Welcome Note

Welcome Back Gardeners to the 119th edition of Herbal Profiles!

Happy Friday yall!

It is officially 2026. And I think this year is, in a lot of ways, going to be pretty historic. I am looking forward to it in a lot of different ways. Personally, professionally, for the THC beverage industry, and beyond.

I was catching up on emails this morning as I have been on vacation for the last 2 weeks (thanks for bearing with me), and as I was responding to someone I used the phrase “In my core I am an optimist.” I mention this here in my opening, because I firmly believe that this industry will survive the ban currently set for November.

Alcohol consumption is on the decline. That’s me knocking people that drink. Or telling people to quit drinking. It is simply a fact. You all, and I am speaking to most of my readers here who either work for, invest in, or own a THC beverage brand, are throwing a lifeline to these alcohol companies. Will they grab it? Apparently not without fighting tooth and nail first.

If you’re subscribed here you know damn well, I (along with everyone I have spotlighted) want some regulation. We want to be regulated and put on even playing fields. So let’s do it already.

I digress, but cheers to 2026

And as always,

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes has over 1,800 subscribers! And my other subreddit for the broader CPG industry is also growing, hitting over 600 subscribers. I would love to have you join us on either or both subreddits!

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

The latest episode of the Podcast dropped before Christmas! If you haven’t listened yet, be sure to check it out and subscribe to the podcast to never miss another! We have Emily Onkey from Aplós joining for Dry January and that episode drops on Monday!

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

News Roundup

• New Kentucky laws regarding THC-infused drinks, online data going into effect Jan. 1 - Starting January 1, Kentucky will implement new laws regulating the sale of THC-infused beverages. The legislation includes age restrictions, packaging requirements, and licensing rules for retailers and manufacturers.

• California Officials Award $30 Million In Marijuana Revenue To Support Research On THC Drinks, Terpenes And Tribal Cannabis Sales - California is distributing $30 million in cannabis tax revenue to fund research on THC-infused beverages, terpene science, and tribal cannabis programs. Grants will go to public universities and community-based organizations.

• THC-infused drink sales limited to Ohio dispensaries after governor’s veto - Governor Mike DeWine vetoed a provision that would have allowed sales of hemp-derived THC beverages outside of Ohio dispensaries. As a result, THC drinks will remain restricted to licensed medical and adult-use cannabis retailers.

• Marijuana reclassified under Trump executive order - President Trump signed an executive order reclassifying marijuana from Schedule I to Schedule III under the Controlled Substances Act. The order directs the Department of Justice to expedite the rescheduling process and collaborate with Congress on hemp definitions.

📰 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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2026 Goals

I rarely use this platform to talk about myself nor do I particularly enjoy doing so either. But once in awhile I think it makes sense to not only reflect but also put it out there what I am trying accomplish. And thankfully, many of you are amazing folks and you reach out to help support me. Which truly, I appreciate.

Last year I made a goal to hit 6-figures in revenue for my little side hustles which all fall under Lars Miller Media. And in case you’re unfamiliar Lars Miller Media is my independent creative studio where I handle ghostwriting, content strategy, and brand photography for CPG and beverage brands as well as event photography. In addition, my podcast, & all of my newsletters fall here too.

I fell a little short of that goal in 2025. Hitting around $95k in revenue. Well, call me delusional or crazy or whatever you want, but in 2026, my goal is to more than double that to $200k+.

Here’s where I am seeing things shake out and where I am asking for your help!

2026 Projections

• Affiliate Marketing Revenue = $120k (up $40k from 2025)

• Sponsorship Revenue = $20k (up $16k from 2025)

• Ghostwriting Revenue = $20k (up up $15k from 2025)

• Photography Revenue = $40k (up $36k from 2025)

This is where you come in! If you’re a B2B business in this space, this newsletter and the podcast are both AMAZING spaces to advertise. The audience for both platforms is almost exclusively industry folks, which over indexes on the investor, founder, and C-suite side of things. If you’re an executive or someone who is struggling with content, let’s chat. I ghostwrite on X, Linkedin, and have helped launch a newsletter (my own obviously but consulted on helping someone else launch their own). I would love to help you. Do you run events, own a brand, or maybe just want some lifestyle images in general. I would love to work with you and bringing your brand story to life through visual storytelling.

And, you can help out without spending any money too. Down below are my 2 other newsletters/websites. You can subscribe for free (the cadence on both of those is much much less frequent than this one). You can subscribe to any of my social channels, in particular Youtube (Free Spirits Youtube) and/or Spotify/Apple Podcasts. Leaving a review on those platforms is also amazingly helpful.

Finally, you can send me an email. What do you want to see more of in the newsletter? Do you have breaking news? Let me know. Do you know someone who is amazing and would like to hear their story told? Shoot me an email. Do you simply want to chat or you’re in South FL and want to grab a drink? Hit me up.

You obviously have this email you’re receiving here, you can also reach me at [email protected], I monitor all of my social accounts pretty regularly, and frankly it’s probably not that difficult to find my cell number too haha (but please text me if you do find it, because I won’t answer a number I don’t know lol).

I’d like to leave you all with this - if you want to collaborate in anyway as well, I am open. And I would absolutely LOVE to hear your 2026 goals too! So shoot them my way.

I will be back next week with our regularly scheduled, non-Lars focused newsletter.

Exclusive Coupons - THC Drinks, Health, Wellness, and more

If you’re restocking your THC drinks, here’s a quick reminder, I’ve got verified discounts for a lot more than just infused beverages. The list includes some of my favorite brands across wellness and lifestyle: Ten Thousand for training gear, Ursa Major for skincare, Laundry Sauce for elevated essentials, and of course, the best THC drinks like Cann, Willie’s Remedy, and oHHo. I keep it updated monthly so you always have an easy place to save.