Free Spirits: Insights on Functional Beverages

In this episode of the Free Spirits Podcast, we’re joined by Ben Kennedy, CEO and co-founder of Fable Libations, one of the most distinct and disciplined brands in the modern beverage industry. Known for its award-winning botanical THC cocktails, Fable has carved out a space in the crowded world of functional beverages by refusing to follow trends—and instead setting its own.Ben shares the behind-the-scenes journey of creating a premium adult beverage that mirrors the complexity of a craft cocktail, with zero compromises on flavor, formulation, or ingredients. We unpack the challenges of launching a beverage that doesn’t fit neatly into the typical categories of seltzer or mocktail, and discuss what it really takes to scale in a heavily regulated and increasingly saturated beverage business.You’ll learn:Why functional beverage brands need a clear POV to avoid getting lost in a sea of samenessHow Fable approached R&D, pricing, and shelf strategy with a long-term visionWhat it means to design a product for health-conscious professionals—not traditional cannabis usersHow retail education, in-market reps, and custom merchandising help build pull, not just pushThe key differences between building for hype vs. building for staying power in beverage cultureWe also explore what’s next for Fable—from improving DTC repeat rates to planning for mainstream distribution and potential acquisition. If you’re curious about the future of functional beverages, the evolution of adult beverage habits, or the intersection of cannabis and premium product development, this is a conversation you won’t want to miss.

In this episode of the Free Spirits Podcast, we dive into the evolving cannabis beverage industry with Ben Larson, CEO of Vertosa. Discover how Vertosa leads the way in emulsion technology for infused beverages, impacting popular brands like Collective Project, Wunder, and Pabst High Seltzer. Ben shares his incredible journey from startup accelerator founder to navigating the complexities of the functional beverage landscape. Packed with insights on key trends like 'mood modulation' and the challenges of regulation in infused beverages, this episode is essential listening for anyone interested in the future of adult beverages. Learn why operational efficiency and transparency are crucial for success in the beverage business. Whether you're involved in the beverage sector, CPG, or simply intrigued by the innovations in functional drinks, you won't want to miss Ben's expert perspectives!Whether you’re in beverage, CPG, functional drinks, or just fascinated by what it takes to scale in this space—Ben brings clarity to one of the most misunderstood parts of the industry.📍 Find Vertosa: https://www.vertosa.com📬 Subscribe to Herbal Profiles for infused beverage news: https://herbal.beehiiv.com#Vertosa #FunctionalBeverages #BeverageIndustry #InfusedBeverages #BenLarson #CannabisBeverages #EmulsionTechnology #AdultBeverages #MoodModulation #FreeSpiritsPodcast #BeverageBusiness

What happens when a successful cidery owner enters the THC beverage game?In this episode of The Free Spirits Podcast, we talk with Adam Ruhland—founder of both Wild State Cider and Birdie—about what it really takes to build a cannabis beverage brand from the ground up. From operational advantages to branding decisions, R&D challenges to distribution strategy, Adam walks us through his no-BS approach to launching Birdie in a complex, competitive space.We get into:The moment he realized the cannabis beverage market couldn’t be ignoredHow his cidery’s infrastructure created a springboard for BirdieWhat it means to build a truly clean-label product with shelf stabilityThe push and pull of brand design for non-stoner consumersWhy he’s cautiously optimistic about DTC—and what makes it hard to scaleHow he thinks about exits, cash flow, and building smart, sustainable valueWhether you’re an operator, a founder, or just fascinated by the infused beverage space—this one’s for you.Timestamps:00:00 – Intro and welcome00:44 – Why Adam launched Birdie after Wild State Cider02:10 – The tipping point: seeing the category take off03:18 – How cidery operations made Birdie possible04:48 – Clean-label decisions and ingredient transparency05:55 – The Birdie brand: design, tone, and shelf presence08:53 – Using the taproom for consumer feedback09:57 – R&D lessons: emulsions, shelf life, and flavor fatigue13:32 – Real-world operational advantages from vertical integration16:15 – Educating consumers in a limited-marketing category19:46 – DTC hesitation and Shopify expansion22:12 – Distribution strategy: wholesalers, direct, and taproom23:47 – Expansion into new states and demand forecasting29:15 – Choosing the right distribution partners (not just beer networks)31:18 – The real goal: build something valuable, not just viral34:10 – Where to buy Birdie and closing thoughts💻 Try Birdie: https://drinkabirdie.com📍Available in MN, WI, TN, and across the SoutheastIf you enjoyed the show, rate, review, and subscribe—it helps us keep bringing operators like Adam to your feed.

Wynk leads the way in hemp-derived THC beverages, navigating challenges in the beverage industry. In this episode of the Free Spirits Podcast, we sit down with Angus Rittenburg, CEO of Wherehouse Beverage and the visionary behind Wynk, to talk about how his team is scaling one of the most innovative hemp-derived THC beverage brands in the country.Angus shares his journey from Tesla battery engineer to cannabis beverage pioneer—engineering mobile production facilities, designing a modular dosing system, and building out BestBev, a high-capacity co-packing facility serving the broader beverage industry.We cover:Why Wynk started with low-dose 2.5mg THC drinks and how customer feedback led to the launch of a 10mg lineThe switch from dispensary-only sales to nationwide distribution through hemp-derived THCHow Wynk is navigating brand strategy and retail partnerships in a fragmented marketThe real challenges behind producing at scale and why Wynk opened its doors to other brandsWhere Angus sees the THC beverage category heading next—and why sessionability still mattersIf you’re interested in cannabis beverages, functional drinks, CPG operations, or the intersection of tech and cannabis, this is a must-listen.🌐 More on Wynk: https://drinkwynk.com📦 Co-packing facility: https://bestbev.co📬 Subscribe to our newsletter: https://herbal.beehiiv.com#Wynk #THCBeverages #HempDerivedTHC #CannabisDrinks #CPG #DosingStrategy #MobileProduction #BeverageInnovation #AngusRittenburg #FreeSpiritsPodcast

In this episode of the Free Spirits Podcast, host Lars Miller and co-host David Gonzalez welcome Lisa Hurwitz, president and co-founder of Happi, a low-dose THC beverage brand. They discuss Lisa's unique experience of running a cannabis beverage company while living in Nicaragua, the challenges and opportunities for women in the male-dominated cannabis industry, and the future of hemp beverages in relation to CPG and recreational cannabis. Lisa shares insights on how Happi balances wellness and social drinking, the innovative ingredient profiles in their beverages, and the importance of diversity in the cannabis space. In this conversation, Lisa discusses the development and marketing of THC beverages, emphasizing consumer feedback in product formulation, the importance of understanding beverage consumption patterns, and the evolving landscape of functional THC drinks. She highlights the challenges and strategies in supply chain management, the dynamics of marketplace partnerships, and her vision for the future of the brand, focusing on strategic partnerships and market expansion.TakeawaysLisa Hurwitz is the president and co-founder of Happy, a low-dose THC beverage brand.Living in Nicaragua has inspired Lisa's approach to flavor and wellness in her products.The cannabis industry still faces challenges regarding gender diversity and support for women.Happy's consumer base is predominantly women, and the brand is designed with them in mind.The hemp beverage market is evolving and could fit into a regulatory framework similar to alcohol.Happy aims to replace weekday drinking occasions traditionally filled by alcohol.The brand focuses on creating beverages that are both functional and social.Lisa's background in CPG and regulated cannabis informs her approach to product development.Happy's innovative ingredient profiles include cannabinoids like CBG and CBN for wellness benefits.The future of hemp beverages looks promising as they become more mainstream. Consumer feedback is crucial for product development.Understanding daily beverage consumption patterns can inform product offerings.THC beverages can serve both energizing and relaxing purposes.The cannabis beverage market is still in its early stages.Supply chain efficiency is key to maintaining competitive pricing.Direct-to-consumer models are gaining traction in the beverage industry.Marketplace partnerships can enhance brand visibility but come with challenges.The future of THC beverages looks promising with potential for growth.Strategic partnerships can facilitate rapid growth and distribution.The cannabis industry is evolving with new business models emerging.

In this episode of the Free Spirits podcast, host Lars Miller and co-host David Gonzalez engage with Art Massolo, VP of Business Development at Cycling Frog, a leading THC beverage brand. They explore Art's journey into the cannabis beverage industry, the lessons learned from the wine industry, and the evolution of THC beverages. The conversation delves into the brand story of Cycling Frog, market trends, consumer preferences, and the unique business strategies that have propelled the brand's growth. Art shares insights on vertical integration, direct-to-consumer models, and the challenges faced in the THC beverage industry. The episode concludes with a vision for the future of THC beverages and Cycling Frog's role in that landscape.TakeawaysCycling Frog is redefining how we relax and socialize.Art Massolo's journey into the THC beverage industry was driven by a passion for health and wellness.The wine industry offers valuable lessons for the THC beverage market.Consumer preferences are shifting towards lower dosage THC beverages.Direct-to-consumer sales account for a significant portion of Cycling Frog's revenue.Vertical integration allows Cycling Frog to control costs and maintain quality.Partnerships with local brands, like the Portland Pickles, help normalize THC beverages.The cannabis industry is evolving, with potential for collaboration between hemp and marijuana sectors.Regulatory challenges continue to impact the THC beverage market.The future of THC beverages includes a broader acceptance and integration into mainstream culture.

SummaryIn this episode, Lars Miller and David Gonzalez interview Aaron Naschbich, the founder of Brēz, a fast-growing THC and functional beverage brand. Aaron shares his background as an entrepreneur and marketer, and how it led him to create Brēz. The brand story behind Brēz is about providing a better alternative to alcohol, allowing people to feel better without feeling worse. Building in public has been beneficial for Brēz, as it has allowed them to receive support and solutions from the community. However, there have also been drawbacks, such as jealousy and copycats. When it comes to managing the cash flow, Brēz focuses on strategic investments that facilitate growth and maintains a disassociation from the emotional attachment to money. In this conversation, Aaron Nosbisch, the CEO of Brēz, discusses the challenges and strategies for growing a THC beverage brand. He emphasizes the importance of focusing on what's working and making strategic investments in new opportunities. He also highlights the need for clear communication and education to overcome the stigma associated with THC and mushrooms. Aaron advises launching a brand with a strong product and a creative business model that differentiates from competitors. He envisions Brēz becoming the largest functional beverage in the world, valued at tens or hundreds of billions of dollars, while remaining aligned with its mission to reduce human suffering and maximize human potential.