Introducing HIGHPOUR: A New Non-Alcoholic Social Drinking Experience Made With Hemp-Derived THC

Austin, Texas (September 17, 2025) -Welcome to Highpour, a hemp-derived THC beverage that offers an elevated social drinking experience crafted to inspire presence over escapism. Reinforcing a true cultural shift in gathering and imbibing, the new brand, launched by an elite team of beverage industry leaders, aims to educate and lead the fastest growing beverage category in the United States, functional THC beverages. Highpour is rewriting the rules of drinking, becoming the first THC beverage designed specifically for cocktail programs – from top end bars to the home bar. It can be enjoyed by those 21 years of age and older in bars, restaurants, at home, and among friends. It is crafted to offer a gently uplifting euphoric feeling and served on ice, with sparkling water and fresh lime, or crafted with other fresh ingredients.

Behind the scenes, Highpour is powered by a team of industry veterans and rising stars with proven track records in building some of the most iconic beverage brands in the world. From sales and distribution to digital marketing and trade activation, the brand has assembled an exceptionally talented group dedicated to redefining the beverage experience. Leading the team are the Highpour co-founders, Daniel Barnes and Tony Gonzales, who have spent most of their careers in the emerging CPG beverage landscape, over 35 years spent collectively exploring drink innovation within hard seltzers, RTD cocktails, specialty bottled waters, premium soda, as well as craft spirits. The Highpour team aims to disrupt the cultural drinking norm by effectively showcasing a great tasting non-alcoholic beverage option to those interested in a relaxing buzz without sacrificing control, clarity, or the morning after.

Launching with a flagship 750 mL bottle, Highpour is positioned to educate and expand opportunities and mindset. Built around premium flavor, ultra-consistent dosing, and a commitment to quality rarely seen in the hemp beverage world to date, Highpour enters the market developed by the best scientific and culinary minds. It is powered by 100% micronized THC isomer emulsion and does not contain any CBD, any mystery blends or unnecessary additives.

“Part of Highpour’s responsibility as a new brand in this emerging space is education which for us includes transparency and information. Also important to us beyond the science packed into every bottle, is our commitment to raising the bar on taste and overall experiences available. Highpour tastes exceptional and plays well with fresh ingredients,” shares Tony Gonzales, President, Co-founder, Highpour.

Backed by trusted partners across multiple regions, Highpour has built a launch platform that ensures immediate availability while setting the foundation for long-term growth. Every element of the brand’s go-to-market playbook—from product innovation to channel selection—has been designed to deliver not just a beverage, but an experience.

The launch strategy balances national scale with local relevance. By leveraging a hybrid model of direct-to-consumer engagement and key wholesale alignments to ensure efficient access to consumers in priority markets.

Highpour is designed to be mixed and shared. Consumers will enjoy 5mg of THC per 1.5 oz serving. Highpour currently ships to all legal states. In Fall 2025, it will be available on menus in select restaurants and bars, beginning in the state of Texas. Highpour is made with an agave base and hemp-derived THC by using advanced technology. Highpour opens with bright aromas of fresh citrus zest. The palate is smooth and inviting, layered with subtle spice and delicate notes of agave. Clean, crisp, and perfectly balanced, it leaves a refreshing herbal afterglow.

At launch, Highpour has a suggested retail price of $39.99. Pricing may vary by retailer and online platform. The team has plans to launch two RTD lines in 12 oz. cans: a trio of Margaritas and a trio of 15-calorie Seltzers. The Highpour RTDs are in preview on the website and will be available by end of year.

“In a category still finding its footing, Highpour is rewriting the rules of drinking and setting the new standard,” adds Daniel Barnes, CEO and Co-founder. “Our goal is to redefine the cocktail experience from the moment you make the pour, to the shared enjoyment at the table, and through to the better next morning. Highpour is about honoring the ritual, elevating the flavor, and ensuring that clarity and connection carry through long after the glass is empty.”

For more information, to sign up for Highpour Social Club, and to shop Highpour, go to highpour.com and follow @the_highpour.