Welcome Note

Welcome back Gardeners!

And Happy 4th of July! I will keep things short today so you can get back to hanging out with your family!

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 9 dropped Monday featuring Joanne Caceres from Dentons,

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

• Can Cannabis Drinks Be A Healthy Wellness Addition? - Can cannabis beverages offer wellness benefits similar to other functional drinks? There’s growing interest from health-conscious consumers and how low-dose options are gaining popularity as alcohol alternatives.

• Viola “Tempters” Unite to Elevate the Cannabis Beverage Experience - Viola has launched a new campaign, “Tempters Unite,” to introduce its cannabis beverage line. The brand aims to combine premium flavor with functional effects, targeting consumers seeking a modern, elevated drink experience.

• Reviews: Liquid Death’s On Fire, Plus One of the Most Unique THC Drinks Yet - BevNET reviews new flavors from Liquid Death and calls out a standout THC beverage described as one of the most unique on the market. The review highlights distinctive formulation and flavor as differentiators in a crowded category.

• Iowa’s Open Container Law Extends to THC Beverages - Iowa has updated its open container law to include hemp-derived THC beverages. The change makes it illegal to have an open THC drink in a vehicle, aligning cannabis beverage rules more closely with alcohol laws.

• Alabama THC Hemp Bill Rules and Regulations - Alabama has finalized regulations around THC hemp products, including beverages, following new legislation. Rules include packaging restrictions, age limits, and penalties for noncompliance as the state moves toward stricter oversight.

• THC Is Not Alcohol: Why Cannabis Needs Its Own Rules, Not Liquor Laws - This op-ed argues against regulating THC beverages under existing liquor laws. It points out key differences in use cases, effects, and consumer expectations that warrant a separate regulatory framework.

• Introducing Nowadays Lemonade, a New Limited Edition Summer Offering from the Award-Winning THC Beverage Brand - Nowadays has launched a limited-edition THC lemonade for summer. The release features their signature fast-acting nanoemulsion tech and will be available through select DTC channels and retailers.

📰 Got news? Submit it here! 📰

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

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Recent Free Spirits Podcast Episodes ICYMI