Send us a textThe social drinking landscape is on the verge of a revolution, and Althea Group Holdings Limited (AGH) is positioning itself at the forefront of this transformation. Joining us on ASX Briefs, CEO Josh Fegan reveals how the company has evolved from its medical cannabis origins to become a focused manufacturer of THC-infused beverages across North America.What makes Althea's approach unique is their proprietary Envision technology - a patent-pending emulsion platform that creates superior THC beverages ranging from seltzers and sodas to waters and mocktails. As Josh explains, "We believe in liquid on the lips," emphasizing that taste experience is crucial for attracting traditional alcohol consumers. This philosophy has already led to impressive results, with over 14 million cans produced in Canada since 2021 and a strong US launch delivering 550,000 units within weeks of operations beginning.The timing couldn't be better for this strategic shift. Modern consumers are increasingly seeking alcohol alternatives that provide similar social experiences without the negative health impacts. "THC beverages are definitely going to be the future of social drinking," Josh confidently states, highlighting that these products offer intoxication without hangovers, organ damage, or high addiction potential. This positioning has attracted attention from major alcohol companies who recognize both the competitive threat and enormous market potential of cannabis-infused drinks.With a strengthened balance sheet following a recent capital raise and a clear vision for growth across North America, Althea represents an intriguing case study in how cannabis companies are evolving to meet changing consumer preferences. Subscribe to ASX Briefs for more conversations with leaders of innovative companies shaping the future of their industries and creating new growth opportunities on the ASX.

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