On CSP's “At Your Convenience” podcast, recorded at the inaugural CSP Cannabis Forum, Scott Estrella from Majors Management, LLC and Blake Patterson from Keef Brands discussed how hemp beverages are successfully launching in the convenience channel, revealing strong consumer demand and strategic merchandising approaches that are reshaping the category.

They discuss their partnership model, which focuses on retail fundamentals rather than reinventing strategies. For example, Estrella plans to integrate hemp beverages directly into beer cooler space, believing "it belongs in the beer space" rather than separate coolers, making the category more accessible to mainstream consumers.

Both stressed the importance of proper distribution channels and consumer education, particularly as federal regulations threaten the hemp beverage market's future accessibility.

Listen to the full conversation on the “At Your Convenience” podcast and subscribe for more insights on cannabis, regulations and the future of convenience retail.