2024 highlights: The Year Cannabis Beverages Took Center Stage

As the year draws to a close, I find myself reflecting on an adage often heard in entrepreneurial circles: “Most people overestimate what they can do in one year and underestimate what they can do in ten years.” While there’s undeniable wisdom in that sentiment, 2024 proved that sometimes you can achieve far more in a single year than you ever imagined. 

For the cannabis beverage category, this was that year. Here are my top 4 takeaways:

1. What was once labeled a niche category became the talk of the town

2024 began with momentum. Back-to-back trips to Miami for the Benzinga Cannabis Capital Conference and Delta Emerald Ventures’ CannaDataCon set the tone for what was to come. These events were pivotal for adjusting my lens. Historically, cannabis beverages occupied a mere 1-2% of the cannabis market and therefore labeled a niche category. But at both conferences, investor and data-focused conferences respectively, it felt like beverages were on everyone’s lips (both figuratively and literally). The energy was undeniable: 2024 was finally shaping up to be the year of the cannabis beverage.

2. Buy-in from respected mainstream players highlighted growing acceptance and excitement surrounding cannabis beverages

We also announced our partnership and strategic investment from Döhler, a respected international beverage ingredient company and incredibly supportive partner throughout the year. Getting to know their team better—largely through our shared presence at industry events and explorations in R&D—culminated in another great BevNet in Marina del Rey earlier this month where cannabis beverage was once again making its relevance heard, thanks in large part to Steve Jabour of Spec's for proclaiming that this is the fastest growing and most exciting category he's ever seen. Other mainstream players made headlines too. Total Wine and DoorDash began supporting the category, while less likely participants, such as Multi-State Operators (MSOs), jumped into the space. These developments highlighted the growing acceptance and excitement surrounding cannabis beverages.

3. Regulatory whack-a-mole made it clear that category-specific education and advocacy were essential

Despite the progress, challenges arose. Patchwork regulations began rapidly rolling out in response to the proliferation of intoxicating hemp products. It quickly became clear that category-specific education and advocacy were essential. This realization led to the release of what my team has dubbed the “Beverage Manifesto,” a series of articles designed to elevate the discourse and outline the path forward for the category. It also accelerated conversations I was having with Diana Eberlein, who recently announced the launch of the Coalition for Adult Beverage Alternatives. By bringing in alcohol industry partners, this organization is poised to significantly enhance our ability to implement responsible regulations.

4. While the beverage category gained substantial momentum, other areas demanded patience. 

We spent much of the year anticipating progress with the Schedule III recommendation by HHS. Though the official letter detailing the reasoning behind the recommendation emerged early in the year, we’re only now entering preliminary hearings that will extend well into 2025. A special thanks to my NCIA colleagues, particularly Khurshid Khoja and Aaron Smith, for ensuring the cannabis industry’s voice is heard in these discussions. This reinforces the pride I feel through my role as Vice Chair, which again, just happened earlier in the year. Federal cannabis reform remains in a holding pattern, but new conversations and legislation have shown promise for a more evolved understanding of the need for responsible regulation.

Bonus: We celebrated personal victories at Vertosa and High Spirits

The year also brought moments of celebration. After years of back-and-forth with the USPTO, we finally received our Vertosa trademarks. We were so proud we turned it into a T-shirt—a first, as far as we know! Additionally, we published our Cannabis Beverage Manufacturing Handbook, a multi-year effort that felt incredible to deliver. My heartfelt thanks go to the entire team for their dedication to bringing this project to life, especially Belinda Sumali for bringing both of these projects to life.

Another standout from 2024 was completing our first full calendar year of recording the High Spirits Podcast. Collaborating with my co-host, AnnaRae Grabstein, has been an absolute joy. Our partnership has strengthened both our friendship and my understanding of this dynamic industry, and has introduced me to so many other great leaders in the space. Each week has been an opportunity to learn and grow, and I’m excited to build on this momentum in 2025. Hosting the Morning Mixer has also become a cherished tradition, one that my team and the broader cannabis community eagerly anticipates.

What to expect in 2025

Looking ahead to 2025, I enter the year with confident optimism. The beverage category will continue to integrate into mainstream society, with larger brands and personalities joining the movement. Vertosa will remain committed to supporting this evolution while championing our incredible customers and partners. Personally, I’ll keep expanding efforts with AnnaRae on High Spirits and working alongside our community to advance legalization efforts and create safe access to the plant.

To those inspired to make a difference, here’s my call to action: get involved. If you’re passionate about cannabis beverages, connect with me or Diana Eberlein about the Coalition for Adult Beverage Alternatives. For broader industry advocacy and engagement, consider joining and supporting the National Cannabis Industry Association and joining me at Lobby Days in the spring.

As we close out this year, let’s celebrate the victories, learn from the challenges, and continue striving for what’s possible in cannabis. Cheers to an extraordinary 2024 and an even brighter 2025!