Lou Police on Building a Purpose-Driven THC Beverage Brand

Lou Police didn’t come to the cannabis beverage space through brand strategy or CPG experience.

He came through sleep.

After two decades as a first responder and years in the entertainment industry—touring with musicians, producing films, building businesses—Lou found himself burned out and struggling to rest. A friend handed him some CBD. He started sleeping again. That single change snowballed into something bigger.

What followed was a journey that led to the creation of Hi Seltzer, a low-dose, zero-calorie THC beverage that now sits on shelves across Texas and Florida—and carries a deeper mission than most products in the category.

Starting with Sleep, Not Smoke

Despite decades surrounded by cannabis culture through the entertainment world, Lou had never smoked. “Just the thought of lighting something on fire and breathing it in didn’t appeal to me,” he said. But once he discovered the effects of cannabinoids through beverages and edibles, everything changed.

“Beverages were my first touchpoint,” Lou shared. “And that’s how we see Hi—as a first touch product. Something approachable, clean, and functional that helps people try cannabis without needing to light anything or eat a sugar bomb.”

Five Milligrams, Zero Compromises

Hi Seltzer contains just three ingredients: a proprietary nanoemulsified water base, organic flavoring (currently undergoing kosher certification), and five milligrams of hemp-derived THC.

Why five milligrams?

Because Lou and his team see it as the most accessible entry point. “It’s like a glass of wine,” he said. “You feel it in five to seven minutes, and it metabolizes quickly. It’s functional, social, and fits easily into most people’s lives—even those who’ve never tried cannabis before.”

Their approach seems to resonate. The brand’s consumer base ranges from 21 to 91. “We thought it would be soccer moms,” Lou admitted. “Turns out it’s everyone from athletes to diabetics to older adults who just want a good night’s sleep.”

Winning Over Specs—Room Temp and All

One of Hi’s biggest milestones came when the Texas retailer Specs agreed to carry the product across all 256 of its stores. The deal wasn’t won with a flashy pitch or perfect packaging—it was won at room temperature.

“They never taste cold,” Lou said with a laugh. “You show up, they sit around a table, crack it open warm, and vote.” In Hi’s case, the decision was unanimous.

Since then, Lou and his team have doubled down on personal connection. One team member visited every single Specs store—something even the chain’s leadership said had never been done.

Designed the Night Before Production

One of the most surprising stories Lou shared was about the Hi Seltzer branding itself.

The night before their first 10,000-can production run, a friend saw the original artwork and told Lou, bluntly, that it was terrible. “I just sat there in silence,” Lou said. “Then I put on Five Finger Death Punch and designed the logo myself.”

That last-minute call shaped the entire tone of the brand—clean, simple, recognizable from 20 feet away. And it’s a decision that still earns compliments from big-name leaders across the industry.

Built With Purpose, Grounded by People

Lou’s approach to leadership carries over from his days as a first responder. There are no business cards. No entourage. No hierarchy. “It’s not about me,” he said. “I’m just a brick in the wall.”

Internally, Hi operates with a clear team-first culture. Wins are shared. Feedback is encouraged. Every employee goes through a training program called “Hi School”—an education platform that covers everything from compliance to consumer questions to how cannabinoids actually work in the body.

“We’re rolling out a digital version soon,” Lou said. “Every retailer we work with will be able to train their associates for free.”

The Round-Up Program and Foundation Mission

One of the most powerful parts of Lou’s story is the company’s philanthropic focus.

After giving a few sample cans to a veteran who had been struggling with suicidal thoughts, Lou received a hug and a message that stuck: “You saved my life.”

From that moment forward, Hi committed to launching a foundation aimed at supporting veterans and first responders. The goal: donate one million cans a year. And eventually, build a program that provides free, therapeutic alternatives to alcohol or prescriptions for those struggling with PTSD, trauma, and sleeplessness.

“If that’s my legacy, that’s enough,” Lou said.

What’s Next for Hi Seltzer?

The team is launching a new website soon. They continue to grow into major retail chains like Total Wine, ABC, and Specs. And they’re expanding both their DTC and wholesale presence, with about 80% of their current business coming direct.

But even as they scale, Lou says the mission won’t change.

“We want to stay approachable, keep listening to the people we serve, and never forget what brought us here: quality, education, and community.”

Support Hi Seltzer

You can find them online at HiSeltzers.com or follow their journey on social. They’re available in select retailers across Texas and Florida, and Lou is active on LinkedIn if you want to reach out personally.

Want to be part of their mission? Ask your local shop to stock them. Share the product with someone who could use a better night’s sleep. Or just crack one open and see what all the buzz is about.