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Gordon Whelpley on why his team isn’t reinventing the beer playbook—it’s about perfecting the hits. From light lagers to lightly fruited sours, he’s not chasing trends. He’s building the classics better. 🎧 Full episode: open.spotify.com/episode/1FGKtW…

A founder told me last week: “I’m done with 5mg seltzers that just taste like club soda and leave people shrugging.” They’re dialing in drinks to create an actual experience, calm, focused, connected, social. Not just “THC, but sparkling.” The future? Mood-based drinks that

THC drinks aren’t replacing alcohol. They’re replacing occasions. From post-work decompression to weekend hangs—Brēz and others are slotting into moments that used to belong to wine or beer. See the shift in the data → herbalprofiles.com/p/herbal-profi… Subscribe: herbalprofiles.com/subscribe

Transparency is the new luxury in beverages. Consumers don’t just want to know what’s in their drink, they want to know why. Ingredient sourcing, sustainability practices, and real brand stories aren’t just marketing angles, they’re must-haves to build trust and loyalty.

What’s it like to see your product in a dispensary for the first time? For one founder, it was surreal: a random customer raving about the product she’d worked so hard to bring to market. That pride, that moment of validation—it’s what keeps so many cannabis beverage founders

Why are THC drinks sticking more than CBD? Because the effect is consistent. Because the intention is clear. Because the product works. Full breakdown → herbalprofiles.com/p/herbal-profi… Subscribe: herbalprofiles.com/subscribe #CannabisCPG #ConsumerInsights

Cannabis beverages are winning with the same crowd that made kombucha, Peloton, and adaptogens pop off. → High-income → Early adopters → Looking to optimize, not escape The health-conscious crowd is drinking smarter. More here → herbalprofiles.com/p/herbal-profi… Subscribe:

“Crushed the task with (frankly) not enough direction…” That’s how Chris Fontes of High Spirits described our shoot. If you need product, lifestyle, or event photography that actually helps grow your brand: 📸 larsmillermedia.com #photographer #branding #contentcreation

THC drinks aren’t being marketed as health products. But a lot of people are using them like they are. Better sleep. Less booze. No hangover. And that’s starting to look a lot like a longevity routine. 📬 Herbal Profiles #99 → herbalprofiles.com/p/herbal-profi…

This week in hemp beverages: 🧃 Trulieve launches THC energy drink 🚫 Rhode Island pauses hemp licenses ⚖️ Ohio & Kentucky push restrictions 🍺 Big Alcohol ramps up lobbying 📥 Full roundup: herbalprofiles.com/p/herbal-profi…

What if your THC drink was actually a wellness product? → 47% of drinkers are cutting alcohol → 30% use it as a “natural alternative” → Sleep, stress relief, and recovery are top use cases More in this week’s issue: herbalprofiles.com/p/herbal-profi…

🎧 Missed our latest Free Spirits Podcast? We sat down with: – Ben Kennedy of Fable Libations – Gordon Whelpley of Float House – Jake Bullock of Cann – Ben Larson of Vertosa Catch up inside Herbal Profiles #99 → herbalprofiles.com/p/herbal-profi…

Cans are heavy. OffDuty is 3mL. Peter Barsoom explains why dosing, portability, and flavor-free design might win the next wave of functional beverages. 🎧 open.spotify.com/episode/5QC5Ac…

Peter Barsoom calls 1906 “cannabis for control freaks.” It’s not about getting high. It’s about knowing: → when it kicks in → how it feels → how long it lasts That’s what makes functional products work. 🎧 open.spotify.com/episode/5QC5Ac…

ingle molecules are good. Smart stacks are better. Caffeine + 3 botanicals = energy without the crash. Peter Barsoom walks through the science of functional formulation on the latest Free Spirits. 🎧 open.spotify.com/episode/5QC5Ac…

If you have your own podcast, do you listen to your own episodes?

Why call it OffDuty? Because it tells you what it’s for—without needing a dictionary or a milligram calculator. Peter Barsoom on naming, packaging, and building trust through clarity. 🎧 open.spotify.com/episode/5QC5Ac…

How do you merchandise a product that doesn’t look like a product? Peter Barsoom explains the challenge of selling OffDuty—and why education and sampling will be key. 🎧 open.spotify.com/episode/5QC5Ac…

People who run a podcast. How far out are you booked? I have recorded and will be recording (already scheduled) enough episodes that by the end of August we will have the shows loaded thru the end of November. I don't want to stop booking great guests as they reachout (It's

Fell down a rabbit hole this morning…. But who remembers FratMusic dot com? Bring it back!