While you were at the beach, reaching for another frosty beer during the final weeks of summer, I was getting ready for the Hall of Flowers. But first, what is the Hall of Flowers? Hall of Flowers is the bi-yearly event that takes place at the historic Sonoma County Fairgrounds located in Santa Rosa, California. Three buildings were packed to the gills this season with dozens more craft cannabis producers in evidence. But first, Hall of Flowers isn’t open to the general public. Far from a stoner event, there is serious business happening in each booth. But please don’t get me wrong for even a moment about the subject matter. The business of cannabis is a fluid, organic being. Opportunities present themselves in a vastly different format than say a liquor conference. Instead of getting drunk and uncontrollable, as is the case with certain liquor festivals, Hall of Flowers is a gathering of the peaceful tribes.
Casa Humboldt: Flowers and Flowers at Hall of Flowers WARREN BOBROW: IPHONE XR
I’m what some have called a Master Mixologist. My professional qualifications are many. I started as a bar back for Chris James at the Ryland Inn. This is the very bottom of the ladder to become a bartender or mixologist in my opinion. It was not easy work at fifty years of age, far from, it was very physically demanding. Chris was not easy on me. You don’t write about spirits from behind a desk, you must be cleaning the speed racks at three in the morning to know what goes into being a bartender. I’ve taught Master Classes in un-manipulated rum at places like the Moscow Bar Show in Russia and Stonewall Kitchen in Maine. I was a rum judge for the Ministry of Rum and the Rum XP folks in Florida. I’ve led and sat on panels at SXSW on cannabis and the Berlin Bar Convent. My six books on mixology are sold globally. There even is a book on Cannabis, named Cannabis Cocktails, Mocktails and Tonics.
Richard M Batenburg Jr._head-shot COURTESY: RICHARD BATENBURG, JR.
Warren Bobrow: What do you think about Colorado and the way they fit a model for the rest of the country to follow—pertaining to cannabis? What about medical? What happened?
Rich Batenburg Jr.: My cannabis-focused investment company operates in several states, many of which we entered at original deployment of a legal marijuana program. While we hear about officials from new jurisdictions coming to Colorado to do research, as well as hiring regulatory consultants from Colorado, it seems like they listen and then try to reinvent the wheel. From my background in change management and process consulting with giant corporations, this is normal—albeit completely unproductive behavior.We should be able to agree on labeling, packaging and potency rules, residency requirements and taxing structures across state lines. Setting up cannabis regulation 50 different ways just creates problems for all involved. I wish other states would just plagiarize the things Colorado did right and improve upon the things they didn’t. Like most people and companies, everyone thinks “we are unique” or “our market is dramatically different.” Over my career I have worked in many industries in almost every state, and I’d estimate that 80% of business challenges, and the solutions to them are the same. It’s all about getting “buy in” from the people who are delivering the products and services. Without buy in, change just takes longer and costs more than it would otherwise.
Jamie Evans with bud at Aug 8th Terpenes & Terroir Dinner photo credit Cynthia Glassell CYNTHIA GLASSELL
I’d never met Jamie Evans before a couple months ago. Jamie was speaking at a dinner known as Terpenes and Terroir. As it turns out, she had asked me to contribute to her forthcoming book on CBD from my publisher, Fair Winds Press, so I was quite excited to finally meet her in person. To enjoy a dinner with her guidance and wit became the metaphor for this interview. I’m happy to spread Jamie’s deep kindness of our healing plant. Thank you Jamie for smiling in my direction.
Warren Bobrow=WB: Please tell me about yourself? Why cannabis? When did you decide to leave traditional business for a much different path in legal cannabis?
Tim Dodd= TD: We launched Sweet Flower because we believe in building a large, scaled and competitively advantaged business focused on the long-term potential of the cannabis industry in California. As the legal cannabis industry emerges in California, I see vast potential to build a differentiated and competitive business focused on operational experience (our team in addition to me are ex-Google, SNAP, Soulcycle, Equinox and Armani), retail and branding know-how, and a strong Southern California focus. Southern California brands are some of the most recognized in the world, and within cannabis I believe that we can build a best-in-class retail experience and brand. The Los Angeles cannabis market is among the most complex and challenging markets, but I have faith that it can also be the most rewarding.
Drake Sutton-Shearer COURTESY: FUTURE STATE BRANDS
Cannabis, CBD and hemp are going mainstream. And brands, manufacturers and retailers are ready to partner with leading companies in the cannabis industry. Poised to bring these products to markets is Future State Brands, a newly launched company backed by a seasoned team with $25 million in funding behind them. Formerly PRØHBTD Global, Future State Brands is led by Drake Sutton-Shearer, a six-year veteran of the cannabis industry, along with a dream team of CPG executives, hailing from brands such as Coca-Cola, Starbucks, Patagonia, P&G and L’oreal.“I’m excited to move into this next phase of our journey with a crystal clear vision of our desired future state” said Sutton-Shearer. “Although brands is the vehicle to get us there, it cannot be achieved without an incredible team, accessible capital and most of all, an understanding of the customer we are building for”. Thanks to a cash infusion led by Dallas-based Cresco Capital, Future State Brands will be building out a growing portfolio of THC, Hemp and CBD brands. Its current lineup includes hemp beauty line Hempathy; functional beverage platform Ceeby Dee’s; art-centric infused wearables The Patch Co.; and music-driven flower brand Heavy Grass.
October 7- 9 2019 Station Berlin & Kühlhaus Berlin
HOW ALCOHOL & CANNABIS STACK UP
Themen: Parkstreet University
Global sales of the Cannabis category are blooming. Join this panel of experts as they look into consumer insights around cannabis, the growing number of cross-over products, and what the future looks like for the cannabis category.
A conversation with Warren Bobrow, Author of “Cannabis Cocktails, Mocktails & Tonics: The Art of Spirited Drinks and Buzzworthy Libations.”
Andre BourqueBenzinga September 16, 2019 for Yahoo News
Ask anyone in cannabis what the future of the industry is and they’ll tell you it lies in the wide world of products beyond buds and joints: from the potential of CBD to revolutionize the beauty and healthcare industry to the gummies and chocolates expanding the popularity of marijuana, cannabis consumption is poised to explode.
One way to consume cannabis remains controversial even within the industry, even if it is also seen as loaded with potential: Beverages.
The beverage industry, fueled by large alcohol-producing corporations like Molson Coors (NYSE: TAP) and Anheuser Busch Inbev NV (NYSE: BUD), is dumping billions of dollars into joint ventures with cannabis producers, hedging their bets in case legal marijuana cuts too deep into their market share. As The Verge reports, cannabis-infused beverages “make up a mere 2 to 3 percent of total sales” in legal adult-use markets, but that hasn’t stopped Anheuser-Busch InBev from putting down $50 million on Tilray Inc (NASDAQ: TLRY), and Constellation Brands (NYSE: STZ) from dropping $4 billion into Canopy Growth Corp (NYSE: CGC).
You’ll find today’s crop of cannabis-infused beverages labeled as wines, beers, teas, and sodas infused with THC, CDB and other terpenes. Despite the names, most of these drinks don’t actually contain alcohol. They’re being positioned as the “health and wellness” versions of some of our nation’s favorite vices.
Mixing alcohol and marijuana—commonly known as a “crossfade”—produces a unique sensation that science has yet to definitively say is safe or dangerous. While big corporations aren’t willing to bottle beer and buds together, the two are not uncommon to consume together, albeit separately. Mixing the two in a single concoction takes a deft palate.
For Bobrow, that comes down to reprogramming American palates. “Consumers are frightened by change,” he said. “They are served sweet cocktails, sweet soda, sweet food, well- sweet everything. I don’t make sweet drinks, nor do I ask others to create cannabis infused beverages that are one dimensional, out of balance… and sweet! Drinkables are not like edibles. They hit nearly immediately, whereas edibles take some time to pass through the liver. I’m not a doctor, but edibles are unpredictable. Drinkables are marvelous!”
Despite the optimism of beverage producers that sweeter cannabis-infused drinks without alcohol will open up a new avenue for cannabis consumption, there are some serious obstacles to that return-on-investment.
The first is the fact that lawmakers are especially wary of cannabis-infused beverages. Even before California legalized cannabis in 2018, Los Angeles was awash with CBD-infused cocktails. Within months, the California’s Department of Health, the State, and county health departments cracked down on non-dispensary businesses featuring cannabis-infused cocktails—even when there’s no THC involved. Similarly, in Canada, where the government legalized edible and drinkable cannabis effective October 2019, provincial regulations may be too cumbersome for the market to develop.
While it may seem like a new fad to many, cannabis-infused drinks are nothing new. “Regulators should look back into history,” said Bobrow, “so they can discover that cannabis was mixed with alcoholic beverages as far back as the 1850’s. I learned this at the Pharmacy Museum in New Orleans. Cannabis was added to distilled alcohol for both preservation and efficacy reasons.”
The legal barriers to cannabis-infused beverages are unfortunate because drinks offer an important alternative method of consumption for consumers. Drinking and eating cannabis are demonstrably safer for users lungs than smoking.
Yuk!
Regulations are almost a secondary, moot point with a bigger problem confronting cannabis-infused beverages: taste. Bobrow will be the first to tell you that cannabis drinks suck. In fact, he did a whole presentation on the subject at the Cannabis Drinks Expo in San Francisco this past July.
Cannabis writer Amanda Chicago Lewis concurs, noting in The Verge, drinks are, “the worst kind of marijuana edible,” and most “taste like bong water.”
Still, for Bobrow, craft cannabis cocktails and mocktails represent the best showcase for liquid THC and CBD consumption. In his book, you’ll find 75 recipes for everything from bitters and tonics to digestives and nightcaps. But mixing cannabis in a liquid form is not simply a recipe for getting high, rather another ingredient in a well-balanced drink.
The problem with many alcoholic and non-alcoholic drinks, according to Bobrow, comes down to quality and quantity. On the one hand, many mixologists are trying to cover up the cannabis flavor with too much sugar. But it’s tough to make sugary cannabis drinks taste good. The result is often a one-dimensional drink. If it’s going to be sweet, he recommends using high-quality sugars like Turbinado and agave.
“Craft cannabis-infused cocktails taste better than the drinks you are getting served now,” Bobrow assured me, “I want to ruin you for your bartender. They are stuck on lousy ice, bad sugar and are still using bottled juices. My cocktails have hand cut ice, complex sugars such as raw honey, craft spirits that are not caramel colored or artificially flavored and overly sugared. I always fresh squeeze my juices. What’s so hard about doing everything from scratch?”
If you happen to get a drink for Bobrow, you may be wondering how much you can handle as a newcomer to cannabis-infused drinks. Though he’s a huge fan of them, he recommends people take it easy.
“You would never go to a Thai restaurant— for the first or the tenth time— and order Thai spicy. Your stomach would be violated!,” Bobrow told me. “Cannabis beverages, with or without alcohol, must be micro dosed, lest you destroy your guests. Start with 5-10mg per drink and never drink more than one per hour. Don’t try to be a hero.”
Whether you’re interested in CBD or THC, Bobrow is a daring mixologist willing to create exquisite experiences using low-alcohol spirits and small-doses of cannabis—where its legal. Oftentimes, this means taking his skills to private in-home gatherings. There, he experiments with different strains and cultivars. Compared to most mass-produced drinks, Bobrow’s concoctions highlight their delicious potential and the high level of care required.
His preferred method of extraction is decarboxylation (or decarb), which heats the cannabis to a precise temperature to extract the THC, without any of the off-putting chemicals that would affect the taste and color of the drink. This allows him to achieve the simple, balanced drinks that make all of the ingredients sing. High-quality ingredients also allow drinkers to start with small doses to see how they react to the interaction of cannabis and alcohol, helping ensure a safe experience. “If you want to feel anything you must decarb,” Bobrow said, “Decarbing activates the THCa-THC. Different forms of THC are revealed with different temperatures.”
With his attention to detail and passion for quality ingredients, Bobrow belongs to a small, but growing crowd of mixologists who are redefining the cannabis-infused beverage industry, one craft cocktail at a time.
“There is a long learning curve in the skill-set needed to create a cannabis beverage that doesn’t suck,” Bobrow asserted. “Right now they do. People interested in making them should work with mixologists from the liquor industry. They are dying to do something different and cannabis represents that quotient.”
Lead image credit: depositphotos.com. Other images provided by Warren Bobrow. Slides part of a presentation he delivered in July.
Nuvata gets it. From the cheery and brightly colored outer housings and oh, so intensely flavored oils, to their uniquely potent, proprietary strain balances, let’s just say that these memorable oils get me stoned! I’m excited about the taste and the smell and of course the buzz as they do it all for me. Nuvata makes my life easier and shall I tell you about all the compliments that I get from people when they see Nuvata for the first time? Well, there are a lot of interested people who know what time it is, cannabis speaking that is. Nuvata should be from another planet, because there is nothing that I’ve ever tried from this planet that even comes close to the intensity and awareness of this vape pen. I know the news has been all bad as of late surrounding bootleg oils from uncertain sources. Do yourself a favor, close your mind for a moment. Sure there are bad actors, but Nuvata is all about goodness, wellness, happiness and synchronicity. I’m a massive fan. Nuvata is purely delicious! Rest your mind, this is purely delicious.
