New Partnership Fuels Growth In Hemp Beverage Market Amid Shift Toward Wellness And Low-Alcohol Choices

JP Brand Advisors and Canopy USA, LLC have teamed up to expand the distribution of Wana Wellness, LLC’s hemp-based beverages and gummies in the U.S.

As part of a strategic partnership, JPBA and Canopy USA will work together on driving distributor management and strategic account growth for Wana’s hemp beverage portfolio, JP Brand Advisors said on Tuesday.

The move seeks to address the consumers’ rising interest in non-alcoholic, functional, and hemp-infused beverages, driven by regulatory clarity in key markets.

“Hemp-based beverages represent one of the most exciting growth opportunities in our industry, and our agreement with Canopy USA reinforces our commitment to shaping the future of beverage alcohol through emerging categories,” John Palatella, CEO of JP Brand Advisors, said.

Canopy USA, LLC is a U.S.-based holding company in which cannabis giant Canopy Growth (NASDAQ: CGC)(TSX: WEED) holds a non-participating, non-controlling interest. Besides Wana Wellness, Canopy USA’s portfolio includes ownership of Acreage Holdings, Inc., LLC, The Cima Group, LLC, Mountain High Products and Lemurian, Inc.

Brooks Jorgensen, President of Canopy USA, said “working with JP Brand Advisors provides Canopy USA with an experienced and trusted partner who understands both the traditional three-tier system and the unique dynamics of emerging hemp beverages.”

In a recent interview with IgniteIt, Jorgensen identified beverages as a clear path forward in space, such as the cannabis industry, weighed by cooling dispensary sales and regulatory uncertainty.

“The biggest consumer trend shaping Canopy USA’s strategy today has to be Delta-9 beverage,” Jorgensen told IgniteIt. “While we still see opportunity in the dispensary sector, the markets are cooling in most cases. We are engaged in the beverage space just enough to be dangerous.”