EP6 High Tide Bevs: Reinventing Social Drinking with Cannabis-Infused Mocktails
Jul 13, 2023
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Shea Coakley and Josh Grab, co-founders of High Tide, share their inspiring journey of reinventing social drinking with cannabis-infused mocktails. They discuss the evolution of cannabis regulations and innovative technologies like nano-emulsification. With a focus on breaking stigmas, they highlight the increasing acceptance of cannabis in social settings and the rise of the cannabis beverage industry. The conversation touches on the transformation of dispensaries, the importance of flavor profiles, and the cultural shift embracing healthier drinking alternatives.
High Tide's mission promotes a stigma-free environment for socializing by offering cannabis-infused mocktails as a healthier alternative to alcohol.
The product development process integrated culinary creativity and scientific precision to ensure delicious flavor profiles that mask the cannabis taste.
Consumer education and innovative marketing strategies are essential for normalizing cannabis beverages and appealing to a broader audience seeking social alternatives.
Deep dives
Foundational Passion for Cannabis
The co-founders of High Tide, Shea Coakley and Josh Grab, initiated their venture driven by personal experiences and a passionate desire to redefine social consumption. They transitioned away from alcohol and sought a refreshing alternative, identifying cannabis beverages as a viable option for socializing without the associated stigma of traditional cannabis products. With a combined extensive background in entrepreneurship and branding, they harnessed their knowledge to create a product that resonates with modern social practices while offering a healthier choice. The goal was to develop a cannabis-infused beverage that not only tastes great but also facilitates meaningful connections among consumers.
Formulation and Flavor Development
Creating an appealing cannabis beverage necessitated a meticulous approach to formulation that combined both culinary art and scientific precision. Shea and Josh worked closely with an experienced team from California, engaging in a thorough R&D process to develop flavor profiles that would effectively mask or complement cannabis’s distinct taste. The attention to detail included careful selection of ingredients, such as lime juice and various flavor enhancers, to produce a refreshing beverage reminiscent of popular cocktails, particularly margaritas. Their aim was to ensure that the end product not only satisfied the palate but also delivered the desired cannabis experience without the undesirable flavors found in lesser products.
Navigating a Complex Market
The cannabis beverage industry presents unique challenges due to its highly regulated nature and varying laws from state to state. Shea and Josh highlighted the need for specific production strategies in each state where they operate, which involves building partnerships and sourcing local ingredients to ensure compliance. As the market evolves, they anticipate ongoing competition and strive to maintain their collaborative spirit with other brands, believing that a rising tide lifts all boats in this emerging sector. In light of an increasing number of cannabis products available, they emphasized their commitment to quality and innovation to stand out among competitors.
Educational Opportunities and Consumer Experience
The duo acknowledged that consumer education is crucial in fostering a positive perception of cannabis beverages, particularly among those unfamiliar with the effects of cannabis. They aim to demystify the experience, reassuring potential customers that their products are safe and carry reliable dosing guidelines, much like traditional alcoholic beverages. By providing a user-friendly approach, including resealable cans for gradual consumption, Shea and Josh hope to attract a diverse audience, including those who typically prefer non-alcoholic options or wish to moderate their alcohol intake. Their marketing strategy also includes creating interactive experiences, like the 'question game' on their cans, that encourages social engagement and connection among consumers.
The Shift in Social Consumption Culture
Recent trends show an emerging shift in how consumers approach socializing, often seeking alternatives to alcohol while still desiring a social buzz. Shea and Josh noted this cultural evolution, with more individuals leaning toward healthier options that offer moderation without compromising enjoyment. They believe that cannabis beverages can fill this void by providing an enjoyable experience that allows for social interaction without the hangover associated with alcohol. Their focus on tapping into the evolving consumer landscape highlights the potential for cannabis products to become a staple at social gatherings, much like cocktails, but with an emphasis on well-being and balance.
Have you ever wished you could enjoy the social aspects of sipping a cocktail, without the after-effects of alcohol? Join me as I sit down with Shea Coakley and Josh Grab, the geniuses behind High Tide cannabis-infused mocktails, to discuss their innovative approach to enjoying beverages socially, while also embracing all the benefits of cannabis. Their mission to break down stigmas and create an atmosphere of genuine connection takes center stage as they reveal the technological advancements and creative processes that have fueled their vision.
Imagine a world where the craft beer industry mingles with the cannabis market, and apprehension is replaced with curiosity and acceptance. In this episode, we journey into this realm, touching on the evolution of cannabis regulations and the revolutionary technology of nano-emulsification. Hear how the high tide team made the conscious choice of making a margarita their flagship product, a decision rooted in its familiarity and widespread appeal. We also discuss the evolving dispensary market, and how it's echoing the transformation already witnessed in the beer, wine, and spirits sectors. So, sit back, pour yourself a High Tide!
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