficacy over novelty: Products must deliver measurable effects, not just interesting flavors or packaging.

Quality imperative: Lab testing, proper dosing, and safety protocols are a must. The regulatory environment will only accelerate this trend.

Consumer education: Helping people understand dosing, onset times, and effects. Research shows THC beverages typically take effect within 11-40 minutes and last 1-3 hours, but many consumers remain unclear about these basics.

Looking Ahead: February and Beyond

As we move into February, the industry faces a critical juncture. The most successful brands will likely be those that embrace the complexity of modern consumer desires, people who want to moderate alcohol consumption without sacrificing social connection, mood enhancement, or sensory pleasure.

The regulatory landscape will continue evolving, potentially creating opportunities for serious players while eliminating fly-by-night operators. The brands that understand this evolution and adapt accordingly will define the next chapter of the beverage industry.

For consumers, the message is clear: the future of moderation is about doing better. Whether that means a 5mg THC seltzer, an adaptogen-infused tea, or a carefully crafted non-alcoholic cocktail, the goal remains the same: feeling good without the downsides of traditional alcohol.

As February begins, one thing is certain: the conversation around sobriety and moderation will never be the same.

Enjoy this Newsletter? You’re in luck, I run a couple others. Check them out below!

Retired Barista

☕ Expert Recommendations: The best beans, brews, and tools for your next favorite cup. 📖 Fascinating Coffee Stories: Learn the history and culture behind your morning ritual. 🔬 Brewing Science Made...

Subscribe

Style and Serum

The essential monthly guide for curated apparel trends and skincare innovations.

Subscribe

Exclusive Coupons - THC Drinks, Health, Wellness, and more

If you’re restocking your THC drinks, here’s a quick reminder, I’ve got verified discounts for a lot more than just infused beverages. The list includes some of my favorite brands across wellness and lifestyle: Ten Thousand for training gear, Ursa Major for skincare, Laundry Sauce for elevated essentials, and of course, the best THC drinks like Cann, Willie’s Remedy, and oHHo. I keep it updated monthly so you always have an easy place to save.

Proudly sponsored by the Hemp Beverage Alliance

Welcome Note

Welcome Back Gardeners to the 121st edition of Herbal Profiles!

Happy Friday yall!

This week I had my annual retreat for my full-time role and we went out to dinner at The Hampton Social here in Delray Beach. To my delight, they had Cann offered on the menu.

And as always,

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes has over 2,000 subscribers! And my other subreddit for the broader CPG industry is also growing, closing in on 700 subscribers. I would love to have you join us on either or both subreddits!

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

The latest episode of the Free Spirits Podcast dropped on Monday. We have Emily Onkey from Aplós joining for Dry January! Be sure to check it out, and please subscribe and leave us a review. It is free and it really helps us grow. Thank you.

Inside the Growth Strategy of a Premium Functional Beverage Brand

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/5YXpKEf0dgKL3xLdpJy6jF?si=b3718efebd4f4c14

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

News Roundup

•  Flurry of Cannabis M&A Follows Trump Rescheduling Order

  MJBizDaily reports a spike in cannabis mergers and acquisitions immediately following the executive order to reschedule marijuana. Experts say it could be an early indicator of accelerated consolidation ahead of anticipated regulatory shifts.

  Read more →

• Should Cannabis Have a Standard Unit Like Alcohol?

  Healthline explores growing calls for standardized THC dosing across products, similar to the “standard drink” model in alcohol. Experts say it could improve public education, safe use, and regulatory consistency.

  Read more →

• Hemp Beverage Producers Call for Regulatory Clarity

  Midwestern hemp beverage makers told Insight on Business they want age-gating, testing, and labeling standards—but not prohibition. Many fear that continued inaction by Congress could leave the category in limbo.

  Read more →

• Wisconsin THC Businesses Prepare for Federal Crackdown

  PBS Wisconsin reports that local hemp businesses are preparing for a potential federal ban in November. Some say they’ve already begun adjusting operations or exploring non-THC product lines.

  Read more →

• Nowadays CEO: “The Clock Is Ticking” on THC Beverages

  In Business Insider, Nowadays CEO Justin Tidwell warns the THC beverage category must secure regulatory protection before the November 2026 deadline. He urges companies to engage lawmakers or risk extinction.

  Read more →

• 2 in 3 Americans Say They’re Drinking Less Alcohol

  A new Talker Research survey finds 63% of Americans report decreased interest in alcohol. Younger adults cite health concerns and social anxiety as key reasons for the shift.

  Read more →

• New Jersey Proposes Rules for Intoxicating Hemp

  New proposed rules in New Jersey would ban intoxicating hemp products sold outside licensed dispensaries. If passed, the rules would impose testing, age limits, and manufacturing regulations.

  Read more →

• High January: Cannabis Gains as Alcohol Declines

  The Atlantic explores how more Americans are substituting cannabis for alcohol during “Dry January.” Data suggests an uptick in THC beverage sales and broader shifts in social norms.

  Read more →

📰 Got news? Submit it here! 📰

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

Light, playful, and made to fit any occasion.

Low-sugar. Alcohol-free. Designed for curiosity and connection.

🟢 15% off anytime with code LARSDRYJAN

🟢 Easy to mix, easy to sip

🟢 A better way to bring good vibes to the table

👉 Tap here and try them with your discount.

How Sex-Specific Research Could Reshape Product Development

A groundbreaking study published in Biology of Sex Differences has revealed something the THC industry at large has mostly overlooked: men and women's brains respond to cannabis compounds in fundamentally different ways. The research, which tracked the effects of ultra-low-dose THC in male and female mice over six months, found that the same dose produced distinct neurological benefits in different brain regions depending on sex.

For an industry built on the premise that a 5mg or 10mg dose delivers a universal "social buzz," these findings suggest we may be missing half the equation, and half the market opportunity.

The Science: Same Dose, Different Brains

Researchers from Tel Aviv University and The Open University administered monthly ultra-low-dose THC treatments (0.002 mg/kg) to male and female 5xFAD mice, a model for Alzheimer's disease, from 3 to 5 months of age, then analyzed both behavioral and molecular changes at 6 months.

The results were striking in their specificity. Male mice showed reduced inflammation in the hippocampus, the brain region critical for spatial memory and learning. This translated to improved performance on hippocampus-dependent tasks like spatial navigation and place recognition. Meanwhile, female mice exhibited reduced inflammation in the prefrontal cortex (PFC), the area responsible for working memory and executive function, leading to better performance on short-term memory tasks.

"Males exhibited reduced hippocampal inflammation, whereas females showed reduced inflammation in the PFC, suggesting distinct neuroprotective mechanisms across sexes," the researchers concluded.

The study's correlation analyses further revealed these sex-specific patterns. In males, molecular changes and behavioral improvements were largely confined to hippocampal networks. In females, the effects created a broader network involving both hippocampal and PFC markers, reflecting improvements in both brain regions.

Dr. Ravid Doron, the study's senior author, emphasized the implications: "These findings highlight ULD-THC's potential as a preventive strategy, emphasizing the importance of sex-dependent therapeutic approaches."

Industry Reality Check: One Size Fits None?

This research is largely being used as a treatment for dementia. But how can we apply this knowledge to the consumer industry? As we know there’s a pretty uniform approach to dosing and marketing. Most brands offer standard 2.5mg, 5mg, or 10mg options with generic promises of "relaxation," "social buzz," or "mild euphoria." The assumption seems to be that THC affects everyone the same way, an assumption this research suggests is fundamentally flawed.

This one-size-fits-all mentality extends beyond dosing to marketing messaging. Brands typically position their products around universal experiences, "perfect for social gatherings" or "unwind after work" rather than acknowledging that the cognitive and emotional effects might manifest differently across genders.

Consumer feedback, while largely anecdotal, has hinted at these differences for years. Women often report different tolerance levels, onset times, and effect profiles compared to men, but the industry has generally attributed these variations to body weight, metabolism, or individual sensitivity rather than fundamental neurological differences.

The Commercial Opportunity

The research opens several compelling avenues for product innovation and market differentiation. If males and females experience THC's cognitive benefits through different brain pathways, it suggests opportunities for targeted formulations that optimize these distinct mechanisms.

For male consumers, products could be formulated and marketed around spatial cognition, focus, and memory consolidation, the hippocampal benefits revealed in the study. Think "enhanced focus for gaming," "improved spatial awareness for sports," or "better memory retention for learning."

For female consumers, the prefrontal cortex benefits suggest positioning around executive function, multitasking, and working memory. Marketing messages might emphasize "enhanced decision-making," "improved multitasking ability," or "sharper working memory for busy professionals."

Beyond marketing, the research suggests different optimal dosing strategies might be needed. If women's brains respond more readily in the prefrontal cortex while men's respond in the hippocampus, the same 5mg dose might be over- or under-optimized for each group's neurological pathways.

The differentiation opportunity is significant in an increasingly crowded market. While most brands compete on flavor, packaging, and general effect promises, science-backed gender-specific formulations could create defensible market positions and justify premium pricing.

Final Takeaways

The research also validates the industry's move toward lower-dose products. If ultra-low doses can produce measurable cognitive benefits through targeted brain pathways, it supports the trend toward 2mg and 5mg products over higher-dose alternatives.

As the THC beverage category matures and faces increasing regulatory scrutiny, science-backed differentiation may become not just an opportunity but a necessity. Brands that can demonstrate specific, research-supported benefits for targeted consumer segments may find themselves better positioned to survive regulatory challenges and justify their place in the market.

Enjoy this Newsletter? You’re in luck, I run a couple others. Check them out below!

Retired Barista

☕ Expert Recommendations: The best beans, brews, and tools for your next favorite cup. 📖 Fascinating Coffee Stories: Learn the history and culture behind your morning ritual. 🔬 Brewing Science Made...

Subscribe

Style and Serum

The essential monthly guide for curated apparel trends and skincare innovations.

Subscribe

Exclusive Coupons - THC Drinks, Health, Wellness, and more

If you’re restocking your THC drinks, here’s a quick reminder, I’ve got verified discounts for a lot more than just infused beverages. The list includes some of my favorite brands across wellness and lifestyle: Ten Thousand for training gear, Ursa Major for skincare, Laundry Sauce for elevated essentials, and of course, the best THC drinks like Cann, Willie’s Remedy, and oHHo. I keep it updated monthly so you always have an easy place to save.

Proudly sponsored by the Hemp Beverage Alliance

Welcome Note

Welcome Back Gardeners to the 120th edition of Herbal Profiles!

Happy Friday yall!

We are now on day 9 of 2026, and yet somehow it feels like it’s already been a year.

This week we are back to our regularly scheduled programming. I have a fresh episode of the podcast linked below, featuring Emily Onkey, Co-Founder of Aplós. It’s a pretty awesome episode so be sure to check that out, and while you’re there be sure to subscribe if you haven’t yet, it’s free and really helps us out!

I have a bunch of great articles, studies, product relaunches, news, and more curated for you in the news roundup. In the featured story I dive into the leadership in times of chaos and where we are heading in 2026 as an industry. So be sure to read it all, and if you enjoy, send it to a friend, shoot me an email, and let’s chat!

I think I am going to try and also share at least one drink I sample each week for the rest of the year. Let’s kick it off with a new one I tried last night for the first time Revolution Apothecary!

And as always,

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes has over 1,900 subscribers! And my other subreddit for the broader CPG industry is also growing, closing in on 700 subscribers. I would love to have you join us on either or both subreddits!

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

The latest episode of the Free Spirits Podcast dropped on Monday. We have Emily Onkey from Aplós joining for Dry January! Be sure to check it out, and please subscribe and leave us a review. It is free and it really helps us grow. Thank you.

Inside the Growth Strategy of a Premium Functional Beverage Brand

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/5YXpKEf0dgKL3xLdpJy6jF?si=b3718efebd4f4c14

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

News Roundup

• Sprouts Mainstreams THC Drinks With 120-Store Launch

  Sprouts Farmers Market is now selling THC beverages in 120 stores, including a mix of hemp-derived brands. The move marks a significant moment of retail validation and could set precedent for broader grocery adoption. Read more →

• New Study Suggests THC Could Help Treat Cannabis Dependence

  A peer-reviewed study published in Substance Abuse Treatment, Prevention, and Policy found that oral THC (dronabinol) may reduce cannabis withdrawal symptoms and support long-term treatment outcomes. The research could help reshape how dependence is treated in clinical settings. Read more →

• DeWine’s Surprise Attack on THC Drinks Sparks Backlash

  Despite years of focusing regulation on gummies, Ohio Governor Mike DeWine abruptly targeted THC beverages in his latest veto. The move blindsided operators and raises questions about the state’s shifting stance on hemp-derived products. Read more →

• Jeng Secures Investment to Scale THC Beverage Business

  Jeng, known for its low-dose social tonics, has raised new capital to expand operations. The funding will support broader distribution and continued development of its hemp-derived beverage lineup. Read more →

• 8 Trends Set to Shape the 2026 C-Store Channel

  Convenience Store Dive highlights eight major retail trends, including functional beverages, alt-ingredient snacks, and THC products entering mainstream assortment. Expect increased friction between category growth and lagging policy. Read more →

• Ozempic and Cannabis: What Happens When You Use Both?

  As more consumers combine GLP-1 drugs like Ozempic with cannabis, experts are exploring the potential interactions. Early insights suggest appetite suppression may be amplified, with unclear implications for long-term wellness routines. Read more →

• Backyard Tea Relaunches With New Look and Same Craft Quality

  Founder Matt Dimmer announced the official relaunch of Backyard, a handcrafted THC tea brand made in small batches with loose-leaf ingredients. The brand differentiates by rejecting mass-production in favor of Midwest-made quality, calling itself “the best tasting tea in the category.”

  See the announcement →

📰 Got news? Submit it here! 📰

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

Light, playful, and made to fit any occasion.

Low-sugar. Alcohol-free. Designed for curiosity and connection.

🟢 15% off anytime with code LARSDRYJAN

🟢 Easy to mix, easy to sip

🟢 A better way to bring good vibes to the table

👉 Tap here and try them with your discount.

Full Steam Ahead: Why THC Beverage Leaders Are Betting Big Despite Regulatory Storm Clouds

It’s so crazy to me, in a good way, that as Congress prepares to potentially ban THC drinks in November, we have a new MAJOR retailer hopping into the fray. Sprouts Farmers Market is launching THC drinks across 120 stores in Texas and Florida. Meanwhile, some beer wholesalers are projecting 70% growth for 2026 while others quietly plan their "exit strategies."

Welcome to the THC beverage industry in 2026, where major retailers are doubling down on a category that federal lawmakers want to eliminate, and where industry leaders seem more energized by regulatory uncertainty than rattled by it. And I find it all so fascinating as it’s a look into the psychology of leadership in turbulent times. Do you exit or take the leap?

The Retail Confidence Vote

Sprouts' decision to become yet another national retail chain selling intoxicating hemp beverages represents a pretty major milestone a calculated bet on the category's future. The natural channel retailer will carry eight brands including Cann, Nowadays, Wynk, and Magic Cactus across dosages ranging from 2mg to 10mg THC.

"Occasion-based drinking is where the industry is headed," a Sprouts representative explained. "There is an occasion for alcoholic beverages, non-alcoholic beverages, and now hemp-derived THC. Differentiation is what makes Sprouts special and we will be trailblazing this category."

The scale is striking when compared to Target's cautious October test run in just 10 Twin Cities stores. Sprouts is launching statewide in two major markets, which is a major feather in the cap for confidence that extends far beyond a limited pilot program. Circle K's announcement that it would sell THC drinks in up to 3,000 stores this year adds another layer of retail validation.

The timing makes these moves even more remarkable. These retailers are expanding their THC beverage footprints just months before a potential federal ban takes effect in November 2026, barring new legislation to save the category.

Distributor Divide: The Numbers Tell Two Stories

The wholesale tier reveals the industry's split personality most clearly. On one side, a large Anheuser-Busch wholesaler, closed 2025 with nearly 18,000 case equivalents of hemp beverages and $1.6 million in gross sales. Their 2026 projection? $2.75 million, a roughly 70% increase.

"That is likely to increase as more chains jump onboard," the distributor noted, pointing to Sprouts and Total Wine as examples of expanding retail interest.

Across the country, a Molson Coors/Constellation wholesaler reported hemp-derived THC sales exceeding $5 million in 2025, roughly 0.9% of their total beverage sales. They're budgeting for 50% growth in 2026, expecting the category to reach 1.3% to 1.5% of total company beverage sales.

"For a category that we entered spring of 2024, it is much bigger than I ever imagined," the wholesaler said.

But not everyone shares this optimism. The same Molson Coors house acknowledged the regulatory reality: "Our hope is that this is addressed in Washington... if it isn't, I expect the market to start getting restricted this summer... and we will have to adjust and plan our exit from the space."

This divide reflects a fundamental question facing the industry: Is the current growth sustainable, or are distributors riding a wave that's about to crash against regulatory rocks?

Leadership Philosophy: "We Want This Fight"

At December's BevNET Live THC panel, category leaders made their position crystal clear, this industry is not just surviving regulatory uncertainty, they're embracing it as validation that they're building something worth fighting for.

"Alcohol consumption is in decline. We're handing you a parachute: here is the next 50 years of your business," Jake Bullock, CEO and Co-Founder of Cann, told the alcohol industry audience.

Justin Tidwell, CEO and Co-Founder of Nowadays, framed the turbulence as inevitable: "You start knowing you're disrupting something. That comes with highs and also a battle... We welcome this as a challenge to create a category that's long-lasting. It was bound to happen and we're ready to rise to the occasion."

Whitney Stevenson, President and Chief Commercial Officer of JuneShine Brands, was even more direct: "We're full steam ahead. We're going to continue to invest and move as fast as we can. We feel positive about what's to come and we're going to ramp up really hard."

Perhaps most tellingly, these leaders reject the narrative that THC beverages thrive only in regulatory gray zones. "We want regulation," Tidwell emphasized. "I want to build a generational company. For that to happen, we need to separate the good and bad parts of our industry."

The panelists agreed that THC beverages should ultimately be regulated like alcohol and flow through the three-tier system, viewing regulation as the path to legitimacy and national scale, not an obstacle to overcome.

The Long Game

The industry's confidence ultimately rests on a simple bet: consumer behavior will trump policy uncertainty. As Bullock reminded the BevNET audience, "People will always want alternatives. THC beverages are the best alternative because they deliver that social buzz."

Whether the bulls or bears prove right (I’m betting on the bulls personally) will define not just 2026, but the next decade plus of American drinking culture. The retailers and distributors betting big are wagering that the current regulatory chaos is temporary, but the consumer demand for alcohol alternatives is permanent.

If they're right, we're witnessing the birth of a category that will reshape the beverage industry. If they're wrong, a lot of very confident people are about to learn some expensive lessons about the power of federal regulation.

Either way, they're not backing down.

Enjoy this Newsletter? You’re in luck, I run a couple others. Check them out below!

Retired Barista

☕ Expert Recommendations: The best beans, brews, and tools for your next favorite cup. 📖 Fascinating Coffee Stories: Learn the history and culture behind your morning ritual. 🔬 Brewing Science Made...

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Style and Serum

The essential monthly guide for curated apparel trends and skincare innovations.

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Exclusive Coupons - THC Drinks, Health, Wellness, and more

If you’re restocking your THC drinks, here’s a quick reminder, I’ve got verified discounts for a lot more than just infused beverages. The list includes some of my favorite brands across wellness and lifestyle: Ten Thousand for training gear, Ursa Major for skincare, Laundry Sauce for elevated essentials, and of course, the best THC drinks like Cann, Willie’s Remedy, and oHHo. I keep it updated monthly so you always have an easy place to save.

Proudly sponsored by the Hemp Beverage Alliance

Welcome Note

Welcome Back Gardeners to the 119th edition of Herbal Profiles!

Happy Friday yall!

It is officially 2026. And I think this year is, in a lot of ways, going to be pretty historic. I am looking forward to it in a lot of different ways. Personally, professionally, for the THC beverage industry, and beyond.

I was catching up on emails this morning as I have been on vacation for the last 2 weeks (thanks for bearing with me), and as I was responding to someone I used the phrase “In my core I am an optimist.” I mention this here in my opening, because I firmly believe that this industry will survive the ban currently set for November.

Alcohol consumption is on the decline. That’s me knocking people that drink. Or telling people to quit drinking. It is simply a fact. You all, and I am speaking to most of my readers here who either work for, invest in, or own a THC beverage brand, are throwing a lifeline to these alcohol companies. Will they grab it? Apparently not without fighting tooth and nail first.

If you’re subscribed here you know damn well, I (along with everyone I have spotlighted) want some regulation. We want to be regulated and put on even playing fields. So let’s do it already.

I digress, but cheers to 2026

And as always,

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes has over 1,800 subscribers! And my other subreddit for the broader CPG industry is also growing, hitting over 600 subscribers. I would love to have you join us on either or both subreddits!

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

The latest episode of the Podcast dropped before Christmas! If you haven’t listened yet, be sure to check it out and subscribe to the podcast to never miss another! We have Emily Onkey from Aplós joining for Dry January and that episode drops on Monday!

Building a Functional Beverage Brand with Retail Strategy and Plant-Based Innovation | Peter Olander

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/5LbTTYiZaomc5eSpWpa4Qm?si=ed0e3fac1dff45b1

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

News Roundup

• New Kentucky laws regarding THC-infused drinks, online data going into effect Jan. 1 - Starting January 1, Kentucky will implement new laws regulating the sale of THC-infused beverages. The legislation includes age restrictions, packaging requirements, and licensing rules for retailers and manufacturers.

• California Officials Award $30 Million In Marijuana Revenue To Support Research On THC Drinks, Terpenes And Tribal Cannabis Sales - California is distributing $30 million in cannabis tax revenue to fund research on THC-infused beverages, terpene science, and tribal cannabis programs. Grants will go to public universities and community-based organizations.

• THC-infused drink sales limited to Ohio dispensaries after governor’s veto - Governor Mike DeWine vetoed a provision that would have allowed sales of hemp-derived THC beverages outside of Ohio dispensaries. As a result, THC drinks will remain restricted to licensed medical and adult-use cannabis retailers.

• Marijuana reclassified under Trump executive order - President Trump signed an executive order reclassifying marijuana from Schedule I to Schedule III under the Controlled Substances Act. The order directs the Department of Justice to expedite the rescheduling process and collaborate with Congress on hemp definitions.

📰 Got news? Submit it here! 📰

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

Light, playful, and made to fit any occasion.

Low-sugar. Alcohol-free. Designed for curiosity and connection.

🟢 15% off anytime with code LARSDRYJAN

🟢 Easy to mix, easy to sip

🟢 A better way to bring good vibes to the table

👉 Tap here and try them with your discount.

2026 Goals

I rarely use this platform to talk about myself nor do I particularly enjoy doing so either. But once in awhile I think it makes sense to not only reflect but also put it out there what I am trying accomplish. And thankfully, many of you are amazing folks and you reach out to help support me. Which truly, I appreciate.

Last year I made a goal to hit 6-figures in revenue for my little side hustles which all fall under Lars Miller Media. And in case you’re unfamiliar Lars Miller Media is my independent creative studio where I handle ghostwriting, content strategy, and brand photography for CPG and beverage brands as well as event photography. In addition, my podcast, & all of my newsletters fall here too.

I fell a little short of that goal in 2025. Hitting around $95k in revenue. Well, call me delusional or crazy or whatever you want, but in 2026, my goal is to more than double that to $200k+.

Here’s where I am seeing things shake out and where I am asking for your help!

2026 Projections

• Affiliate Marketing Revenue = $120k (up $40k from 2025)

• Sponsorship Revenue = $20k (up $16k from 2025)

• Ghostwriting Revenue = $20k (up up $15k from 2025)

• Photography Revenue = $40k (up $36k from 2025)

This is where you come in! If you’re a B2B business in this space, this newsletter and the podcast are both AMAZING spaces to advertise. The audience for both platforms is almost exclusively industry folks, which over indexes on the investor, founder, and C-suite side of things. If you’re an executive or someone who is struggling with content, let’s chat. I ghostwrite on X, Linkedin, and have helped launch a newsletter (my own obviously but consulted on helping someone else launch their own). I would love to help you. Do you run events, own a brand, or maybe just want some lifestyle images in general. I would love to work with you and bringing your brand story to life through visual storytelling.

And, you can help out without spending any money too. Down below are my 2 other newsletters/websites. You can subscribe for free (the cadence on both of those is much much less frequent than this one). You can subscribe to any of my social channels, in particular Youtube (Free Spirits Youtube) and/or Spotify/Apple Podcasts. Leaving a review on those platforms is also amazingly helpful.

Finally, you can send me an email. What do you want to see more of in the newsletter? Do you have breaking news? Let me know. Do you know someone who is amazing and would like to hear their story told? Shoot me an email. Do you simply want to chat or you’re in South FL and want to grab a drink? Hit me up.

You obviously have this email you’re receiving here, you can also reach me at lars@larsmillermedia.com, I monitor all of my social accounts pretty regularly, and frankly it’s probably not that difficult to find my cell number too haha (but please text me if you do find it, because I won’t answer a number I don’t know lol).

I’d like to leave you all with this - if you want to collaborate in anyway as well, I am open. And I would absolutely LOVE to hear your 2026 goals too! So shoot them my way.

I will be back next week with our regularly scheduled, non-Lars focused newsletter.

Retired Barista

☕ Expert Recommendations: The best beans, brews, and tools for your next favorite cup. 📖 Fascinating Coffee Stories: Learn the history and culture behind your morning ritual. 🔬 Brewing Science Made...

Subscribe

Style and Serum

The essential monthly guide for curated apparel trends and skincare innovations.

Subscribe

Exclusive Coupons - THC Drinks, Health, Wellness, and more

If you’re restocking your THC drinks, here’s a quick reminder, I’ve got verified discounts for a lot more than just infused beverages. The list includes some of my favorite brands across wellness and lifestyle: Ten Thousand for training gear, Ursa Major for skincare, Laundry Sauce for elevated essentials, and of course, the best THC drinks like Cann, Willie’s Remedy, and oHHo. I keep it updated monthly so you always have an easy place to save.

Proudly sponsored by the Hemp Beverage Alliance

Welcome Note

Welcome Back Gardeners to the 118th edition of Herbal Profiles!

Happy Friday yall!

I am going to take a break the next two weeks. I will still be sending out the newsletter, but it will just be a curation of news, not so much any featured stories or anything. I want to say Happy Holidays to all of you and truly, from the bottom of my heart, thank you so much for your support!

If any brands feel like sponsoring the newsletter in 2026 shoot me an email! We are over 3200 subscribers strong, primarily industry professionals and founders.

Additionally, If you’re tightening your brand story, refreshing your messaging, building out BOFU content, or trying to get more consistent with newsletters, blogs, or education pieces, I’m happy to help. A lot of what I’ve been working on lately has been, refining brand narratives, building sales enablement content, ghostwriting founder POV content, supporting investor storytelling, newsletter + content system buildouts, photography for product, founders, and campaigns. If you need help as we enter 2026, shoot me an email and let’s chat!

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes has over 1,800 subscribers! And my other subreddit for the broader CPG industry is also growing, hitting over 515 subscribers. I would love to have you join us on either or both subreddits!

The Free Spirits Podcast with David Gonzalez and myself just dropped an emergency podcast with Chris Lackner on Wednesday.

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

The latest episode of the Podcast dropped this week with Peter Olander, founder of Happie! If you haven’t listened yet, be sure to check it out and subscribe to the podcast to never miss another!

Building a Functional Beverage Brand with Retail Strategy and Plant-Based Innovation | Peter Olander

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/5LbTTYiZaomc5eSpWpa4Qm?si=ed0e3fac1dff45b1

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

News Roundup

• The Hangover-Free Buzz: Why Breweries Should Pay Attention to Cannabis Beverages - Washington Beer Blog explores how breweries are beginning to view THC beverages as both a threat and opportunity. The article highlights shifting consumer preferences and potential crossover in production and distribution infrastructure.

• Uncle Arnie’s expands THC beverage portfolio with SodaPop line - Uncle Arnie’s has launched a new THC-infused craft soda line under the name SodaPop. The release adds to its existing product range and features nostalgic flavors with low and high-dose options.

• Willie Nelson’s THC drinks are here — and San Diego is quietly running the show - Willie’s Remedy and Willie’s Reserve beverages are now being produced and distributed through a San Diego-based manufacturing partner. The products are part of the country music icon’s expanding cannabis brand portfolio.

• Tilray CEO says THC drinks ‘will replace alcohol’ over next decade - Tilray CEO Irwin Simon stated in a Yahoo Finance interview that THC drinks could displace alcohol over the next ten years. He emphasized consumer interest in lower-calorie, hangover-free alternatives.

• Cornbread Hemp responds to federal crackdown with Louisville expansion - Cornbread Hemp has opened a new headquarters and retail store in Louisville despite ongoing federal scrutiny of hemp-derived products. The company says its move is a sign of continued growth and public support.

• Delta’s THC-Infused Seltzers Offer a 0-Cal Way to Vibe for Any Occasion - Delta Beverages is promoting its zero-calorie, THC-infused seltzers in Nashville through a new sponsored content campaign with Axios. The brand emphasizes sessionable formats and versatile use occasions.

• What’s next after President Trump reschedules marijuana? - MJBizDaily examines the implications of marijuana being moved to Schedule III under a Trump administration. The article covers potential tax relief, interstate commerce, and limits of executive action.

• Illegal cannabis smuggling on California’s I-5: What to know - California officials report continued illegal cannabis trafficking along the I-5 corridor. Law enforcement cites gaps in cross-border tracking and enforcement as key issues.

• Thrive Market Exits Alcohol, Rolls Out Non-Alcoholic Category - Thrive Market has discontinued alcohol sales and introduced a dedicated non-alcoholic beverage section. The new assortment includes functional and zero-proof drinks aimed at health-conscious consumers.

• Hemp industry fighting federal ban with bills to regulate — not outlaw — THC gummies and drinks - MinnPost reports on industry-led efforts to replace proposed bans with federal regulation frameworks. Advocacy groups are pushing for age-gating, labeling, and safety standards instead of blanket prohibition.

• Trump’s cannabis reform plans would double down on the drug war - The Guardian editorial outlines how Project 2025 would reclassify cannabis and restrict hemp access while expanding enforcement. The piece cites documents from the Heritage Foundation’s proposal.

📰 Got news? Submit it here! 📰

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

Light, playful, and made to fit any occasion.

Low-sugar. Alcohol-free. Designed for curiosity and connection.

🟢 15% off anytime with code LMM15

🟢 Easy to mix, easy to sip

🟢 A better way to bring good vibes to the table

👉 Tap here and try them with your discount.

Historic Rescheduling: What Cannabis Executive Order Means for Hemp Beverages

Yesterday marked a watershed moment in American cannabis policy. President Donald Trump signed an executive order directing the Attorney General to expedite the rescheduling of marijuana from Schedule I to Schedule III under the Controlled Substances Act. For those of us in the hemp industry who have watched this fight unfold, many having transitioned from the regulated cannabis space, this represents both vindication and potentially a critical lifeline as we face an existential deadline just 11 months away.

The Clock is Ticking

While industry veterans expressed excitement at witnessing this historic moment, the reality is stark: unless Congress acts, intoxicating hemp beverages will be banned in November 2026. The recent spending bill that redefined hemp products to allow only 0.4 mg of THC per container effectively outlaws most hemp beverages that consumers actually want to buy.

This executive order's directive for Congress to "update the statutory definition of final hemp-derived cannabinoid products to allow Americans to benefit from access to appropriate full-spectrum CBD products" is a potential lifeline for an entire industry facing extinction.

What Rescheduling Actually Means (And What It Doesn't Fix)

Let's be clear about what this executive order does and doesn't do:

What it DOES:

• Directs the DOJ to expedite completion of the rescheduling process to Schedule III

• Removes the 280E tax burden from state-licensed cannabis businesses

• Dramatically expands research opportunities for cannabis

• Provides federal recognition of cannabis's medical value

• Creates a pathway for Medicare coverage of CBD products starting April 2025

• Crucially: Directs White House staff to work with Congress on hemp definitions

What it DOESN'T:

• Legalize recreational cannabis federally

• Fix the November 2026 hemp beverage ban

• Override state laws

• Immediately resolve banking issues (though it helps)

A Race Against Time

For hemp beverage companies, this executive order creates both opportunity and urgency. The federal recognition of cannabinoid medical value strengthens our lobbying position, but we have less than 11 months to convince Congress to act before the industry faces a cliff.

The Normalization Effect - When We Need It Most

Crucially this executive order accelerates cannabinoid normalization at precisely the moment we need maximum political support. When the federal government recognizes cannabis's medical value, it becomes harder for lawmakers to justify banning hemp beverages that provide similar therapeutic benefits with lower intoxication potential.

The Hemp Definition Battle

The executive order's language on hemp definitions represents our best hope, but it's far from guaranteed. The order directs White House staff to work with Congress, but provides no timeline, no specific language, and no enforcement mechanism.

Industry advocates noted that this language came from hemp industry lobbying efforts, but translating executive guidance into actual legislative action requires sustained pressure over the next 11 months.

Research Renaissance

The research implications of rescheduling represent perhaps the most transformative long-term benefit of this executive order. For decades, cannabis research has been artificially constrained by Schedule I classification, creating a scientific knowledge gap that has hindered both medical advancement and evidence-based policy.

Medical experts noted during the signing ceremony that rescheduling will democratize the research process, allowing all academic institutions to participate in cannabis research, not just elite medical centers with special DEA licenses. The ability to conduct large-scale randomized controlled trials, involving hundreds or thousands of patients rather than dozens, will transform our understanding of cannabis therapeutics.

Researchers will finally have access to standardized, pharmaceutical-grade cannabis products and can study fundamental questions that have remained unanswered: optimal dosing protocols for different conditions, drug interactions, long-term effects, and identification of which patients are most likely to benefit from cannabis therapy.

This scientific foundation will be crucial for developing evidence-based regulations, industry standards, and medical guidelines. However, this research boom will take years to produce actionable results, while regulatory challenges facing the cannabis industry require immediate attention.

Political Reality: Our Window is Narrow

This executive order represents political calculation that could work in our favor. With 82% public support for cannabis rescheduling and growing acceptance of cannabinoid therapeutics, the political environment for hemp beverage preservation may never be better.

But political windows close quickly. The 2026 midterm elections could reshape Congress, and new priorities could push hemp issues aside. We have this Congress, this political moment, and this administration's stated support for hemp definition reform.

What We Must Do Now

Industry veterans recognize this as a critical inflection point. The executive order provides political cover and momentum, but converting that into legislative action requires immediate, sustained effort.

Every hemp beverage company, every industry association, every allied organization must make hemp definition reform their top priority. We need:

• Coordinated lobbying efforts targeting key congressional committees

• Consumer advocacy campaigns highlighting the absurdity of banning hemp while promoting CBD

• Coalition building with cannabis companies who benefit from normalization

• Media campaigns emphasizing the economic impact of hemp beverage bans

The Bottom Line

Yesterday's executive order opens doors that have been closed for decades. But for hemp beverages, the most important door, continued legal existence, remains in jeopardy.

The future may be bright, but first we have to ensure there is a future.

Retired Barista

☕ Expert Recommendations: The best beans, brews, and tools for your next favorite cup. 📖 Fascinating Coffee Stories: Learn the history and culture behind your morning ritual. 🔬 Brewing Science Made...

Subscribe

Best THC Drinks of 2025: Holiday Gift Guide

I spent the year trying and drinking my way through this industry. After extensive testing and market analysis, these are the brands consistently delivering on taste, effects, and my top PERSONAL picks for 2025

The Winners:

• Cann - An OG and still market leader.

• Fable - High Spirits Awards winners using real botanicals and ingredients.

• Cantrip - Another OG and great variety of doses.

• Wims - One of the best portable and versatile options.

• Crescent Canna - Value leader with 4,000+ five-star reviews & the #1 brand mentioned for the high dose folks.

• Willie's Remedy - Spirits bottle and great premium taste and packaging.

• Hippie Water - Flavor champion with crisp, refreshing profiles that pair well with food.

The brands that nailed consistent results while delivering on flavor are seeing the strongest repeat purchase rates.

Full brand breakdown with pricing analysis, consumer feedback, and exclusive discount codes →

Exclusive Coupons - THC Drinks, Health, Wellness, and more

If you’re restocking your THC drinks, here’s a quick reminder, I’ve got verified discounts for a lot more than just infused beverages. The list includes some of my favorite brands across wellness and lifestyle: Ten Thousand for training gear, Ursa Major for skincare, Laundry Sauce for elevated essentials, and of course, the best THC drinks like Cann, Willie’s Remedy, and oHHo. I keep it updated monthly so you always have an easy place to save.

Proudly sponsored by the Hemp Beverage Alliance

Welcome Note

Welcome Back Gardeners to the 116th edition of Herbal Profiles!

Happy Friday yall!

We are back again this week and with some potentially some good news. Read on to learn more about that. I have also put out my annual holiday gift guide for 2025 earlier this week. This is simultaneously my least favorite thing to write about and one of my favorites. It’s my favorite because inevitably I put out some products and people in my life have never heard about them (even if I post about them multiple times throughout the year). It’s my least favorite because I have to leave out sooooo many great brands, great products, and likely some of my friends in the space. So know these choices, were pretty painstaking and I still love you all!

If you’re here and you enjoy this newsletter please do me a favor hop over to Youtube or Spotify and subscribe. It’s free, you won’t get anything extra in your inbox besides this weekly email, and it helps me grow. I would love to hit 1,000 subscribers on my Youtube channel and 200 subscribers on Spotify before the end of 2025. I would really appreciate the support, even if you don’t use Youtube!

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes has over 1,800 subscribers! And my other subreddit for the broader CPG industry is also growing, hitting over 425 subscribers. I would love to have you join us on either or both subreddits!

The Free Spirits Podcast with David Gonzalez and myself just dropped an emergency podcast with Chris Lackner on Wednesday.

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

The latest episode of the Podcast dropped this week with Peter Olander, founder of Happie! If you haven’t listened yet, be sure to check it out and subscribe to the podcast to never miss another!

Building a Functional Beverage Brand with Retail Strategy and Plant-Based Innovation | Peter Olander

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/5LbTTYiZaomc5eSpWpa4Qm?si=ed0e3fac1dff45b1

In case you missed last week’s episode with Chris Lackner, check it out.

Emergency Podcast: What the Federal Crackdown Means for Functional Beverages

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/3dkPMaiGuCHmo2Qf4QDrhV?si=e5e781171e28431a

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

News Roundup

• How High-Quality Cannabis Becomes a Lifeline in a Squeezed Market - Rolling Stone highlights how some cannabis operators are turning to premium products to survive declining margins and oversupply. The article details strategies for differentiation amid market contraction.

• We Asked People In The Cannabis Industry To Tell Us The Dark Secrets Of The Business - BuzzFeed shares anonymous confessions from cannabis workers about industry instability, compliance issues, and challenging work conditions. Submissions come from cultivation, retail, and corporate roles.

• The Hemp Ban, Project 2025, and the Heritage Foundation’s Cannabis Crackdown - High Times reports on the Heritage Foundation’s Project 2025 proposal, which includes rolling back hemp legalization and reclassifying cannabinoids. The report could influence future cannabis policy under a new administration.

• Will THC-infused beverages remain legal in Ohio? That’s unclear - Ohio officials are reviewing the legality of hemp-derived THC drinks following adult-use cannabis legalization. Current laws create uncertainty around how these products will be regulated or restricted.

• What Illinois can learn from Minnesota’s hemp THC laws - Crain’s Chicago Business compares Illinois’ cannabis regulations to Minnesota’s hemp beverage model. The article highlights Minnesota’s licensing structure, age gating, and retail flexibility.

• Pharos Premium Infused Beverages Sweeps Two National Hemp THC Beverage Competitions for Their Full Lineup of Flavors - Pharos Beverages won first place at both the Hemp Beverage Awards and the National Cannabis Beverage Cup. The brand received honors for taste, formulation, and product design.

• Massachusetts approves cannabis cafes for onsite consumption - Massachusetts cannabis regulators have approved licenses for social consumption lounges. The move allows cafes to serve cannabis onsite, similar to alcohol establishments.

• New federal hemp law creates uncertainty for NY cannabis industry - New federal proposals to ban or tightly regulate hemp products are raising concerns among New York cannabis businesses. Stakeholders worry about the impact on both THC and CBD supply chains.

• 24% cannabis tax in Michigan will take effect after judge rejects injunction - Michigan’s new 24% tax on cannabis-infused beverages will go into effect after a judge dismissed a legal challenge. Opponents argued the tax unfairly targeted low-dose THC drinks.

• Mamba Brand CEO claims FDA & DEA lack funding and law enforcement capacity to enforce new hemp ban - The CEO of Mamba Brands stated that federal agencies do not currently have the resources to enforce a national hemp product ban. The statement comes in response to recent draft legislation.

• Study: Medical Cannabis Program Reduces Opioid Use - A new study published in JAMA Network Open found that patients in state medical cannabis programs reduced opioid prescriptions by an average of 13%. Researchers analyzed claims data from more than 800,000 patients.

• Hemp Products Would Be Federally Regulated Instead Banned Under New Senate Bill - A new Senate bill proposes regulating intoxicating hemp-derived products under federal guidelines rather than banning them outright. The legislation aims to establish labeling, testing, and age-restriction standards.

📰 Got news? Submit it here! 📰

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

Light, playful, and made to fit any occasion.

Low-sugar. Alcohol-free. Designed for curiosity and connection.

🟢 15% off anytime with code LMM15

🟢 Easy to mix, easy to sip

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👉 Tap here and try them with your discount.

New Federal Hemp Bill Offers Regulatory Framework Instead of Ban

Senators Ron Wyden and Jeff Merkley have introduced the Cannabinoid Safety and Regulation Act, offering a potential alternative to the sweeping hemp ban set to take effect in November 2026. The Hemp Beverage Alliance has voiced strong support for the legislation.

Key Highlights:

• Replaces the ban with FDA regulation and safety standards

• Sets federal THC limits (5mg per serving, 50mg per container for most products; 10mg per container for beverages) - but only in states without existing limits

• Preserves state rights - states can maintain stricter OR more permissive limits than federal defaults

• Requires product testing, proper labeling, and age restrictions (21+)

• Bans synthetic cannabinoids and child-appealing packaging

• Creates grant programs for underage prevention and impaired driving research

For a much more detailed breakdown of what this bill actually says (and doesn't say), including the political realities and path forward, read Adam Terry's excellent analysis. Adam, as always, does an amazing job explaining why this bill deserves serious consideration, even if it faces long odds in Congress.

The hemp industry now has a vehicle to rally around, but it will take massive grassroots effort to make it reality.

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Best THC Drinks of 2025: Holiday Gift Guide

I spent the year trying and drinking my way through this industry. After extensive testing and market analysis, these are the brands consistently delivering on taste, effects, and my top PERSONAL picks for 2025

The Winners:

• Cann - An OG and still market leader.

• Fable - High Spirits Awards winners using real botanicals and ingredients.

• Cantrip - Another OG and great variety of doses.

• Wims - One of the best portable and versatile options.

• Crescent Canna - Value leader with 4,000+ five-star reviews & the #1 brand mentioned for the high dose folks.

• Willie's Remedy - Spirits bottle and great premium taste and packaging.

• Hippie Water - Flavor champion with crisp, refreshing profiles that pair well with food.

The brands that nailed consistent results while delivering on flavor are seeing the strongest repeat purchase rates.

Full brand breakdown with pricing analysis, consumer feedback, and exclusive discount codes →

Exclusive Coupons - THC Drinks, Health, Wellness, and more

If you’re restocking your THC drinks, here’s a quick reminder, I’ve got verified discounts for a lot more than just infused beverages. The list includes some of my favorite brands across wellness and lifestyle: Ten Thousand for training gear, Ursa Major for skincare, Laundry Sauce for elevated essentials, and of course, the best THC drinks like Cann, Willie’s Remedy, and oHHo. I keep it updated monthly so you always have an easy place to save.

The THC drink revolution is here, at least for now, and 2025 has brought us some incredible options that are changing how we think about cannabis consumption. Whether you're looking to ditch the hangover, find a social buzz that won't knock you out, or simply explore the world of hemp-derived beverages, this comprehensive guide covers the brands that are actually worth your money.

After extensive research into consumer reviews, product testing, and industry feedback, I've identified the top THC drink brands that consistently deliver on taste, effects, and value. From portable snap packets to premium spirits, here's everything you need to know about the best cannabis beverages of 2025. These are simply the brands and products I have found mentioned the most often across numerous reviews, my subreddit, other subreddits, and other sites, that I have also personally tried as well.

The Best THC Drinks of 2025: Quick Overview

• Best Overall Variety: Cann - The OG with options for everyone

• Most Versatile: Wims - Snap packets that go anywhere

• Premium Experience: Willie's Remedy - Beautiful bottles, consistent quality

• High-Dose Champion: Cantrip - From microdose to 50mg options

• Best Flavor: Hippie Water - Crisp, light, and refreshing

• Value for Heavy Users: Crescent Canna - Strong effects, great taste

• Premium Craft Cocktails: Fable - Award-winning complex flavors

In-Depth Brand Reviews

Cann: The Pioneer That Set the Standard

What Makes Them Special: Cann is one the OGs of the THC drink space, and they've earned their reputation through consistent quality and innovative product lines.

Product Range:

• The Cann (Social Tonics): 2mg THC + 4mg CBD - Perfect for beginners

• Roadies: Portable, travel-friendly versions

• Hi-Boys: Higher dose options for experienced users

• Spritz: 750ml bottle with ~60mg THC total (~3.5mg per 1.5oz serving) - Zero-proof cannabis-infused apéritif inspired by Aperol Spritz, designed for mixing cocktails

Pros:

• Complex, craft cocktail-like flavors (Lemon Lavender, Blood Orange Cardamom, Grapefruit Rosemary)

• Consistent dosing and effects

• Great for social situations, described as providing a "light, social buzz"

• No hangover or next-day sluggishness

• Wide availability and strong brand recognition

Cons:

• 2mg dose may be too weak for regular cannabis users

  • Though there are higher dose options (up to 10mg in cans)

• Premium pricing

Consumer Feedback: Reviewers consistently praise Cann for taste and mild, controllable effects. The 1:2 THC:CBD ratio in their social tonics provides what users describe as a "very shy" or mellow high that's perfect for THC newcomers. Regular cannabis users often need several cans to achieve desired effects.

Best For: Cannabis newcomers, social drinkers, anyone wanting a sophisticated alcohol alternative

Wims: The Ultimate in Portability and Versatility

What Makes Them Special: Wims revolutionized convenience with their snap-and-squeeze packets that turn any beverage into a THC drink.

Product Range:

• Pocket-Tonic Unflavored: Mix with anything

• Ginger Lime: Crisp and refreshing

• Lemon Basil: Sophisticated flavor profile

Pros:

• Ultimate portability - fits in your pocket

• 4mg THC + 4mg CBD balanced microdose

• Fast onset (10-15 minutes)

• Mix with any drink you want

• Great for travel and discrete consumption

• Consistent dosing control

Cons:

• May be too mild for heavy users

• Requires carrying a separate beverage

Consumer Feedback: Users love the convenience and report a "floating and buzzy" feeling that's perfect for microdosing. The unflavored version is particularly popular for its versatility, while the flavored options get praise for being crisp and refreshing.

Best For: On-the-go users, travelers, people who want to customize their drinks, microdosers

Willie's Remedy: Premium Quality in Beautiful Packaging

What Makes Them Special: Willie's Remedy focuses on premium quality with beautiful bottle design and consistent, wine-like effects.

Product Range:

• Social Tonic (Spirit): Premium concentrated shots

• Seltzers: Black Cherry Lime, POG, Strawberry Watermelon

Pros:

• Beautiful, high-end packaging

• Fast onset (10-15 minutes)

• Effects comparable to a glass of wine - uplifting and relaxing

• Excellent flavor consistency

• No harsh aftertaste

• Reliable dosing across all products

Cons:

• Premium pricing (~$4.11 per serving)

• Limited product range compared to competitors

• May be expensive for regular use

Consumer Feedback: Users consistently describe Willie's as a "delightful upgrade" over traditional edibles, with effects that feel like "a glass of wine" uplifting and relaxing without anxiety. The citrus-forward flavors receive particular praise for being cocktail-like and clean.

Best For: Premium experience seekers, special occasions, users who prioritize packaging and presentation

Cantrip: The Full-Spectrum Powerhouse

What Makes Them Special: Cantrip offers the widest range of dosing options, from across the spectrum up to heavy-hitting 50mg sodas, plus a premium Elixir line.

Product Range:

• 10mg Sodas: Standard strength

• 50mg Extra-Strength: For experienced users

• Cantrip Elixir: Premium spirit-style product

Pros:

• Smooth, familiar soda/seltzer flavors

• No "weed" aftertaste

• No digestive issues or next-day sluggishness

• Active in industry innovation

Cons:

• Higher-dose products may be too strong for some users

• Premium products are pricey

Consumer Feedback: Customers frequently describe Cantrip products as having "smooth, familiar flavors with no weed aftertaste" and providing a "nice mellow feel." The 50mg options get particular praise from heavy cannabis users who describe them as providing a "really nice high that's just right."

Best For: Users who want options, heavy cannabis consumers, people transitioning from smoking to beverages

Hippie Water: The Flavor Champion

What Makes Them Special: Hippie Water has mastered the art of creating incredibly flavorful, light, and refreshing THC beverages that don't taste like cannabis.

Product Range:

• Winter Groove: Pomegranate & blood orange

• Garden Party: Light, wine-like flavor profile

• Available in 5mg and 10mg options

Pros:

• Exceptional flavor - consistently rated best-tasting

• Light, crisp, refreshing mouthfeel

• No cannabis taste or aftertaste

• Low calorie and low sugar

• Lightly sparkling texture

• Great for pairing with food

Cons:

• Limited flavor options compared to competitors

• Availability can be limited in some areas

Consumer Feedback: Reviews are overwhelmingly positive, with users frequently describing flavors as "awesome," "so good," and "one of the best THC drink flavors." Garden Party is often called the best-tasting flavor, compared to a crisp white wine that pairs well with food.

Best For: Flavor enthusiasts, light drinkers, people who want a wine-like experience, food pairing

Crescent Canna: The High-Dose Value Leader

What Makes Them Special: Crescent Canna has built a reputation for strong effects, great flavors, and value pricing, especially for higher-dose products.

Product Range:

• Crescent 9 THC Seltzers: Up to 50mg options

• Variety Packs: Strawberry Lemonade, Grape Lemonade, Raspberry Lime

Pros:

• Over 4,000 five-star reviews

• Fast-acting (15 minutes)

• Great value for high-dose users

• Featured in major publications (Forbes, High Times, Bon Appétit)

• Strong, consistent effects

• Cost-effective for regular users

Cons:

• High doses may be too strong for beginners

• Limited low-dose options

• Can be intense for casual users

Consumer Feedback: Users appreciate the fast-acting nature and cost-effectiveness. Heavy cannabis users particularly value the higher-dose options, comparing the value proposition to "choosing a cocktail over multiple light beers."

Best For: Experienced cannabis users, value-conscious consumers, people who need higher doses for medical reasons

Fable: The Craft Cocktail Revolution

What Makes Them Special: Fable has redefined what a THC drink can be, creating complex, craft cocktail-style beverages that refuse to act like typical seltzers.

Product Range:

• Into the Woods: Peach and stone fruit with pine, rosemary, and basil - described as the most savory option

• Best Zest: Intense citrus with rind-like bitterness, excellent as a mocktail mixer

• Night Flight: Blackberry forward with ginger and hibiscus burn, peppery spice finish

Pros:

• Award-winning flavors (High Spirits Awards medals)

• Real ingredients - visible roots, fruits, and spices (not artificial flavoring)

• Complex flavor profiles that evolve as you drink

• Balanced 5mg THC + 3mg CBD for social consumption (10mg options available)

• Premium craft cocktail experience without alcohol

• No hangover or next-day regret

• Organic ingredients and high-quality sourcing

Cons:

• Premium pricing ($5.70-$7.10 per can before subscription discounts)

• Complex flavors may be too intense for some palates

• Best Zest can be overwhelming when consumed alone

• Higher sugar content in some flavors (17g in Night Flight)

• Limited flavor variety compared to larger brands

Consumer Feedback: Reviews consistently praise Fable as "wonderful" and "premium," with many noting you can "taste the quality in every sip." Into the Woods gets particular praise as something "we could drink all night," while reviewers appreciate the sophisticated, non-seltzer approach to THC beverages.

Best For: Craft cocktail enthusiasts, premium experience seekers, users who want complex flavors, social drinkers looking for sophisticated alcohol alternatives

Understanding THC Drink Categories

Ready-to-Drink (RTD) Seltzers and Sodas

Most brands offer RTD options that are convenient and consistent. These include Cann's social tonics, Hippie Water's sparkling beverages, and Cantrip's sodas. They're perfect for social situations and offer predictable dosing.

Spirits and Concentrates

Willie's Remedy and Cantrip's Elixir represent the premium spirit category. These concentrated products offer more bang for your buck and can be mixed with other beverages or consumed as shots.

Portable Mixers

This innovation allows users to turn any beverage into a THC drink, offering unmatched versatility.

High-Dose Options

Cantrip and Crescent Canna lead the high-dose category, offering products up to 50mg for experienced users who need stronger effects.

Key Factors to Consider When Choosing THC Drinks

Dosing and Onset

• Microdose (2-5mg): Cann, Wims, Hippie Water

• Standard (10mg): Most brands offer this sweet spot

• High-dose (25-50mg): Cantrip, Crescent Canna

Flavor Profiles

• Craft cocktail-like: Cann, Willie's Remedy

• Clean and crisp: Hippie Water, Wims

• Familiar flavors: Cantrip, Crescent Canna

Price Points

• Premium: Willie's Remedy (~$4+ per serving)

• Standard: Cann, Hippie Water ($3-4 per serving)

• Value: Crescent Canna, Cantrip high-dose options

Consistency and Quality

All featured brands have strong reputations for consistent dosing and effects.

The Future of THC Drinks

The THC beverage market is evolving rapidly, with brands focusing on:

• Faster onset times through improved nano-emulsification

• Better flavor profiles that completely mask cannabis taste

• Diverse dosing options to serve different user needs

• Premium packaging and brand experiences

• Functional ingredients like adaptogens and nootropics

Safety and Consumption Tips

Start Low, Go Slow

Even experienced cannabis users should start with lower doses when trying beverages, as the effects can be different from smoking or traditional edibles.

Wait for Full Effects

Most THC drinks take 15-30 minutes to reach full effect. Don't consume more until you've waited at least an hour.

Stay Hydrated

Always drink water alongside THC beverages to stay hydrated and help your body process the cannabinoids.

Know Your Limits

Different brands and products can have varying effects even at the same dosage. Start with one serving and assess your tolerance.

Conclusion

The THC drink market in 2025 offers something for everyone, from beginners looking for a gentle introduction to cannabis to experienced users seeking potent, flavorful alternatives to smoking. Whether you prioritize convenience (Wims), flavor (Hippie Water), premium experience and complex flavors (Willie's Remedy, Fable), variety (Cann), options (Cantrip), or value (Crescent Canna), there's a brand that fits your needs.

The key is understanding what you want from your THC drink experience and choosing accordingly. These seven brands represent the best of what's available in 2025, each with their own strengths and ideal use cases. As the market continues to evolve, we expect even more innovation in flavors, effects, and consumption methods.

Remember to consume responsibly, start with lower doses, and always check your local laws regarding THC beverages. The future of cannabis consumption is here, and it tastes better than ever.

Save Money on Your Favorite THC Drinks

Ready to try these amazing THC beverages? Don't pay full price! We've compiled exclusive discount codes, special offers, and money-saving deals from all the top THC drink brands mentioned in this guide. From first-time buyer discounts to subscription savings, you can save significantly on your cannabis beverage purchases.

Check out our exclusive THC drinks coupon codes and discounts here →

Whether you're trying Cann for the first time, stocking up on Fable's craft cocktails, or exploring Wims' portable packets, these verified deals will help you save money while discovering your new favorite THC drink.

Disclaimer: This article is for informational purposes only. THC products have not been evaluated by the FDA and are not intended to diagnose, treat, cure, or prevent any disease. Always consult with a healthcare professional before using cannabis products, especially if you have medical conditions or take medications. Check your local laws regarding THC usage, as regulations vary by jurisdiction.

Proudly sponsored by the Hemp Beverage Alliance

Welcome Note

Welcome Back Gardeners to the 116th edition of Herbal Profiles!

Happy Friday yall! I hope you didn’t miss me too much last week. I took the whole week off from work and just spent time with my family. It was kind of a last minute decision, so I apologize for not giving you the heads up. But I am back and what an awesome few weeks it’s been on a personal note. My podcast with David Gonzalez had some pretty cool stats in our UnWrapped for the year! So thank you so much for that and listening to the show.

Additionally, if you’ve been here all year, you know that I had a pretty big BHAG at the beginning of the year, and am currently on pace to fall just short of the goal. But it’s still been an amazing here, and that’s in a big part due to all of you!

If you’re here and you enjoy this newsletter please do me a favor hop over to Youtube or Spotify and subscribe. It’s free, you won’t get anything extra in your inbox besides this weekly email, and it helps me grow. I would love to hit 1,000 subscribers on my Youtube channel and 200 subscribers on Spotify before the end of 2025. I would really appreciate the support, even if you don’t use Youtube!

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes has over 1,700 subscribers! And my other subreddit for the broader CPG industry is also growing, hitting over 400 subscribers. I would love to have you join us on either or both subreddits!

The Free Spirits Podcast with David Gonzalez and myself just dropped an emergency podcast with Chris Lackner on Wednesday.

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

The latest episode of the Podcast dropped this week with Peter Olander, founder of Happie! If you haven’t listened yet, be sure to check it out and subscribe to the podcast to never miss another!

Building a Functional Beverage Brand with Retail Strategy and Plant-Based Innovation | Peter Olander

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/5LbTTYiZaomc5eSpWpa4Qm?si=ed0e3fac1dff45b1

In case you missed last week’s episode with Chris Lackner, check it out.

Emergency Podcast: What the Federal Crackdown Means for Functional Beverages

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/3dkPMaiGuCHmo2Qf4QDrhV?si=e5e781171e28431a

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

News Roundup

• 5 things THC drinkers in Minnesota should know about the federal ban - The Star Tribune outlines key implications of the proposed federal ban on hemp-derived THC drinks for Minnesota consumers. The piece highlights legal uncertainty, local lobbying efforts, and how breweries like Utepils and Indeed are reacting.

• What a federal ban on THC-infused drinks and snacks could mean for hemp industry - The LA Times breaks down how a federal ban could affect thousands of hemp-based food and beverage companies. Industry leaders warn of sweeping impacts on small businesses and adult-use consumers if Congress enacts broad restrictions.

• It’s not just THC gummies and drinks: CBD products on federal hit list, too - Proposed legislation could restrict a wide range of hemp-derived products, including CBD oils, topicals, and pet supplements. MinnPost reports that the draft bill targets both intoxicating and non-intoxicating hemp products.

• Hemp THC drinks were the hottest thing in zero-proof culture. Congress just put them on notice - Fast Company explores how hemp-derived THC beverages became a popular option in the zero-proof movement—and how Congressional action now threatens their momentum. The article notes rapid category growth alongside growing regulatory pressure.

• What a federal ban on THC-infused drinks and snacks could mean for the hemp industry - The Daily Journal reports that a federal ban could lead to product recalls, halted sales, and legal battles across the hemp supply chain. Analysts suggest smaller brands without legal resources would be most vulnerable.

• Alderman’s push for citywide hemp ban would cost city hundreds of jobs, business owners say - Chicago’s proposed citywide hemp ban is drawing backlash from local business owners who warn it would eliminate jobs and close storefronts. The measure targets intoxicating hemp products and has yet to be voted on by the City Council.

• How will new US legislation reshape the hemp THC drinks market? - Just Drinks examines how pending U.S. legislation could shift the business model for hemp THC beverages. The article reviews likely changes to distribution, retail strategy, and product positioning in a post-regulatory environment.

📰 Got news? Submit it here! 📰

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

Light, playful, and made to fit any occasion.

Low-sugar. Alcohol-free. Designed for curiosity and connection.

🟢 15% off anytime with code LMM15

🟢 Easy to mix, easy to sip

🟢 A better way to bring good vibes to the table

👉 Tap here and try them with your discount.

CBD’s Collateral Damage: The Ban That Could Wipe Out Wellness for Millions

If you’re paying attention to this newsletter, you likely have come to the conclusion that I spend a lot of time on Reddit. And that assumption is quite accurate. And with that, I see a ton of misinformation on there, and a comment in the r/cannabis subreddit had quite a few upvotes, even if all the responses to it disputed the sentiment, but the comment mentioned how CBD products won’t be effected by the federal ban introduce when the government reopened.

That’s just not true.

“If not, it would end our business; it would bankrupt us.”

Paul Loeffler, owner of three CBD “Health and Wellness Lounges” in Minnesota, isn’t mincing words. For years, his shops have served a steady stream of older adults, parents, grandparents, retirees, seeking relief from pain, insomnia, and anxiety. Their preferred remedy? Full-spectrum CBD gummies, tinctures, and capsules, products that contain a trace of THC for what’s known as the “entourage effect.”

If you’re a subscriber to this newsletter you’re likely fully aware by now, but incase you’re not, a new federal law, quietly tucked into the bill that ended the government shutdown, could make nearly all of those products illegal by November 2026. “They would be gone,” Loeffler says. “It may as well be zero.”

A Ban That Goes Beyond “Intoxicating”

The headlines have focused on THC drinks and gummies, but the new law’s reach is much broader. Starting next year, any hemp product, drink, gummy, oil, or balm, with more than 0.4 milligrams of THC per container will be banned nationwide. This ban goes well beyond a crackdown on “intoxicating” products. It will be a death sentence for most full-spectrum and even many broad-spectrum CBD products, which millions of Americans use for everyday wellness.

Jonathan Miller, general counsel for the U.S. Hemp Roundtable, says the “vast majority” of CBD products have “a little bit of THC, perhaps one or two milligrams, to have the effect customers seek.” The new cap, he warns, “will decimate the CBD industry if it goes into effect.”

Who gets hurt?

• Seniors: Many rely on full-spectrum CBD for sleep, arthritis, and pain.

• Veterans: A large population uses CBD for PTSD, pain, and sleep.

• Wellness consumers: Parents, athletes, and people with chronic pain will lose access to their preferred products.

• Small businesses: Retailers and wellness shops face bankruptcy.

A Policy Paradox: Medicare Opens a Lane, Congress Slams It Shut

In a twist of policy whiplash, the Centers for Medicare & Medicaid Services (CMS) is preparing a rule that would let Medicare Advantage plans cover certain hemp-derived CBD products. For the first time, seniors could get some CBD products covered by insurance, if those products are legal under state and federal law.

But the new federal cap could make most of those products illegal, creating a contradiction that’s hard to ignore. As Policy Decoded put it:

The Science and the Market

The U.S. CBD market was valued at $6.7 billion in 2023 and is still growing, with products for pets and humans. Most users want “full spectrum” for the “entourage effect” trace THC is part of the appeal and efficacy. While the FDA has only approved one CBD drug (Epidiolex for epilepsy), millions use over-the-counter products for wellness.

Leili Fatehi, owner of Crested River Cannabis in Minnesota, says the 0.4mg-THC threshold is “virtually nothing” and would eliminate most of her product line. “A lot of people buy CBD products who aren’t looking for anything that is intoxicating. They want it for inflammation or sleep or whatever, any range of wellness functions.”

Retired Barista

☕ Expert Recommendations: The best beans, brews, and tools for your next favorite cup. 📖 Fascinating Coffee Stories: Learn the history and culture behind your morning ritual. 🔬 Brewing Science Made...

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What’s Next: Can the Ban Be Stopped or Modified?

The law doesn’t take effect until November 2026, giving the industry a year to fight back. Industry groups like the U.S. Hemp Roundtable and the Hemp Beverage Alliance are lobbying for a fix, hoping to carve out exceptions for non-intoxicating CBD. Some states are considering their own frameworks to preserve access.

But the clock is ticking. “If a farmer has uncertainty, they’re not going to plant,” says Kevin Hilliard, co-founder of Insight Brewing in Minneapolis. “If not, it would end our business; it would bankrupt us,” echoes Loeffler.

The Human Cost

For many, the ban is more quality of life than it is business. My parents all take CBD to sleep. I personally know many folks using CBD for anxiety and sleep. Loeffler’s 78-year-old father once scoffed at CBD as “witchcraft,” but now swears by it for sleep. “They’re looking for relief from the normal aches and pains of aging, insomnia and other ailments and find it in CBD products, which are promoted as having healthful benefits and providing relaxation,” Loeffler says.

If the ban goes through as written, millions of Americans, especially the most vulnerable, will lose access to the products they trust. The question is whether Congress will listen before it’s too late.

What Can You Do?

• Contact your representatives: Let them know how the ban would affect you or your loved ones.

• Share your story: Industry groups are collecting testimonials to show the real-world impact.

• Stay informed: The next year will be critical for the future of CBD and hemp wellness in America.

Exclusive Coupons - THC Drinks, Health, Wellness, and more

If you’re restocking your THC drinks, here’s a quick reminder, I’ve got verified discounts for a lot more than just infused beverages. The list includes some of my favorite brands across wellness and lifestyle: Ten Thousand for training gear, Ursa Major for skincare, Laundry Sauce for elevated essentials, and of course, the best THC drinks like Cann, Willie’s Remedy, and oHHo. I keep it updated monthly so you always have an easy place to save.

Your Brand Deserves the Best Cans on the Market

At Canworks, we bring some of the largest hemp brands to life with industry-leading digital can printing technology that delivers unmatched color accuracy and crisp detail on every can. 

Unlike traditional methods, our low minimum order policy and fast turnaround times make it easy to launch new products, test designs, or personalize cans without costly setup fees. Regulatory environment mean you must make a last minute change to your label? No problem, just email us a new PDF at no cost!

Our state-of-the-art direct-to-can printing process allows for stunning full-wrap designs, metallic effects, and vibrant finishes that make your cans stand out on the shelf. We pride ourselves on exceptional customer service, guiding you from artwork upload to final shipment with a seamless, transparent process. 

Whether you’re a startup or established brand, Canworks gives you the flexibility and quality your business deserves. Experience the future of can printing, visit CanworksPrinting.com today and see why we’re the best in the industry.

Welcome Note

Welcome Back Gardeners to the 115th edition of Herbal Profiles!

Happy Friday yall!

If you’re here and you enjoy this newsletter please do me a favor hop over to Youtube or Spotify and subscribe. It’s free, you won’t get anything extra in your inbox besides this weekly email, and it helps me grow. I would love to hit 1,000 subscribers on my Youtube channel and 200 subscribers on Spotify before the end of 2025. I would really appreciate the support, even if you don’t use Youtube!

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes has over 1,700 subscribers! And my other subreddit for the broader CPG industry is also growing, hitting over 350 subscribers. I would love to have you join us on either or both subreddits!

The Free Spirits Podcast with David Gonzalez and myself just dropped an emergency podcast with Chris Lackner on Wednesday.

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

Emergency Podcast: What the Federal Crackdown Means for Functional Beverages

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/3dkPMaiGuCHmo2Qf4QDrhV?si=e5e781171e28431a

In case you missed last week’s episode with Spencer Ploessl, check it out.

Building Functional Beverage Brands Through Creative Partnerships by Free Spirits: Insights on Functional Beverages

creators.spotify.com/pod/profile/free-spirits-pod/episodes/Building-Functional-Beverage-Brands-Through-Creative-Partnerships-e3ajvs8

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

Proudly sponsored by the Hemp Beverage Alliance

News Roundup

• Godmother’s Garden, Beloved Queens Weed Store, Raided by DEA - Federal agents raided Godmother’s Garden, a well-known Queens cannabis shop, detaining its founder and seizing products just months after she spoke out against overregulation. The DEA alleges the business was selling hemp products that exceeded legal THC limits. The raid has sparked outrage among local operators and renewed calls for clarity between hemp and cannabis laws.

• Colorado could loosen regulations on intoxicating hemp products, countering new federal ban - Colorado lawmakers are exploring ways to protect the state’s hemp industry by easing local restrictions in response to the new federal ban. Regulators say the move would preserve jobs and tax revenue while keeping products safe through testing and labeling standards. The proposal positions Colorado as a direct counterweight to Washington’s prohibition push.

• New hemp restrictions could end THC drinks in Iowa - Iowa’s hemp beverage market could be wiped out by federal rule changes capping THC content at 0.4mg per container. Local entrepreneurs warn of layoffs and closures if the federal ban takes effect. The story highlights how the new language undermines Iowa’s recent efforts to regulate and tax hemp products responsibly.

• ‘It’s going to crush the industry’: Minnesota hemp businesses brace for impact of federal THC ban - Minnesota hemp operators say the federal ban on intoxicating hemp products will devastate small businesses that only recently achieved regulatory stability. Business owners argue the rule is unnecessary, as the state already enforces strict testing and labeling requirements. Some are preparing legal challenges to protect local jobs and investments.

• The Full List of Hemp Products the Government Wants to Ban - VICE published a detailed breakdown of the hemp-derived products at risk under Congress’s proposed 0.4mg THC limit. The list includes THC seltzers, gummies, chocolates, and even topicals containing trace cannabinoids. The piece underscores the sweeping reach of the proposed ban and its potential to erase entire categories overnight.

• Ohio lawmakers set to ban all intoxicating hemp products, including THC drinks - Ohio legislators introduced a bill that would ban all intoxicating hemp products statewide, regardless of the federal debate. The move mirrors pressure from national trade groups but has sparked pushback from local retailers and farmers. Advocates say the proposal would undo months of bipartisan work to create a balanced regulatory framework.

• Ohio will allow hemp THC drinks amid federal ban, with conditions - In a surprising move, Ohio regulators announced they’ll continue permitting hemp-derived THC beverages — but under stricter rules. Brands must comply with new packaging, dosage, and testing standards to stay on shelves. The decision makes Ohio one of the first states to explicitly carve out a compromise in response to the federal crackdown.

📰 Got news? Submit it here! 📰

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

Light, playful, and made to fit any occasion.

Low-sugar. Alcohol-free. Designed for curiosity and connection.

🟢 15% off anytime with code LMM15

🟢 Easy to mix, easy to sip

🟢 A better way to bring good vibes to the table

👉 Tap here and try them with your discount.

12.5% and Rising: Why More Athletes Are Reaching for THC Drinks

THC and working out has been a concept for a long time. Athletes have been getting in trouble for using for decades. In recent years, as we all know, we have seen a huge rise in THC drinks. They have come a long way from their early days of tasting like shit and being a novelty. Today, a surprising and growing segment of THC drinkers are reaching for these products not just to relax, but to recover, recharge, and even enhance their athletic routines. According to recent survey data from Sightlines, 12.5% of THC beverage consumers now use them for athletic or gym performance, a number that’s likely to rise as the category matures and the science catches up.

Who Are These Consumers?

So, who are the athletes and fitness enthusiasts turning to THC drinks? While the stereotype of the “couch-locked stoner” still lingers, the reality is much more nuanced. This group includes everyone from weekend warriors and yoga devotees to serious runners and former pro athletes. Many are Millennials or Gen Z, but the trend is spreading across age groups as cannabis becomes more mainstream and wellness-focused.

Their motivations are as varied as their workout playlists. For many the motivation is pain relief and muscle recovery, a way to soothe sore joints or manage chronic aches without reaching for NSAIDs or prescription painkillers. Others, are searching for a boost in motivation or making exercise more enjoyable. And for a growing number, THC drinks are simply a “little treat” or reward after a tough workout, a ritual that replaces the post-gym beer or glass of wine.

What Are They Seeking?

The desired effects of THC and cannabinoid beverages in the athletic context are diverse:

• Relaxation and Recovery: Many products are formulated with CBD, CBG, or CBN, cannabinoids known for their anti-inflammatory, pain-relieving, and sleep-supporting properties. For athletes, this means less soreness, better sleep, and faster recovery between sessions.

• Enhanced Focus and Enjoyment: Some users report that low-dose THC or blends with CBG help them “get in the zone,” making repetitive workouts more engaging or helping them push through mental barriers.

• Mood Boost and Social Connection: Recent research from CU Boulder found that both THC and CBD can increase enjoyment and the feeling of a “runner’s high” during exercise, even if THC also makes the workout feel a bit harder. For group classes, run clubs, or social hikes, THC drinks can add a sense of fun and camaraderie.

Real-world use cases are everywhere:

• Pre-workout: A microdose for motivation, pain management, or to make exercise more enjoyable.

• Post-workout: For recovery, relaxation, and sleep support.

• Social fitness: Group yoga, hiking, or “sober” run clubs where THC drinks replace traditional alcohol-based rituals.

What the Science Says (and Doesn’t)

The science of cannabis and athletic performance is still in its early stages, but the research is growing fast. Most evidence to date supports cannabis for pain relief, sleep, and recovery, not direct performance enhancement. In fact, studies show that while THC can increase enjoyment and motivation, it may also make exercise feel more effortful, likely due to its effects on heart rate and perceived exertion.

CBD, CBG, and CBN are getting attention for their potential to reduce inflammation, ease muscle soreness, and support restful sleep, all crucial for recovery. A recent survey of trained individuals found that 93% felt CBD helped with exercise recovery, and 87% said the same for THC. Another study funded by the NFL is currently investigating whether THC, CBD, or a combination can help pro athletes manage post-game pain and speed recovery.

Anecdotes from athletes abound. Former NFL safety Micah Hyde launched a THC beverage company as he believes in their ability to aid in recovery, physical and mental. Rugby players, runners, and everyday gym-goers are sharing similar stories: less pain, better sleep, and a more enjoyable path to fitness.

Policy Watch: The Hemp Ban Threat

I would be remiss if I didn’t mention that all of this progress is at risk. If the proposed federal hemp ban passes, these products could disappear from shelves, especially in states without legal cannabis. That means athletes and fitness enthusiasts would lose access to a legal, regulated alternative for pain, recovery, and wellness. But beyond that, with this ban, you’d see less research being done. Not only with THC but all all of the minor cannibinoids as well.

Conclusion

The 12.5% figure is just the beginning. As more athletes and fitness enthusiasts discover the benefits of THC and minor cannabinoids, expect this number to grow, and for the conversation around cannabis and athletic performance to get a lot more interesting. Whether it’s for pain relief, recovery, motivation, or just a little post-workout treat, THC drinks are carving out a new niche in the world of fitness. The future of recovery might just come in a can.

Exclusive Coupons - THC Drinks, Health, Wellness, and more

If you’re restocking your THC drinks, here’s a quick reminder, I’ve got verified discounts for a lot more than just infused beverages. The list includes some of my favorite brands across wellness and lifestyle: Ten Thousand for training gear, Ursa Major for skincare, Laundry Sauce for elevated essentials, and of course, the best THC drinks like Cann, Brēz, and oHHo. I keep it updated monthly so you always have an easy place to save.

Your Brand Deserves the Best Cans on the Market

At Canworks, we bring some of the largest hemp brands to life with industry-leading digital can printing technology that delivers unmatched color accuracy and crisp detail on every can. 

Unlike traditional methods, our low minimum order policy and fast turnaround times make it easy to launch new products, test designs, or personalize cans without costly setup fees. Regulatory environment mean you must make a last minute change to your label? No problem, just email us a new PDF at no cost!

Our state-of-the-art direct-to-can printing process allows for stunning full-wrap designs, metallic effects, and vibrant finishes that make your cans stand out on the shelf. We pride ourselves on exceptional customer service, guiding you from artwork upload to final shipment with a seamless, transparent process. 

Whether you’re a startup or established brand, Canworks gives you the flexibility and quality your business deserves. Experience the future of can printing, visit CanworksPrinting.com today and see why we’re the best in the industry.

Welcome Note

Welcome Back Gardeners to the 114th edition of Herbal Profiles!

Happy Friday yall!

I think we can all agree this has been a news packed week. I am pretty much just sharing updates and news surrounding the government reopening and the hemp ban.

On a side note, if you’re here and you enjoy this newsletter please do me a favor hop over to Youtube or Spotify and subscribe. It’s free, you won’t get anything extra in your inbox besides this weekly email, and it helps me grow. I would love to hit 1,000 subscribers on my Youtube channel and 200 subscribers on Spotify before the end of 2025. I would really appreciate the support, even if you don’t use Youtube!

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes has over 1,600 subscribers! And my other subreddit for the broader CPG industry is also growing, hitting over 300 subscribers. I would love to have you join us on either or both subreddits!

The Free Spirits Podcast with David Gonzalez and myself just dropped an emergency podcast with Chris Lackner on Wednesday.

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

Emergency Podcast: What the Federal Crackdown Means for Functional Beverages

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/3dkPMaiGuCHmo2Qf4QDrhV?si=e5e781171e28431a

In case you missed last week’s episode with Spencer Ploessl, check it out.

Building Functional Beverage Brands Through Creative Partnerships by Free Spirits: Insights on Functional Beverages

creators.spotify.com/pod/profile/free-spirits-pod/episodes/Building-Functional-Beverage-Brands-Through-Creative-Partnerships-e3ajvs8

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

Proudly sponsored by the Hemp Beverage Alliance

News Roundup

• The Drinkable Company Unveils THC Espresso Spirit “BLK MGK” with Caffeine Kick - The Drinkable Company & founder Mark Mahoney are releasing our THC-infused espresso hemp spirit, BLK MGK, this month! 85mg THC / bottle, 5mg THC + 75mg Caffeine* / 1.5oz shot (*caffeine equivalent to 1 shot of espresso). With coffee that awakens, hemp that grounds, and energy that sharpens without chaos.

• Breaking Down the Shutdown Deal, From Back Pay to a $500,000 Surprise - The WSJ breaks down what’s actually inside the government shutdown deal, including back pay and several unexpected policy riders. One of those riders includes a new federal definition of hemp, setting up a national crackdown on hemp-derived intoxicants. The clause is already sending shockwaves through cannabis-adjacent industries.

• Congress tightens THC restrictions on hemp, closing farm bill loophole - CNBC reports that Congress has moved to ban hemp-derived THC products above 0.4mg per container, effectively shutting down the entire intoxicating hemp market. Lawmakers argue the rule closes a “loophole,” while industry leaders warn it will wipe out thousands of small businesses overnight. The ban is tied to the must-pass government funding bill.

• What’s In The Government Funding Bill? Lawmakers Add A Hemp Crackdown. - NPR highlights how Congress tucked a sweeping hemp crackdown into the broader government funding bill. The new definition would criminalize most hemp-derived THC beverages and gummies currently on shelves. Lawmakers and analysts note it could devastate a fast-growing industry with little debate or public input.

• The Morning Show w/ Thom Brennaman - On Thom Brennaman’s show, guests discuss the federal push to ban intoxicating hemp products and the confusion surrounding the new THC limits. The segment emphasizes how quickly the category has grown — and how sudden federal action could leave consumers and businesses scrambling. It also highlights frustration with Congress for moving without clear regulatory guidance.

• Federal hemp ban could block THC drinks, gummies in Ohio - Ohio lawmakers say the federal hemp ban would immediately outlaw popular THC drinks and gummies in the state. Small businesses report that the sudden shift threatens payroll, investment, and regulatory systems they’ve already built. The article notes the ban’s 0.4mg rule could override state-level frameworks entirely.

• THC gummies, drinks face ban under provision in government spending bill - ABC News outlines how the spending bill would ban nearly all intoxicating hemp products nationwide, including THC drinks and gummies. Lawmakers say they’re aiming to protect youth, while business owners warn it will destroy a legitimate industry with strong adult demand. The story includes consumer reactions and concerns about turning the market underground.

• Hemp industry faces extinction as Congress moves to crush THC drinks - The Hill reports that industry leaders fear the hemp sector could be “wiped out” if the new THC restrictions pass. Advocates say the ban threatens tens of thousands of jobs and billions in economic activity, despite growing consumer demand for regulated alternatives to alcohol. The article underscores the urgency of lobbying Congress before the final vote.

📰 Got news? Submit it here! 📰

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

Light, playful, and made to fit any occasion.

Low-sugar. Alcohol-free. Designed for curiosity and connection.

🟢 15% off anytime with code LMM15

🟢 Easy to mix, easy to sip

🟢 A better way to bring good vibes to the table

👉 Tap here and try them with your discount.

The Federal Hemp Ban Is Here, What’s Next for Our Industry?

Well, it happened. The government is reopened and we have 365 days to fight for the future of this industry. The language, tucked into the government funding bill, redefines hemp and sets a strict 0.4mg THC per container limit, with a one-year delayed implementation. For many, it feels like the rug has been pulled out from under a $25–70 billion industry, threatening thousands of jobs, small businesses, and the future of innovation in the beverage space.

But if you’re reading this, you’re probably asking the same question as everyone else: What do we do now?

This Is Not an Immediate Ban, Business Continues (For Now)

First, let’s clear up the biggest misconception: the ban is not immediate. As Chris Lackner of the Hemp Beverage Alliance emphasized in our podcast earlier this week “It’s business as usual today, tomorrow, next week, next month, next year—until we get a regulatory framework in place.” Distributors, retailers, and consumers are still buying and selling hemp beverages. This delay is an opportunity, with some pressure, to organize, advocate, and fight for our future.

The Industry Is Mobilizing, And You Should Too

The past week has seen an unprecedented surge in grassroots and industry-level advocacy. The message was clear: Don’t let Congress kill hemp. Organizations like the U.S. Hemp Roundtable, state guilds, and the Hemp Beverage Alliance are urging everyone including operators, employees, consumers, and supply chain partners to contact their Senators and Representatives. The ask is simple: support efforts to strike or amend the ban, and push for a science-based, regulated framework instead of prohibition.

What’s at Stake? More Than Just Beverages

The new law doesn’t just threaten hemp drinks. It risks upending the entire supply chain of farmers, processors, retailers, and even the regulated cannabis industry, which relies on hemp-derived cannabinoids for many products. An interesting bit of information I saw from one industry leader noted, “If CBD is scheduled, regulated cannabis will have to grow and track it themselves, making minor cannabinoids much more expensive and less accessible.”

The ban also ignores the reality that prohibition doesn’t work. As Chris Lackner pointed out, “If you push this market underground, you empower the bad actors and lose all the progress we’ve made on safety, testing, and age-gating.” The risk of a black market is real, and so is the loss of tax revenue, jobs, and consumer choice.

A Year to Fight

The one-year delay is a double-edged sword. It gives the industry time to organize, but also means the clock is ticking. The consensus from advocacy groups is clear: use this time wisely. That means:

• Building coalitions across hemp, beverage, retail, and even labor unions.

• Pushing for hearings and debate on the Wyden and Griffith hemp regulatory bills, and supporting Senator Rand Paul’s amendment to strike the ban.

• Engaging at the state level to protect existing markets and prevent premature state bans.

• Educating lawmakers and the public about the difference between responsible, regulated products and the “bad actors” that prohibition will only empower.

Stay United, Stay Professional, Stay Loud

Finally, the most important message: Don’t give up. The past week has shown the power of a united industry, one that can move from “fog of war” to focused action. As one leader put it, “We are a national discussion now, in the media and on Capitol Hill. All of those factors are in our favor.”

So keep calling, keep organizing, and keep selling. The fight for hemp is far from over, and with a year on the clock, the next chapter is ours to write.

For more resources, scripts, and updates, visit hempbeveragealliance.org and hempsupporter.com.

Exclusive Coupons - THC Drinks, Health, Wellness, and more

If you’re restocking your THC drinks, here’s a quick reminder, I’ve got verified discounts for a lot more than just infused beverages. The list includes some of my favorite brands across wellness and lifestyle: Ten Thousand for training gear, Ursa Major for skincare, Laundry Sauce for elevated essentials, and of course, the best THC drinks like Cann, Brēz, and oHHo. I keep it updated monthly so you always have an easy place to save.

Your Brand Deserves the Best Cans on the Market

At Canworks, we bring some of the largest hemp brands to life with industry-leading digital can printing technology that delivers unmatched color accuracy and crisp detail on every can. 

Unlike traditional methods, our low minimum order policy and fast turnaround times make it easy to launch new products, test designs, or personalize cans without costly setup fees. Regulatory environment mean you must make a last minute change to your label? No problem, just email us a new PDF at no cost!

Our state-of-the-art direct-to-can printing process allows for stunning full-wrap designs, metallic effects, and vibrant finishes that make your cans stand out on the shelf. We pride ourselves on exceptional customer service, guiding you from artwork upload to final shipment with a seamless, transparent process. 

Whether you’re a startup or established brand, Canworks gives you the flexibility and quality your business deserves. Experience the future of can printing, visit CanworksPrinting.com today and see why we’re the best in the industry.

Welcome Note

Welcome Back Gardeners to the 113th edition of Herbal Profiles!

Happy Friday yall!

This week, I have a new episode of the Free Spirits podcast, a fresh news roundup, and of course some of my musings on policy. On a side note, if you’re here and you enjoy this newsletter please do me a favor hop over to Youtube or Spotify and subscribe. It’s free, you won’t get anything extra in your inbox besides this weekly email, and it helps me grow. I would love to hit 1,000 subscribers on my Youtube channel and 200 subscribers on Spotify before the end of 2025. I would really appreciate the support, even if you don’t use Youtube!

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes is closing in on 1,600 subscribers! And my other subreddit for the broader CPG industry is also growing, hitting over 250 subscribers. I would love to have you join us on either or both subreddits!

The Free Spirits Podcast with David Gonzalez and myself just dropped episode 17 of season 2 with Spencer Ploessl advisor with CannaConnect & Coco Flow.

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 are getting close to 100 verified subscribers on Spotify and over 150 total across all podcast platforms.

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

Building Functional Beverage Brands Through Creative Partnerships by Free Spirits: Insights on Functional Beverages

creators.spotify.com/pod/profile/free-spirits-pod/episodes/Building-Functional-Beverage-Brands-Through-Creative-Partnerships-e3ajvs8

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

Proudly sponsored by the Hemp Beverage Alliance

News Roundup

• Dr. Roach: How to avoid dependence when using THC drinks for sleep - Dr. Roach warns consumers using THC beverages as sleep aids to be mindful of dependence and tolerance. His advice underscores a key principle of responsible use — moderate, intentional consumption for lasting benefits.

• The Complicated World of Selling THC Beverages Behind the Bar - This feature from SevenFifty Daily explores the confusing patchwork of laws facing bar owners who want to serve THC drinks. With unclear guidance and inconsistent enforcement, many operators are left navigating a gray area between innovation and compliance.

• Seth Rogen Says Push To Ban Hemp THC Drinks Shows ‘Someone Is Very Threatened’ By Expanding Market - Seth Rogen weighed in on the federal hemp debate, calling the push to ban intoxicating hemp products a sign of fear, not safety. His remarks highlight how mainstream voices are joining industry advocates in defending hemp’s legitimacy.

• Hop Take: THC Beverages’ Biggest Enemies Are Legislation, Not Consumer Confusion - VinePair’s weekly column argues that legislative pressure—not consumer hesitancy—is the real obstacle for THC drinks. The piece compares the current political climate to early alcohol regulation fights, warning that restrictive policies could stall innovation.

• Wisconsin’s Tattersall Distilling expands into THC beverages - Tattersall Distilling, known for its award-winning spirits, is entering the THC beverage market. The move shows how established alcohol brands are leaning into hemp-based innovation as consumer demand grows for alternatives to booze.

• U.S. Bev Alc trade groups seek to ban hemp-derived THC products - Several major beverage alcohol trade groups are lobbying Congress to ban hemp-derived THC. The article outlines their arguments—centered on safety and fairness—and the pushback from hemp advocates defending responsible regulation.

• Willie Nelson’s Willie’s Remedy Becomes US’ Fastest-Growing THC Beverage Brand - Willie Nelson’s Willie’s Remedy has quickly become the nation’s fastest-growing THC drink line. The team credits its success to brand trust, wide distribution, and consumer appetite for approachable, low-dose options.

• Drinking Cannabis Beverages Reduces Alcohol Use And Improves Sleep, Stress And Mood, New Study Shows - A new study found that cannabis beverages can improve sleep quality, lower stress, and reduce alcohol consumption. The findings reinforce the wellness positioning many brands have built their identity around.

• Southern Crown Distributing Organizes Letter From 54 Beer Distributors Supporting Hemp THC Drinks - Southern Crown Distributing led a coalition of 54 wholesalers across 26 states, representing $13B in revenue, urging Congress to keep THC beverages legal. It’s a rare show of unity from beer distributors who see hemp drinks as complementary, not competitive.

📰 Got news? Submit it here! 📰

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

Light, playful, and made to fit any occasion.

Low-sugar. Alcohol-free. Designed for curiosity and connection.

🟢 15% off anytime with code LMM15

🟢 Easy to mix, easy to sip

🟢 A better way to bring good vibes to the table

👉 Tap here and try them with your discount.

The Great Divide: Alcohol’s Civil War Over Hemp Beverages

If you’ve been in the beverage industry for a minute, you know the industry loves a good turf war. But what’s happening right now over THC drinks goes way beyond your typical scuffle. I think we are seeing a full-blown civil war playing out in real time on Capitol Hill.

For the first time in decades, the alcohol industry is publicly split down the middle. On one side: the wholesalers, the backbone of the three-tier system, who are urging Congress to regulate and tax hemp beverages like alcohol. On the other: the big trade groups and legacy suppliers, who are pushing for a ban, at least until federal rules are in place. The result? A high-stakes, high-drama policy fight that could decide the future of the entire category.

How Did We Get Here?

This has been a long time coming, I think we can all agree on that and have seen it coming. Alcohol sales are down, consumer preferences are shifting, and hemp/THC beverages are the fastest-growing segment in adult drinks. The numbers don’t lie, $3B+ in sales, hundreds (maybe thousands?) of brands, and a consumer base that’s not just “canna-curious” but actively trading their evening glass of wine or beer for a sessionable THC seltzer.

But as the market has grown, so has the scrutiny. The government shutdown and Farm Bill negotiations have turned what was once a niche regulatory debate into a national flashpoint. And when 39 state attorneys general signed a letter calling for a ban on “intoxicating hemp products,” the temperature in DC hot gotten hot.

The Split: Prohibitionists vs. Pragmatists

Here’s where it gets interesting. The big trade groups, American Distilled Spirits Alliance, Beer Institute, DISCUS, Wine America, and Wine Institute, are calling for a ban, citing public health, youth access, and the need for a “level playing field.” Their argument: “Even water is regulated by a federal agency, but these products are not.” They want a pause, a reset, and a chance to write the rules before the market gets any bigger.

But the wholesalers? They’re not having it. In a letter representing $13B in revenue and 20,000 jobs, they made it clear: prohibition didn’t work for alcohol, and it won’t work for hemp. “If prohibition is enacted, that demand will not disappear, it will simply move into unregulated channels, undermining both public health, safety and legitimate businesses.” Their message: let’s regulate, not eradicate.

The wholesalers are 100% right here. Prohibition does not work. Banning something outright NEVER is effective. But we all know they don’t care about ‘policy’ or ‘youth access,’ no, they care about controlling and making a profit. If they cared about the ‘kids’ they would probably come after their members for marketing at kids, but I digress. The wholesalers see hemp drinks as a lifeline in a declining alcohol market. The trade groups see a threat to the status quo. Both are fighting for survival, but only one is looking forward, and being an impediment to progress rarely puts you on the right side of history.

What’s Really at Stake

For those of us in the hemp beverage industry, this is existential. We’re talking about 330,000 jobs, billions in sales, and the right to innovate in a category that consumers are demanding. Yes we regulations/banning that would uproot lives, but it’s also the loss of a once-in-a-generation opportunity to build something new, something better.

And let’s not kid ourselves: if Congress caves to prohibitionist pressure, the market won’t disappear. It’ll just go underground, where bad actors thrive and consumers lose. We’ve seen this movie before, and it doesn’t end well.

Why Regulation Is the Only Path Forward

Here’s the trend that matters: consumers want these products, and they want them regulated, safe, and accessible. The data is clear, most hemp beverage drinkers are also alcohol consumers, and they’re not looking to get “wrecked.” They want sessionable, predictable, and social experiences. They want to know what’s in their drink, how it will make them feel, and that it’s been tested and labeled correctly.

The states are already leading the way, building frameworks that balance innovation with safety. The smart move for Congress is to follow that lead, not slam the door shut. Prohibition is a 20th-century solution to a 21st-century market.

What Happens Next?

As of this writing, the fight is in the hands of Congress. The conference committee will decide whether the ban language stays or goes. There’s talk of compromise, a study period, a phased approach, or letting states continue to lead. But make no mistake: the next few weeks will decide whether this industry gets a chance to grow up, or gets shoved back into the shadows.

Don’t Let Fear Win

If you’re reading this, you already know where I stand. I’m pro-regulation, pro-hemp beverage, and pro-consumer. I believe the future of adult drinks is about choice, transparency, and trust, not fear, misinformation, or protectionism.

The alcohol industry’s split is a sign of just how disruptive hemp beverages have become. It’s also a sign that the old playbook, ban first, ask questions later, just doesn’t work anymore. The only way forward is to regulate, educate, and innovate.

If you’re in this industry, now is the time to make your voice heard. Call your reps, share your story, and remind them: the status quo can’t last, and prohibition isn’t the answer. The future is already here. Let’s make sure it’s one we can all be proud of.

Exclusive Coupons - THC Drinks, Health, Wellness, and more

If you’re restocking your THC drinks, here’s a quick reminder, I’ve got verified discounts for a lot more than just infused beverages. The list includes some of my favorite brands across wellness and lifestyle: Ten Thousand for training gear, Ursa Major for skincare, Laundry Sauce for elevated essentials, and of course, the best THC drinks like Cann, Brēz, and oHHo. I keep it updated monthly so you always have an easy place to save.

Recent Free Spirits Podcast Episodes ICYMI

Ben Larson: Revolutionizing the Cannabis Beverage Industry with Emulsion Technology

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/2Kqq1jxnMDGU0JoiX60TyT?si=7fc805c0f47f4723

THC Beverages, Craft Beer & Cannabis Innovation with Float House

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/1FGKtWKKOl87APeyc5yLL6?si=429fdb077c5044c0

Your Brand Deserves the Best Cans on the Market

At Canworks, we bring some of the largest hemp brands to life with industry-leading digital can printing technology that delivers unmatched color accuracy and crisp detail on every can. 

Unlike traditional methods, our low minimum order policy and fast turnaround times make it easy to launch new products, test designs, or personalize cans without costly setup fees. Regulatory environment mean you must make a last minute change to your label? No problem, just email us a new PDF at no cost!

Our state-of-the-art direct-to-can printing process allows for stunning full-wrap designs, metallic effects, and vibrant finishes that make your cans stand out on the shelf. We pride ourselves on exceptional customer service, guiding you from artwork upload to final shipment with a seamless, transparent process. 

Whether you’re a startup or established brand, Canworks gives you the flexibility and quality your business deserves. Experience the future of can printing, visit CanworksPrinting.com today and see why we’re the best in the industry.

Welcome Note

Welcome Back Gardeners to the 112th edition of Herbal Profiles!

Happy Friday & Halloween yall!

What a crazy month it has been, I normally don’t put too much here in my welcome notes, but my friend Kim Gamez tagged me on a post on Linkedin sharing her story with Hemp & well I felt compelled to share my own story.

I know I don’t share a ton of personal information here or really anywhere online but here goes.

In September 2023, I made a simple choice that changed everything. I stopped drinking alcohol. I never had, nor do I now, have any problems with alcohol. But I had been drinking THC drinks for a couple of months at that point, realize I personally hadn’t had a drink in like 2 months and I didn’t miss alcohol at all. So I decided to stop drinking altogether.

Around that time I also had launched this newsletter with 1 subscriber (myself) and now there are over 3,500 of you here. I launched a podcast with my friend David (who I met through this newsletter and posting on Linkedin). Beyond David, I have met so many talented, inspiring, and frankly amazing folks in this space. People who I frankly look up to. I have lost weight. I have lost body fat. I have had the opportunity to be part of affiliate marketing and that has extended beyond the hemp beverage industry to the point my wife and I essentially have a 3rd income.

The hemp community is so much more than drinks, edibles, or a plant. For me it's all about connection, wellness, and possibility.

And right now, that community is under attack.

In Kim’s post she said "I can't wait to tell my grandchildren one day that grandma fought to keep this category alive." She's rallying our industry with #hemphelps and #stoptheban because Congress is considering language that could destroy everything you amazing entrepreneurs built overnight.

This is FUCKING insane to me. Hemp, marijuana, cannabis, this entire plant family should be federally legal with common sense regulations.

Period.

The fact that something that's helped me lose weight, build businesses, and find an incredible community could be criminalized is beyond comprehension.

But until we get full federal legalization, we cannot let this industry die.

That's why I'm urging everyone reading this to visit hempsupporter.com and take action NOW. The U.S. Hemp Roundtable is fighting to protect hemp products and they need our voices.

This newsletter exists because hemp gave me an outlet.

I owe so much to this amazing plant and the incredible people who've built this industry. Now it's time to fight for it.

I will get off my soapbox now.

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes is over 1,500 subscribers! And my other subreddit for the broader CPG industry is also growing, hitting almost 250 subscribers. I would love to have you join us on either or both subreddits!

The Free Spirits Podcast with David Gonzalez and myself just dropped episode 16 of season 2 with Kevin Provost, CEO, MoreBetter Ltd.

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.

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

Real-World Data and the Future of Functional Beverages

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/5e4GNA6JmWIq0VZiMI0XlX?si=08188a1e0df149cb

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

Proudly sponsored by the Hemp Beverage Alliance

News Roundup

No Roundup this week, instead take action to #stoptheban and send a letter to congress.

📰 Got news? Submit it here! 📰

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

Light, playful, and made to fit any occasion.

Low-sugar. Alcohol-free. Designed for curiosity and connection.

🟢 15% off anytime with code LMM15

🟢 Easy to mix, easy to sip

🟢 A better way to bring good vibes to the table

👉 Tap here and try them with your discount.

The ‘Leveling Up’ Myth

"The amount of time it takes to go from 2.5 milligrams to 10 milligrams and then up to the 100-milligram drink is lightning fast,"

I read that quote this week on BevNet from Keef’s Blake Patterson. I have a ton of respect for Blake and Keef, I am also very excited about this new product they are rolling out. But I do take exception with this quote, because it’s simply not true. In my lived experience, the experience of the multiple folks I have introduced to the category, and the folks I speak with all the time. I also have no issues with higher dose products, we, as an industry, need them.

However, I feel it conveys the wrong message to consumers and makes it seem like we all eventually get to a point where we are consuming 100mg beverages. I drink anywhere between 4-12 of these drinks every single week and have been for the better part 2.5 years. I take edibles every single night. I take edibles & cannabinoids before a hefty amount of my workouts. The point being I consume a lot of THC. I have barely graduated beyond consuming 15mg in a single evening (4-6 hours). A single 20mg drink will put me on my ass.

And again, I love Keef and I respect what they and Blake are building. I just found that quote to be an odd one.

The cannabis industry has long operated under the assumption that consumers follow a predictable path. Start low, build tolerance, graduate to higher doses. This "graduation theory" has shaped everything from product development to retail merchandising, with brands racing to offer increasingly potent options.

The Data Says Otherwise

According to Brightfield Group's latest consumer research, 49% of hemp beverage drinkers prefer products in the 5-9mg range, not as a stepping stone to higher doses, but as their preferred destination. Another 23% actually prefer the 2-4mg range, a segment that's been growing, not shrinking, over time.

The most comprehensive look at real-world cannabis beverage consumption comes from MoreBetter's recent longitudinal study of over 3,000 consumers. The findings challenge nearly every assumption about dosage progression.

"50% of the 3,000 people who enrolled had not used cannabis at all in the weeks leading up to the study," explains Kevin Provost, CEO of MoreBetter. "Another 25% reported only using cannabis one to three times in the last two weeks.

This group found dosages that worked for their intended effects and stuck with them.

The Real Market Segments

Rather than a linear progression from low to high doses, the market appears to be segmenting into distinct consumer types with different needs:

• The Maintainers represent the largest group—consumers who find their optimal dose (typically 5-10mg) and stick with it. They're not building tolerance; they're building habits around consistent, predictable experiences.

• The Micro-Dosers are a growing segment preferring 3mg or less. These consumers prioritize function over feeling, using cannabis as a daily wellness tool rather than an intoxicating experience.

• The Maximizers want 10mg and above, but they're actually vocal whose feedback has disproportionately influenced industry assumptions.

Peter Barsoom, founder of 1906, has built his entire business around serving these underserved segments. "We designed 1906 for people like us," he explains. "Internally, we like to joke that 1906 is cannabis for control freaks. People who want to stay in control, want to know how it's going to make you feel, when it's going to kick in, and how long it's going to last."

Why Brands Get This Wrong

Dispensary Bias: High-tolerance customers are often the most vocal and frequent visitors. Budtenders hear complaints about "weak" products more than praise for perfectly dosed ones.

Retail Pressure: It's easier to sell "stronger" than "better." Milligrams are quantifiable; experience quality is subjective.

Misreading Data: Brands often conflate vocal feedback from heavy users with broader market trends, missing the silent majority who are satisfied with lower doses.

The Functional Revolution

The shift from "getting high" to "feeling right" is fundamentally changing the dosing conversation. When THC is positioned as one component in a broader functional stack, paired with adaptogens, nootropics, or other active ingredients—the goal becomes optimization rather than maximization.

This functional approach naturally favors lower, more precise dosing. A 5mg THC drink with L-theanine for focus delivers a completely different experience than a 5mg drink with CBN for sleep, same dose, different outcomes.

Paul Weaver, head of cannabis at Boston Beer Company, has observed this trend firsthand in the Canadian market. "The natural consumer base for our product line is a 25 to 45-year-old female that is mindful of their consumption," he explains. These consumers aren't looking to get as high as possible, they're looking for products that fit seamlessly into their lifestyle.

What This Means for Brands

Listen, before I get accused of ‘bashing’ high dose products, I am not. I think there’s an obvious market for it and I 100% believe these products need to be on the market. As some folks do ‘level up’ and some folks also naturally just have higher tolerances. I just don’t think this is a majority of folks and I don’t think that graduation is something that happens quickly.

Here’s how I see this effecting brands and marketing.

• Product Development: Instead of or in addition to creating dose ladders, brands should focus on perfecting specific experiences at optimal doses. Multiple 5mg products with different functional benefits may be more valuable than a 5mg, 10mg, 20mg progression of the same formula.

• Marketing Messaging: Emphasize consistency, predictability, and functional benefits over raw potency. Consumers want to know what they'll feel, not just how much THC they're getting.

• Retail Strategy: Train retail partners to ask about intended use and experience goals rather than tolerance levels. The question shouldn't be "How much can you handle?" but "What are you trying to achieve?"

The Maturation Opportunity

As the cannabis beverage category matures, consumer behavior is likely to mirror other adult beverage categories. Most wine drinkers don't progressively seek higher alcohol content, they develop preferences for specific styles and experiences. Most beer drinkers don't graduate from light beer to barleywine, they choose products based on occasion.

This maturation process naturally favors brands that perfect specific experiences rather than those that simply offer more milligrams.

The implications extend to industry-wide trends. On-premise consumption, requires sessionable products that allow for social consumption without overwhelming effects. Mainstream adoption depends on products that professionals can incorporate into their routines without disruption.

That education needs to start with correcting fundamental misunderstandings about how consumers actually use these products.

Botanicals made for better days.

Seltzers, gummies, and more, perfectly crafted to lift, soothe, and bring balance to any moment.

🟢 Low-sugar. Plant-powered.

🟢 Small-batch blends for sleep, focus, and ease

🟢 A stylish way to sip or snack your way into wellness

👉 Enjoy 15% off anytime with code LMM15

Recent Free Spirits Podcast Episodes ICYMI

Ben Larson: Revolutionizing the Cannabis Beverage Industry with Emulsion Technology

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/2Kqq1jxnMDGU0JoiX60TyT?si=7fc805c0f47f4723

THC Beverages, Craft Beer & Cannabis Innovation with Float House

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/1FGKtWKKOl87APeyc5yLL6?si=429fdb077c5044c0

Your Brand Deserves the Best Cans on the Market

At Canworks, we bring some of the largest hemp brands to life with industry-leading digital can printing technology that delivers unmatched color accuracy and crisp detail on every can. 

Unlike traditional methods, our low minimum order policy and fast turnaround times make it easy to launch new products, test designs, or personalize cans without costly setup fees. Regulatory environment mean you must make a last minute change to your label? No problem, just email us a new PDF at no cost!

Our state-of-the-art direct-to-can printing process allows for stunning full-wrap designs, metallic effects, and vibrant finishes that make your cans stand out on the shelf. We pride ourselves on exceptional customer service, guiding you from artwork upload to final shipment with a seamless, transparent process. 

Whether you’re a startup or established brand, Canworks gives you the flexibility and quality your business deserves. Experience the future of can printing, visit CanworksPrinting.com today and see why we’re the best in the industry.

Welcome Note

Welcome Back Gardeners to the 111th edition of Herbal Profiles!

Happy Friday yall! I am keeping this week a little on the shorter side, but what great time I had shooting for Cann last week! You can see some of my work in my featured story this week but also I will sharing it over on my Photography IG @LarsMillerMedia

Huge shoutout to Danielle Nicoll for thinking of me and making it happen! Truly it was such an amazing opportunity and so much fun seeing these drinks in that environment.

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes is about to hit 1,500 subscribers! And my other subreddit for the broader CPG industry is also growing, hitting 200 subscribers. I would love to have you join us on either or both subreddits!

The Free Spirits Podcast with David Gonzalez and myself just dropped episode 16 of season 2 with Kevin Provost, CEO, MoreBetter Ltd.

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.

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

Real-World Data and the Future of Functional Beverages

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/5e4GNA6JmWIq0VZiMI0XlX?si=08188a1e0df149cb

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

Proudly sponsored by the Hemp Beverage Alliance

News Roundup

• Supreme Court agrees to hear weed and gun rights case - The U.S. Supreme Court will review whether federal law barring cannabis users from owning firearms violates the Second Amendment. The case could have major implications for gun ownership among medical and recreational marijuana consumers nationwide.

• Circle K finally enters the cannabis space with hemp beverage deal - Convenience store giant Circle K signed a distribution agreement to carry hemp-derived THC beverages, marking its first move into the cannabis sector. The rollout will begin in select U.S. markets, expanding access to low-dose THC drinks through mainstream retail channels.

• Federal hemp THC ban and cannabis reform in limbo during government shutdown - Congressional debate over a potential hemp-derived THC ban has stalled amid the federal government shutdown. Industry advocates warn that legislative inaction leaves businesses uncertain about future compliance and regulation.

• Alcohol industry steps up lobbying on hemp drinks as Congress debates THC ban - Major alcohol trade groups have increased lobbying efforts around hemp-derived THC beverages, pushing for stricter regulations as Congress weighs a potential ban. The Wine & Spirits Wholesalers of America and other groups argue that hemp drinks should face similar oversight to alcoholic beverages.

• Whiskey company scales back operations citing consumer shifts toward marijuana as alcohol alternative - A Tennessee-based whiskey producer announced layoffs and reduced output, citing declining alcohol demand and a growing preference for cannabis and functional beverages. The company’s CEO said younger consumers are driving a “major recalibration” in drinking culture.

• Ohio House proposal would allow stores to sell THC drinks but ban other hemp products - Ohio lawmakers introduced a new proposal to permit the sale of hemp-derived THC beverages in retail stores while banning other intoxicating hemp products. Supporters say the plan balances consumer access with product safety oversight.

• Horticulture Co. and Allen Iverson to launch hemp beverage line in Circle K - Horticulture Co. announced a partnership with NBA legend Allen Iverson to debut a new hemp beverage line sold through Circle K stores. The collaboration coincides with Circle K’s broader move into hemp-derived THC products.

• Rick Ross expands business empire with THC and CBD beverage line - Rapper and entrepreneur Rick Ross launched a new line of THC and CBD-infused drinks under his Rozay brand portfolio. The products are positioned as premium lifestyle beverages designed for relaxation and social occasions.

📰 Got news? Submit it here! 📰

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

Light, playful, and made to fit any occasion.

Low-sugar. Alcohol-free. Designed for curiosity and connection.

🟢 15% off anytime with code LMM15

🟢 Easy to mix, easy to sip

🟢 A better way to bring good vibes to the table

👉 Tap here and try them with your discount.

The Future of Social Cannabis: Lessons from iii Points Festival

Last week, I had the surreal experience of shooting photography for Cann at Miami's iii Points festival, and this was my first time at an on-premise event where I wasn't the only one drinking THC beverages (that I also snuck in with me). It was such an amazing sight to witness. It took me back to when drank my first THC drink (ironically also a Cann) & felt like it was a glimpse into the future of how we socialize.

The Moment Cannabis Went Mainstream

The reactions were fascinating to observe through my lens. There were two distinct groups: those discovering THC drinks for the first time, eyes lighting up with genuine excitement at this new category, and then the consumers who knew Cann and were thrilled to see them represented at such a major event. Both reactions told the same story, we're witnessing cannabis beverages transition from niche curiosity to social staple.

The images I captured tell this story beautifully: friends sharing drinks, genuine laughter, and connection.

The Data Backs the Vibe

What I experienced aligns perfectly with the explosive growth we're seeing in hemp-derived THC beverages. As I have shared a few times in recent editions of the newsletter, according to recent industry data, 14% of U.S. adults now use hemp-derived THC products. Which doesn’t seem that high, but that's comparable to calcium supplements and fish oil. The hemp-derived THC market is projected to hit $3.8 billion in 2025, up from just $200 million in 2020.

More telling is how people are using these products. Nearly 47% of consumers who drink both alcohol and hemp THC beverages report reducing their alcohol intake. At iii Points, I watched people make this choice in real-time, opting for a 3mg Cann over another beer, staying present and social without the next-day consequences. PS Cann team if you’re reading this a 3mg 12oz can should be your official size and dose, it’s perfect!

The Social Shift

The most striking observation was how naturally THC beverages fit into the social fabric of the festival. Obviously as most of us cannabis users know, other mediums tend to isolate, smoking or just getting way too high. But for these drinks they enhanced social connection, as I am sure we also all have seen that too. People were sharing, comparing flavors, and using them as conversation starters rather than conversation enders.

This mirrors broader data showing that 92% of hemp THC consumers also purchase alcohol, they're not replacing social drinking, they're expanding their options for social experiences. The category is growing because it solves a real problem: how to participate in social drinking culture while prioritizing wellness and maybe drinking just a little less.

The Future is Low-Dose and Social

Here's my official plea to Cann: that 3mg dose in a 12oz can they created for iii Points events? Make it the standard. The festival format proved that lower doses create better social experiences.

What This Means for Cannabis Culture

We're witnessing the emergence of "social cannabis" consumption that enhances rather than replaces social interaction. The stigma is dissolving not through activism or education campaigns, but through positive shared experiences at mainstream events.

The hemp-derived THC beverage boom is about socializing differently, not just reinventing how we get high. As these products become fixtures at festivals, bars, and social gatherings, we're redefining what cannabis culture looks like in America.

From behind my camera at iii Points, the future looked bright, social, and surprisingly normal. And that might be the most revolutionary thing of all.

What are your thoughts on cannabis beverages in social settings? Have you tried them? I'd love to hear your experiences.

Botanicals made for better days.

Seltzers, gummies, and more, perfectly crafted to lift, soothe, and bring balance to any moment.

🟢 Low-sugar. Plant-powered.

🟢 Small-batch blends for sleep, focus, and ease

🟢 A stylish way to sip or snack your way into wellness

👉 Enjoy 15% off anytime with code LMM15

Recent Free Spirits Podcast Episodes ICYMI

Ben Larson: Revolutionizing the Cannabis Beverage Industry with Emulsion Technology

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/2Kqq1jxnMDGU0JoiX60TyT?si=7fc805c0f47f4723

THC Beverages, Craft Beer & Cannabis Innovation with Float House

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/1FGKtWKKOl87APeyc5yLL6?si=429fdb077c5044c0

Your Brand Deserves the Best Cans on the Market

At Canworks, we bring some of the largest hemp brands to life with industry-leading digital can printing technology that delivers unmatched color accuracy and crisp detail on every can. 

Unlike traditional methods, our low minimum order policy and fast turnaround times make it easy to launch new products, test designs, or personalize cans without costly setup fees. Regulatory environment mean you must make a last minute change to your label? No problem, just email us a new PDF at no cost!

Our state-of-the-art direct-to-can printing process allows for stunning full-wrap designs, metallic effects, and vibrant finishes that make your cans stand out on the shelf. We pride ourselves on exceptional customer service, guiding you from artwork upload to final shipment with a seamless, transparent process. 

Whether you’re a startup or established brand, Canworks gives you the flexibility and quality your business deserves. Experience the future of can printing, visit CanworksPrinting.com today and see why we’re the best in the industry.

Welcome Note

Welcome Back Gardeners to the 110th edition of Herbal Profiles!

Happy Friday yall! Will anyone be in Miami today and tomorrow for iii Points? I will be heading down to shoot some photography with Cann! So if you’re there give me a shout!

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes is about to hit 1,400 subscribers! And my other subreddit for the broader CPG industry is also growing, hitting 100 subscribers. I would love to have you join us on either or both subreddits!

The Free Spirits Podcast with David Gonzalez and myself just dropped episode 16 of season 2 with Kevin Provost, CEO, MoreBetter Ltd.

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.

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

Real-World Data and the Future of Functional Beverages

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/5e4GNA6JmWIq0VZiMI0XlX?si=08188a1e0df149cb

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

Proudly sponsored by the Hemp Beverage Alliance

News Roundup

• Target begins selling THC drinks in some Minnesota locations - Target confirmed a pilot program offering THC beverages in several Minnesota stores, featuring local brands compliant with state regulations. Company representatives said the launch aims to test consumer response before wider rollout.

• Ohio moves to ban intoxicating hemp products, including THC drinks - Ohio lawmakers introduced a measure to ban hemp-derived THC products, citing concerns over unregulated intoxicating beverages. The proposal follows recent enforcement orders and could impact hundreds of small retailers across the state.

• Boulevard Brewing debuts Quirk THC Seltzer, “Berry Jane” - Kansas City–based Boulevard Brewing announced its first THC beverage under the Quirk brand, a hemp-derived seltzer called “Berry Jane.” The launch marks the brewery’s entry into the THC category, expanding its non-alcoholic and functional drink lineup.

• Cannabis drinks are having a moment even as Americans consume less alcohol - A new CBS News report highlights growing consumer demand for THC beverages as alcohol consumption hits its lowest level since 1939, according to Gallup. Whitney Economics projects U.S. THC beverage sales to rise from $1.1 billion in 2024 to nearly $5.6 billion by 2035, with brands like Cann, Cycling Frog, and Nowadays leading the category.

📰 Got news? Submit it here! 📰

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

Light, playful, and made to fit any occasion.

Low-sugar. Alcohol-free. Designed for curiosity and connection.

🟢 15% off anytime with code LMM15

🟢 Easy to mix, easy to sip

🟢 A better way to bring good vibes to the table

👉 Tap here and try them with your discount.

The $1B Club: How Non-Alc and THC Drinks Hit Their Stride at the Same Time

A few weeks ago, I wrote that THC drinks aren’t replacing alcohol — they’re expanding the fridge.

According to new data from NIQ and Brightfield Group, non-alcoholic beer, wine, and spirits are now a $925 million market, on track to surpass $1 billion in off-premise sales by year’s end. Meanwhile, the U.S. hemp-derived THC market, barely a blip in 2020, has grown to $3.8 billion, with drinks becoming one of its fastest-moving formats.

This has been a long time coming frankly. With the huge surge in alcohol drinking during the pandemic and Dry January becoming more of a thing every year since then, it was only a matter of time. Every industry has inflection points and for these industires I believe 2025 marks something bigger, a convergence of two parallel industries meeting at the same cultural moment.

Both non-alc and THC beverages are built on the same consumer promise: social enjoyment.

The Parallel Rise

Non-alcoholic beverages have been posting double-digit growth since 2021, while traditional alcohol categories, especially beer and wine, have seen slight declines. NIQ’s 2025 data shows the non-alc segment growing +22% year over year, driven by premium product design, better flavor profiles, and a new generation of drinkers comfortable mixing NA options into their social lives.

At the same time, Brightfield Group projects the hemp-derived THC market to expand another 16% year over year, led by beverages, gummies, and vapes. THC drinks now account for a meaningful portion of the category’s $3.8 billion total, up from just $200 million five years ago.

Both growth stories trace back to the same three macro drivers:

1. Wellness as a lifestyle choice.

   Consumers aren’t trying to quit; they’re trying to control. The success of low-dose THC beverages mirrors the rise of non-alc beer and functional seltzers that promise balance over buzz.

2. Premiumization through purpose.

   Consumers will pay more for brands that help them feel intentional, not indulgent. In both categories, design and narrative matter as much as dosage.

3. Moderation as identity.

   What used to be called “sober curious” is now a mainstream mindset. The social drinker is defined by optionality.

The Shared Consumer

Behind both movements is the same person the Flex Drinker we discussed last weeks. They’re not sober. They’re selective. They buy wine, weed, and water.

Brightfield’s research shows that 47% of THC beverage users have reduced their alcohol intake, but not eliminated it. In fact, they over-index as alcohol drinkers compared to the general population. Meanwhile, NIQ found that 92% of non-alc buyers still purchase alcohol regularly.

And demographically, the profile is nearly identical across both categories:

• Young to mid-career adults (Millennials and older Gen Z)

• Urban or suburban

• Higher income

• Educated

• Health-conscious but not abstinent

  ---

  Botanicals made for better days.

Seltzers, gummies, and more, perfectly crafted to lift, soothe, and bring balance to any moment.

🟢 Low-sugar. Plant-powered.

🟢 Small-batch blends for sleep, focus, and ease

🟢 A stylish way to sip or snack your way into wellness

👉 Enjoy 15% off anytime with code LMM15

The Distribution Loophole

One reason both categories hit scale in 2025 is that they found ways around the gatekeepers.

The result? Online non-alc sales jumped +208% year over year, according to NIQ, as brands like Hiyo, De Soi, and Ghia mastered digital marketing and fulfillment.

THC beverages took a different path. Their “loophole” wasn’t digital (though that is allowed and a big portion of sales too) it was legal. The 2018 Farm Bill legalized hemp-derived cannabinoids containing no more than 0.3% Delta-9 THC by dry weight. That gap allowed brands to develop fully intoxicating products under federal legality, sold through convenience stores, liquor stores, and e-commerce platforms that were previously off-limits to cannabis.

By early 2025, Brightfield reported that liquor store and on-premise purchases of THC drinks had doubled year over year, as states like Texas and Minnesota normalized retail distribution.

The net effect: both non-alc and THC drinks became accessible where alcohol lives.

Legacy beverage players now face three strategic choices:

1. Ignore it. Continue to treat non-alc and THC as peripheral trends. (Spoiler: this ends badly.)

2. Buy in. Invest in or acquire smaller brands to diversify portfolios. (Molson Coors, Constellation, and Boston Beer are already here.)

3. Collaborate. Partner with hemp or functional beverage brands to build cross-category ecosystems.

Those who make the leap early will control the emerging hybrid market where buzz, balance, and wellness intersect. Those who hesitate risk losing relevance in every direction.

The Inflection Point

If 2020-2024 were the proof of concept, 2025 has been the inflection point.

Both the non-alc and THC beverage industries have matured past curiosity. They’ve reached credibility. Retailers are dedicating full sections. Liquor distributors are signing contracts. Investors are treating both like long-term bets rather than side experiments.

Because the truth is, most consumers don’t care whether their drink came from a brewery, a hemp processor, or a functional lab. They care how it makes them feel, and how it fits into their lives.

Closing Thoughts

The $1B non-alcoholic milestone and the $3.8B hemp-derived THC surge are two chapters of the same story. That story is one of a cultural movement, one that values presence over escapism, and control over consequence. These drinks are a collection of choices that fit every mood, moment, and mindset.

That new mindset is not about what is missing, but what is possible.

Recent Free Spirits Podcast Episodes ICYMI

Ben Larson: Revolutionizing the Cannabis Beverage Industry with Emulsion Technology

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/2Kqq1jxnMDGU0JoiX60TyT?si=7fc805c0f47f4723

THC Beverages, Craft Beer & Cannabis Innovation with Float House

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/1FGKtWKKOl87APeyc5yLL6?si=429fdb077c5044c0

Proudly sponsored by the Hemp Beverage Alliance

Welcome Note

Welcome Back Gardeners to the 109th edition of Herbal Profiles!

Happy Friday yall! Will anyone be in Miami next week for iii Points? I will be heading down to some photography with Cann! So if you’re there give me a shout!

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes hit 1,400 subscribers! And my other subreddit for the broader CPG industry is also growing, hitting 100 subscribers. I would love to have you join us on either or both subreddits!

The Free Spirits Podcast with David Gonzalez and myself just dropped episode 15 of season 2 with Evan Eneman, CEO, Iconic Tonics

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.

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

Scaling a Multi-Brand Functional Beverage Platform with Evan Eneman of Iconic Tonics

open.spotify.com/episode/6gdXuZMUVu4LnHj3wa9fms?si=38a366cf515b4940

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

News Roundup

• How THC hemp beverages are legal in Ohio - Ohio’s hemp-derived THC beverages remain legal under the 2018 Farm Bill, provided they contain less than 0.3% delta-9 THC by dry weight. Despite confusion following new state orders, regulators confirm compliant hemp drinks can still be sold statewide.

• Despite Gov. Mike DeWine’s intoxicating hemp order, some THC drinks are still legal in Ohio - After Governor Mike DeWine’s order restricting intoxicating hemp products, Ohio’s Department of Agriculture clarified that many low-dose THC beverages remain legal. Enforcement is focused on high-potency products that exceed federal hemp thresholds.

• Most people who drink THC-infused cannabis beverages reduce their use of alcohol, survey shows - A new survey found that a majority of THC beverage consumers report cutting back on alcohol. Respondents cited fewer hangovers and better sleep as primary reasons for substituting cannabis drinks in social settings.

• The rise of THC-infused beverages in Asheville - Asheville bars and breweries are adding THC seltzers and mocktails to their menus as hemp beverages gain popularity in North Carolina. Local business owners say the drinks appeal to health-conscious customers seeking alternatives to alcohol.

• Introducing Ellora, a premium THC spirit - Ellora announced the launch of its hemp-derived THC spirit, crafted to mirror traditional cocktails with a premium botanical blend. The product targets sober-curious consumers and is currently available through select retail and DTC channels.

• THC drink makers worried about new testing, labeling rules in Minnesota - Minnesota’s updated hemp law introduces stricter testing and labeling standards for THC beverages, including child-resistant packaging and expiration dates. Producers warn the requirements could temporarily remove many compliant products from stores.

📰 Got news? Submit it here! 📰

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

Light, playful, and made to fit any occasion.

Low-sugar. Alcohol-free. Designed for curiosity and connection.

🟢 15% off anytime with code LMM15

🟢 Easy to mix, easy to sip

🟢 A better way to bring good vibes to the table

👉 Tap here and try them with your discount.

Meet the Flex Drinker: The Modern Consumer Who Buys Wine, Weed, and Water

A few weeks ago, I wrote that THC drinks aren’t replacing alcohol — they’re expanding the fridge.

That story pushed back on a common industry narrative: that hemp-derived beverages are cannibalizing alcohol sales. Brightfield Group’s data showed the opposite, THC drinkers actually over-index as alcohol consumers. These drinkers are less likely to to stop drinking than they are to go back and forth between them.They’re the reason a fridge might hold a hazy IPA, a THC drink, a kombucha, and a variety of NA beers all at once.

Since publishing that piece, the new data coming out of NIQ and Brightfield has made one thing clear: this is a consumer story.

The rise of what I call the Flex Drinker explains everything that’s happening in beverage right now, you have THC drinks exploding and non-alcoholic also on the rise. The functional drink boom is in full swing.

The Flex Drinker Defined

What I am loving about the Flex Drinker is that these folks are predominantly not sober curious, but instead what they’re seeking is optionality. As consumers they are driven by having options. They move fluidly between alcohol, THC, and non-alc beverages depending on the moment. And this is where you, as a brand, need to really be focusing and understanding.

NIQ’s 2025 report quantified it: 92% of non-alcohol buyers also buy alcohol. Brightfield’s Q1 2025 hemp-THC study layered in another piece, 47% of THC drinkers have reduced their alcohol intake, but very few have quit altogether.

And the category overlap is massive. They are building personal portfolios in their home fridges. But what can this tell us for on-premise or as brands rolling out new lines? Well, it’s pretty obvious, don’t over index on 1 product at different doses, offer the lineup as NA products, as adaptogenic drinks, and finally your typical dose lineup.

This category, or combination of multiple categories, is all about being modular. The Flex Drinker is asking “How do I want to feel” as they’re reaching for their drinks. Which is a huge data point for brands.

Why This Moment Matters

Every major beverage trend of the last five years has led us here and is not defined by what’s in the glass but why they’re drinking it.

NIQ’s numbers make that clear. The U.S. non-alcoholic beer, wine, and spirits market hit $925 million this year, up 22% year over year, and is projected to cross $1 billion by the end of 2025.

Brightfield’s research on hemp-derived THC beverages tells the same story from another angle. That market is now worth $3.8 billion, with 14% of U.S. adults reporting use.

The Psychology of Choice

Flex Drinkers are driven by optimization. They’re balancing mood, health, productivity, and social belonging all at once.

• No hangover: 57% of THC drink users cite this as their main reason for cutting back on alcohol.

• Better sleep & lower calories: Secondary motivations that reinforce control, not restriction.

• Curiosity: “Wanting to try something different” has grown quarter-over-quarter since late 2024.

Botanicals made for better days.

Seltzers, gummies, and more, perfectly crafted to lift, soothe, and bring balance to any moment.

🟢 Low-sugar. Plant-powered.

🟢 Small-batch blends for sleep, focus, and ease

🟢 A stylish way to sip or snack your way into wellness

👉 Enjoy 15% off anytime with code LMM15

Retail Reality: Accessibility Wins

Another common thread between non-alc and THC beverages is how they’ve sidestepped traditional distribution bottlenecks.

NIQ reported +208% growth in online sales for non-alc beverages last year, while Brightfield found THC drinks gaining share in liquor stores, restaurants, and bars, places they weren’t even legal a few years ago.

Both categories are succeeding because they’re accessible where alcohol already lives. Consumers don’t want to make a “special trip” to moderate; they want moderation built into convenience.

What’s Next for the Flex Era

How often does your product fits into their lifestyle mix. Every brand now competes in the same universe of intentional consumption.

The data suggests Flex Drinkers are high-income, educated, and urban, the same consumers who dictate culture. They’re the early adopters who set norms that trickle down.

For beverage founders and marketers, the playbook is clear: Stop building for abstainers. Build for balancers.

Closing Thoughts

A few weeks ago, I wrote that THC drinks don’t need to replace alcohol to win. They just need a seat at the table.

The opportunity, and challenge, for brands is to build identities that live comfortably in that flexibility. To stop talking about “alternatives” and start talking about options.

Because the real battle for the future of beverage isn’t between alcohol and cannabis, or sober and buzzed. It’s between brands that understand the Flex mindset, and those still trying to force consumers back into old boxes.

The fridge is already full. The question is: will your can make it in?

Recent Free Spirits Podcast Episodes ICYMI

Ben Larson: Revolutionizing the Cannabis Beverage Industry with Emulsion Technology

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/2Kqq1jxnMDGU0JoiX60TyT?si=7fc805c0f47f4723

THC Beverages, Craft Beer & Cannabis Innovation with Float House

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/1FGKtWKKOl87APeyc5yLL6?si=429fdb077c5044c0

Proudly sponsored by the Hemp Beverage Alliance

Welcome Note

Welcome Back Gardeners to the 108th edition of Herbal Profiles!

Happy Friday yall! Hope everyone had a great week and a kickass Q3! Cheers to a strong finish to the year!

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes hit 1,400 subscribers! And my other subreddit for the broader CPG industry is also growing, hitting 100 subscribers. I would love to have you join us on either or both subreddits!

The Free Spirits Podcast with David Gonzalez and myself just dropped episode 15 of season 2 with Evan Eneman, CEO, Iconic Tonics

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.

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

Scaling a Multi-Brand Functional Beverage Platform with Evan Eneman of Iconic Tonics

open.spotify.com/episode/6gdXuZMUVu4LnHj3wa9fms?si=38a366cf515b4940

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

News Roundup

• THC drink makers worried about new testing, labeling rules in Minnesota - Minnesota’s new hemp law requires more detailed testing and labeling for THC beverages, including child-resistant packaging and expiration dates. Industry leaders say the rules create confusion and could pull many products off shelves.

• Michigan lawmakers explore regulating, taxing hemp-infused THC drinks - Michigan legislators are considering regulating and taxing hemp-derived THC drinks similar to marijuana products. Retailers like Lume and Buzzn have seen rising sales, prompting debate over oversight and revenue.

• Hemp-derived THC products face uncertainty in Illinois - Illinois lawmakers and Gov. J.B. Pritzker are reviewing the legality of hemp-derived THC drinks and edibles. The discussions follow rapid growth in sales and concerns about regulatory loopholes.

• KBI conducts statewide marijuana enforcement operation - The Kansas Bureau of Investigation coordinated inspections across the state targeting marijuana-related businesses. The operation involved multiple law enforcement agencies but details on specific violations were not released.

• Recovery THC Beverages: The New Dangers of an Old Fad - Health experts warn that “recovery” THC beverages are being marketed with unproven claims. The article raises concerns about misuse, lack of FDA oversight, and potential risks for consumers.

• Kentucky Derby Festival to feature Hectare’s cannabis-infused beverages - Hectare’s THC-infused drinks will be served at the 2026 Kentucky Derby Festival, marking the event’s first inclusion of cannabis beverages. Festival officials said ID checks and consumption limits will be enforced.

• Major alcohol industry trade association welcomes its first THC cannabis beverage member - The Wine & Spirits Wholesalers of America admitted its first THC beverage brand as a member. The move signals growing alignment between the alcohol industry and cannabis beverage companies.

• Rebel Rabbit Launches TEA-HC: A Freshly Brewed Organic THC-Infused Sweet Tea With Lemon - Rebel Rabbit introduced TEA-HC, a line of organic THC-infused sweet teas brewed with real tea leaves and lemon. The product is available in multiple doses and continues the brand’s focus on alcohol alternatives.

📰 Got news? Submit it here! 📰

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

Light, playful, and made to fit any occasion.

Low-sugar. Alcohol-free. Designed for curiosity and connection.

🟢 15% off anytime with code LMM15

🟢 Easy to mix, easy to sip

🟢 A better way to bring good vibes to the table

👉 Tap here and try them with your discount.

Celebrities Are Backing THC Drinks & Leading to More Normalization

The last couple decades have seen many celebrities and influencers back alcohol and CPG products. This has dominated pop culture over this time. Clooney’s Casamigos tequila sold for $1 billion. Ryan Reynolds turned Aviation Gin into a household name. Others have flopped or underwhelmed (looking at you Unwell Hydration and Prime).

But the celebrity playbook is shifting. THC drinks have become more normalized and you’re seeing more mainstream endorsement from celebrities. You had the celebrities whose brands centered on being stoners, like Snoop Dogg and Seth Rogen. But more recently you have seen celebrities whose brands are less weed focused get into the category, such as Gwyneth Paltrow, Dwyane Wade, Micah Hyde, entertainers and athletes are staking claims in a category once seen as fringe. Yes there is a financial incentive for them to be part of the category, but it is also accelerating the normalization of cannabis beverages, moving them to everyday social occasions.

Why Celebrities Are Turning to THC Beverages

At a time when alcohol moderation is trending, celebrities are seeking better-for-you alternatives that still deliver connection and relaxation. For actors, athletes, and musicians whose livelihoods depend on sharp performances and clean images, THC drinks offer an alternative with fewer side effects.

Jake Bullock, co-founder of Cann, saw this early on. “Many of them, for better or worse, have had really challenging dynamics with alcohol,” he explained on the Free Spirits Podcast. “There’s an openness that comes from that, I don’t drink at all, or I’m really mindful about how much I drink. That created an openness to the product.”

For some, it’s also cultural alignment. Willie Nelson has built a lifetime of cannabis advocacy into Willie’s Remedy. Snoop Dogg is leveraging Death Row Records into cannabis beverages with Do It Fluid. Seth Rogen, already synonymous with cannabis culture, extends his persona through Houseplant’s seltzer.

For most of these folks, the endorsements don’t feel random, instead they feel relevant and lifestyle extensions that give THC beverages legitimacy in spaces where cannabis once carried stigma.

Cann: Microdose Beverages With Star Power

Few brands embody this better than Cann. Backed by Gwyneth Paltrow, Kate Hudson, Rebel Wilson, and Rosario Dawson, Cann turned celebrity adoption into a brand pillar.

Bullock explained that their approach was different from alcohol’s celebrity model. Instead of paying for endorsements, they asked celebrities to invest. “They love the product so much they want to be a part of the story,” he said. “We treat them like investors. You want to be a part of the mountain? Great. Send us money, invest in our round, and come with us.”

That model gave Cann credibility while preserving authenticity. These were investments that tied star reputations to the brand’s long-term success. And the presence of Paltrow and Hudson didn’t just sell cans. It told mainstream audiences: THC drinks are safe, stylish, and here to stay.

Snoop Dogg and Iconic Tonics: Culture Meets Lifestyle

If Cann represents wellness-minded celebrity adoption, Snoop Dogg represents cultural scale. His partnership with Iconic Tonics fuses Death Row Records’ legacy with cannabis beverages. The line, which includes high-dose options like Blue Razz High Voltage and CBD-forward alternatives, reflects a multi-layered lifestyle play.

Evan Eneman, CEO of Iconic Tonics, framed the move as part of a bigger wave. “A 3-milligram drink is a good entry point if you are new to cannabis and want to make sure you have a really good experience,” he told us. By giving newcomers a clear starting place while offering heavier-dose options for experienced consumers, Iconic Tonics is bridging audiences from canna-curious to cannabis-confident.

Snoop’s involvement ensures visibility well beyond cannabis circles. Death Row branding alone pulls in music fans, while Snoop’s personal credibility in cannabis stretches back decades. In Eneman’s words, this isn’t about gimmickry, it’s about giving consumers safe, consistent access points into the category.

Athletes Enter the Chat: Micah Hyde and the Wellness Angle

For decades, alcohol has dominated sports sponsorships. Beer logos blanket stadiums and liquor brands fill athlete endorsement portfolios. But THC drinks are beginning to carve space, thanks to athletes like Micah Hyde.

The former NFL star launched Hyde’s Hail Mary with a wellness-first message, positioning THC beverages as part of recovery and overall health. His credibility matters. When an elite athlete openly backs THC drinks, it reframes them not as countercultural, but as functional tools for performance, balance, and longevity.

In doing so, Hyde broadens the category’s appeal. For parents, professionals, and weekend warriors who once associated cannabis only with smoking, seeing a pro athlete drink a THC beverage lowers the barrier to trying it themselves.

Botanicals made for better days.

Seltzers, gummies, and more, perfectly crafted to lift, soothe, and bring balance to any moment.

🟢 Low-sugar. Plant-powered.

🟢 Small-batch blends for sleep, focus, and ease

🟢 A stylish way to sip or snack your way into wellness

👉 Enjoy 15% off anytime with code LMM15

The Normalization Effect

The celebrity impact begins to shape a narrative that’s bigger than sales spikes, although those are great too. No, this helps lead to normalization.

• Legitimacy: D-Wade sipping a Cann or Hyde promoting Hail Mary frames THC as safe, modern, and aspirational.

• Cultural crossover: Death Row & Hollywood, these drinks reach audiences who might never step into a dispensary.

• Wellness framing: Athletes and wellness icons align THC drinks with health, not harm.

• Media amplification: Celebrity involvement generates press coverage that independent brands can’t buy.

As Bullock put it, “It starts with the product. When people ask me, how can we replicate what Cann’s done with celebrities? I tell them the bad news: it entirely depends on your product. But the good news is, if they love it, they’ll want to be part of the story.”

Risks and Challenges

Celebrity adoption is powerful, but it’s not a silver bullet.

• Authenticity risk: If consumers see these partnerships as cash grabs, trust erodes.

• Regulatory headwinds: No celebrity can insulate brands from aggressive enforcement.

• Overcrowding: Too many celebrity entrants could cheapen the space, repeating the saturation of celebrity tequila.

Still, the momentum is undeniable. Celebrities bring attention, eyeballs, & they accelerate consumer comfort and political acceptance.

The Road Ahead

In five years, THC beverages could sit next to beer and seltzers in every retail fridge. If that happens, celebrities will deserve some credit for pushing the category from counterculture into the mainstream.

And this time, the toast might not come with a hangover.

Recent Free Spirits Podcast Episodes ICYMI

Ben Larson: Revolutionizing the Cannabis Beverage Industry with Emulsion Technology

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/2Kqq1jxnMDGU0JoiX60TyT?si=7fc805c0f47f4723

THC Beverages, Craft Beer & Cannabis Innovation with Float House

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/1FGKtWKKOl87APeyc5yLL6?si=429fdb077c5044c0

Why It Matters

Hemp-derived THC—products made possible by the 2018 Farm Bill loophole—has become a fast-growing category across Illinois. Drinks, edibles, and other infused goods are sold outside the state’s licensed cannabis dispensaries, creating tension between hemp operators and the regulated marijuana industry.

The Governor’s Position

Pritzker argues that the unregulated market poses risks, particularly with no age restrictions and products being marketed in ways that could appeal to children. He’s urging lawmakers to establish rules around potency, labeling, and sales channels. If they don’t, he’s prepared to intervene directly.

Industry Concerns

Pritzker argues that the unregulated market poses risks, particularly with no age restrictions and products being marketed in ways that could appeal to children. He’s urging lawmakers to establish rules around potency, labeling, and sales channels. If they don’t, he’s prepared to intervene directly.

Calls for Regulation, Not Elimination

Jake Bullock, co-founder of Cann, one of the first hemp beverage brands to hit Chicago shelves, says responsible operators already follow strict standards. He favors regulation modeled on the alcohol industry to keep products away from minors and maintain quality control, but warns against a full ban that could stifle innovation.

The Bigger Picture

Industry voices, from craft brewers to cannabis advocates, generally agree that rules are needed. But consensus on details—potency caps, distribution channels, and retail access—has been hard to reach in Springfield.

What’s Next

The state legislature could take up the issue during the fall veto session or next spring. For now, operators and consumers face uncertainty, as the governor’s threat signals a pivotal moment for the future of hemp-derived THC in Illinois.

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Triple Cannabis Beverages has expanded its hemp drink lineup with the launch of Triple High Lemonade, a 10mg THC-infused beverage available in Original, Raspberry, and Iced Tea flavors. The release builds on the company’s existing portfolio, which includes Triple High Seltzers (3mg THC, multi-flavor packs) and Triple Drops (syrupy, mix-in style shots).

The Lemonade line is positioned as a cocktail-level alternative to alcohol, featuring:

• 10mg of hemp-derived Delta-9 THC per 12oz can

• Real fruit juice and agave for balanced sweetness

• Around 90 calories and low sugar

• A reported 15-minute onset time

Heady NJ, who reviewed the new launch, described the drinks as refreshing and enjoyable, with the Original Lemonade standing out as bright, nostalgic, and easy to drink.

While not yet stocked in New Jersey retail stores, the drinks are available online, with the company expressing interest in expanding into brick-and-mortar distribution.

Context in the Hemp Beverage Market

Triple’s push into higher-dose lemonade comes as more casual consumers explore hemp beverages as alcohol alternatives. Big alcohol players are also eyeing this space, as consumer drinking habits shift. But questions remain around the regulatory future of intoxicating hemp. With federal lawmakers signaling interest in tighter restrictions, the category’s rapid growth could face new hurdles.

Read the full review and press release coverage on Heady NJ.

Herbal's Newsletter

Your go-to newsletter for cannabis beverages

www.herbalprofiles.com

Proudly sponsored by the Hemp Beverage Alliance

Welcome Note

Welcome Back Gardeners to the 107th edition of Herbal Profiles!

Happy Friday yall! I am going to need your help, I am up in Chicago enjoying a little crispy weather for my birthday weekend - I’ll be hanging up in Lakeview East for the most part. This is where my Chicagoan’s need to show out and hit me with your recs for places to hit up to enjoy nice THC bevvy at the bar!

No news roundup this week as I am technically on PTO today yall! But I will be back next week with a pretty robust roundup!

And don’t miss the latest episode of the Free Spirits Podcast. 

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes hit 1,400 subscribers! And my other subreddit for the broader CPG industry is also growing, hitting 100 subscribers. I would love to have you join us on either or both subreddits!

The Free Spirits Podcast with David Gonzalez and myself just dropped episode 14 of season 2 with Boston Beer Company’s Head of Cannabis, Paul Weaver. Next week, we have a new episode dropping with Evan Eneman, CEO, Iconic Tonics will be our guest and it was a great conversation. 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.

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

Inside Boston Beer’s THC Beverage Play: Innovation, Operations, and the Future of Adult Drinks

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/6h1OOFBPH7eChFeg6Eibqo?si=69247803b2e843e5

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

📰 Got news? Submit it here! 📰

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

Light, playful, and made to fit any occasion.

Low-sugar. Alcohol-free. Designed for curiosity and connection.

🟢 15% off anytime with code LMM15

🟢 Easy to mix, easy to sip

🟢 A better way to bring good vibes to the table

👉 Tap here and try them with your discount.

THC Drinks Aren’t Replacing Alcohol: They’re Expanding the Fridge

Big thanks to both Sightlines and Brightfield Group for keeping this conversation grounded in data.

The alcohol industry has a habit of pointing at THC beverages as the culprit for declining beer, wine, and spirits sales. On the flip side, cannabis brands often position themselves as the “better” post-alcohol choice, hangover-free, lower-calorie, and healthier.

The reality? Neither narrative tells the full story.

Brightfield’s latest survey shows that hemp THC beverage consumers actually over-index as alcohol drinkers compared to the general population. Forty-two percent of the general population reported alcohol use in the past three months. Among hemp THC beverage drinkers, that number jumps to 55.7%. CBD beverage drinkers are right behind at 55.5%.

And it doesn’t stop there. These same consumers are more likely to reach for hard kombucha, cider, pre-mixed cocktails, NA beer, spirits, and wine. THC drinkers are not abandoning other categories, they’re adding THC drinks to an already diverse repertoire.

That’s an important distinction. This isn’t a zero-sum game where every sip of THC comes at alcohol’s expense. It’s a category expansion, not a clean replacement. Consumers are mixing and matching based on mood, occasion, and need state.

For brands, that changes the positioning playbook:

• Stop dunking on alcohol. Yes, THC drinks avoid hangovers and cut calories, but shaming alcohol isn’t a winning strategy. It risks alienating consumers who still drink (the majority) and frustrating potential distribution partners whose entire infrastructure was built on alcohol.

• Respect the overlap. Data from Brightfield and others makes it clear — alcohol drinkers are your consumers. You’re not convincing people to quit, you’re inviting them to broaden their options.

• Think coexistence, not conquest. Alcohol distributors represent the most powerful adult-beverage distribution network in the country. With beer sales softening, distributors want new growth vehicles. But they won’t jump at brands that undermine the very product that’s kept their trucks moving for decades.

Botanicals made for better days.

Seltzers, gummies, and more, perfectly crafted to lift, soothe, and bring balance to any moment.

🟢 Low-sugar. Plant-powered.

🟢 Small-batch blends for sleep, focus, and ease

🟢 A stylish way to sip or snack your way into wellness

👉 Enjoy 15% off anytime with code LMM15

Position THC as a new lane, not an anti-alcohol crusade.

Early on, pent-up demand was enough to lift mediocre brands. That window has closed. Today, when a drinker can grab THC, NA beer, hard kombucha, or the rosé in their fridge, every touchpoint matters. Your story, your packaging, your education, your brand ethos — they all have to give consumers a reason to pick your can, not just any can.

The future of THC drinks doesn’t hinge on tearing alcohol down. It hinges on standing tall beside it, as a complementary choice in the ever-expanding adult beverage set.

Recent Free Spirits Podcast Episodes ICYMI

Ben Larson: Revolutionizing the Cannabis Beverage Industry with Emulsion Technology

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/2Kqq1jxnMDGU0JoiX60TyT?si=7fc805c0f47f4723

THC Beverages, Craft Beer & Cannabis Innovation with Float House

Free Spirits: Insights on Functional Beverages · Episode

open.spotify.com/episode/1FGKtWKKOl87APeyc5yLL6?si=429fdb077c5044c0