The cannabis-infused food and beverage market remains fragmented, largely due to the absence of national legalization. Enter The Drinkable Company, a new initiative spearheaded by beverage industry experts Mark Mahoney and Lee Brody, which seeks to cater to consumers in states where cannabis is legal while generating interest in other regions via social media. Officially launched this month from Danvers, Massachusetts, the company’s product lineup features three unique ready-to-drink canned cannabis beverages. Each 12-ounce can contains 5 milligrams of THC derived from full-spectrum cannabis oil, crafted using advanced water-soluble emulsion technology.
Zenith Cold Brew Coffee offers a calorie-free blend of roasted coffee beans and cannabis, delivering an energizing 200 milligrams of caffeine. Tiger Tea, a lightly sweetened green tea rich in antioxidants, is available in two flavors: strawberry and wild berry hibiscus. Swivel Craft Soda, designed for social occasions without the risk of a hangover, boasts natural flavors and low calories in four varieties: cola, diet cola, orange, and root beer. This month, the new brand will be launching its products in select locations in Massachusetts and Maine.
For CEO and co-founder Mark Mahoney, this launch marks the start of a new chapter after years in the beverage industry. He co-owns Atomic Coffee Roasters, founded the beverage marketing firm Thirsty Ventures, and was the founder and CEO of Creative Juices, Inc. from 1995 to 2010. Brody has held executive positions at United Sodas of America and Nestlé-owned Sweet Leaf Tea Company.
The inspiration for The Drinkable Company arose when Mahoney’s close friend and business partner, Alan Williams, was battling terminal cancer and relied on cannabis gummies for pain relief. Following Williams’ passing, Mahoney opted to replace alcohol with cannabis and quickly observed significant improvements in his health, particularly in his sleep patterns. “I began to track my body’s responses to alcohol regarding sleep and recovery,” Mahoney noted. “I experienced a remarkable transformation when I started consuming cannabis.”
After the FDA’s inability to regulate cannabis in food and beverages earlier this year, many industry insiders anticipated a slowdown in new brand launches, given the fragmented state legislation without federal oversight. However, Mahoney pointed out that smaller cannabis brands are thriving by launching in approximately a dozen states and leveraging Facebook and Instagram advertising to reach a broader audience. “Numerous legal opinions from prominent cannabis attorneys indicate that you can produce these products and ship them to around 30 states currently,” Mahoney explained. “Social media significantly expands your reach, as consumers are drawn in by ads and feel compelled to try the products.”
Looking ahead, the CEO emphasized that the company’s ambitions extend beyond iced tea, coffee, and soda, with plans to explore other product categories, including cannabis-infused simple syrup. Additionally, Mahoney noted that with the calcium citrate tablet price fluctuating, there may be room for innovative health-focused cannabis products in the market. As the landscape evolves, The Drinkable Company aims to make a lasting impact in the cannabis beverage sector.