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Welcome Note

Welcome Back Gardeners to the 111th edition of Herbal Profiles!

Happy Friday yall! I am keeping this week a little on the shorter side, but what great time I had shooting for Cann last week! You can see some of my work in my featured story this week but also I will sharing it over on my Photography IG @LarsMillerMedia

Huge shoutout to Danielle Nicoll for thinking of me and making it happen! Truly it was such an amazing opportunity and so much fun seeing these drinks in that environment.

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes is about to hit 1,500 subscribers! And my other subreddit for the broader CPG industry is also growing, hitting 200 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 16 of season 2 with Kevin Provost, CEO, MoreBetter Ltd.

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

• Supreme Court agrees to hear weed and gun rights case - The U.S. Supreme Court will review whether federal law barring cannabis users from owning firearms violates the Second Amendment. The case could have major implications for gun ownership among medical and recreational marijuana consumers nationwide.

• Circle K finally enters the cannabis space with hemp beverage deal - Convenience store giant Circle K signed a distribution agreement to carry hemp-derived THC beverages, marking its first move into the cannabis sector. The rollout will begin in select U.S. markets, expanding access to low-dose THC drinks through mainstream retail channels.

• Federal hemp THC ban and cannabis reform in limbo during government shutdown - Congressional debate over a potential hemp-derived THC ban has stalled amid the federal government shutdown. Industry advocates warn that legislative inaction leaves businesses uncertain about future compliance and regulation.

• Alcohol industry steps up lobbying on hemp drinks as Congress debates THC ban - Major alcohol trade groups have increased lobbying efforts around hemp-derived THC beverages, pushing for stricter regulations as Congress weighs a potential ban. The Wine & Spirits Wholesalers of America and other groups argue that hemp drinks should face similar oversight to alcoholic beverages.

• Whiskey company scales back operations citing consumer shifts toward marijuana as alcohol alternative - A Tennessee-based whiskey producer announced layoffs and reduced output, citing declining alcohol demand and a growing preference for cannabis and functional beverages. The company’s CEO said younger consumers are driving a “major recalibration” in drinking culture.

• Ohio House proposal would allow stores to sell THC drinks but ban other hemp products - Ohio lawmakers introduced a new proposal to permit the sale of hemp-derived THC beverages in retail stores while banning other intoxicating hemp products. Supporters say the plan balances consumer access with product safety oversight.

• Horticulture Co. and Allen Iverson to launch hemp beverage line in Circle K - Horticulture Co. announced a partnership with NBA legend Allen Iverson to debut a new hemp beverage line sold through Circle K stores. The collaboration coincides with Circle K’s broader move into hemp-derived THC products.

• Rick Ross expands business empire with THC and CBD beverage line - Rapper and entrepreneur Rick Ross launched a new line of THC and CBD-infused drinks under his Rozay brand portfolio. The products are positioned as premium lifestyle beverages designed for relaxation and social occasions.

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

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The Future of Social Cannabis: Lessons from iii Points Festival

Last week, I had the surreal experience of shooting photography for Cann at Miami's iii Points festival, and this was my first time at an on-premise event where I wasn't the only one drinking THC beverages (that I also snuck in with me). It was such an amazing sight to witness. It took me back to when drank my first THC drink (ironically also a Cann) & felt like it was a glimpse into the future of how we socialize.

The Moment Cannabis Went Mainstream

The reactions were fascinating to observe through my lens. There were two distinct groups: those discovering THC drinks for the first time, eyes lighting up with genuine excitement at this new category, and then the consumers who knew Cann and were thrilled to see them represented at such a major event. Both reactions told the same story, we're witnessing cannabis beverages transition from niche curiosity to social staple.

The images I captured tell this story beautifully: friends sharing drinks, genuine laughter, and connection.

The Data Backs the Vibe

What I experienced aligns perfectly with the explosive growth we're seeing in hemp-derived THC beverages. As I have shared a few times in recent editions of the newsletter, according to recent industry data, 14% of U.S. adults now use hemp-derived THC products. Which doesn’t seem that high, but that's comparable to calcium supplements and fish oil. The hemp-derived THC market is projected to hit $3.8 billion in 2025, up from just $200 million in 2020.

More telling is how people are using these products. Nearly 47% of consumers who drink both alcohol and hemp THC beverages report reducing their alcohol intake. At iii Points, I watched people make this choice in real-time, opting for a 3mg Cann over another beer, staying present and social without the next-day consequences. PS Cann team if you’re reading this a 3mg 12oz can should be your official size and dose, it’s perfect!

The Social Shift

The most striking observation was how naturally THC beverages fit into the social fabric of the festival. Obviously as most of us cannabis users know, other mediums tend to isolate, smoking or just getting way too high. But for these drinks they enhanced social connection, as I am sure we also all have seen that too. People were sharing, comparing flavors, and using them as conversation starters rather than conversation enders.

This mirrors broader data showing that 92% of hemp THC consumers also purchase alcohol, they're not replacing social drinking, they're expanding their options for social experiences. The category is growing because it solves a real problem: how to participate in social drinking culture while prioritizing wellness and maybe drinking just a little less.

The Future is Low-Dose and Social

Here's my official plea to Cann: that 3mg dose in a 12oz can they created for iii Points events? Make it the standard. The festival format proved that lower doses create better social experiences.

What This Means for Cannabis Culture

We're witnessing the emergence of "social cannabis" consumption that enhances rather than replaces social interaction. The stigma is dissolving not through activism or education campaigns, but through positive shared experiences at mainstream events.

The hemp-derived THC beverage boom is about socializing differently, not just reinventing how we get high. As these products become fixtures at festivals, bars, and social gatherings, we're redefining what cannabis culture looks like in America.

From behind my camera at iii Points, the future looked bright, social, and surprisingly normal. And that might be the most revolutionary thing of all.

What are your thoughts on cannabis beverages in social settings? Have you tried them? I'd love to hear your experiences.

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