Is the "Christmas of BevAl" about to change forever? While federal policy looms like a shadow, the world’s largest retailers and data giants are leaning into a category that is proving to be 100% incremental to the bottom line.

About This Episode: In this episode, Ben Larson and AnnaRae Grabstein dive deep into the numbers with Jason Zelinski, VP of North American Retail at NielsenIQ. As one of the most prominent voices translating THC beverage performance for mainstream retail, Jason shares exclusive insights into why Target is expanding its hemp-derived drink program and how data is finally legitimizing the cannabis-adjacent market.

What You’ll Learn:

• The "Target" Strategy: Why a $107B retailer is expanding into 300+ stores just six months before a potential federal ban.
• The Incrementality Argument: Proof that THC beverages aren't just "robbing Peter to pay Paul" but are actually bringing net-new customers to retail.
• The $11 Billion Prediction: Jason breaks down the "back of the napkin" math on how big this category could truly become with full distribution.
• Consumer Trends: Why 10mg is becoming the new "sweet spot" for shoppers and why soda is the leading form factor for new adopters.

Meet the Guest:

Jason Zelinski is the VP of North American Retail at NielsenIQ. With two decades of experience at the intersection of retail and data—including a ten-year tenure in merchandise operations at Walmart and Sam’s Club—Jason has become a critical bridge between the emerging THC market and traditional CPG. He is a leading expert on how grocery, convenience, and mass-market channels are adapting to the explosion of hemp-derived beverages.

Why Tune In?

If you are an operator or investor, this is the data-backed roadmap you’ve been waiting for. Learn how to speak the language of "Category Management" to get your products on mainstream shelves and understand the critical benchmarks for the industry as we head toward the 2026 "July 4th Christmas."

Have a question for us? Send us a text. We may answer it in the next show!

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

Your hosts are Ben Larson and AnnaRae Grabstein.

Follow High Spirits on LinkedIn.

We'd love to hear your thoughts. Who would you like to see on the show? What topics would you like to have us cover?

Visit our website www.highspiritspod.com and listen to all of our past shows.

THANK YOU to our audience. Your engagement encourages us to keep bringing you these thought-provoking conversations. 

Remember to always stay curious, stay informed, and most importantly, keep your spirits high.