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Lars Miller

@larsmillermedia.bsky.social

390 followers 220 following 1.5K posts

I write about cannabis, functional beverages, coffee, CPG branding, marketing, and content. Subscribe to my newsletters THC Bevs - https://herbal.beehiiv.com/subscribe Coffee - https://retired-barista.beehiiv.com/subscribe

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Lars Miller @larsmillermedia.bsky.social · Jan 12

Don’t just show up. Stand out.
Your personal brand deserves a story that inspires and connects.
Check out my tips for planning a personal brand photoshoot that works:
https://buff.ly/4fQldXc

Lars Miller @larsmillermedia.bsky.social · 9d

I understand there's extra costs involved but it's been baffling to me how slow craft breweries have been to adopt NA beer. However, Craft beer now makes up one-third of all non-alcoholic beer sales and is growing faster than the segment overall.

#CraftBeer

Lars Miller @larsmillermedia.bsky.social · 9d

Non-alcoholic buyers skew younger, higher-income, and coastal.

We see this happening as well with Hemp/THC beverages too.

#MarketTrends

Lars Miller @larsmillermedia.bsky.social · 9d

Online sales of non-alcoholic drinks grew +208% YoY.
That’s what happens when you’re not trapped in the 3-tier system.
Digital shelves are the new back bar.
#DTC

Lars Miller @larsmillermedia.bsky.social · 9d

In a recent NIQ report Non-alcoholic spirits are the breakout story: +70% YoY growth, outpacing both NA beer (+19%) and NA wine (+23%).

Nostalgia, ritual, and improved tech for flavor is really driving premiumization.

#DrinkInnovation

Lars Miller @larsmillermedia.bsky.social · 9d

Even though I quit drinking entirely a little over 2 years ago, a stat I love is 92% of non-alc buyers still purchase alcohol.

People largely aren’t quitting drinking; they’re just being more thoughtful and curating the experience that fits their needs.

#BeverageTrends

Lars Miller @larsmillermedia.bsky.social · 10d

$925M in annual sales.
+22% YoY growth.
Non-alcoholic beer, wine & spirits aren’t “alternatives”, they’re mainstream.
By end of 2025, NIQ projects the category will clear $1B off-premise.
#NonAlcoholicDrinks

Lars Miller @larsmillermedia.bsky.social · 10d

A 14-day post-purchase flow builds retention without another discount:
Day 1 – Shipping clarity
Day 3 – Product tips
Day 7 – Reviews
Day 10 – Cross-sell
Day 14 – Loyalty invite
It’s storytelling, not spamming.
#EmailMarketing

Lars Miller @larsmillermedia.bsky.social · 10d

I have spent some time contemplating the nature of the internet these days. And I hate that websites have gone away and apps have taken over. But that's the world we live in these days.

Mobile browser shopping dropped from 57% → 45%.
Desktop from 51% → 44%.

#EcommerceGrowth

Lars Miller @larsmillermedia.bsky.social · 10d

I used to hate shopping apps, and frankly I still do for the most part. But there are a few that have nailed it (Lululemon I am looking at you).

80% of shoppers have 3+ shopping apps.
If yours doesn’t feel like a VIP experience, you’re just another notification.

#AppMarketing

Lars Miller @larsmillermedia.bsky.social · 10d

Too many hemp beverage brands make the same hiring mistake: over-titling too early.

A director-level hire looks good on paper… until they underdeliver. Then you’re stuck leveling down.

Start manager-level. If the talent brings more juice than expected, leveling up is easy.

#HempBeverages #Hiring

Lars Miller @larsmillermedia.bsky.social · 11d

What happens when hemp beverage brands hire talent rooted in the wrong channel?

👉 Confused messaging
👉 Misaligned sales strategy
👉 Slower growth

This category thrives in liquor stores, grocery, and DTC, not dispensaries.

Hire where your consumer actually shops.

#HempBeverages #HiringStrategy

Lars Miller @larsmillermedia.bsky.social · 11d

An interesting piece of consumer psychology I was reading this morning is that excitement now outranks stress as the top BFCM emotion.

Which in today's world is really intriguing piece of data.

If your copy still sounds desperate, you’ll lose to brands selling joy.

#ConsumerPsychology

Lars Miller @larsmillermedia.bsky.social · 11d

The best hemp beverage hire isn’t coming from a dispensary.

Consumer base looks more like Chardonnay mom & beer dad than dispensary regular. That’s why traditional alcohol backgrounds often outperform cannabis backgrounds in this category.

Hire for beverage experience first.

#CPG

Lars Miller @larsmillermedia.bsky.social · 11d

Shoppers aren’t waiting for November for their holiday shopping.
66% start by October. 30% shop year-round.
The “weekend” is now a quarter.
#HolidayShopping

Lars Miller @larsmillermedia.bsky.social · 11d

Micah Hyde’s “first 15” for beverage strategy:
💧 Hydration from sparkling refreshment
💪 Recovery from CBD + CBG
🌙 Relaxation from low-dose THC

A playbook rooted in health, wellness, and balance.

🎧 open.spotify.com/episode/1DY2...

Lars Miller @larsmillermedia.bsky.social · 11d

Micah Hyde’s end game?

🏈 THC beverages in NFL stadiums
🥤 Become the “official drink of the NFL”
💡 Start with one venue, then scale

Insurance is the biggest hurdle—but venue interest is growing fast.

🎧 open.spotify.com/episode/1DY2...

Lars Miller @larsmillermedia.bsky.social · 11d

Running a brand with a small team + budget?

Julie Rhodes says:
🤖 Use AI responsibly (productivity, not gimmicks)
📩 Treat CRMs + schedulers as extra teammates
⚙️ Build marketing as an ecosystem

Do more with less—or get left behind.

🎧 open.spotify.com/episode/2YCg...

Lars Miller @larsmillermedia.bsky.social · 12d

NFL still drug tests for THC.

Micah Hyde knows the risks of attaching his name to a cannabis brand. But silence? That’d be cowardly.

His why:
👊 Athletes who could benefit
👨👩👧 Fathers who need balance
💡 People who deserve options

🎧 open.spotify.com/episode/1DY2...

Lars Miller @larsmillermedia.bsky.social · 12d

THC stigma is real.

Micah Hyde’s answer?
✔️ 5mg consistent dosing
✔️ No 100mg shock factor
✔️ Education + responsibility

His brand is built for mature, health-conscious adults—changing the conversation around cannabis beverages.

🎧 open.spotify.com/episode/1DY2...

Lars Miller @larsmillermedia.bsky.social · 12d

Great products aren’t just about flavor.
They’re about context.

This brand built its lineup around two consumer rituals:
☀️ Daytime drinking
🌙 Evening wind-down

It started by standing in grocery aisles, asking:
“Why would I pick that?”

Full Convo - open.spotify.com/episode/2YCg...

Lars Miller @larsmillermedia.bsky.social · 12d

Imagine sipping your favorite cannabis drink at bars and stadiums, just like beer. It’s happening!
The industry is on the brink of mainstream adoption.

What are your thoughts? Are you ready for THC drinks on tap?

👇 More insights here: herbalprofiles.com/subscribe

#THCdrinks #HempBeverages

Lars Miller @larsmillermedia.bsky.social · 12d

Your drink habits are changing & Big Alcohol is feeling it.

Nearly half of THC drink consumers are drinking less alcohol.
Top reasons?
• No hangovers
• Reducing alcohol use
• Natural alternative

This isn’t just a niche. It’s a movement.

Get the latest insights → herbalprofiles.com/subscribe

Lars Miller @larsmillermedia.bsky.social · 12d

How do you build a $60M cannabis beverage brand?

Levia did it with timing, clarity, and simplicity.
→ First to shelf in MA
→ Zero sugar, zero carbs
→ Clean, approachable branding
→ A category begging for drinks

🎧 Full convo: youtu.be/YCmuZxTAMHM
#THCDrinks #CannabisBeverages #Levia #WeedDrink

Lars Miller @larsmillermedia.bsky.social · 13d

A founder told me last week: “I’m done with copycat drinks. We’re focusing on effect-first formulas.”

What’s effect-first? It’s minor cannabinoids, CBN, CBG, CBC, plus nootropics and adaptogens.

Join leading insiders in the industry here: herbalprofiles.com/subscribe

#thcDrinks

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Your go-to newsletter for cannabis beverages

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Lars Miller @larsmillermedia.bsky.social · 13d

Transparency is the new luxury in beverages.

Consumers don’t just want to know what’s in their drink, they want to know why. Ingredient sourcing, sustainability practices, and real brand stories aren’t just marketing angles, they’re must-haves to build trust and loyalty.

#CPGTrends