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We explore how hemp-derived THC beverages are redefining adult drinking, why big brands hesitate while startups build, and how “vice wellness” turns ritual into wellness-driven status. Jeff Cantalupo of Listen Ventures shares what gets a VC to yes, how portfolios form, and where retail wins.

• consumer demand driving THC beverage mainstream adoption
• integration of life lessons into leadership and team communication
• news on lawsuits and AG letters shaping risk perception
• why incumbents buy innovation and how that opens a window for startups
• the vice wellness thesis and behavior shifts in adult beverages
• merchandising for outcomes and occasions, not alcohol types
• channels that matter now: DTC labs, C stores, grocery, delivery
• what VCs look for: team, brand acumen, omnichannel activation
• margin structure, capital efficiency, and unit economics at scale
• vertical versus asset light supply strategies and tradeoffs
• brands to watch and how true brands differ from products
• practical risk framing: stroke of the pen versus consumer pull

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High Spirits is brought to you by Vertosa and Wolf Meyer.

Your hosts are Ben Larson and AnnaRae Grabstein.

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