In the multibillion-dollar battle to create the next White Claw, THC in a can has all the buzz. And Ellen DeGeneres just made this “weed drink” famous.
When Jake Bullock and Luke Anderson worked together as consultants at Bain & Co. in 2014, they argued over cannabis. While neither had been big pot smokers, they saw the obvious potential in the industry, particularly as legalization expanded across America. But Bullock, who grew up in Colorado, where medical marijuana has been legal since 2000, was pushing a new category beyond flower and edibles. He told Anderson that one day, small-dose cannabis beverages would take a share of beer, wine and spirit sales.
“I was a skeptic—and a big alcohol drinker who thought alcohol was doing the job just fine,” says Anderson. “But then I turned 30 and had my first two-day hangover.”
In the spring of 2018, Bullock was mixing “social tonics” in his garage in Palo Alto while attending Stanford for his MBA. Bullock’s “beverage lab” was a janky operation of a blender, a couple of kegs and an amateur canning process with a forced carbonation method. “I made a bunch of flavors and sent six-packs to classmates with a questionnaire,” he recalls…