Breakthru Beverage Group announces entry into hemp-derived THC category
Wholesaler to first launch in Minnesota with additional markets to follow
Breakthru Beverage Group, one of the leading beverage wholesalers in the United States and Canada, announced its entry into the hemp-derived THC beverage category, launching first in Minnesota with additional markets to follow in the coming weeks. The move represents a bold step forward in Breakthru’s evolution as a leading total beverage distributor, it says.
As consumer preferences shift and new occasions emerge, hemp-derived THC beverages have become one of the fastest-growing areas of beverage innovation, the company says. Breakthru’s expansion into the category reflects a forward-looking strategy grounded in agility, responsibility and long-term value creation for customers and partners, it notes.
“Breakthru is thinking bigger about the role we can play across categories, and our entry into hemp-derived THC beverages marks a defining milestone in our journey toward becoming a true total beverage leader,” said Drew Levinson, vice president of new business development at Breakthru Beverage Group, in a statement. “We are approaching this space with intention, leveraging our meaningful experience from our business in Canada, where we have developed capabilities and insights within emerging regulated beverage categories. That experience positions us to enter the U.S. hemp-derived THC market with confidence, structure and clarity. Our goal is not simply to participate in this category, but to help shape its future.”
Breakthru will focus exclusively on Delta-9, hemp-derived THC beverages and will operate within federal and applicable state legal frameworks. The company will distribute hemp-derived THC beverages with a maximum potency of 10 mg in each serving to ensure a consumer-safe experience consistent with its long-standing commitment to responsibility.
The rollout will follow a disciplined “test-and-learn” approach, beginning with a select group of suppliers and markets. This phased strategy will allow Breakthru to gather insights, refine executional best practices, and establish a strong foundation for sustainable growth. The company will hold hemp-derived THC supplier partners to the same rigorous standards of quality, integrity and operational excellence that define its broader portfolio, it says.
Breakthru will enter the category with select partners, including category pioneers such as Seth Rogen’s Houseplant Beverages, a line of sparkling waters infused with 3 mg of hemp-derived THC in a range of fruit-forward flavors that offer a sessionable option for a variety of occasions; and Cheech & Chong, whose hemp-derived THC seltzers, High Teas, and Rolling Loud Punch feature 5 mg and 10mg of fast-acting Delta-9 THC in a can, delivering an approachable format that builds on the cultural legacy of the iconic comedy duo. Breakthru also will launch with award-winning Quirk THC Seltzer, including Berry Jane, a crisp, fruit-forward option available in 5 mg and 10 mg formats. Together, these differentiated offerings provide compelling options for customers and will help introduce hemp-derived THC beverages to new audiences across Breakthru’s launch markets, the company says.
As new consumption preferences and occasions continue to reshape the beverage landscape, Breakthru’s expansion into hemp-derived THC underscores its ambition to lead in emerging categories while delivering value for customers, suppliers and consumers alike, it notes.
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