Free Spirits Podcast with David Gonzalez & Lars MIller

Lots of Updates. I will be mostly out of pocket this week as I deal with some personal family issues. In the meantime, there's a few updates. Herbal Profiles Newsletter #63 dropped on Friday, which you can find down in the comments. This week's edition I focused on the science behind emulsion technology, special shoutout to Harold Han and Vertosa who's awesome whitepapers helped me inform the technical side of things. Fresh creator and founder spotlights. News roundups and more. Free Spirits Podcast with David Gonzalez & Lars MIller episode 4 dropped this morning. David Gonzalez and I sat down with Brandon Harshbarger, President of Cheech and Chong's Global Holdings Company and had a phenomenal conversation around his journey, how they approach the market, their IP, how they utilize data in everything they do, and more. You don't want to miss this episode. Episode 5 of the podcast potentially will be on hold until mid December. Will follow up with more updates soon.

“We need to start working closely with marijuana.” - Art Massolo Art’s vision is simple: hemp and marijuana should stop competing and start collaborating. As a member of the U.S. Hemp Roundtable and the Hemp Beverage Alliance, Art believes in creating a shared path forward, where both industries work together to get safe and reliable cannabinoid products into mainstream markets.

“We need to start working closely with marijuana.” - Art Massolo Art envisions a collaborative future for hemp and marijuana, where these sectors join forces to build a more unified and accessible cannabis industry. As leader of the U.S. Hemp Roundtable and the Hemp Beverage Alliance, Art advocates for a framework that brings both industries together, enabling safe and consistent cannabinoid products to enter mainstream markets. By aligning on safety, labeling, and testing standards, hemp and marijuana can work collectively to expand consumer access through trusted, everyday channels. This united approach not only strengthens the industry but ensures it grows in a way that serves everyone involved.

Navigating the complexities of entering new markets in the THC beverage industry is no easy feat. Regulations are constantly shifting, and sometimes it feels like we’re throwing things at the wall to see what sticks. Art Massolo from Cycling Frog, shared on the Free Spirits Podcast with David Gonzalez & Lars MIller how, just two and a half years ago, 99.9% of distributors said no to them. Instead of giving up, they partnered with smaller distributors—those in craft spirits, beers, and natural wines. It’s a powerful reminder that resilience and adaptability can turn challenges into opportunities. Partnering with those who are also seeking growth can lead to lasting and mutually beneficial relationships. How have you navigated similar challenges in your industry?

Back to our regularly scheduled programming - “We believe in cannabis beverages. We believe in building this category.” Trail Magic’s vision isn’t just about brand growth—it's about creating a future that benefits the entire industry. Jason Dayton spoke to myself David Gonzalez about the importance of creating a market where consumers can find these products in all 50 states, just like alcohol today. This shift mirrors what we’ve seen in the beer industry—regional brands taking the lead in their respective markets. Imagine seeing High Rise Beverage Company in the Southeast, Cann in California, or Howdy in Texas, each contributing to the overall growth of the cannabis beverage category. The true legacy? Building an industry where brands can coexist, leading with respect, integrity, and collaboration. This is how Trail Magic and others will not only build a brand but also an entire movement that shapes the future of cannabis beverages. As consumer interest in cannabis products continues to rise, could this vision of regional brand success become the norm? It's a future I want to see!

The cannabis beverage industry is divided—and this split says a lot about where things are headed. On one side, some retailers treat cannabis beverages like craft products, offering shelf space without requiring slotting fees or costly marketing commitments. This makes it easier for small, bootstrapped brands to compete, especially in the hemp beverage space, where capital is often limited. Meanwhile, other retailers are raising the stakes, asking for slotting fees, mandatory ad spending, or even equity stakes from brands to secure shelf space. While these tactics are familiar in traditional CPG, they can create nearly insurmountable barriers for smaller cannabis beverage companies without deep financial backing. As cannabis beverages grow in popularity, retailers and brands are grappling with how to position these products and manage competition with traditional alcohol offerings. The success of these brands will depend on strategic retail partnerships and navigating a fragmented regulatory landscape. With potential federal standardization on the horizon, it’s critical for businesses to align with retailers that fit their growth strategy—whether focusing on low-cost accessibility or meeting aggressive retail demands. How do you think cannabis beverage brands can level the playing field in a market where some retailers demand so much upfront?