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!
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.
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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 creates a natural opening for THC.”
For some, it’s also cultural alignment. Willie Nelson has built a lifetime of cannabis advocacy into Willie’s Remedy. Snoop Dogg is cannabis. These aren’t endorsements of convenience. They’re brand extensions that feel lived-in.
For most of these folks, the endorsements don’t feel random, instead they feel relevant and lifestyle extensions that give THC beverages a veneer of credibility they couldn’t buy through traditional marketing.
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 users, the brand meets consumers wherever they are.
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.
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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 partial credit for building the bridge.
And this time, the toast might not come with a hangover.