Herbal Profiles Newsletter

Not my normal content here, but yesterday was pretty interesting. So I am not insecure about my lazy eye, if you know me you have probably heard me make a joke or two about it. However, while I am not insecure about it, I 100% expected comments on it when I began creating content and even more so when I started making video content. Went a little over a year before anyone said anything, and now in October I have had 2 comments made about it. That's not the point of this post though. The point is, you never know who is reading or watching what you put out there. Someone may not engage regularly or at with your content but are actively watching, learning, or being inspired. So show up, provide value, and be genuine. Also, don't sweat the shit talkers, all engagement boosts your reach. 😉

A masterclass in brand positioning from my recent chat with Benjamin Kennedy, founder of Fable Libations. Too many brands try to be everything to everyone. But Ben's crystal-clear vision for Fable shows why that's a mistake: - They're not a thirst-quenching seltzer for hot days - They're not a "slammer" for quick consumption - They ARE a craft cocktail experience meant to be savored The result? A product with intention behind every detail - from the layered flavor profile that evolves as you sip, to encouraging proper glassware for the full experience. Key lesson: Know exactly who you're serving and lean into it unapologetically. #BrandStrategy #Entrepreneurship #ProductDevelopment #StartupLessons

In a crowded market, how does a brand truly stand out? During a recent conversation with Benjamin Kennedy, the founder of Fable Libations, we touched on how Fable positioned itself as an award-winning, premium option—not just another player in the crowded cannabis beverage space. And Ben made a critical distinction that really stuck with me: premium vs. luxury. “We want to be premium, not luxury,” he said, emphasizing that mass premium allows for accessibility while still signaling high quality. For Fable, this meant opting for cans over glass bottles in a market where markups can hit 300%. In a bottle, Fable might have screamed “luxury,” but the brand’s goal wasn’t to exclude—it was to create an accessible premium product that invites consumers in. This is a perfect example of how brand strategy informs brand positioning. Strategy is about long-term goals—like making a premium product accessible—while positioning is about how that product is perceived in the minds of consumers. For Fable, this meant making tactical decisions like packaging choices that align with the brand’s premium—but not luxury—identity. At the end of the day, standing out isn’t about being everything to everyone—it’s about being crystal clear on who you are and what unique value you bring to the table. What are your thoughts? How are you positioning your brand in a crowded market? 

Brand Positioning vs Brand Strategy. This week's newsletter took a slightly different approach than most of my featured stories. I threw together a step by step guide to building your brand positioning for a hemp beverage. This week's Founder's spotlight puts the shine on Benjamin Kennedy, founder of Fable Libations and the Creator Spotlight is with Bri Smith! Special thanks to our sponsors Hemp Beverage Alliance & Hungryroot! And shoutout to beehiiv for my first CPM ad! Check it out now!

Excited to report that WYNK™'s Cran Blood Orange seasonal flavor is off to a hot start in both the DTC and wholesale channels. Shout out to Vicki, Chris and the NPD team for bringing it to life and Brendan, Casey, Alexandra and Nate for bringing it to market with so much momentum. #cannabis #innovation #beverage

This week’s Herbal Profiles Newsletter is packed with critical updates in the cannabis industry. The Hemp Beverage Alliance has put together an easy way to support the industry in FL by submitting comments be sure to do that. I sat down with MAGIC CACTUS founder Jonny Locarni, who's mission and story are truly inspiring. I even forgive him for being a Nebraska fan even though the Hoosiers are going to kick their butts next week! I also dig into my story and how things have evolved for myself, Lars Miller Media, and everything else I have going on. If you're on the job hunt, there's over 30 new job listings from top brands like BRĒZ, 1906, Mood, and Drink DELTA. Shoutout to 1440 for sponsoring this week's newsletter. If you’re serious about staying ahead in cannabis, you won’t want to miss this edition: https://lnkd.in/ecKA6_WY

Mentors & Partners. When I spoke with Brian Hart the founder of The Vitam, and I asked him what brands and companies inspire him? He focused on the people who have been there since day one to support him. From finding a community in the Hemp Beverage Alliance thanks to Christopher Lackner, an emulsion partner with Vertosa and Ben Larson & Harold Han, to finally a coach and mentor in DOUGLAS FULTON. I love this focus on others. Also, I am a big fan of all folks involved here!

Ever notice how those motivational quotes hit different when you’ve lived them? Arend Richard knows this firsthand. He pushed through doubt, showed up every day, and now we’re on the verge of witnessing the opening of Cirrus Social Club in Denver. This isn’t just about hard work—it’s about vision, persistence, and refusing to quit. Big congrats to Arend, his team, and Denver. Something special is about to unfold.

The future of cannabis is unfolding right now—are you paying attention? This week’s Herbal Profiles Newsletter is packed with stories that challenge narratives and hopefully can shift some perspectives. - The Gateway Drug Myth: It’s time to reconsider the conversation around cannabis. We’re exploring why descheduling weed is critical and what this could mean for the future. - Brian Hart’s Journey with Vitam: Learn how this beverage brand is not just a drink, but a purpose-driven movement focused on wellness and intentional living. - Arend Richard & The Cirrus Social Club: A look at a fresh chapter in cannabis hospitality. Arend Richard’s vision is reshaping how we experience cannabis in social settings, and it’s a game changer. Check out these stories in the latest edition of Herbal Profiles and see how each of these innovators is influencing the industry in their own unique way. What do you think about these shifts?

Launching tomorrow - Episode one of the Free Spirits Podcast with myself and David Gonzalez In each episode, we bring you insightful discussions with industry professionals, from founders and brand operators to retail managers and supply chain experts. Whether you’re an entrepreneur interested in the hemp and cannabis space, a functional beverage enthusiast, or a curious consumer wanting to understand the intricate details behind your favorite brands, this podcast is for you. Episode one features Aaron Nosbisch, founder of BRĒZ one of the fastest growing beverage brands in the world. They did a little over $5.4m in their first 12 months and are pacing for ~$30m in year 2. Be sure to subscribe on YouTube - link below - so you never miss an episode. In upcoming shows we sit down with Jason Dayton, founder of Minneapolis Cider and Trail Magic, Art Massolo VP of Business Development at Cycling Frog & Executive Vice President at the U.S. Hemp Roundtable and Board Member at the Hemp Beverage Alliance. I can’t wait to share these conversations with you. This podcast will be separate from my conversations for the Herbal Profiles Newsletter.