CEDR: What were some of the unique challenges from pivoting (adding) wine to thc drinks?
Charles: First of all, we didn’t pivot. Joel and I still love and make lots of wine. We simply expanded the range of adult beverages that we make. We noticed that our college age kids were as likely to grab a THC
product when they were socializing as a beer or a cocktail. It was simply in the mix and we figured that
was something we needed to learn about. Joel and I are not academics so the only way we know how
to learn about something is by rolling up our sleeves and trying it. We started exploring the THC space
in 2021 when a limiting factor was quality of THC emulsion. Until that point, THC emulsion for drinks
had a very slow onset and lots of cannabis flavor. But high-quality, fast onset of the buzz and low
flavor impact really opened this category up. Joel and I knew about the importance of high-quality
grapes for winemaking, but we had to learn about a new range of ingredients, including limes, mango
puree, agave and ruby red grapefruit.
CEDR: How are the audiences similar / different?
Charles: We see two distinct audiences. There’s the younger set in which THC is quite native, no stigma. It’s just in the mix based on the vibe of the occasion and how they want to feel. A good chunk of that group are
more THC-oriented than alcohol. Then there’s the older cohort who are long-time alcohol drinkers,
whether wine, beer or spirits, but for whatever reason, they are choosing to take days off from
alcohol. Life and work are exhausting and they still want a way to relax. Señorita fits that perfectly as
a flavor profile people know and love (the margarita is the #1 cocktail in the US), without the alcohol.
CEDR: Are there nuances in your products that impact effects and onset time / duration?
Charles: Yes, the THC emulsion that’s used is critical for onset and effect, designed to the level below
where there is a flavor impact.
CEDR: What makes Señorita unique?
Charles: Señorita was built to be the familiar margarita you know, but better. Better ingredients.
Better taste. Better buzz. It’s sessionable, non-alcoholic, crafted to bring people together.
CEDR: Any future products or manufacturing advancements that you’d like to preview?
Charles: To start, we have a fourth flavor coming out this year in a very sought-after flavor, as well as
multipacks of the full product line. But there is much more to come.
CEDR: Thoughts on the potential legislative hurdles and how it will impact the industry?
Charles: It’s fragmented now, but regulation will help the industry scale. Brands like ours just have to
stay nimble and focused. The more we can lead with safety, transparency, and consistency, the better chance we have of building long-term consumer trust. We believe in the long run
that the marketplace will reward the responsible players who prioritize quality and consumer
safety.
CEDR: Where do you see this industry in five years? (recognizing the interdependency between this
and the question above)?
Charles: It’s not going to be a straight line over 5 years as there are regulatory hurdles, but there’s no doubt in
my mind that THC drinks will have mainstream adoption and that they will be available in most states.
Every traditional bev alc store will have a THC drinks set.
CEDR: Anything else that you’d like to share?
Charles: We simply followed our curiosity and listened to the feedback of consumers, especially the college
age plus who are the future. We are very fortunate to have linked up with the most successful
Cannabis company in the game (GTI) to take Señorita to the moon.
