The recent change to the 2018 Farm Bill that mandates the end of the hemp-based beverage business hit like an earthquake, but for now, at least, the buildings are still standing. Under the law, there’s now an expiration date for the manufacture of intoxicating hemp drinks – and, in fact, most of the $28 billion U.S. hemp business: Nov. 12, 2026.
But what some see as an end date, others see as a starting point. Among the transformations engendered by the spending bill is that every brand that wants to stay in business is now an advocate, balancing financial and governmental concerns on a daily basis.
To provide an understanding of this new set of challenges, BevNET Live (Dec. 7-9 in L.A.) has added a special session at 3:30 p.m. on Monday, Dec. 8. to address the battle plans for the hemp-based cannabis beverage industry in 2026.
The panel will feature three outspoken industry leaders representing some of the category’s top brands: Jake Bullock (CEO/Co-Founder, Cann), Justin Tidwell (CEO, Nowadays) and Mikey Mohr (CEO/co-founder, Houseplant). Their voices will serve to provide a snapshot of the strategies that are forming just weeks after the signing of the spending bill, and explore scenarios for finding a path forward through Congress.
For the hemp beverage business, there isn’t time to waste.
The just-added all-star panel is just one aspect of BevNET Live’s offerings around the cannabis business. On Dec. 7, in a session devoted strictly to emerging cannabis beverage brands, attorney Sahar Ayinehsazian of A.Y. Strauss will walk founders through both the implications of the spending bill, as well as other important legal, regulatory, and financial issues affecting the industry. Additionally, a pair of fast-growing cannabis brand founders, Ben Starmer, co-founder of Dad Grass, and Brandon Hanson, co-founder of Goodmellow, will sit down to discuss the sales and growth strategies that they are exploring, particularly as they take on the challenges of both on-line and in-store sales in this fast-changing retail environment.
Immediately after Monday’s special main-stage discussion, a breakout workshop sponsored by infusion company Vertosa will offer attendees a nuts-and-bolts look at THC Beverages. The hour-long session will explore the science, policy, and market forces driving the emerging category and how it is reshaping the broader beverage landscape.
BevNET Live’s attendees include a strong set of brands, retailers, investors, suppliers, and distributors who are directly involved with the cannabis beverage space, and the program offers 1-1 meetings, on-stage finance discussions, and sponsors – including Sorse, TBD, Vertosa and Gigli – providing information on and tastes of the latest innovations powering the category.
With this emerging category simultaneously gathering momentum and facing potentially fatal obstacles, it’s clear that the industry must rise to the occasion. BevNET Live will offer the information, connections, and strategic discussions that will carry cannabis beverages through the critical year to come.
Register for BevNET Live L.A. Dec. 7-9 >>
About BevNET Live
BevNET Live is the most influential business event for beverage brands in North America. Held twice annually, the event brings together a curated community of founders, investors, retailers, and distributors for strategic programming, 1:1 meetings, product sampling, and high-visibility networking.
The L.A. 2025 edition takes place December 7–9 in Marina del Rey, CA, and will feature the 27th edition of the New Beverage Showdown, alongside expert-led panels and insights from some of the industry’s most impactful leaders.