In this episode of The Free Spirits Podcast, hosts Lars Miller and David Gonzalez sit down with Joanne Caceres, a partner at Dentons and one of the most trusted legal voices in the cannabis industry, to unpack the legal, cultural, and commercial forces shaping the future of functional beverages and hemp legislation.

Joanne has spent years crafting and advising on cannabis policy, from federal proposals to state-level bills. She joins the show to explain why hemp beverages are gaining traction faster than marijuana reform, and what that means for beverage industry founders navigating licensing, regulation, and DTC distribution.

We dig into:

• How the 2018 Farm Bill triggered an explosion of hemp-derived beverages

• Why functional beverages with cannabinoids, mushrooms, and nootropics are pushing regulatory boundaries

• The fragmentation of cannabis laws across all 50 states and what smart operators need to know

• Why Minnesota has become a model for sensible hemp beverage regulation

• How the alcohol industry is influencing cannabis policy — and what that means for brands

• The future of direct-to-consumer (DTC) sales and whether it’s under threat from Capitol Hill

• What federal rescheduling would actually mean for the market — and why it won’t solve everything

• Lessons from Illinois, one of the first non-Western states to pass tightly regulated cannabis laws

• What good-faith regulators actually want to see from cannabis and hemp brands

• Whether we’ll ever see a regulatory framework that includes psychedelics, cannabis, and functional ingredients under one roof

Joanne also shares her behind-the-scenes insights on how cannabis legislation is drafted, who’s influencing the process, and how safety is often used as both a genuine priority and a political lever. If you’re building a beverage brand, advising on cannabis regulation, or trying to stay compliant while scaling your product nationally, this is the episode you’ve been waiting for.

👉 About Joanne:

Joanne Caceres is a Chicago-based cannabis attorney with a background in advising both private clients and public institutions on everything from hemp policy to multi-state compliance. She’s played a major role in drafting cannabis bills and offers a rare inside look into the legislative process shaping the industry.

💬 Topics include:

• Cannabis vs. hemp: why the divide persists

• The rise of functional beverages and what defines the category

• How the FDA, USDA, and TTB may share responsibilities in future regulation

• The risks of prohibition vs. the promise of smart regulation

• Why DTC is both a risk and a lifeline for hemp beverage brands

• And why a rescheduled cannabis market could bring both clarity and chaos

📌 If you’re serious about the future of cannabis, hemp, and functional beverage innovation, this conversation is a must.

✅ Subscribe to The Free Spirits Podcast for more interviews with founders, policy experts, and innovators redefining the beverage industry.

🎙️ Follow, rate, and review to support the show

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

Join hosts Lars Miller and David Gonzalez on Free Spirits as they sit down with Gordon Whelpley, founder of Float House—a Connecticut-based beverage company pushing the boundaries of adult beverages. Gordon, an award-winning brewer with deep roots in the craft beer world, shares his journey from beer to THC beverages and cannabis drinks, blending beer culture and beverage innovation in a refreshing new way.

In this episode, we unpack how Float House navigates the beverage industry’s complex regulatory landscape to create functional beverages that cater to beer lovers who crave the refreshing taste of craft beer—without the alcohol. We explore the science behind their brewing process, how they infuse THC while staying within the rules, and why their unique brand identity resonates with customers across the beverage business.

Gordon also dives into product development, market trends, and the role of terpenes and cannabinoids in functional beverages. Plus, we talk about his perspective on the future of THC beverages and how Float House plans to expand beyond Connecticut. If you’re curious about where the beverage industry is headed and want a peek behind the curtain of an innovative cannabis drinks brand, this one’s for you.

Tune in, subscribe to Free Spirits, and join the conversation shaping the future of adult beverages and beverage business!

Takeaways

• Gordon Whelpley had an epiphany at the Craft Brewers Conference in 2019 that led him to create Float House.
• Float House produces THC-infused beverages that mimic the taste of beer without the alcohol.
• The production process involves navigating complex regulations to ensure compliance with TTB definitions.
• Gordon emphasizes the importance of flavor and consumer experience in creating THC beverages.
• The initial product offerings include THC IPA and THC Lite, designed for social drinking occasions.
• Market feedback has influenced the cannabinoid ratios in Float House products, particularly THC and CBD levels.
• Gordon discusses the challenges of regulatory clarity and its impact on business operations.
• The beverage industry is seeing a shift towards functional ingredients like minor cannabinoids and nootropics.
• Float House aims to create a brand identity that appeals to a wide demographic, particularly those seeking non-alcoholic options.
• Future product development includes a variety of styles, including double IPAs and fruit-infused beverages.

Chapters

• 00:00 Introduction to Float House and Gordon Whelpley
• 02:47 The Aha Moment: Transitioning from Beer to THC Beverages
• 05:53 Navigating Regulations: The Challenges of THC Beverage Production
• 08:56 Crafting Flavor: The Art of Non-Alcoholic THC Beverages
• 12:01 The Science of Cannabinoids: Balancing THC and CBD
• 14:54 The Future of THC Beverages: Market Trends and Innovations
• 17:49 Regulatory Headaches: The Impact on Business Operations
• 20:56 Big Beer vs. THC Beverages: Industry Perspectives
• 23:55 Brand Identity and Target Audience for Float House
• 26:48 Future Product Roadmap: Expanding the Float House Line
• 29:54 Distribution Plans: Bringing Float House to New Markets

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 ignored

• How his cidery’s infrastructure created a springboard for Birdie

• What it means to build a truly clean-label product with shelf stability

• The push and pull of brand design for non-stoner consumers

• Why he’s cautiously optimistic about DTC—and what makes it hard to scale

• How he thinks about exits, cash flow, and building smart, sustainable value

Whether you’re an operator, a founder, or just fascinated by the infused beverage space—this one’s for you.

Timestamps:

00:00 – Intro and welcome

00:44 – Why Adam launched Birdie after Wild State Cider

02:10 – The tipping point: seeing the category take off

03:18 – How cidery operations made Birdie possible

04:48 – Clean-label decisions and ingredient transparency

05:55 – The Birdie brand: design, tone, and shelf presence

08:53 – Using the taproom for consumer feedback

09:57 – R&D lessons: emulsions, shelf life, and flavor fatigue

13:32 – Real-world operational advantages from vertical integration

16:15 – Educating consumers in a limited-marketing category

19:46 – DTC hesitation and Shopify expansion

22:12 – Distribution strategy: wholesalers, direct, and taproom

23:47 – Expansion into new states and demand forecasting

29:15 – Choosing the right distribution partners (not just beer networks)

31:18 – The real goal: build something valuable, not just viral

34:10 – Where to buy Birdie and closing thoughts

💻 Try Birdie: https://drinkabirdie.com

📍Available in MN, WI, TN, and across the Southeast

If you enjoyed the show, rate, review, and subscribe—it helps us keep bringing operators like Adam to your feed.

Doug Fulton discusses strategies for scaling THC and functional beverage brands to navigate the complex beverage landscape. Doug Fulton, Co-CEO of Emergent Beverages and founder of the Brand Accelerator, joins us to break down how cannabis and functional beverage brands can scale with strategic growth, smart distribution, and vertical integration. From his early days in international media to building the largest cannabis beverage facility in California, Doug brings deep insight into the hemp market, THC beverages, and what it takes to launch and exit successfully.

We cover:

• Why most founders scale too fast—and what to do instead

• How category-first brand strategy can drive retailer adoption

• Why distribution contracts can make or break your acquisition

• The real cost of chasing “shiny objects” in cannabis beverages

• Why 5mg dosing is the smart play in the 2025 hemp regulatory landscape

If you’re a founder, operator, or investor in the cannabis beverage or functional drink space, this episode is packed with hard-earned lessons from the front lines.

📌 Follow Doug: https://www.emergentbeverage.com/

📨 Subscribe for more: https://herbal.beehiiv.com

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 line

• The switch from dispensary-only sales to nationwide distribution through hemp-derived THC

• How Wynk is navigating brand strategy and retail partnerships in a fragmented market

• The real challenges behind producing at scale and why Wynk opened its doors to other brands

• Where Angus sees the THC beverage category heading next—and why sessionability still matters

If 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, we sit down with Jake Bullock, co-founder of Cann - the leading microdose cannabis beverage brand revolutionizing social drinking.

Jake shares how his personal journey with alcohol led him to create Cann, offering a 2mg THC alternative that provides a gentle, controlled experience similar to having a beer or glass of wine. From securing their first dispensary orders to expanding into mainstream retail through hemp-derived products, Jake reveals the strategic decisions that helped Cann become a category leader.

Listeners can try Cann 20% off by using code LMM20

TIMELINE:

00:00 Introduction to the Cannabis Beverage Revolution

01:20 The Birth of Cann: Jake's Personal Journey

05:05 Navigating Early Market Challenges

07:16 From Analyst to Entrepreneur: Assessing Risk

11:00 Evolving Marketplace: The Shift in Consumer Behavior

13:36 First Steps in the Dispensary Channel

16:55 Pivoting to Hemp-Derived Products

20:30 Introducing Higher Dosage Options

24:44 Celebrity Influence in Marketing Strategy

28:25 Navigating Marketing Challenges in the Cannabis Industry

30:32 Balancing DTC and Retail Strategies

32:39 Data-Driven Decision Making in Resource Allocation

36:44 Adapting to Regulatory Changes in the Cannabis Market

40:45 Establishing a Competitive Moat in a Crowded Market

42:57 Future Outlook for the Cannabis Beverage Industry

48:39 Strategic Vision for Cann's Future

Key topics include:

• How Cann pioneered microdose cannabis beverages

• Transitioning from dispensaries to mainstream retail

• Their approach to celebrity investors like Gwyneth Paltrow

• Navigating complex regulations across different states

• Building a competitive advantage in an emerging category

• The future of cannabis as a social beverage

Connect with Cann: Website: drinkcann.com

Subscribe to Free Spirits for more conversations with innovators transforming the beverage industry!

#MicrodoseTHC #CannBeverages #THCDrinks #CannabisIndustry #HempDerivedProducts #SocialDrinking #FreeSpiritsPodcast #AlternativeBeverages #FunctionalBeverages

Summary

In this episode of the Free Spirits podcast, Lars Miller and David Gonzalez interview Kim Gamez, founder and CEO of Soberish, a marketplace for non-alcoholic and hemp-derived beverages. Kim shares her entrepreneurial journey, from her early days in the restaurant industry to her current venture, highlighting the importance of community engagement and organic growth. She discusses the challenges and successes of curating products for her marketplace, balancing non-alcoholic and psychoactive options, and the development of her own product lines. The conversation emphasizes the need for discreet products that cater to a non-cannabis user demographic, showcasing the evolving landscape of beverage consumption. In this conversation, Kim Gamez discusses the evolving cannabis market, particularly focusing on the needs of customers who seek relaxation without intoxication. She highlights the importance of simplifying marketing messages to avoid overwhelming potential consumers. The discussion also delves into the growing sober curious movement, emphasizing a shift towards healthier lifestyle choices among younger generations. Kim shares her journey of building the Soberish brand without outside investment, her approach to team dynamics, and her ambitious goals for the future, all while maintaining a focus on positively impacting customers' lives.

Takeaways

Kim's entrepreneurial journey began in the restaurant industry.

Soberish was inspired by the sober curious movement and personal experiences.

Organic growth and community engagement have been key to Soberish's success.

The marketplace model allows for a diverse range of products.

Customer feedback is crucial in product development and curation.

Soberish aims to provide discreet options for non-cannabis users.

Social media has played a significant role in brand visibility.

The importance of creating a seamless experience for brand partners.

Kim's background in tech and marketing has influenced her approach.

The response to Soberish products has been overwhelmingly positive. Less is more in marketing, especially in cannabis.

Customers want to know how a product will make them feel.

The sober curious movement reflects a desire for healthier choices.

Pricing is crucial for attracting new customers to cannabis products.

Building a brand without outside investment can be empowering.

Team dynamics are essential for a successful business.

Celebrating both wins and losses fosters a positive culture.

Impacting customers' lives positively is a key goal.

Simplicity in messaging can enhance customer understanding.

The future of the cannabis market is evolving and full of potential.

Chapters

00:00 Introduction to Soberish and Kim's Journey

03:12 The Birth of Soberish: A Personal Story

06:00 The Power of Organic Growth and Community Engagement

09:07 Curating Products for Soberish Marketplace

12:00 Balancing Non-Alcoholic and Psychoactive Products

15:03 Developing Soberish Product Lines

18:07 Customer Response and Market Positioning

23:01 Understanding Customer Needs in the Cannabis Market

27:32 The Rise of the Sober Curious Movement

31:47 Building a Brand Without Outside Investment

35:59 Team Dynamics and Company Culture

39:01 Vision and Legacy for Soberish

Keywords

Soberish, non-alcoholic beverages, hemp-derived drinks, entrepreneurship, Kim Gamez, organic growth, marketplace model, product development, community engagement, cannabis beverages, cannabis, sober curious, marketing, customer experience, brand building, alcohol alternatives, wellness, entrepreneurship, consumer trends, product development