Angus Rittenberg, co-founder of Wherehouse Beverage Company, share his journey in pioneering low-dose THC seltzers for mainstream markets. Angus shares how they created WYNK, a zero-calorie THC beverage designed as a social alternative to alcohol, and the innovative mobile production system they developed to navigate complex state-by-state cannabis regulations. By producing locally within each market, Wherehouse Beverage has successfully placed WYNK in liquor stores, expanding accessibility and attracting new, health-conscious consumers. Angus also delves into the compliance challenges they face, including evolving packaging and dosage regulations, and discusses the company’s ambition to position WYNK alongside popular alcoholic seltzers nationwide.
Key Discussion Points:
Introduction and Background: Angus introduces himself and Wherehouse Beverage’s mission to create low-dose THC drinks.
Founding Wherehouse Beverage and Early Challenges: He discusses their early regulatory challenge of having to produce THC beverages locally due to state restrictions.
Innovative Mobile Production Solution: Wherehouse Beverage developed a mobile production unit to produce beverages on-site in multiple states, circumventing distribution limits.
Creating WYNK: The Low-Calorie THC Seltzer: Angus describes WYNK as a low-calorie THC seltzer that provides a social, alcohol-like experience.
The Shift to Hemp-Derived THC and Mainstream Liquor Stores: They shifted to hemp-derived THC, allowing distribution beyond dispensaries and into liquor stores.
Marketing and Consumer Education: Wherehouse Beverage employs grassroots marketing and influencer campaigns to educate consumers on WYNK’s unique appeal.
Regulatory Challenges as the Current Biggest Hurdle: Angus explains that constantly changing state regulations remain their biggest operational challenge.
Centralized Production Facility in New York: The company established a centralized New York facility for scalable production and efficient distribution.
Expansion Goals and Positioning WYNK Alongside Mainstream Alcohol Brands: Their goal is to position WYNK next to popular seltzer brands, making it widely accessible.
Team Strength and Operational Strategy: They’ve built a strong production and compliance team, drawing on craft beer expertise to guide growth.
Final Thoughts on Industry Trends: Angus notes that WYNK aligns with the trend toward healthier, non-alcoholic social drinks, appealing to modern consumers.
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