I had to take a moment to process the crosswind of emotions I felt when I saw this picture.? ?? ?? ??
To me, this picture represents a milestone accomplished by some of the most talented and tenacious people I’ve ever worked with.???
I’m proud that so many of our customers believe that we can all benefit from more joy, curiosity, and connection in our lives.? And that alcohol isn’t the only way we need to experience moments of wonder.???? ??
After launching our drinks in dispensaries in 2020 we became the #3 TH*C beverage in California.? At the same time we came to grips with the reality that our vision for the future of drinking wasn’t happening where we had bet it would - in California dispensaries. In 2022 we said goodbye to several colleagues that I still consider friends, in order to give ourselves the best chance to navigate one of the most difficult business transitions I’ve been a part of.?
Outside of California, liquor stores, grocery stores, bars and restaurants all started to sell beverages like ours, next to alcohol. The only way out was through, and through meant shifting our core business away from California and to Minnesota, a place that will forever have a special place in my heart.?
I have to admit that I haven't allowed myself little time to “stop and smell the roses”. With each milestone reached I’ve emotionally felt like I wanted to run as fast as possible, never looking back at the past in hopes that make those painful periods go away.
But tonight I’m choosing to stop and smell the roses, to feel and to give thanks.
It’s been 2 years since we made that transition and our customer base and partners have grown in ways I couldn’t have imagined. I’m thankful that the joy of building is back, that the category has inflected in ways we could never have done on our own.? I’m thankful for the new friends, supporters and the partners we’ve made.?
A special shoutout to Vanessa who has been with us since our launch in California and chose to embrace the uncomfortable during this journey.? She’s an amazing human and continues to set a bar for what great looks like.?
Last but not least, a special thank you to our partners in Minnesota, Hohensteins Inc, for giving us our platform to bring wonder to the beautiful twin cities.