Investing in this social beverage tipping point since 2023.
Alcohol is plateauing. Consumers are shifting toward control, functionality, and better-for-you alternatives.
THC beverages sit at the center of this shift:
This isn’t cannabis. It’s a new category of drinking.
We conducted one of the most comprehensive studies in the category:
Plus ongoing social listening across the category.
We mapped:
Core insight: This is a behavioral category, not a product category.
Consumers use THC beverages across distinct moments:
The winners will own these moments.
Over 18 months, we:
This work culminated in So Curious—the first conference dedicated to THC beverages.
Founders, retailers, distributors, regulators, and investors.
We don’t just participate in the category—we help shape it.
We believe this will be a multi-winner market across formats, occasions, and price points.
Mass-market leader built for scale—price, distribution, and velocity
Premium, brand-led approach anchored in experience and design
Alcohol-adjacent format bringing THC into familiar rituals
Our approach: Backing brands across different occasion states.
For 15+ years, we’ve backed categories at the moment they break:
Pattern: Behavior shifts → new rituals → new category leaders
We bring:
We’re actively investing in THC beverages.