Category: Infused Food & Beverages

The landscape of the hemp-derived D9 THC beverage market is rapidly evolving. With swift growth and increased consumer demand, the need to secure mainstream retail placements has never been more critical. However, the burgeoning market also faces potential setbacks that could undermine its progress.

Here’s what could be considered to ensure our success and the integrity of the hemp D9 space.

The Current Hemp-Derived Beverages Status and Rapid Expansion

The hemp-derived beverage sector is increasing, fueled by consumer interest in adult beverage alternatives, wellness, and recreational innovations. Products like THC beverages and other ingestibles are driving this trend. These beverages, powered by THC derived from hemp, are entering mainstream markets including visible placements with retailers like Total Wine & More and Spec’s. As visibility and accessibility continue to increase, social acceptance and consumer demand also increases – and fast!

This rise highlights cannabis’s growing legal acceptance, which the supposed rescheduling of the plant will further fuel.

Despite the opportunities, several challenges continue to exist; we’re building the plane as we’re flying it and doing it with a bigger and more vocal audience than ever.  As a category, we need to do more than just “self-regulate” – we need to define the regulations and prove that we are applying food & beverage quality and safety standards that put the consumer first.

Potential Roadblocks in the Cannabis Beverage Industry

Low-dose cannabis beverages target a more mainstream demographic, so in many ways, these products are in the midst of their “first impression” – and they will only have one shot to do it right.

• Regulatory Risks: The actions of one bad actor could significantly damage the reputation of the entire infused beverage category. Integrity is particularly critical in products like intoxicating hemp and marijuana-derived THC beverages, where THC per serving must adhere to strict quality and safety standards to avoid regulatory issues and maintain public trust.
• Quality Control: Issues such as product testing for under or over-potency and stability problems are significant concerns within the industry. Consistency from product-to-product market-to-market is crucial, particularly when you are dealing with an intoxicating ingredient. Consumers expect the same experience from the same dosage (leaving variance for when their tolerance increases) – any inconsistency could turn off consumers because we’re new here and haven’t earned the consumers’ trust (yet).
  • Distributors and retailers should also request documentation – chain of custody, testing, and historical data- to verify consistency. This will only continue to grow in importance as the category approaches regulation by the TTB, which oversees alcohol.
• Manufacturing Diligence: Cutting corners in the production of beverages sold with total THC derived from hemp can lead to significant quality issues. To ensure the integrity of these products, strict adherence to Good Manufacturing Practices (GMP) and Generally Recognized as Safe (GRAS) standards is crucial. This rigorous approach helps safeguard the quality of every beverage sold, ensuring it meets the highest safety and quality benchmarks.
• Higher Dose Products Introduced Prematurely to a Mainstream Audience:

Introducing higher-potency products (over 10 mg per serving) into mainstream retail channels without adequate oversight or consumer education at this stage of the industry can lead to negative experiences for the consumer. While these products may be manufactured responsibly, the safety issue lies in where this product may be sold and the lack of education the consumers may have available to them when purchasing these products.

Growing the category responsibly means also allowing the mainstream audience to get more familiar with THC beverages so they can learn their tolerance and identify the products/dosage they want, which will dictate where they shop and purchase their product. There is a growing need to focus on low-dose THC products, ideally around 10mg per single-use unit and 100mg for multi-serving options (promoting 10mg serving sizes or less), to ensure safer consumption and regulatory compliance. We are also seeing more states implement caps for dosage that can be sold outside of the dispensary channels.

Given the high barriers to entry, particularly in beverage manufacturing, we are positioned better than other sectors, but vigilance is non-negotiable.

To navigate these challenges, we must prioritize consumer safety, compliance, and transparency through documentation.

Key Focus Areas for THC & Cannabinoid Beverage Professionals

How do you make the THC beverage category more approachable now that it is more accessible?  Education and documentation.

SoRSE’s Chief Science Officer, Scott Riefler, often quotes Deming, a pioneer in quality control –

“In God we trust; all others bring data.”

As a category, infused beverages must prove we are following food & beverage industry best practices, even where it might not be required.  Why?  Because consumer safety is always #1.  However, if brands and service providers want to be around in the future when this category is regulated by the FDA (Food & Drug Administration) or TTB (Tax & Trade Bureau), this is what will be required.  Many brands are already going well beyond what is required by these regulatory bodies because they have to earn the trust of partners that are helping them break down barriers, such as on-premise consumption and licensing opportunities.

• Transparency and Documentation: Suppliers must be completely transparent about the processes and ingredients used in the manufacturing and sourcing of their raw ingredients, which must be documented through third-party testing.  Producers must also test the final products for all of those ingredients listed in the documentation to make sure the beverage is safe for the consumer. Transparency ensures adherence to potency requirements and compliance with regulations such as the 2018 Farm Bill and relevant state laws.
• Chain of Custody: Careful tracking of the journey from raw materials to finished cannabis beverages (for all cannabinoids) is vital for maintaining accountability and safeguarding quality.
• Thorough Third-Party Lab Testing: Raw materials and final products must be rigorously examined for contaminants, consistency, and accurate potency levels. This procedure should be integral, not merely supplementary. Such testing plays a crucial role in uncovering any exploitation of legal loopholes, such as using Delta 8 instead of Delta 9. By focusing on this step, we ensure the product remains uncompromised by heavy metals or other contaminants.
• Partnerships with Credible Manufacturers: As stated above, collaborating with manufacturers that consistently uphold Good Manufacturing Practices (GMP) and Generally Recognized as Safe (GRAS) standards is essential. Such partnerships ensure the production of reliable and safe infused products, reinforcing trust and compliance in the industry.
• Specifically for Converted Hemp D9 THC Ingredients:
  • Purity Testing: This is particularly important for products containing converted hemp D9 THC (converted from CBD), because there may be unidentified byproducts remaining in the active ingredient. Purity testing will confirm or disprove quality claims, but also help producers ensure their final product meets all safety standards.  The Cannabis Beverage Association is currently developing a Code of Conduct that will outline more detail on how brands can ensure consumer safety across markets.
  • Transparency from Suppliers: Insist on complete transparency regarding the conversion process and regular documentation updates.

A lack of transparency in sharing these details should be a warning signal!

Setting the Standard for Hemp-Derived Products: SōRSE’s Commitment to Enduring Excellence

In the rapidly evolving hemp industry, aligning with established beverage professionals is paramount. We must earn the trust of both skeptical audiences and regulatory bodies by prioritizing safety, quality, and consumer satisfaction.

Our objective extends beyond making a stellar first impression; it’s about positioning ourselves for a future where hemp-infused beverages containing cannabinoids from hemp, such as THC and CBD, are standardized and regulated, akin to traditional food and beverage categories. To put our best foot forward, we need to present ourselves like other beverage professionals, and frankly, we need to go above and beyond other beverage categories, including alcohol, because of the skepticism still present due to the lack of regulations.

In order to create a level of comfort and build trust with our alcohol partners, we need to almost overcorrect by providing thorough information and proving that we’re ready for TTB and FDA regulation and are taking a responsible approach that puts the consumer first.

Brands, service providers, etc., that aren’t prepared with the following are not going to be around when this industry is regulated by the FDA and TTB:

• • documentation
  • food & beverage manufacturing certifications
  • purity and 3rd party testing
  • transparency;

They will, in turn, have a short shelf-life (pun intended) because our industry is pushing for standards to grow the infused beverage category responsibly and safely. Those who invest in robust processes and embrace transparency will secure a spot on the market shelves and forge a lasting legacy.

As we shape the landscape of this burgeoning industry, let’s uphold stringent standards that impress and reassure everyone involved—consumers, retailers, and regulators—about the integrity of the hemp Delta-9 beverages we bring to market. Together, we can ensure a positive initial encounter that sets the stage for enduring prosperity.

Partner with SōRSE to lead the infused beverage industry. Our commitment to excellence and compliance ensures we can build a trustworthy and lasting market together.

Most of those in the cannabis-infused beverage space come to SōRSE because they know we’re the emulsion provider for leading beverages like Cann, St. Ides, Wynk, Rebel Rabbit, and Delta Beverage, to name a few. They also come to us because our roots are in food and beverage innovation with over 200 years’ experience; our products work well both in the short term and have demonstrated superior performance over the test of time. We know beverage.

With the recent growth in the hemp D9 market, there are many new players entering the market and as is often the case, some are making disruptive claims to capture attention.

Some have even raised questions around emulsion technology and whether it’s suitable for cannabis-infused beverages. While we think our clients’ success (low and high dose) speaks for itself, we want to take a step back, return to our roots and explain the benefits of emulsion technology and debunk some myths we’ve heard in the marketplace recently.

Tried & True

Emulsion technology has been in the beverage industry for decades and used in nearly every beverage category – dairy, functional (vitamins/adaptogens), non-dairy alternatives, carbonated, juice, alcohol, protein and supplements, confectionary, etc.

There’s a reason – it works, and it works well.

But it’s more than that. Emulsion technology is designed for food food and low cost beverage manufacturing, simply add the emulsion to the batch, mix for 10 minutes and bottle. It uses natural and clean label ingredients, and when done correctly, creates a shelf-stable beverage that provides even dosing for a consistent and safe experience for the consumer.

Why Emulsions?

First, the term “water soluble” is a bit of a misnomer. Oils are not soluble in water… period. This is where emulsions come in. By first micro-sizing the oil and enrobing it with a water compatible compound, one can develop water

compatibility. A few good examples in everyday life nature are milk or cream, or the cloud/haze in sodas like Mountain Dew, or Fanta.

Yes, there is a lot of science at play with emulsions. So, they are not all created equal. Like so many things, it must be done correctly to maximize benefits and performance.

Emulsion Technology isn’t New, but it has Evolved through Innovation

As mentioned, emulsion technology isn’t new, but cannabinoids have been proven to be particularly tricky to work with, so innovations were made on traditional methods of emulsion technology to create more stable, better tasting, and more consistent infused beverages, particularly when working with THC, an intoxicating cannabinoid. For SoRSE, the innovation and our IP exists both in the ingredients used and the manufacturing process.

SoRSE solutions offer:

• Superior Sensory Profile
• Seamless Integration (available in liquid in powder forms)
• 12-Month Stability (far more than any beverage should need!)
• Accurate Dosing / Homogeneity
• Clean Label
• Consistent Consumer Experience (Consistent & quick onset time of 10 – 15min, and offset ~1 hour* after consumption)

*Onset and offset times provided are an average based on a pharmacokinetic study performed on SoRSE Technology’s solutions by 3rd party pharmaceutical company. Onset and offset times may vary by consumer.

Myth: All emulsions are the same

As mentioned earlier, not all emulsion technologies are created equal, as there are different types for different applications, but there are many factors to consider when evaluating solutions for beverages – homogeneity (even-dosing), flavor, ease of use (for manufacturing), stability (shelf-life), etc. All are equally important because a miss in any one of those areas could lead to an undesirable or inconsistent consumer experience. Brands have one shot with a consumer and it’s not worth risking on technology that doesn’t have a proven track record of success in the food and beverage space.

Emulsion technology broken down to the simplest explanation is the process of reducing the particle size of the oil-based ingredient and enrobing the particles in a water-based solution so when ingested the body treats the particles like water, allowing for faster absorption in the intestinal tract which results in the fast 10 -15 minute onset (where oil-based ingredients are processed, which results in delayed and inconsistent onset and offset times).

But the fast onset isn’t the only benefit. Emulsion technology is also responsible for even-dosing and the consistent onset and offset (~1 hour) for a repeatable (in both duration and intensity) experience. The first sip has to have the same dose as the last in order to create that consistent (and safe) experience.

And last but not least; flavor. Flavor is king – If it doesn’t taste good, the consumer won’t come back for more. SoRSE has become synonymous with clean sensory, often times without the use of sugar, additional flavoring, or bitter blockers for masking cannabis notes.

Delivering consistency at scale is something that should be thought about at every stage of producing a product. In order to ensure scalability, seamless integration and ease of use for manufacturers and co-packers is a must. Reducing the room for error while manufacturing efficiently is the key to scaling and having no limitations on partners for manufacturing.

At SoRSE, we do the hard part, so manufacturing the beverage is fast and easy. SoRSE solutions disperse evenly without agitation (with agitation, they will disperse faster) and can be added into the batch just like any other ingredient making it easy on the manufacturer.

Solutions requiring additional instructions such as “heat before adding” or “do not agitate” should be avoided since it complicates the manufacturing process, as well as repeatability. Standard manufacturing processes mix and pump out the finished formulation in packaging, so it’s difficult to mitigate or control the amount of agitation of a beverage. Instructions that include “do not agitate” typically indicate fragile technology that may result in inconsistent product and consequently failed potency testing with the finished product.

If the technology used to improve onset time or homogeneity / even-dosing for THC breaks during manufacturing or sitting on a shelf over time, it will result in inconsistent and delayed onset times ultimately impacting the performance predictability of a beverage and pose a risk to the consumer.

Myth: Nano means better.

Just like how “new” doesn’t always mean better, neither does “nano”. Yes, nano has become a buzzword in the cannabis industry, but nano is not preferred when it comes to the Food & Drug Administration (FDA), the agency that regulates food and beverage.

Check out the products in the pharmacy – spoiler alert – there aren’t products advertising “nano” and that’s because nano is referring to the very small particle size of the active ingredient and if the particle size is actually nano, it might be small enough to get to places in the body that it isn’t intended to. In which case, products or technology marketing themselves as “nano” may be attracting the wrong kind of attention from the FDA. The FDA is the gate keeper for new ingredients being added to the food and beverage space.

Toxicity and safety testing (typically takes 2 to 3 years with significant cost) are a prerequisite for FDA approval. This is why you do not see “nano” on any food or beverage labels, nano as a physical form has not been proven to be safe in foods and beverages.

Trait Bioscience, a leading research and development firm dedicated to the study and analysis of water-soluble cannabinoids in CPG products, has also provided potential risks associated with “nano”.

Here’s a couple other facts to know about “nano”:

• Not guaranteed to result in a faster onset than a micro-emulsion (10-15 minutes)
• Not guaranteed to be clear in formulation
• Not guaranteed to be approved by the FDA
• Not necessarily stable, oils will coalesce and seperate over time

Myth: One-Stop Shop is Always Best

Don’t get us wrong, we want to get all our groceries, including low dose beverages, with one trip to a single store if we can, but there are instances where bundling may not be the best decision. One provider controlling input material, manufacturing, and distribution can be problematic and may also come with a hefty price tag.

What happens when you want to make a switch to any component of that equation? If the technology fails, stuck. If a bigger distributor enters the space, stuck. As experienced by those who have been in the infused beverage space circa 2018, multi-year terms and partners providing every service failed to meet expectations and often caused hardship for brands. This is because it’s difficult to all the services needed to manufacture a beverage.

This industry is still in its infancy and many manufacturing and distribution partners from traditional CPG and alcohol will enter into this space. Partner with experts in their respective roles and experienced partners will be able to provide a network of experienced partners that work seamlessly together, from suppliers to distributors.

Conclusion:

Not only is emulsion technology right for beverage; it was designed for beverage. Emulsion technology provides food and beverage compliance, consistent experience, clean labels, and superior sensory. It delivers everything the consumer is looking for, while also being a seamless solution for the producer allowing for scalability. There will always be new innovations, but it’s important that decisions are made with an understanding of regulatory & compliance, consumer safety and scalability.

While we’re building a new category with cannabis beverages, we don’t need to start from scratch and emulsion technology is a large part of the beverage industry’s foundation. Emulsion technology is beverage.

Last week marked a significant moment in the beverage industry as the Wine and Spirits Wholesaler Association’s Access Live took place in Las Vegas. Notably, for the first time, hemp D9 beverage brands were granted the opportunity to participate, signaling a new era for this rapidly growing category.

The Wine & Spirits Wholesalers of America (WSWA) is a national trade association representing the wine and spirits industry in the United States. Their annual event brings wholesalers and distributors to one centralized location to explore brands that are growing in the ever-evolving alcohol industry.  The debut of hemp D9 beverage brands at the event left a lasting positive impression on the Wine & Spirits Wholesaler Association. The WSWA spoke of continued alignment and support as they expect the category to grow and bring more opportunity to their constituents. All participating brands showcased the category’s variety and potential, from multi-serving to Ready-To-Drink options, seltzers to more artisanal libations.  There were a number of distributors and wholesalers inquiring about the category, but brands knew coming into this event that hemp D9 would be unfamiliar for most and therefore, came prepared to share education about the category, not just their brand.

While the event celebrated progress, it also shed light on areas for improvement, particularly around how these industry events can better showcase the hemp D9 category in an environment where hemp D9 is ‘new’ to past attendees:

1. Sampling for Hemp D9 Brands is a Must

The absence of sampling opportunities for hemp D9 brands presented a major hurdle. Unlike other categories allowed to sample, this restriction negatively impacts brand exposure and hampers distributors’ ability to fully experience the products.

• • Impact on Future Participation: Without the ability to sample, there is concern that future participation from hemp D9 brands may decline.
  • Educational Material vs. Experience: Distributors and wholesalers benefit more from experiencing the products than relying solely on educational materials.
  • Vegas isn’t for Everyone, especially THC: The association of the venue with an associated casino added complexities related to gaming regulations, insurance, and sampling, creating additional challenges for hemp D9 brands.  Events in other geographic locations will often be more desirable than Vegas.

2. THC Accessibility

While the hemp D9 presentations were extremely accessible and convenient, being on the Live Stage adjacent to the showroom floor, several activities promoting hemp D9 could have been better promoted and executed, including a networking mixer and a Cheech & Chong Meet & Greet, both of which suffered from last-minute announcements and low visibility.

3. Hemp D9 Brands – “We’re Just Like Everyone Else”

Hemp D9 brands are looking for acceptance by the alcohol industry across the board.  While it may seem like a good idea to group the sample category together and create a “hemp neighborhood” within the showroom floorplan to make it easy for those in search of hemp D9 products, it can also make it very easy for the category to be avoided or missed if someone isn’t seeking out this category specifically.  Hemp D9 brands would prefer to be given the opportunity to be next to alcohol brands that bring distributor and wholesaler foot traffic.

4. Continued Education on Regulatory Clarity

Distributors and wholesalers expressed concerns regarding the regulatory landscape, including potential impacts on existing alcohol licenses and legalities in different markets. The need for clarity on the legal status of hemp D9 beverages, including market-specific restrictions, remained a top concern.  WSWA’s EVP of Government Affairs, Dawson Hobbs, was very helpful in conversations with wholesalers and distributors.  For alcohol wholesalers and distributors, hearing the regulatory landscape from a trusted resource at WSWA is the kind of reassurance they need to go back to their regulatory teams and continue exploring and working with hemp D9 brands in market.

Industry experts, including Chris Lindsey of ATACH, Rachel Burkons of Smoke Sip Savor, and Pamela Epstein of Terpene Belt Farms, delivered insightful presentations on the current landscape of hemp D9 beverages and how these beverages can be brought to market legally and marketed responsibly. These sessions garnered significant attention and demonstrated a collective interest in understanding the dynamics of this emerging market, aiming to position it for acceptance and sustained growth.

While being able to participate in WSWA’s Access Live can be chalked up as a win, there were literal wins for the hemp D9 community in the Ready-to-Drink category!  Fable Libations went home with multiple medals in the Ready-to-Drink (RTD) Cocktail category, beating out 15 alcohol-based beverages! Fable’s 3 SKUs each took home a medal – Night Flight secured a Double Gold, Best Zest took home a Gold, and Into The Woods took Silver. In a category on the rise, such victories not only celebrate individual success but also pave the way for the growth and opportunities of others within the hemp D9 beverage space.

The WSWA’s Access Live event in Las Vegas marked a groundbreaking moment for hemp D9 beverage brands, providing a platform for exposure and recognition. While celebrating successes, it is crucial to address the identified areas for improvement, ensuring the continued growth and acceptance of this exciting category in the beverage industry. As the market evolves, collaborative efforts and open dialogue will be essential to overcoming challenges and fostering a more inclusive and informed industry landscape.

Drink Cannabis.

The cannabis beverage industry is currently experiencing a transformative wave, with hemp-derived THC (or hemp D9) beverages emerging as a pathway for mainstream accessibility and growth – With even the Chief of New Revenue Streams at Coca-Cola recognizing THC beverages as a category during the esteemed BevNET Live Winter event, ending 2023 on a HIGH note.

Current Landscape and Growth Expectations

The recent introduction of hemp D9 beverages by Total Wine & More in Minnesota and Connecticut marks a pivotal moment in the industry. This move not only highlights the growing acceptance of these products, but also paves the way for other brands aiming to enter mainstream markets. As hemp D9 gains traction across more states, the landscape buzzes with new opportunities for brands.

At the forefront of these developments are events like The Wine & Spirits Wholesaler Association Access Live event (Jan 29 – Feb 1 in Las Vegas), where brands have the opportunity to engage with key buyers and distributors, strengthening their market presence and navigating the retail sector’s complexities. It’s an invaluable opportunity to showcase products, understand market dynamics, and forge industry relationships within the alcohol and mainstream beverage industries.

Amidst this growing interest, the strategic approach to distributors and retailers becomes a defining step for emerging brands. Successfully navigating this phase is crucial for the category to solidify their role within the dynamic and expanding adult beverage market.

Engaging with Distributors and Retailers: Strategy and Preparation

For effective engagement with distributors and retailers, preparation is key. As experienced by CBD brands with distributors like Southern Glazers, one-sheets and completing comprehensive applications play an instrumental role, but instilling confidence by reducing regulatory gray areas for these mainstream beverage partners at the state and federal levels is often the largest hurdle to overcome, particularly because distributors and retailers don’t want to put their primary revenue streams at risk for a market still in its infancy.

It’s also important to note that larger retailers, such as a Total Wine & More, are not likely to work with a new distributor or hemp-only distributor with this new category.  They will expect that these THC beverages to meet the standards of their existing distribution partners, which means a corresponding level of professionalism and quality is also expected.  When entering mainstream beverage and CPG, it’s expected that brands respect and abide by their rules.  As Jake Bullock, the Co-Founder & CEO of Cann, a pioneer in the low dose THC beverage and top-selling brand, states “This is the Big Leagues — if large retail chains or distributors tell you to do or not to do something, you listen. We are small potatoes to them today and will be for a while!”

Regulatory Navigation for Hemp D9 Beverages

The USDA website has legal analysis of the 2018 Farm Bill that confirms that THC from hemp is legal at a federal level* and has been a “smoking gun” for many brands looking to establish strategic partners. Including official tools in educational one-sheets that can educate buyers has been proven helpful for many brands that have secured placement with retailers like Total Wine & More, Shoprite, and Binny’s, but if you can get it straight from a regulatory body’s mouth – even better! 

“Regulatory clarity is the key to mass distribution and presence in retail. “What we are seeing is that in the states where there has been clear guidance issued, the retailers are much less hesitant.” – Joe Grabowski of Sarene Craft Beer Distributors

“Having a letter from the liquor control board in each state goes a long way with store owners and ensures that the product is legal to sell with their other alcoholic products. This is honestly the biggest hurdle because more store owners do not want to jeopardize their liquor licenses.” – Jack Sherrie of Delta Beverages.

In 2024, the Cannabis Beverage Association, led by our VP of Marketing & Business Development Diana Eberlein, will be going to the Hill with a program to introduce THC beverages to regulators and policymakers. The goal is for regulatory clarity to be achieved at a federal level and for the Tax and Trade Bureau that overseas alcohol to also oversee THC beverages. Aligning with the alcohol industry is imperative in the effort to coexist on the same shelves.

“I think it’s definitely a viable path and one that makes a lot of sense seeing that these THC beverages are much more akin to beer, wine, and spirits rather than marijuana flower or THC gummies. It’s an issue I think that needs to be prioritized in order to gain the mainstream adoption that all of us involved in this industry are hoping we can achieve.” – Joe Grabowski of Serene

The Evolution of Hemp D9: Natural vs. Synthetic Perspectives

As the hemp D9 market evolves, a distinct dichotomy is emerging between natural and converted hemp D9, shaping consumer preferences, distributor preferences, and regulatory dynamics. On one side, consumers are increasingly gravitating towards natural solutions, aligning with broader wellness and authenticity trends. This shift is not yet uniformly reflected among distributors, with some showing indifference towards the source of hemp D9, focusing instead on market demand and product viability.

Looking ahead, industry predictions, particularly from Adam Terry, CEO of Cantrip, suggest a significant shift as the Farm Bill approaches. Adam Terry anticipates that as the narrative unfolds, “the natural will become preferred as conversations over the Farm Bill get more complicated… D8-THC beverage products will be only a memory within a few years. Supply chain will get tighter,” signifying a substantial transformation in market dynamics and distributor preferences.

However, a critical component in this evolving landscape is the need for standardized and transparent Certificate of Analysis (COA) documentation. As noted by Terry, the current state of COAs in the hemp beverage sector is often marred by confusion and a lack of clarity or consistency, with many failing to provide easily navigable or batch-specific information. As the category grows and matures, the level of scrutiny and expectations when it comes to documentation and transparency will increase, driven by regulatory enforcement and distributor awareness. Adam underscores this shift, stating, “I expect by the end of 2024, most distributors will require COAs before accepting the product,” highlighting an imminent demand for standardization.

Furthermore, Oscar Hackett President at Open Book Extracts emphasizes the broader spectrum of documentation that brands should secure from ingredient suppliers, including “chain of custody documentation, manufacturer certifications, and COAs.” He advises that additional records such as recall history, adverse event reporting, and insurance documentation are crucial to ensure that liability is appropriately managed and that only safe, well-manufactured products reach consumers.

In summary, the hemp D9 market is at a potential crossroads, with natural hemp D9 poised to gain prominence as the category gains more traction and the mainstream alcohol and CPG industries learn more about the products in market. This shift, driven by consumer sentiment, evolving regulatory dialogues, and the pressing need for transparency and standardization in product documentation, is shaping a new established era for hemp D9 beverages.

Safety First: Setting the Standard in Hemp D9 Beverage Production

The paramount importance of safety in the burgeoning hemp D9 beverage sector cannot be overstated. Building trust with consumers and establishing a robust category hinges on an unwavering commitment to product and consumer safety, mirroring the standards seen across established consumer-packaged goods (CPG) categories. 

In this context, the significance of template regulations, such as those in development with the Cannabis Beverage Association (CBA), become evident. These guidelines, coupled with collaborative efforts with organizations like the Hemp Beverage Association (HBA) and the American Council of Independent Laboratories (ACIL), are instrumental in shaping hemp D9 standards. 

This concerted approach ensures that safety is not just a compliance checkbox but a foundational pillar that underpins the entire category, thereby fostering consumer confidence and industry credibility.

Synergy in Shelves: The Collective Rise of Hemp D9 Beverages

Parallel to the emphasis on safety is the strategic importance of collaboration among brands within the hemp D9 beverage space. The inherent nature of retail indicates that beverages generally sell better when positioned alongside other beverages, leveraging the power of assortment and choice.

This is especially true in the context of emerging categories like THC-infused drinks. Jake Bullock, the Co-Founder & CEO of Cann astutely notes, “We are building a category and it helps Cann when there are other THC drinks on the shelf because consumers view the THC drink category as more legitimate.” 

This collective presence not only validates the category but also fosters a competitive yet collaborative environment where consumers are encouraged to explore. Over time, as consumers navigate through the variety, they tend to gravitate towards their preferred brands, fostering brand loyalty and category stability.

In essence, the dual focus on ensuring safety through stringent regulations and fostering collaboration among brands sets the stage for a thriving Hemp D9 beverage market.

Five Essential Elements for Hemp D9 Brands to Succeed in Mainstream Retail

Sarene Craft Brew Distribution, who is responsible for placing some of the industry’s leading brands on shelves at top retailers like Total Wine & More, shared the top 5 necessary components a brand must have prepared to be considered by a major retailer: 

1. State Laws Compliance: Each state has unique regulations governing Hemp D9 products. Brands need to be well-versed in these laws and demonstrate compliance to assure retailers of their legal standing. This includes having documentation ready for all states they operate in.
2. High-Resolution Label Images: Clear images of product labels are crucial. They showcase the brand and provide retailers with a glimpse of the product’s appearance on the market shelf.
3. Certificates of Analysis (COAs): COAs provide proof of product testing and ensure compliance with industry standards for quality and safety.
4. Competitive Pricing and Discounts: Brands should outline their pricing structure, including any discounts for bulk purchases or promotions, to help retailers understand the product’s market position and potential profitability.
5. Universal Product Codes (UPCs): UPCs are essential for inventory management and sales tracking in retail. Brands need to have their UPCs ready for smooth integration into retailer systems.

By preparing these elements, brands can confidently approach retailers, showcasing their product’s quality and professional readiness for the retail market. This preparation demonstrates a brand’s commitment to excellence and reliability, key factors in establishing successful retail partnerships.

As hemp D9 beverage brands navigate the challenges of gaining acceptance in mainstream retail stores, the focus often shifts to product quality and consumer trust. This is where the role of a trusted ingredient partner like SōRSE Technology becomes pivotal. By aligning with SōRSE, brands can elevate their product offerings, ensuring that they not only meet retailer safety and quality standards but also appeal strongly to consumers looking for a great-tasting, enjoyable, and consistent experience.

Ingredient Excellence

Quality ingredients are vital for consumer trust and retail success, especially in the health-focused beverage market. SōRSE Technology is a critical ally for hemp D9 beverage brands aiming to break into the competitive mainstream market. We go beyond meeting regulatory standards, providing safe, clean ingredients that exceed expectations and set a new quality benchmark.

Transparency and safety are paramount in this market. Partnering with SōRSE ensures that your hemp D9 beverage products align with the highest standards of ingredient integrity, enhancing credibility, and appeal, and fostering consumer trust and loyalty.

Embrace the opportunity to lead the Hemp D9 beverage industry with SōRSE’s clean-label approach. This partnership drives innovation and sets your brand up for long-term success in the evolving market.

2024 and Beyond

In 2024, SōRSE is taking a multi-pronged approach to growing the THC beverage market through education:

• Education of distribution, retail, and hospitality partners so they know how they can better incorporate THC beverages into their infrastructure 
• Education of brands so they can secure better strategic partners, like distribution and retail partners
• Education of policymakers so we can regulate this category appropriately, in a way where brands can thrive and product quality and consumer safety are maintained

“At SōRSE, our motto has always been ‘we win when our partners win’, so in 2024 we’re dedicating more time and resources to helping our partners secure better distribution and retail opportunities. We believe this will create a rising tide that will eventually lead to infused beverage being the #1 consumption method for THC (regardless of the origin).” 

– Diana Eberlein, VP of Marketing & Business Development and Chair of the Cannabis Beverage Association

As we dive into an exciting 2024, the convergence of information and strategic partnerships become the cornerstone for success in the hemp beverage market. 

With the right approach and alliances, hemp D9 brands are well-positioned to leverage SōRSE Technology and make a lasting impact in mainstream retail. 

Get your hemp D9 brand into the mainstream and thrive – and let us know how we can help!

 

 

 

Resources:

*Here are some Farm Bill/USDA resources that have been helpful for brands seeking investment, distribution, and retail partners.

https://www.ams.usda.gov/content/legal-opinion-authorities-hemp-production

https://www.ams.usda.gov/sites/default/files/HempExecSumandLegalOpinion.pdf

There are numerous CBD-infused products on the market today, from tinctures to tablets, from beverages to edibles. Many of these items contain water-soluble CBD — but what does that mean for a product producer trying to decide how to integrate CBD into a sparkling water or a gummy, or to the consumer trying to decide what product to buy? How is water-soluble CBD different from oil? Is it easier to produce a product with water-soluble? Does the body absorb water-soluble cannabinoids differently than oils?  

Consumers are curious about CBD – how it’s extracted from the plant, how it’s integrated into products, and what its potential benefits are. Here we will explain what water-soluble CBD is — how it is made, its benefits, the formats that it comes in, and what to look for when evaluating water-soluble products.    

What is Water-Soluble CBD?  

Simply put, water-soluble CBD is CBD that can be dispersed in water and other liquids. When extracted from the hemp or cannabis plant, CBD and other cannabinoids are oils, which can be challenging to work with in terms of the sensory profile, dosage control, reliable and repeatable onset and duration, manufacturing, and labelling.  

Making CBD water-soluble by emulsifying the cannabinoid gives infused food and beverage producers the ability to create products that taste great, are accurately dosed, and that offer predictable, repeatable experiences for the consumer. 

Water-Soluble CBD Benefits 

To understand the benefits water-soluble CBD in the form of an emulsion delivers, it’s important to explain how the body processes oil extracts first.  When an oil-based cannabinoid is ingested, its bioavailability is limited because the oil is hydrophobic, meaning that it is incompatible with or insoluble in water.  This means that the human body, which is over 60% water, has difficulty absorbing and processing the oil.  

Another factor is that first pass metabolism also inhibits bioavailability. When CBD oils are ingested orally, the GI tract absorbs them and delivers them to the liver via the portal vein. The liver metabolizes them, and from there, a limited amount moves to the circulatory system. The end result is that cannabinoids in oil form are not readily absorbed by the body, and the onset can take a few hours.    

In contrast, the body is more able to process and absorb water-soluble CBD because the oil, which is embedded in the emulsion, is recognized by the body as hydrophilic, or water-friendly. Emulsion technology breaks the oil down into small particle sizes for even dispersion and stability, which allows for greater absorption in the intestinal tract. This means that consumers experience the effects of water-soluble CBD between 10 and 20 minutes after ingestion.  

How is Water-Soluble CBD Made? 

Method #1: Physical Dispersion 

There are a few ways CBD can be made water-soluble; the first is through physical dispersion – think, shaking your bottle of oil and vinegar to create a salad dressing! While this method is easy to prepare and execute with low capital cost, the resulting material is prone to settling, clumping, and layering; it also does not protect the CBD oil from oxidation. In terms of the sensory profile, the weedy/grassy flavors and aroma persist.  

Method #2: Ultrasonic Dispersions 

The second is through ultrasonic dispersions, where very small droplets are produced through cavitation generated by propagating a sonic wave through the product. This capital-intensive method requires the use of surfactants and brings with it some challenges when it comes to scale up and labeling of organic or all natural products.   

Method #3: Co-solvents 

The third method involves the use of co-solvents, where the CBD oil is solvated in water-miscible solvents. While this method does provide decent solubility and uniformity, there are potential label claim concerns because of the solvents, the flavor and aroma persist, and the formula is prone to scalping – where the CBD adheres to the lining of the can.  

Method #4: Water-Soluble Emulsions 

The fourth method is through creating an emulsion. The act of emulsification reduces a cannabinoid’s oils, or any oil for that matter, to very small, protected droplets. An emulsifier is brought into the equation so that the oil droplets will remain dispersed as individual droplets as opposed to grouping back together and separating from the water again. With this process, the new liquid is an oil and water combination that plays nicely together. In fact, when done correctly, the oil droplets prefer to be uniformly and equally distributed throughout the surrounding liquid. Once an emulsion has been made, analytic equipment is used to test particle size, stability, and homogeneity – all important elements of a high–quality emulsion.  

If the cannabinoids were left in their-oil based state and a beverage product developer tried to add that oil to water, the oil would rise to the top. Not only would the first sip be a less than appealing one, but the cannabinoids would not be evenly dispersed throughout the beverage, which is an important factor to consider for a safe, consistent experience.   

An easy way to think about how emulsions behave is to imagine dropping food coloring into a glass of water. The color will eventually disperse evenly and completely transform the color of the water. (See video below) 

A successful emulsion will have consistent particle size, 12+ months’ stability and homogeneity, balanced density, and accurate dosing throughout the formula. A broken emulsion will show signs of creaming (oil rising to the top), ringing (oil settling around the edges), sedimentation (settling at the bottom), and flocculation (clumping).  

Forms of Water-Soluble CBD 

Water-soluble CBD typically comes in two forms: liquid and powder.  

• Liquid is ideal for ready-to-drink beverages and personal care items.  
• Standard Powder is ideal for baked goods and other food items.  

Agglomerated Powder, which SōRSE has offered since 2019, allows for rapid hydration when dropped into liquid. That makes it the best solution for ready-to-make beverages like stick-packs.  

How to Use Water-Soluble CBD  

There are a variety of water-soluble CBD products on the market, and many consumers wonder which is the best format for taking CBD. Some formulations such as drops or tinctures can be taken under the tongue (sublingually). This rate of absorption is relatively fast and efficient, because the tissue in the mouth and under the tongue is highly vascular – meaning the tissue contains blood cells which will absorb the CBD.  

Many consumers ingest water-soluble CBD orally, via products like beverages, edibles, capsules, tablets, or powders. When choosing between an edible like a brownie and a beverage, it’s important to know that the onset times can be very different given the amount of fat in the edible. As mentioned earlier, it takes longer for the body to process fat, which means that it may take longer for the consumer to feel the CBD’s effects after eating the brownie than they would if they had consumed a beverage.  

What to Look for in Water-Soluble CBD  

A high-quality water-soluble CBD will have the following qualities that will benefit the product producer and the consumer.  

1. • Safe ingredients: The emulsion is made with safe ingredients commonly found in the food and beverage industry.   
   • Homogeneity: The emulsion evenly disperses when added to the product formula.  
   • Stability: The emulsion remains shelf stable for 12 months. 
   • Accurate dosing: Homogeneity and stability allows for near-perfect dosing and accurate label claims
   • Improved sensory: The emulsion can make an ingredient like CBD that has a bitter or disagreeable sensory effect more palatable. It can also allow a product producer to control the flavor profile.
   • Quality assurance: The producer of the water-soluble CBD should have established quality and safety standards, internal and third party testing, and documentation to verify quality and safety.  

If you are a product developer, selecting the water-soluble CBD to infuse your product with will be one of the most important decisions you make during formulation because it impacts the entire product development process as well as the consumer’s experience with your product. Taste, stability, product consistency, dosing, and scalability are all incredibly important attributes in any emulsion. Throughout this evaluation process, it’s important to remember that you are not only looking at the quality of the emulsion; you are also choosing a strategic partner that can support you from concept to commercialization.  

The team at SōRSE not only offers liquid and powder emulsions designed for easy integration into food, beverages, and personal care products, but also guidance through every stage of product development. If you are looking for a high-quality CBD emulsion powered by a team of experienced food scientists and product developers to get your product to market fast, now is the time to come to the SōRSE. 

Strawberry, pear, huckleberry, lemon – these are just some of the many flavors of infused gummies available for today’s cannabis consumer. Gummies are one of the most popular products in the edibles category for a few reasons. One is that they come in a variety of doses and flavors, giving the consumer many options to choose from, and another is that they offer an easy, discreet way to consume cannabis.  

 That said, not all gummies are created equal – given inconsistencies that can occur with dosing and flavor profiles that might taste a little too….weedy.  

Below, we share information on the cannabinoids featured in gummies today, the benefits of using water-soluble CBD in a gummy format, and other considerations to take into account when formulating gummies.

Types and Forms of Cannabinoids in Gummies  

CBD and/or THC are the cannabinoids most commonly found in today’s gummies. The two are often paired so that the consumer can experience the Entourage Effect (the idea that the cannabinoids are more efficacious when working together).

In terms of gummies featuring CBD, there are a few different options available: 

• CBD Isolate: Pure CBD with no traces of THC. 
• Full Spectrum: The maximum amount of phytochemicals and plant material are retained during extraction, including THC.  
• Broad Spectrum: A large amount of phytochemicals and plant material is retained during extraction, but the amount of THC is under .3%. 
• Water-soluble: Using emulsion technology, tiny cannabinoid oil droplets are converted into a platform that allows the cannabinoid to be added to food and beverages while remaining stable and evenly distributed throughout the product.   

In today’s edible marketplace, you can also find gummies featuring some of the minor cannabinoids like CBG, CBC, CBN and THCV, often being paired with either THC or CBD.  

The Benefits of Water-Soluble CBD  

Improved Bioavailability and Effectiveness: It is easier for the body to digest and absorb cannabinoids in a water-soluble platform than oil because the body has to break that oil down in the digestive tract before it moves into the bloodstream.  Consumers who ingest products infused with water-soluble cannabinoids will generally feel the effects in 10-20 minutes. 

Consistent Dosage: Because most water-soluble CBD in an infused edible are evenly dispersed and stable for up to 12 months, the dosing and the label claims will be near-perfect.

Better Taste: Emulsion technology can make ingredients like cannabinoids that are bitter by nature more palatable by masking them, making it easier to control a product’s flavor profile.

Typically water-soluble CBD will remain stable for 12 months, but the cannabinoid can degrade and lose potency over time and when exposed  to light. 

The Benefits of Making Gummies with Water-Soluble CBD  

• Efficient Production Process: Water-soluble CBD comes in liquid and powder form, and both are easy to incorporate into a production process. Moisture content of a finished gummy is typically 9-16% of the total weight, which includes more than just the water-soluble emulsion content. Thus, the emulsion is a very small fraction of that total amount. 
• Flavor:  Water-soluble CBD works well in gummies featuring the following flavors: dark berries (blueberry, blackberry, raspberry, marionberry) and citrus (lemon, orange, lime) and can reduce the cannabis notes.
• Softer Texture: Using water-soluble CBD in a gummy will result in a softer texture, but too much moisture in the formula may lead to a gummy that is too soft and might lose its shape.
• More Accurate Dosing: Because the oil droplets disperse evenly and uniformily in a water-soluble platform, the dosing of the gummy product will be more accurate, as dosing a product with oil-based CBD can lead to inconsistency between batches.
• Easier Absorption: Because it is easier for the body to digest and absorb water-soluble CBD than it does oil, a consumer will feel the effects of a gummy more quickly.

Other Gummy Ingredient Considerations

Low dose vs high dose: If you evaulate the wide range of gummies on the market today, you will find a wide range of doses on the market. Here are just a few examples of dosing per gummy.

• CBD only — 10-25mg
• CBD/CBC — 20mg CBD/10mg CBC 
• CBD/CBG — 20mg CBD/10 CBG 
• THC only  – 10mg-50mg
• THC – 100mg unit that can be divided into 10 pieces 
• THC/CBD ratio — 10mg THC/1mg CBD  or 5/10mg THC and 5/10mg CBD
• THC/CBD ratio + functional ingredients ( ex. Melatonin for sleep) — 10mg THC/2mg CBD/2mg Melatonin

Gluten free, sugar free, vegan and similar options: For consumers interested in gummies that best fit their dietary needs, reading the ingredients label is critical. Typically gummies either have a pectin or gelatin base, and that can determine whether they are vegetarian/vegan friendly. Pectin is a fruit-based setting agent, making it vegan-friendly,  while gelatin is an animal-based setting agent, which means it is not vegan-friendly. Sugar-free options might use artificial sweetners, which tend to have a strong flavor, especially in a small format. 

How to Choose the Right Water-Soluble CBD for Your Gummy Brand

Here are some factors to consider when choosing a water-soluble CBD product: 

• Dosing – Typically a water-soluble emulsion like SōRSE works best when the ratio is 1mg cannabinoid in a 1 gram gummy because it will not require masking adjustments in the formulation. 
• Gummy Flavor Profile – Water-soluble cannabinoids pair well with citrus and berry flavors. If you’re looking for a lighter fruit flavor like apple, it could be paired with a stronger flavor like cranberry or blackberry.   
• Pectin-based vs Gelatin-based: Producers making a gummy with a pectin base will need to be mindful of the total amount of water in the gummy that both the emulsion and the other ingredients provide. Both types of gummies have tight water parameters, but pectin-based gummies are more sensitive to the addition of water because of its soft texture. Typically gelatin-based gummies are easier to execute because they can handle larger formulation adjustments. An experienced food scientist will be able to adjust the gummy formula to substitute an oil-based cannabinoid for a water-soluble emulsion in it.

These are some tips for selecting the best water-soluble cannabinoids for gummies: 

• Request a variety of samples for formulation so you can test how the emulsion in powder and liquid formats work in the formula and how they pair with the flavors you’ve chosen.  
• Work with an emulsion supplier that has an R & D team that can support you through the formulation and production process. 

• Work with an emulsion supplier that prioritizes safety and quality, that can provide COAs for their products so that the potency of your product matches the information on your label.

Conclusion 

Infused gummies present developers a great opportunity to offer consumers a hemp or cannabis product that is easy to consume and quite discreet.  The category also gives product developers the opportunity to innovate with major cannabinoids paired with minors, as well as with flavor profiles that will resonate with consumers.

If you are looking for a water-soluble solution to use in a gummy, let us be your RESōRSE! The SōRSE R & D team is a group of experienced food scientists who have helped many of our customers bring new products to market, sharing their knowledge and expertise working with our liquid and powder emulsions. Book a meeting with our team today to talk about your product development needs! 

What if I told you there was a place where you could get THC beverages at your local store, the same place you get your groceries for the week?  Or that you could go to your favorite restaurant and have your choice between wine, beer, hard alcohol, or a THC drink?  That this same place didn’t experience an increase in crime, car accidents, illness, and domestic abuse?  And that the cannabis beverage category was not only creating jobs, it was also responsible for hospitality and food & beverage services making up for lost revenue during COVID?  That the worst thing that’s happened is perhaps some people have ordered a little *too* much dessert?

And what if I told you this place already existed…and it was Minnesota?!

“THE WILD WEST” — NOT THAT WILD!

If you’ve been following the cannabis beverage market like I have, you’ve heard about the “Wild West” that is the unregulated hemp D9 market in Minnesota – but what I experienced during my visit for 4/20 activations was far from the “Wild West.”  Instead, what Minnesota has created, particularly for the beverage category, is a “taste of the future.”

Prior to my arrival, I had been following local beverage brands like Trail Magic and some larger cannabis brands that had embraced hemp D9 like Happi, Wunder, and Cann. I had read about how hemp D9 products, including beverages, were legally able to be sold “everywhere,” but I was skeptical.  Sure, it’s legal, but that doesn’t mean “everywhere” is going to carry those products. But when I was checking into my hotel (a Marriott property) and had the expected the “What brings you to town?” conversation, I was met with two infused beverage options available for purchase at their bar and, one was even available at their lobby convenience market for guests.  Even a patron at the bar leaned over and chimed in, “That one’s really good, too.”  I was almost at a loss for words because usually I’m met with a million cannabis 101 questions or my personal favorite – “Cannabis beverages exist?”

Not only that, I was also told that restaurants and lounges were seeing an increase in food orders, plus the beverages were being ordered to-go in 4-packs, so the overall revenue coming into these establishments was going up because of the addition of the hemp D9 options. Within one hour of my arrival, I was already finding that THC beverages were not only here, but more accessible and accepted than I had expected.  Little did I know, this was just the beginning.

THE FUTURE OF RETAIL: CANNABIS AND ALCOHOL SHARING SHELF SPACE

A couple of hours later, my gracious host and cannabis beverage content creator colleague, Bri Smith, picked me up for dinner where we were meeting the owners of Natreum, a Hemp & CBD Wellness Center that carries these hemp D9 beverages.  Before we got to talking shop, I spotted the tabletop beverage menu — “THC SELTZERS” with 4 options at various dosages listed right above the wine selection.  I knew that breweries were producing and selling their infused beverages at their locations, but for some reason this hit me.  I could hear myself saying slowly in my head, “THC BEVERAGES. AT A RESTAURANT. THAT HAS A LIQUOR LICENSE. AND THEY ARE COMFORTABLE SELLING AND OPENLY PROMOTING THC BEVERAGES!”  Of course, I ordered one, and while I was beaming with excitement, Instagramming this experience, everyone else was just going about their business.

This is their normal.  And that is what I wasn’t prepared for – the normalcy of THC beverages being available everywhere.

As we sipped our infused beverages, I learned that Natreum currently has the most infused beverages of any retail store with nearly 70 SKUs.  SEVENTY.  I nearly spit out the drink I was so excited to order!  I thought, “That must be a mistake,” but then they mentioned another retail location had 50.  When you’re constantly being reminded that the legal cannabis beverage space is only 2% (on average) of the current market and your local dispensary has 10 SKUs from 3 or 4 producers, hearing these numbers doesn’t compute.  The next day I was going to have the opportunity to see it for myself.

And see it I did.  Natreum hosted a 25-person cannabis beverage industry pre-4/20 event (produced by Bri Smith, Ghislaine Ball, and Elizabeth Sage) at their lounge.  We were celebrating the fact that for an unregulated market, Minnesota was making the beverage category look (and taste!) so damn good.  In speaking with the “boots on the ground” responsible for growing the Minnesota market, I learned that some brands saw great success selling their products at salons and other non-traditional retail locations, restaurants were selling these beverages “to-go,” and that Natreum did in fact have 70 SKUs available for purchase “to go” or to be consumed onsite at their “Flower Bar,” which was lined with refrigerators.

WHAT THIS MEANS FOR FUTURE BUSINESS

Perhaps an unforeseen benefit to the “unregulated market” in Minnesota was that the brewers were able to not only produce their own beverages, but offer co-manufacturing and co-packing services to other brands.  This might not seem like a big deal, but anyone working in the regulated market can tell you that there is a bottleneck due to the limited number of licensed co-packers available in many markets.  Bottling and canning lines are expensive, so you’re in luck if you find a co-packer that can do beverage in a regulated market and you don’t have to fork out the cap ex to cover equipment costs, not to mention having experience working the machinery*.  Even then, since beverage is such a small percentage of the market, beverage is often not a high priority.

Brewers have experience working in a regulated market, and they have more to lose if they are working with hemp D9.  A mistake could lead to their other licenses being suspended or revoked, so you know they are going to make sure they do it right.  But they also make beverages day-in and day-out, they know all about can liners and how to work with various ingredients, flavors, terpenes, emulsions, etc. – Hops and cannabis are agricultural siblings, after all. This depth of experience allows these hemp D9 drinks to hit shelves more quickly and scale. That’s how you get 70+ SKUs in market in about 7 months’ time.

I had been in Minnesota for just over 24 hours, and as I laid in bed that night, I thought, “It’s going to be hard to go back to a regulated market after this,” because in Seattle I have to go to a dispensary, and there are limited options for beverages.

4/20: A TASTE OF THE FUTURE

The next day was 4/20, and we had planned a visit to another THC retailer, Dabbler Depot, where we were scheduled to host a LinkedIn Live at their studio to talk about hemp D9 beverages in Minnesota.  The Dabbler Depot also sold hard alcohol, beer, wine, and more.  There was also live sampling, product and swag giveaways, a food truck ready and waiting in the parking lot — and no need to stop at an ATM like you would at a dispensary, because you could pay with a credit card.  Again, these seem like little things, but they are often restricted in regulated markets (varies by state).  We continued to two additional 4/20 events, same experience — alcohol and THC beverages coexisting without any of the “adverse side effects” (crime, abuse, illness, etc.) commonly pinned on THC.  THC beverages are an expected offering at many establishments.  When it comes to infused beverages, 4/20 is Minnesota’s every day.

As a cannabis beverage enthusiast and a representative of the Cannabis Beverage Association (CBA), I can tell you that the lifestyle Minnesota has created for cannabis beverages is what we’ve envisioned for the future.  It’s a case study, social and economic, that can set an example for other markets, the country, and the world.

That said, regulation in Minnesota is inevitable and necessary from a consumer safety standpoint. Regulation is only bad when it’s done poorly.  The trick is screwing it up “the least,” as best put by Bob Galligan, Director of Government and Industry Relations at Minnesota Craft Brewers Guild, who is working with brewers, manufacturers, and regulators to hopefully achieve just that. Collaboration and compromise are key. It won’t be perfect right out of the gate, but we need a starting point that doesn’t attempt to put “the toothpaste back in the tube,” while maintaining the environment created without stifling the growth and/or hurting these businesses.

FINAL THOUGHTS ON MINNESOTA’S POTENTIAL IMPACT ON THE INDUSTRY

The cannabis beverage market is ‘small but mighty,’ and as a result, we collaborate and work together because “Rising tides lift all ships.”  Minnesota’s beverage market is a rising tide, demonstrating just how mighty the category can be.  The CBA is looking to support Minnesota regulators, even submitting feedback with this last version of the regulations, as they develop their guidelines.  If Minnesota succeeds and influences other markets, cannabis infused beverage becomes a top 3 consumption method sooner rather than later, and maybe we do get closer to Boris Jordan of Curaleaf’s beverage prediction of 50% of the market.

Back in Seattle, I’m quickly reminded that I’m not in Minnesota anymore as my friends and I plan dinner out where I won’t be able to order a THC beverage with my meal.  Don’t get me wrong, I love my wine, but this past week was my first trip where I didn’t consume a single alcoholic beverage, simply because I had the option to consume THC beverages everywhere I went.  No hangover or foggy mornings, went to all the meetings and social outings, came back from a work trip actually refreshed…

So, is Minnesota giving us a taste of the future?  “You Betcha!” — and it tastes (and feels) so good!

*NOTE: There are some experienced beverage co-packers in regulated markets, but just like most things, they are not all created equal.

Thank you to all the brands and organizations that made this experience possible: Ganjier, Natreum, Dabbler Depot, Can Can Wonderland, Chill State, Cann, Wunder, Happi, Cantrip, You Betcha!, Moxy Hotel (A Marriott Hotel), North Infusions, Plift, Trail Magic, Stanley’s Bar Room, Crested River, BLNCD, Nibbana.

The term “420” has one of the most interesting, legendary origin stories in cannabis culture. Back in the 70’s, a group of Northern California high school students were determined to find an abandoned cannabis crop in San Rafael. They met at 4:20pm each day to search for it, and eventually “420” became their code for getting high. The students had connections to the Grateful Dead followers, and the term soon caught on with their subculture. Now, nearly 50 years later, cannabis consumers continue to honor the plant on April 20.   

To celebrate 4/20, the cannabis world’s national holiday, members of the SoRSE team have shared their recommendations for their favorite infused products to pop open at some point during the day. Whether you’re hanging out at home, opting outside, or getting together with friends or co-workers, these infused drinkables powered by SōRSE will be sure to elevate your 4/20 experience! 

David Balmer, THC Business Development Director  

Product Name: Major 

Description: 6.7 ounce THC fruit drink  

Dosage: 100mg per bottle  

Flavor(s): Orange Mango, Pink Lemonade or Passion Fruit; also available in Blue Raspberry and Grape.  

Where to Find It: WA, OR, AZ, CO, OH

Average Price: $15 per bottle 

Website: www.drinkmajor.com 

Pro Tip:  I like to mix 10mg of Major with a Mad Tasty Grapefruit or Unicorn Tears for a nice 2:1 CBD/THC sparkling beverage. I add a little vodka for an extra kick sometimes too.  

Hilary Brown, R & D Director 

Product Name: Mad Tasty 

Description: Naturally flavored hemp infused sparkling water 

Dosage: 20mg per 12 ounce can 

Flavors: Yuzu Citrus is my favorite. It’s also available in Grapefruit, Watermelon Kiwi, and Unicorn Tears. 

Where to Find It: Online and at retailers across the country 

Average Price: $30 per 6-pack

Website: www.madtasty.com 

Pro Tip: I like Mad Tasty chilled, on ice. It’s nice, bright and citrusy – perfect for relaxing on a sunny day in the Northwest.  

Clinton Diehl, Production & Inventory Control Manager 

Product Name: Major 

Description: A tasty 6.7 ounce bottle of Major will get you where you want to go and quick!  

Dosage: 100mg per bottle 

Flavor(s): Blue Raspberry, Orange Mango, Pink Lemonade, Blue Raspberry, Grape and Passion Fruit 

Where to Find It: WA, OR, AZ, CO, OH

Average Price: $15 per bottle

Pro Tip: In a pitcher, mix a bottle of pink lemonade with 1 Pink Lemonade Major and some vodka together for some Sunday-Funday action.  

Name:  Diana Eberlein, Sales & Marketing VP 

Product Name: Cann Roadie 

Description: The on-the-go social tonic #ontheroadie 

Dosage: 2mg THC, 4mg CBD per packet 

Flavor(s): Lemon Lavender 

Where to Find It:  AZ, CA, NV, IL, MA, MI, MN, NY, RI

Average Price: $18 for 8 

Website: www.drinkcann.com 

Pro Tip:  Pour it over ice and sip.  Can also be added to a vodka soda for a refreshing cocktail (drink responsibly – don’t chug, sip).  Pairs great with your average weeknight, a night out on the town, or a long river float on a hot summer day.  

Product Name: Mary Jones by Jones Soda

Description: 5 classic Jones flavors infused with cannabis

Dosage: 10mg (12 oz bottle) or 100mg (16 oz can)

Flavors: Berry Lemonade, Orange & Cream, Green Apple, Root Beer

Where to Find It: CA, MI, NV, WA

Average Price: $7 per bottle, $18-20 per 100 mg can

Website: https://gomaryjones.com

Pro Tip: When I’m craving for an elevated sweet treat, Mary Jones is it. I’m looking forward to summer when I can elevate my root beer float game with their soda.

Name:  Zach Hershberger, US Business Development Director 

Product Name: CANN 

Description: A great product for social consumption. Very sessionable. Awesome variety of flavors with greater depth than a normal flavored seltzer. 

Dosage: 2mg THC, 4mg CBD 

Flavor(s): My favorite is Lemon Lavender. It’s also available in Grapefruit Rosemary, Blood Orange Cardamum, and other special edition seasonals.  

Where to Find It — Cannabis Derived: AZ, CA, NV, IL, MA, MI, MN, NY, RI

Where to Find It – Hemp Derived — Cann ships to these states: AL, AK, AZ, CA, CO, CT, DC, DE, FL, IL, IN, IA, LA, ME, MI, MN, MS, MO, NE, NB, NH, NM, NJ, NY, ND, OH, OK, PA, SD, TX, VA, VT, & WV

Average Price: $20 per 6-pack 

Website: www.drinkcann.com 

Pro Tip:  Their “unspiked” product is also great when used as a mixer!

Name: Howard Lee, CEO 

Product Name: Major 

Description: The bottle might be small, but the flavors are big – and you can have as little or as much as you like. It’s really up to you.  

Dosage: 100mg per bottle 

Flavor: My favorite is Pink Lemonade.  

Where to Find It: WA, OR, AZ, OH

Average Price: $15 per bottle 

Website: www.drinkmajor.com 

Pro Tip: I like to make an Arnold Palmer with Pink Lemonade Major. The ratio is 3 parts iced tea to one part lemonade – about a 10mg dose. If I have mint available, I’ll add that for garnish.  

Name: Darrian Lill, Project Manager 

Product Name: Happy Apple  

Description: A fizzy cider-like beverage with juice from Washington-grown apples 

Dosage: 100mg per 12 oz bottle 

Flavor(s): Apple 

Where Available (states): WA 

Average Price: $30 per bottle 

Pro Tip: For when you’re feeling cozy, mix with unfiltered apple cider, gently heat Happy Apple with some cinnamon, or any other mulling spices. Add your favorite bourbon if you’re feeling extra festive! 

Name:  Brady Madden, Search & Digital Marketing 

Product Name: Cann Hi Boy  

Description: The Cann Hi Boy is basically a “tall boy” version of their infused THC social tonic 

Dosage: 5mg THC per 12 ounce can 

Flavor(s) Pineapple Jalapeño, Blood Orange Cardamom, and Grapefruit Rosemary are my favorites. 

Where to Find It:  AZ, CA, NV, IL, MA, MI, MN, NY, RI

Average Price: $24 for a Hi Boy 4 pack 

Website: www.drinkcann.com 

Pro Tip: Make cocktails with a good smoky mezcal and the Pineapple Jalapeño flavor. Add slices of fresh pineapple or jalapeño for a boost!  

Name:  Juan Mogoginta, Regulatory Compliance Manager 

Product Name: Altitude’s Everything Latte 

Description: CBD coffee drink with great flavor and functional ingredients that everyone needs when you are trying to stay awake 

Dosage: 30mg CBD per 7.5 ounce can 

Flavor(s): Coffee-based latte; 2 new flavors, Matcha and Chai, will be available soon! 

Where to Find It: Online at Altitude  

Average Price: $30/6 cans

Website: https://altitudebev.com 

Pro Tip: Drink this beverage for a pick-me-up when you feel tired or out of focus.

Tim O’Neill, VP of International Markets/Chief of Staff 

Product Name: Common CBD Water  

Description: Sparkling water infused with Vitamins B and C to provide hydration and restore balance in your day – available in a recyclable aluminum bottle. Also available as a single-serving 3ml sachet that can be added to water or other beverages  

Dosage: 22mg Broad Spectrum CBD per bottle and sachet  

Flavor(s): NA  

Where to Find It: UK  

Average Price: £10/4 pack drinks; £30/20 sachets 

Website: https://drinkcommon.com  

Pro Tip: Enjoy a chilled Common CBD Water as part of your daily routine or as the perfect non-alcoholic drink in the evening to help unwind. For those looking to boost their healthy juices, shakes or coffees, the Common CBD Sachets are perfect on-the-go! 

Name: Dana Perkins, Public Relations & Marketing 

Daytime: 

Product Name: Day One Sparkling Water 

Description: A fruit-flavored infused sparkling water 

Dosage: 20mg per 12 ounce can 

Flavor(s): Grapefruit, Lemon and Lime 

Where to Find It: Online and at a variety of retailers across the country 

Average Price: $12.99 for a 4-pack 

Website: www.drinkaprch.com 

Pro Tip: I like to do a half fruit juice, half Day One combination during the day. It’s a great 2PM pick-me-up.  

Nighttime: 

Product Name: Cann Social Tonic 

Description: Sparkling beverage that is fruit forward and not too sweet!   

Dosage: 2mg THC/4mg CBD per 8 ounce can 

Flavors: My all-time favorite is Lime Basil (exclusively through Sava); next would be Cranberry Sage. Also available in Lemon Lavender, Grapefruit Rosemary, Blood Orange Cardamum, and seasonal concoctions like Ginger Lemongrass, Yuzu Citrus and Elderflower. 

Where to Find It: CA, IL, NV, MA, RI  

Average price: $20 per 6-pack 

Website: www.drinkcann.com 

Pro-Tip: These are my evening go-to drinks. I add extra lime to the Lime Basil and a splash of cranberry juice to Cranberry Sage for a stitch more fruit flavor.   

Name: Daniel Sondheim, Medical Platforms Director 

Product Name: Atomic Apple 

Description: THC-infused tart apple juice 

Dosage: 100mg per 12 ounce bottle 

Flavor: A more sour version of Happy Apple – similar to a Green Apple Jolly Rancher 

Where to Find It: WA 

Average Price: $25 per bottle 

Website: www.drinkatomicapple.com 

Pro Tip: Low and slow to start! I drink it straight, but it would probably mix well a 7-Up or Sprite.  

Product Name: Major  

Description: THC-infused fruit beverage 

Dosage: 100 mg per 6.7 ounce bottle 

Flavor: Pink Lemonade, Blue Raspberry and Passion Fruit are my favorites 

Where to Find It: WA, OR, CA, AZ, OH – CO coming soon!  

Average Price: $15 per bottle 

Dose: 50mg before a long run 

Pro Tip: On days that I do long runs, I drink half a bottle (50mgs); it helps me get into the zone and not think so much about the pain I am in!

Name: Danny Willis, Operations 

Product Name: St. Ides High Teas 

Description: THC-infused Sweet Tea 

Dosage: 100 mg per 12 oz. can 

Flavors: Georgia Peach and Wild Raspberry  

Where to Find it: CA 

Average Price: $8-$10 per can 

Website: https://www.stides.com 

Pro-Tip: I enjoy mixing St. Ides High Teas with unsweetened tea and enjoying throughout the day. The price and dose make it an easy choice at the dispensary. Also, it is great to share among a group of friends looking to have a fun night. 

If you’re looking for other great beverages to enhance your 4/20 experience, go to our visit our Powered by SōRSE page where you can find a number of fantastic infused products to help you enjoy 4/20. To learn more about our moniker and what it represents for producers and consumers, check out our blog post, “What It Means to Be Powered by SōRSE.”