Ghostwriter & content strategist 🌿 | Non-Alc, cannabis, & sustainability 💫 | Helping founders find the right words ✍️
I see a lot of THC beverage brands positioning themselves as an "alcohol alternative." 🤔 Honestly, I think they’re missing the point. THC beverages aren't for people who don't drink. They're for people who want different experiences at different times. Let me paint you some scenarios: → Afternoon picnic where I want to chill but not be out of commission for the rest of the day → Cozy evening where I want to focus on a book or a puzzle → Date night where I want to be relaxed > intoxicated These are all situations where I wouldn’t normally reach for a drink anyway. But, I could definitely be persuaded into a canna-product. When brands focus on what they're NOT, they're limiting their market to abstainers and sober-curious folks. But the real opportunity lies in creating entirely new use cases. 💡 I've watched friends who have zero interest in non-alc spirits get genuinely excited about THC beverages because the marketing made it feel like its own category. (For example: Had someone, unprompted, mention Cann’s Spritz!) The brands that get this right are creating their own lane. As someone who works with brands in this space, the difference in consumer response is night and day. So here's my advice for THC beverage founders: Stop telling me what you're replacing. Start telling me what you're creating!! 🙌 What moments are you designed for that alcohol never could be?
"What moments are you designed for that alcohol never could be?" — a 'lil hot take: I think it's less divisive than this, with alcohol and THC seltzers being interchangeable for most activities.. including the 3 things you mentioned (which btw reminded me I need a puzzle night asap thank you). customers mainly drink Wynk™ during alcohol occasions, so it's important we meet them there... we're not providing an alternative to the ritual of drinking, we're just offering a new way to participate (and this way has some benefits). i do agree though that "alcohol alternative" or "alcohol replacement" ain't it. I think "alcohol adjacent" (h/t Angus Rittenburg) is more accurate.. imo discussing the *similarities* of the format of alcohol & thc (onset time, duration of effects, sessionability) is crucial as we try to reach normies. it lowers the barrier to entry, gives a consumer context, and helps alleviate the notion that THC means couch-rot, munchies, and/or paranoia. "same, but different" can be a better on-ramp.. long summer day w/ family: instagram.com/p/DMvJKVZR9xz/ rooftop hangs w/ friends: instagram.com/p/DL5EKHmsd-0/ mocktails during home-reno: instagram.com/p/DMIz1hBpGw4/ beach day w/ friends: instagram.com/p/DMY8WOss7o8/
This is where positioning is so important and it's brands' responsibility to educate the public. I'd never thought of a THC product in any of the context you described Sam Hindman
Right on!
The kind of buzz you need before you step into THAT board meeting
Thank you! I see this too. The two audiences are not the same.
The future is integration. The vast majority of the people who buy adult beverages without alcohol still drink alcohol. Edit: There'll always be non-alc bottle shops and dispensaries.
Craft Beverage Strategic Business Advisor & Hemp Beverage CoFounder
3dYes! 👏 This was a major factor in designing our beverage for occasions. It’s not meant to replace anything, but another option. Check us out when you get a chance Kick Beverages