Texas Liquor Giant Dives Further into THC
THC-infused beverages are on the march in Texas, as liquor retail chain Spec’s has added Pamos Cannabis Cocktails & Spirits to over 200 locations in the Lone Star State.
Within a growing cohort of hemp-based THC drinks that are being sold outside of dispensaries, Pamos has found traction for its multiserve Spirit — available in Low Dose (6 mg THC/2 mg CBD) and Microdose (2 mg THC/2 mg CBD) — and its three-SKU line of ready-to-drink Spritzes, both of which have been picked up by Spec’s.
Product will be rolling out to stores over the next several weeks; pricing hasn’t been confirmed, though 4-packs of Spritz, depending on dosage level (2 mg, 5 mg or 10 mg THC), will run for up to $20.
“As consumers look to mix in alcohol alternatives to their cart, Spec’s is meeting that demand by bringing in a diverse group of brands from the emerging Delta 9 THC category,” said Lisa Rydman-Lindsey, third-generation family owner of Spec’s. “Pamos stood out because of their strong brand, diverse product offering, and their commitment to partner with us at retail to support consumer trial and adoption.”
The placement marks another recent win for Texas’ burgeoning infused beverage scene: Spec’s authorized its first-ever cannabis drink — Hi Seltzer, which uses Delta-8 THC — in January, while last week major beer house Silver Eagle Distributors Houston announced a partnership with Bayou City Hemp Company (makers of 8th Wonder) to distribute its suite of products across the state.
On a bigger level, the deal represents a thawing of relations between hemp-infused beverage makers and large retail operations that have been cautious about bringing in such products amidst a murky, constantly evolving legal landscape.
National player Total Wine turned heads when it began showcasing category-specific endcaps at some of its stores, and shoppers at Spec’s should expect similar merchandising efforts, said Diana Eberlein, chairman and president of the Cannabis Beverage Association (CBA). The organization, which has been advocating for THC-infused drinks to be regulated in the same way as alcohol, issued the announcement through a press statement today, at the request of both Pamos and Spec’s.
According to Eberlein, Spec’s will by offering “more aggressive promotion” of the category, including local market activations and themed end caps.
“They were testing the waters before, but Spec’s recognizes the demand and is willing to support the category in ways that set an example for others evaluating hemp D9 beverages,” she wrote in an email.
As a case study in regulation, Texas has a mixed track record. A state law enacted in 2019 allows for the sale of hemp-derived Delta-9 THC in 2019, though marijuana-based products are still illegal, a situation that has created some confusion and collateral damage. Without competition from dispensaries, Texans looking for a buzz are gravitating towards seltzers, gummies and other infused products sold in conventional outlets.
“Partnering with Spec’s helps not just Pamos, but our entire industry by shaping how cannabis beverages can be a key innovation at retail.” said Pamos co-founder and CEO David Mukpo. “With best-in-class partners such as Spec’s and the CBA, we know this is just the beginning as we all work to shape the future of adult beverages.”
Pop & Bottle Hits the Bullseye
Having observed the marked preference for cold coffee among Gen Z consumers, plant-based latte maker Pop & Bottle is entering multiserve with a new 48 oz. Organic Cold Brew, now rolling out at select Target stores nationwide.
The new unsweetened offering is available in three moderately caffeinated varieties: Light Roast (80mg caffeine/serving), Medium Roast (90 mg caffeine/serving), and Vanilla (100mg caffeine/serving). Pop & Bottle’s new Cold Brew Coffee is exclusively available at select Target stores for $6.99 per bottle through May 6 followed by a rollout at other retailers nationwide.
“We believe your daily coffee ritual should be purposeful, nourishing and gratifying,” said Pop & Bottle CEO and co-founder Jash Mehta in a statement. “Our journey began in 2015, evolving from bottled almond milk lattes to canned oat milk lattes in 2019. This new multi-serve cold brew series is our nod to those seeking the premium taste and quality of traditional black coffee in a more economical, multi-serve format.”
Tokyo Feeling the VYBES
After securing a partnership with Suntory Japan last year, VYBES is finally heading to Tokyo with two new mindfulness beverages.
In a LinkedIn post, CEO Jonathan Eppers said he spent nearly six months working with the Suntory team to create a new version of its U.S. drinks for the Japanese consumer. The new beverages include a Ginger, Mandarin, Yuzu and Lemon flavor featuring Lion’s Mane and L-Theanine and a Cinnamon, Pear, Apple and Lemon flavor boosted with Reishi Mushroom and L-Theanine. They are now available for purchase at custom VYBES vending machines across Tokyo.
Founded in 2018, VYBES’ U.S. portfolio includes CBD-infused Mind + Body Function beverages and Gentle Energy drinks. The former features 25mg Hemp CBD and 45 mg Magnesium while the latter is made with 100mg of caffeine derived from Guayusa tea.
Morning Recovery Goes National With Whole Foods
Hangover shot brand Morning Recovery has expanded its partnership with Whole Foods Market from 144 stores to all 500+ stores across the country. The natural grocery chain carries the brand’s Lemon Ginger flavor for a SRP of $5.59 per 3.4 oz. shot.
As well, the plan-o-gram at WFM now includes space for a 6-pack in addition to single bottles, making the grocer the first national retail chain in the U.S. to sell multi-packs of Morning Recovery.
In 2019, the parent company behind the liver-boosting supplement rebranded from 82 Labs to More Labs. The launch of More Labs included the reboot of Morning Recovery and introduced a sugar-free formula to meet consumer demand. In 2021, More Labs closed a $10 million Series B round led by Btomorrow Ventures, itself backed by British American Tobacco.
Currently, Morning Recovery is available in four flavors: Lemon, Sugar-Free Lemon, Orange Mango and Lemon Ginger. Each 3.4 oz. shot features ingredients like prickly pear extract, milk thistle, green tea extract and Vitamins B and C.