Buzz Without Booze: The Future of THC and Functional Beverages | Alt Bev Expo 2026

Описание: Is the beverage industry facing its biggest shift in a century? In this full panel from Alt Bev Expo 2026, industry leaders from Mexcor, Green Thumb Industries (GTI), Beyond Brands, and Hemp Alt discuss the explosive rise of hemp-derived THC drinks and why they are becoming the preferred "healthier" intoxicant for the modern consumer.

Moderated by Chad Zani (Mexcor), the panel dives into the science of water solubility, the 30x growth potential of the category, and the "5 Pillars" every founder needs to survive in a crowded distribution landscape.

In this panel, you will learn:
The Weight Loss Factor: How breaking up with beer for low-dose hemp beverages led to a 70-pound transformation.
The Science of the Buzz: Why water-soluble THC offers a faster, more predictable onset than traditional edibles or gummies.
B2B Growth Stats: Why 50% of hemp beverage buyers at Total Wine are brand new customers to the store.
The 5 Keys to Success: Why you need a great product, a unique story, distribution, execution, and significant capital to scale.
The Regulatory Landscape: Navigating labeling requirements, proprietary emulsions, and the future of federal oversight.

Timestamps:
0:00 - Intro: Buzz Without Booze and the Rise of THC
2:15 - Meet the Panel: Leaders from Mexcor, GTI, and Beyond Brands
6:40 - Why Humanity Wants a Buzz: The ritual of relaxation
11:20 - The "Feeling" Gap: Why THC succeeds where CBD fell short
16:05 - Nano-Emulsification: The science of instant absorption
21:40 - The 2026 Market: Why this is a 30 billion dollar category
28:15 - Distribution Realities: What Mexcor looks for in a brand
35:50 - The 5 Point Plan for Beverage Success
42:10 - Audience Q&A: Ingredients and Compliance

Featured Panelists:
Chad Zani: Functional Beverage Director at Mexcor
Chris Kuvelay: CEO of Beyond Spirits / President of Beyond Brands
Michael Dunn: CEO ALTE
Rick Schupp: GM of Beverage at Rhythm Inc.