E172: How Cannabis Beverages are Disrupting the Alcohol Industry w/Sasha Pieterse

Jun 9, 2025

Sasha Pieterse, actress and co-founder of Hippie Water, shares her journey from Hollywood to the beverage industry. She reveals how her personal health led her to create a hemp-derived THC drink, now in over 140 stores. The discussion dives into why Gen Z is turning away from alcohol, the stigma surrounding cannabis, and the challenges of being a celebrity founder. Sasha also emphasizes the importance of authenticity, strong leadership, and the balance between acting, entrepreneurship, and motherhood in her multifaceted career.

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ANECDOTE

Sasha's Alcohol Journey

Sasha Pieterse stopped drinking alcohol due to its negative effects despite enjoying it socially.
She created Hippie Water to fill the social gap with a healthier beverage option.

INSIGHT

Cannabis vs Alcohol Safety

Cannabis is scientifically safer than alcohol, which is a carcinogen proven to cause cancer.
Studies on cannabis are limited but mostly positive, highlighting a stark contrast to alcohol's harms.

INSIGHT

THC is Business Growth Driver

Declining alcohol use by Gen Z and millennials is influencing businesses to embrace THC products.
Companies see THC as a growth and sustainability driver, not just a passing trend.

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Sasha Pieterse might be best known for her acting career — but behind the scenes, she’s been building a beverage empire. In this episode, we dive deep into how Sasha's personal health journey led her to launch Hippie Water, a hemp-derived THC beverage brand that’s now in 140+ stores across 9 states. We talk about what it takes to transition from Hollywood to the CPG world, why Gen Z is drinking less alcohol, and how Sasha is redefining what it means to be a “celebrity founder.” This conversation goes beyond cannabis — it’s about leadership, authenticity, and building brands with staying power.

Highlights:

Why Sasha stopped drinking alcohol — and how cannabis changed her life
The inspiration behind Hippie Water and how it fills a social gap
How she scaled to 140 stores in under 9 months
The science vs. stigma behind cannabis and hemp-derived THC
Gen Z’s changing relationship with alcohol
What it’s really like to fundraise as a first-time, celebrity CEO
Why Sasha believes your team is your real moat
How she balances acting, entrepreneurship, motherhood, and hosting her podcast Women in the Nude

-- Guest Bio: Sasha Pieterse is an actress, entrepreneur, and co-founder of Hippie Water, a hemp-derived THC beverage brand. She rose to fame on the hit TV show Pretty Little Liars and now splits her time between entertainment and building her consumer goods startup. She’s also the host of the Women in the Nude podcast, where she tackles taboo topics in women’s health, business, and identity. With 21 million followers across platforms, Sasha brings a unique voice to the cannabis space — combining influence with authenticity and mission-driven leadership.

Our Podcast now receives more than 300,000 downloads a month. Are you interested in sponsoring an episode? Please email David Weisburd at david@weisburdcapital.com.

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-- Stay Connected: Twitter: David Weisburd: @dweisburd

LinkedIn: David Weisburd: https://www.linkedin.com/in/dweisburd/ Sasha Pieterse-Sheaffer: https://www.linkedin.com/in/sashapieterse/

Links Hippie Water: https://www.hippiewater.com/

-- Questions or topics you want us to discuss on How I Invest? Email us at david@weisburdcapital.com.

(0:00) Episode preview (2:31) The science, politics, and decline in alcohol consumption among younger generations (7:49) Hippie Water's journey from prelaunch to commercial success (9:54) Insights into the day-to-day life and challenges of a CEO (15:46) Understanding the target demographic and celebrity founder dynamics (21:04) Authenticity, competitive advantage, and the industry potential of Hippie Water (23:24) Navigating the regulatory landscape for hemp beverages (26:30) Key lessons and best practices for new CEOs (30:22) Merging corporate experience with cannabis entrepreneurship (35:22) The transition from acting to podcasting and entrepreneurship (39:43) Closing remarks