Standards and Innovations in Cannabis and Hemp Beverages: A GMP Collective Webinar

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On January 29, 2025, the GMP Collective presented the latest episode of its When Things Go Wrong webinar series: Sip Safely – Elevating Standards for Cannabis and Hemp Beverage Production. This episode featured guest speakers Diana Eberlein, Chair of the Coalition for Adult Beverage Alternatives (CABA), and Ben Larson, CEO of cannabis and hemp infusion technology company Vertosa, and was moderated by Bethany Moore, Director of Content Strategy and Market Growth at the GMP Collective.

The first topic addressed in the webinar was trends in the cannabis beverage market. Diana Eberlein discussed the differences between cannabis beverages in dispensaries and lower dose hemp beverages outside dispensaries, noting the variety of brands on the hemp side and the untapped consumer demographic, which is looking for variety in adult beverages. “This is our chance to make a good first impression,” Eberlein explained. “Have the new consumer have safe experiences with lower dose products that are available. As they learn their tolerance, like you do with alcohol, then they can decide if they need higher dose products and enter the dispensary channel, where they're going to be more comfortable, and be more confident with that experience in general.”

Ben Larson expanded on this, noting that alcohol retailers are anticipating cannabis beverages to make up more of a percentage of alcohol sales, with some retailers expected 10-20%, compared with a small percentage of beverage sales expected in the regulated cannabis market, which was about 2%. “The next big trend is larger and well-known operators, be it distributors, manufacturers, or brands, getting involved,” Larson stated.

Next, the presenters discussed challenges in formulating cannabis beverages compared to other products. Larson explained that the formulation itself is not difficult, but roadblocks can arise with manufacturing and packaging, for example, ensuring oxygen control and compatibility with can liners. “What I'm excited about is the opportunities with formulation and the different cannabinoids, terpenes, and experiences that you can create with these products,” he stated. “We're seeing more people drive towards creating full spectrum products where you get to leverage the whole power of the plant.” Eberlein also noted the importance of creating a consistent experience for consumers, with companies needing to show stable emulsion in their products.

The speakers discussed the marketing of cannabis beverages and how it compared to other products. Eberlein noted the hurdles dispensaries face when marketing beverages, such dependency on co-marketing to educate consumers. She also highlighted the AFICIONADO Certification Program to prepare retailers on how to educate consumers in this new category. She also stated the need for working alongside the alcohol industry. “It's not an either/or, so we have to be cognizant of the fact that we are just another alternative, and we don't need to put down another category to market our product.” Larson stated that in the future, he hopes products will be able to focus on experience over ingredients, explaining that this will be a good source of marketing in the future.

Eberlein explained that the existing infrastructure in the adult beverage industry is something the cannabis beverage industry can leverage, noting that there are some nuances, such as no cannabinoids having ever been given GRAS status. David Vaillencourt, CEO and founder of the GMP Collective, also noted how establishing standards for auditing across the entire supply chain, truth in labeling, training, and more will be crucial for establishing a marketplace before federal adoption.

The webinar concluded with innovations for the future of the industry. The speakers agreed that if there were price changes and better understanding of consumer expectations, there could be an opportunity in a return in cannabidiol (CBD) beverages. Eberlein also noted the pathways being created through legislation, standardization, and distribution, which are building consumer trust.

Watch the full recording of this episode here.