In this episode of Market Plate, Michael Wangbickler speaks with Lisa Hurwitz from HAPPI about the emerging market of THC beverages. They discuss the unique product offerings of HAPPI, which focus on low-dose, hemp-derived THC drinks designed for women. Lisa explains the differences between hemp-derived and cannabis-derived THC, the competitive landscape, and the importance of consumer education. They also explore the future of the THC beverage category and provide insights for new entrants in the market.TakeawaysLisa Hurwitz transitioned from a 20-year CPG career to the cannabis industry in 2018.HAPPY focuses on low-dose beverages designed for relaxation and socializing.The brand aims to empower women and reduce the stigma around cannabis.HAPPY's products are all under 10 milligrams of THC, catering to a more cautious consumer.The competitive landscape for THC beverages is rapidly evolving with many new entrants.Education is crucial for consumers new to THC beverages.The future of the THC beverage category may involve more regulation and sophisticated formulations.HAPPI's branding is designed to be fun and appealing to women.The company emphasizes product safety and transparency with testing and QR codes.Lisa advises new entrants to avoid distractions and maintain a clear brand strategy.

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