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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 a week it has been. Last weekend I shot photos at iii Points festival in Miami for Cann and it was an incredible experience.
Huge shoutout to Danielle Nicoll for thinking of me and making it happen! Truly an amazing experience and I hope to share more of these experiences with you all.
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.
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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 social cannabis.
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 mainstream 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 reach multi-billion dollar status in the coming years.
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.
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. People were sharing, comparing flavors, and using them as conversation starters rather than retreating for a smoke break.
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 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.
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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