Welcome Note

Welcome Back Gardeners to the 118th edition of Herbal Profiles!

Happy Friday yall!

I am going to take a break the next two weeks. I will still be sending out the newsletter, but it will just be a curation of news, not so much any featured stories or anything. I want to say Happy Holidays to all of you and truly, from the bottom of my heart, thank you so much for your support!

If any brands feel like sponsoring the newsletter in 2026 shoot me an email! We are over 3200 subscribers strong, primarily industry professionals and founders.

Additionally, If you’re tightening your brand story, refreshing your messaging, building out BOFU content, or trying to get more consistent with newsletters, blogs, or education pieces, I’m happy to help. A lot of what I’ve been working on lately has been, refining brand narratives, building sales enablement content, ghostwriting founder POV content, supporting investor storytelling, newsletter + content system buildouts, photography for product, founders, and campaigns. If you need help as we enter 2026, shoot me an email and let’s chat!

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 515 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 an emergency podcast with Chris Lackner on Wednesday.

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

The latest episode of the Podcast dropped this week with Peter Olander, founder of Happie! If you haven’t listened yet, be sure to check it out and subscribe to the podcast to never miss another!

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

News Roundup

• The Hangover-Free Buzz: Why Breweries Should Pay Attention to Cannabis Beverages - Washington Beer Blog explores how breweries are beginning to view THC beverages as both a threat and opportunity. The article highlights shifting consumer preferences and potential crossover in production and distribution infrastructure.

• Uncle Arnie’s expands THC beverage portfolio with SodaPop line - Uncle Arnie’s has launched a new THC-infused craft soda line under the name SodaPop. The release adds to its existing product range and features nostalgic flavors with low and high-dose options.

• Willie Nelson’s THC drinks are here — and San Diego is quietly running the show - Willie’s Remedy and Willie’s Reserve beverages are now being produced and distributed through a San Diego-based manufacturing partner. The products are part of the country music icon’s expanding cannabis brand portfolio.

• Tilray CEO says THC drinks ‘will replace alcohol’ over next decade - Tilray CEO Irwin Simon stated in a Yahoo Finance interview that THC drinks could displace alcohol over the next ten years. He emphasized consumer interest in lower-calorie, hangover-free alternatives.

• Cornbread Hemp responds to federal crackdown with Louisville expansion - Cornbread Hemp has opened a new headquarters and retail store in Louisville despite ongoing federal scrutiny of hemp-derived products. The company says its move is a sign of continued growth and public support.

• Delta’s THC-Infused Seltzers Offer a 0-Cal Way to Vibe for Any Occasion - Delta Beverages is promoting its zero-calorie, THC-infused seltzers in Nashville through a new sponsored content campaign with Axios. The brand emphasizes sessionable formats and versatile use occasions.

• What’s next after President Trump reschedules marijuana? - MJBizDaily examines the implications of marijuana being moved to Schedule III under a Trump administration. The article covers potential tax relief, interstate commerce, and limits of executive action.

• Illegal cannabis smuggling on California’s I-5: What to know - California officials report continued illegal cannabis trafficking along the I-5 corridor. Law enforcement cites gaps in cross-border tracking and enforcement as key issues.

• Thrive Market Exits Alcohol, Rolls Out Non-Alcoholic Category - Thrive Market has discontinued alcohol sales and introduced a dedicated non-alcoholic beverage section. The new assortment includes functional and zero-proof drinks aimed at health-conscious consumers.

• Hemp industry fighting federal ban with bills to regulate — not outlaw — THC gummies and drinks - MinnPost reports on industry-led efforts to replace proposed bans with federal regulation frameworks. Advocacy groups are pushing for age-gating, labeling, and safety standards instead of blanket prohibition.

• Trump’s cannabis reform plans would double down on the drug war - The Guardian editorial outlines how Project 2025 would reclassify cannabis and restrict hemp access while expanding enforcement. The piece cites documents from the Heritage Foundation’s proposal.

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Historic Rescheduling: What Cannabis Executive Order Means for Hemp Beverages

Yesterday marked a watershed moment in American cannabis policy. President Donald Trump signed an executive order directing the Attorney General to expedite the rescheduling of marijuana from Schedule I to Schedule III under the Controlled Substances Act. For those of us in the hemp industry who have watched this fight unfold, many having transitioned from the regulated cannabis space, this represents both vindication and potentially a critical lifeline as we face an existential deadline just 11 months away.

The Clock is Ticking

While industry veterans expressed excitement at witnessing this historic moment, the reality is stark: unless Congress acts, intoxicating hemp beverages will be banned in November 2026. The recent spending bill that redefined hemp products to allow only 0.4 mg of THC per container effectively outlaws most hemp beverages that consumers actually want to buy.

This executive order's directive for Congress to "update the statutory definition of final hemp-derived cannabinoid products to allow Americans to benefit from access to appropriate full-spectrum CBD products" is a potential lifeline for an entire industry facing extinction.

What Rescheduling Actually Means (And What It Doesn't Fix)

Let's be clear about what this executive order does and doesn't do:

What it DOES:

• Directs the DOJ to expedite completion of the rescheduling process to Schedule III

• Removes the 280E tax burden from state-licensed cannabis businesses

• Dramatically expands research opportunities for cannabis

• Provides federal recognition of cannabis's medical value

• Creates a pathway for Medicare coverage of CBD products starting April 2025

• Crucially: Directs White House staff to work with Congress on hemp definitions

What it DOESN'T:

• Legalize recreational cannabis federally

• Fix the November 2026 hemp beverage ban

• Override state laws

• Immediately resolve banking issues (though it helps)

A Race Against Time

For hemp beverage companies, this executive order creates both opportunity and urgency. The federal recognition of cannabinoid medical value strengthens our lobbying position, but we have less than 11 months to convince Congress to act before the industry faces a cliff.

The Normalization Effect - When We Need It Most

Crucially this executive order accelerates cannabinoid normalization at precisely the moment we need maximum political support. When the federal government recognizes cannabis's medical value, it becomes harder for lawmakers to justify banning hemp beverages that provide similar therapeutic benefits with lower intoxication potential.

The Hemp Definition Battle

The executive order's language on hemp definitions represents our best hope, but it's far from guaranteed. The order directs White House staff to work with Congress, but provides no timeline, no specific language, and no enforcement mechanism.

Industry advocates noted that this language came from hemp industry lobbying efforts, but translating executive guidance into actual legislative action requires sustained pressure over the next 11 months.

Research Renaissance

The research implications of rescheduling represent perhaps the most transformative long-term benefit of this executive order. For decades, cannabis research has been artificially constrained by Schedule I classification, creating a scientific knowledge gap that has hindered both medical advancement and evidence-based policy.

Medical experts noted during the signing ceremony that rescheduling will democratize the research process, allowing all academic institutions to participate in cannabis research, not just elite medical centers with special DEA licenses. The ability to conduct large-scale randomized controlled trials, involving hundreds or thousands of patients rather than dozens, will transform our understanding of cannabis therapeutics.

Researchers will finally have access to standardized, pharmaceutical-grade cannabis products and can study fundamental questions that have remained unanswered: optimal dosing protocols for different conditions, drug interactions, long-term effects, and identification of which patients are most likely to benefit from cannabis therapy.

This scientific foundation will be crucial for developing evidence-based regulations, industry standards, and medical guidelines. However, this research boom will take years to produce actionable results, while regulatory challenges facing the cannabis industry require immediate attention.

Political Reality: Our Window is Narrow

This executive order represents political calculation that could work in our favor. With 82% public support for cannabis rescheduling and growing acceptance of cannabinoid therapeutics, the political environment for hemp beverage preservation may never be better.

But political windows close quickly. The 2026 midterm elections could reshape Congress, and new priorities could push hemp issues aside. We have this Congress, this political moment, and this administration's stated support for hemp definition reform.

What We Must Do Now

Industry veterans recognize this as a critical inflection point. The executive order provides political cover and momentum, but converting that into legislative action requires immediate, sustained effort.

Every hemp beverage company, every industry association, every allied organization must make hemp definition reform their top priority. We need:

• Coordinated lobbying efforts targeting key congressional committees

• Consumer advocacy campaigns highlighting the absurdity of banning hemp while promoting CBD

• Coalition building with cannabis companies who benefit from normalization

• Media campaigns emphasizing the economic impact of hemp beverage bans

The Bottom Line

Yesterday's executive order opens doors that have been closed for decades. But for hemp beverages, the most important door, continued legal existence, remains in jeopardy.

The future may be bright, but first we have to ensure there is a future.

Best THC Drinks of 2025: Holiday Gift Guide

I spent the year trying and drinking my way through this industry. After extensive testing and market analysis, these are the brands consistently delivering on taste, effects, and my top PERSONAL picks for 2025

The Winners:

• Cann - An OG and still market leader.

• Fable - High Spirits Awards winners using real botanicals and ingredients.

• Cantrip - Another OG and great variety of doses.

• Wims - One of the best portable and versatile options.

• Crescent Canna - Value leader with 4,000+ five-star reviews & the #1 brand mentioned for the high dose folks.

• Willie's Remedy - Spirits bottle and great premium taste and packaging.

• Hippie Water - Flavor champion with crisp, refreshing profiles that pair well with food.

The brands that nailed consistent results while delivering on flavor are seeing the strongest repeat purchase rates.

Full brand breakdown with pricing analysis, consumer feedback, and exclusive discount codes →

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.