Welcome Note

Welcome back Gardeners!

I have been rolling out a series of brand reviews over on the subreddit I moderate with Chris Fontes. So subscribe over on Reddit and follow along there! I created a new subreddit for the broader CPG industry so if you love the CPG industry go ahead and subscribe.

The Free Spirits Podcast with David Gonzalez and myself is going strong and Episode 8 dropped last week with Ben Larson, Founder, Vertosa.

In upcoming episodes David and I sit down with - Joanne Caceres from Dentons, Benjamin Kennedy from Fable, Julie Rhodes from Kick Fizz, and Peter Barsoom from 1906 New Highs. So subscribe to the podcast to make sure you don’t miss any of these amazing conversations!

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!

I hope you enjoy this week’s newsletter

And as always, my email is open!

-Lars

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

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A Word From our Sponsor

Hemp Beverage Alliance Hosting Hemp Beverage Expo  

from July 9^th – 11^th in Atlanta

Growing Industry Holding Expo to Showcase Nation’s  

Largest Selection of Hemp Beverage Brands 

(ATLANTA – June 20th, 2025) - The Hemp Beverage Alliance (HBA), the trade association of the hemp beverage industry with more than 325 members in the U.S., Canada and the United Kingdom, will hold its expo on July 9th – 11th at the Omni Hotel in Atlanta, GA. 

“It is remarkable how quickly the category continues to grow, further demonstrating the excitement for hemp beverages and the desire for strong regulatory frameworks to guide the industry,” said Christopher Lackner, president of the Hemp Beverage Alliance. “Retail buyers and distributors shouldn’t miss the opportunity to experience the Expo and meet with other leaders in the industry."

The Hemp Beverage Expo is the only executive-level trade event and conference focused exclusively on the hemp beverage industry. Hemp beverages are among the fastest growing categories in the beverage industry, offering new revenue streams for distributors, retailers and municipalities alike while providing adult consumers additional choices in their beverage options. 

The Hemp Beverage Expo, produced in partnership with Jage Media, offers a unique opportunity to connect with industry leaders from across the country, explore emerging trends, and gain insight into the future of this fast-growing market. With more than 45 speakers, the conference is designed to provide networking and critical peer-to-peer learning for leaders in the growing hemp beverage industry. 

Media is invited to attend the Hemp Beverage Expo, with registration open to all qualified journalists and working members of the press with recent bylines. Podcast hosts affiliated with media entities are also welcome to request a press pass. To request a press badge for the July 9th–11th expo, please contact [email protected]. 

News Round Up

• Adaptaphoria Tops 2025 THC Drinks Ranking - Adaptaphoria earned the top spot in Tidewater News’ list of best THC drinks for 2025, reflecting strong consumer appeal in the category.

• Jones Soda Exits THC Beverage Market, Sells Mary Jones Brand - Jones Soda has exited the THC drinks space by selling its Mary Jones brand, signaling a shift away from cannabis-infused beverages.

• Cannabis Brands Invest Heavily in Growing Hemp THC Beverage Segment - The hemp-derived THC beverage category is expanding rapidly as cannabis brands increase their focus on hemp drinks to meet consumer demand.

• Texas Governor Greg Abbott Vetoes Hemp THC Regulation Bill - Governor Abbott vetoed legislation aimed at regulating hemp-derived THC products in Texas, leaving regulatory uncertainty in place.

📰 Got news? Submit it here! 📰

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

Why Form Factor and Dosing Are the Real Battle for Cannabis Beverage Brands

When I talk to consumers on R/drinkcannabis and other cannabis subreddits, one question keeps coming up: “Is this just another sparkling water? Another White Claw clone?” It’s usually followed by grumbles about dosing—too weak, too strong, or just plain confusing. And then comes the big question: When should people actually use these products? What do they feel like?

These aren’t small concerns. They strike at the heart of what brands need to solve if they want to break through in a crowded, noisy category.

Consumers Crave Clarity and Meaningful Use Occasions

At the core of these conversations is something that keeps cropping up - when do we use these products? I think we all get sucked into this echo chamber of how amazing our products are, that we forget most people have no idea when it makes sense to crack open these drinks. They are searching for clear answers on when and why to use a product. They want a story that fits into their lives and occasions.

But many products on the market fall short. With dozens of RTDs flooding shelves, often with similar flavors and confusing dosing, consumers feel overwhelmed and unsure. If your product doesn’t offer a straightforward narrative that helps them understand when to drink it and what to expect, they won’t pick it up again.

Form Factors That Resonate with Consumers Right Now

Almost every conversation I have had with a non-industry person who wants to try a beverage is focused around it NOT being a seltzer/sparkling water. They simply are tired of everything being a seltzer. They want an experience that feels intentional, flexible, and convenient. But beyond that they want a flavor that is new.

Here’s where real traction is happening:

• Spirits Bottles & Shots: Mimicking familiar alcohol rituals, these formats offer precise dosing and allow for more intentional consumption without forcing a full can. They help cannabis beverages slot into established social occasions.

• Rip Packets & Snap Packs (like OffDuty and Wims): Ultra-portable and discreet, these packs give consumers control and convenience. They’re also easier and cheaper to ship and store—good news for brands.

• Concentrated Enhancers: These let people customize flavor and effect in real time, creating personalized experiences that one-size-fits-all cans can’t match.

Personally, I rarely reach for sparkling water unless it’s a truly well-crafted RTD. More often, I’m grabbing a Roadie from Cann or a snap pack from OffDuty to mix into whatever I’m drinking. These choices highlight what consumers really want: quality, dosing flexibility, and ease of use.

Brands Need a Clear Point of Differentiation Through Storytelling and Use Occasion

If your product doesn’t come with a clear story, defined use occasion, or trusted dosing approach, it will be hard to stand out. Every day, new brands launch with similar flavors and no compelling reason for consumers to choose them.

Form factor isn’t just a product detail—it’s part of your brand’s narrative. How you deliver your product shapes the story consumers buy into.

If you’re a founder or operator thinking about your next move, don’t just ask “What flavors do I make?” Instead, ask “How will my product fit into real use occasions? What story am I telling?” Then build with that focus.

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Founder Spotlight - Jenna Goldring - The High Confectionary

Tired of unpredictable edibles and confusing doses? Jenna Goldring, founder of The High Confectionary, is rewriting the rules with low dose gummies that actually work. From her media background to crafting chill out gummies loved by women and newcomers alike, Jenna shares what it really takes to make cannabis approachable and enjoyable.

Curious how she nailed the perfect formula and what’s next for the brand?

Recent Free Spirits Podcast Episodes ICYMI