In this episode of The Free Spirits Podcast, hosts Lars Miller and David Gonzalez sit down with Joanne Caceres, a partner at Dentons and one of the most trusted legal voices in the cannabis industry, to unpack the legal, cultural, and commercial forces shaping the future of functional beverages and hemp legislation.

Joanne has spent years crafting and advising on cannabis policy, from federal proposals to state-level bills. She joins the show to explain why hemp beverages are gaining traction faster than marijuana reform, and what that means for beverage industry founders navigating licensing, regulation, and DTC distribution.

We dig into:

• How the 2018 Farm Bill triggered an explosion of hemp-derived beverages

• Why functional beverages with cannabinoids, mushrooms, and nootropics are pushing regulatory boundaries

• The fragmentation of cannabis laws across all 50 states and what smart operators need to know

• Why Minnesota has become a model for sensible hemp beverage regulation

• How the alcohol industry is influencing cannabis policy — and what that means for brands

• The future of direct-to-consumer (DTC) sales and whether it’s under threat from Capitol Hill

• What federal rescheduling would actually mean for the market — and why it won’t solve everything

• Lessons from Illinois, one of the first non-Western states to pass tightly regulated cannabis laws

• What good-faith regulators actually want to see from cannabis and hemp brands

• Whether we’ll ever see a regulatory framework that includes psychedelics, cannabis, and functional ingredients under one roof

Joanne also shares her behind-the-scenes insights on how cannabis legislation is drafted, who’s influencing the process, and how safety is often used as both a genuine priority and a political lever. If you’re building a beverage brand, advising on cannabis regulation, or trying to stay compliant while scaling your product nationally, this is the episode you’ve been waiting for.

👉 About Joanne:

Joanne Caceres is a Chicago-based cannabis attorney with a background in advising both private clients and public institutions on everything from hemp policy to multi-state compliance. She’s played a major role in drafting cannabis bills and offers a rare inside look into the legislative process shaping the industry.

💬 Topics include:

• Cannabis vs. hemp: why the divide persists

• The rise of functional beverages and what defines the category

• How the FDA, USDA, and TTB may share responsibilities in future regulation

• The risks of prohibition vs. the promise of smart regulation

• Why DTC is both a risk and a lifeline for hemp beverage brands

• And why a rescheduled cannabis market could bring both clarity and chaos

📌 If you’re serious about the future of cannabis, hemp, and functional beverage innovation, this conversation is a must.

✅ Subscribe to The Free Spirits Podcast for more interviews with founders, policy experts, and innovators redefining the beverage industry.

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In this episode of the Free Spirits Podcast, we dive into the evolving cannabis beverage industry with Ben Larson, CEO of Vertosa.

Discover how Vertosa leads the way in emulsion technology for infused beverages, impacting popular brands like Collective Project, Wunder, and Pabst High Seltzer. Ben shares his incredible journey from startup accelerator founder to navigating the complexities of the functional beverage landscape.

Packed with insights on key trends like 'mood modulation' and the challenges of regulation in infused beverages, this episode is essential listening for anyone interested in the future of adult beverages.

Learn why operational efficiency and transparency are crucial for success in the beverage business. Whether you're involved in the beverage sector, CPG, or simply intrigued by the innovations in functional drinks, you won't want to miss Ben's expert perspectives!

Whether you’re in beverage, CPG, functional drinks, or just fascinated by what it takes to scale in this space—Ben brings clarity to one of the most misunderstood parts of the industry.

📍 Find Vertosa: https://www.vertosa.com

📬 Subscribe to Herbal Profiles for infused beverage news: https://herbal.beehiiv.com

#Vertosa #FunctionalBeverages #BeverageIndustry #InfusedBeverages #BenLarson #CannabisBeverages #EmulsionTechnology #AdultBeverages #MoodModulation #FreeSpiritsPodcast #BeverageBusiness

Join hosts Lars Miller and David Gonzalez on Free Spirits as they sit down with Gordon Whelpley, founder of Float House—a Connecticut-based beverage company pushing the boundaries of adult beverages. Gordon, an award-winning brewer with deep roots in the craft beer world, shares his journey from beer to THC beverages and cannabis drinks, blending beer culture and beverage innovation in a refreshing new way.

In this episode, we unpack how Float House navigates the beverage industry’s complex regulatory landscape to create functional beverages that cater to beer lovers who crave the refreshing taste of craft beer—without the alcohol. We explore the science behind their brewing process, how they infuse THC while staying within the rules, and why their unique brand identity resonates with customers across the beverage business.

Gordon also dives into product development, market trends, and the role of terpenes and cannabinoids in functional beverages. Plus, we talk about his perspective on the future of THC beverages and how Float House plans to expand beyond Connecticut. If you’re curious about where the beverage industry is headed and want a peek behind the curtain of an innovative cannabis drinks brand, this one’s for you.

Tune in, subscribe to Free Spirits, and join the conversation shaping the future of adult beverages and beverage business!

Takeaways

• Gordon Whelpley had an epiphany at the Craft Brewers Conference in 2019 that led him to create Float House.
• Float House produces THC-infused beverages that mimic the taste of beer without the alcohol.
• The production process involves navigating complex regulations to ensure compliance with TTB definitions.
• Gordon emphasizes the importance of flavor and consumer experience in creating THC beverages.
• The initial product offerings include THC IPA and THC Lite, designed for social drinking occasions.
• Market feedback has influenced the cannabinoid ratios in Float House products, particularly THC and CBD levels.
• Gordon discusses the challenges of regulatory clarity and its impact on business operations.
• The beverage industry is seeing a shift towards functional ingredients like minor cannabinoids and nootropics.
• Float House aims to create a brand identity that appeals to a wide demographic, particularly those seeking non-alcoholic options.
• Future product development includes a variety of styles, including double IPAs and fruit-infused beverages.

Chapters

• 00:00 Introduction to Float House and Gordon Whelpley
• 02:47 The Aha Moment: Transitioning from Beer to THC Beverages
• 05:53 Navigating Regulations: The Challenges of THC Beverage Production
• 08:56 Crafting Flavor: The Art of Non-Alcoholic THC Beverages
• 12:01 The Science of Cannabinoids: Balancing THC and CBD
• 14:54 The Future of THC Beverages: Market Trends and Innovations
• 17:49 Regulatory Headaches: The Impact on Business Operations
• 20:56 Big Beer vs. THC Beverages: Industry Perspectives
• 23:55 Brand Identity and Target Audience for Float House
• 26:48 Future Product Roadmap: Expanding the Float House Line
• 29:54 Distribution Plans: Bringing Float House to New Markets