Welcome Note

Welcome to the 100th edition of Herbal Profiles!

It’s hard to believe we’ve reached this milestone. 100 issues of deep dives, industry insights, and stories that matter in the cannabis and beverage space. To celebrate, this edition takes a look back at some of the most-read features from the last 18 months, including:

• How to build a marketing team for beverage brands

• The story behind Hippie Water with Sasha Pieterse and Taylor Eileen Sewell

• Crafting a modern sales team for emerging beverage brands

• The science behind cannabis emulsions

• A step-by-step guide to rethinking hemp beverage brand positioning

Alongside these, I’m sharing a fresh breakdown of my recent interview with Peter Barsoom, founder of 1906 and Off Duty, where we explore innovations in functional edibles and beverage enhancers.

Thank you for being part of this journey. Here’s to the next 100 issues of insight, stories, and connection.

Lars

The subreddit I moderate with Chris Fontes is beginning to see more folks joining, we are closing in on 1,000 subscribers. So subscribe over on Reddit and follow along there!

The Free Spirits Podcast with David Gonzalez and myself just dropped episode 11 of season 2 with 1906 Founder, Peter Barsoom. We have a stacked guest list for upcoming shows including, Paul Weaver from Boston Beer, Julie Rhodes from Kick Fizz, Evan Eneman from Iconic Tonics, Kevin Provost from MoreBetter, Spencer Ploessl from Coco Flow, Pete Olander from Happie, and more.

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!

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

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Top Stories from The First 100

• Building a Marketing Team: A Strategic Blueprint for $15M Beverage Brands - Scaling from startup to standout requires more than hustle—it demands structure. In this guide, I break down how to build a marketing team that drives retail growth, brand equity, and long-term success. From hiring leadership to balancing in-house and agency support, learn how to align your marketing efforts for sustainable impact.

• The Story Behind Hippie Water with Sasha Pieterse & Taylor Eileen Sewell - Discover how a friendship and a shared vision led to the creation of Hippie Water—a premium cannabis beverage that blends sophistication with accessibility. Co-founders Sasha Pieterse and Taylor Eileen Sewell share their journey, from formulation challenges to crafting a product that resonates with millennial women seeking a mindful alternative to alcohol.

• Building a Modern Sales Team for Emerging Beverage Brands - The traditional CPG sales model is evolving. Explore how emerging beverage brands are restructuring their sales teams to meet modern demands. Learn about specialized roles, compensation structures, and strategies that drive growth in a competitive market. 

• The Science Behind Cannabis Emulsions - Ever wondered how cannabis stays evenly mixed in your favorite beverage? This article delves into the science of emulsions—how they ensure consistent dosing, enhance taste, and enable faster onset of effects. Understand the role of surfactants, droplet size, and energy input in creating a smooth cannabis-infused drink

• Rethink Your Hemp Beverage Brand Positioning: A Step-by-Step Guide to Standing Out - In a crowded market, differentiation is key. This guide offers actionable steps to rethink your brand positioning by flipping conventional strategies on their head. Learn how to identify generic industry positioning, define your target audience precisely, and craft a compelling statement that sets your brand apart.

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Unlocking Control and Innovation in Cannabis with Peter Barsoom of 1906

On the latest episode of the Free Spirits Podcast, David Gonzalez and I sit down with Peter Barsoom, founder of 1906 and Off Duty, to explore how he’s reshaping the cannabis experience. With a background in finance and strategy, Peter brought a fresh perspective to cannabis, focusing on control, low-dose, and fast-acting products long before they became mainstream.

Peter shares the inspiration behind 1906’s mission to end prohibition not just through legalization but by innovating form factors that prioritize accessibility and predictability—offering “cannabis for control freaks.” We dive into the science of combining cannabinoids with adaptogens and nootropics to create balanced, repeatable effects.

We also discuss Off Duty, their groundbreaking hemp-derived shot that transforms any drink into a discreet cannabis cocktail—portable, flavorless, and perfectly dosed. Peter walks us through the challenges of innovating this unique delivery format and their thoughtful approach to market entry, merchandising, and consumer education.

Tune in for a deep dive on building a brand that’s more than products—a movement grounded in science, consumer needs, and storytelling.

Listen now wherever you get your podcasts.

Recent Free Spirits Podcast Episodes ICYMI