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If it worked for beer, it can work for THC. 

That’s the logic behind Herb Light, a new beverage launch from award-winning Chicago-based ad agency Quality Meats Creative. At just 1 mg THC per 12 oz. can, this is one of the lowest-dose drinks we’ve come across – but with a unique twist.

We spoke with the Herb Light team about the product’s inspiration, how they’re blending AI and retro vibes in their marketing, how the concept is working in on-premise accounts, and why they’re chasing occasion rather than price when it comes to THC. 

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In a complex market, consider these stories on private label cannibalization, a firm’s investment thesis and distributor shuffles to help parse through the noise…

🛒 The private label business is booming, and it is stealing share from branded players. However, specific categories will feel the squeeze much more than others. Learn more on BevNET

💰 Axum Capital Partners wants to be more than just an investor in health and wellness brands, it is positioning itself as an authoritative voice for the whole category. Dig into Axum’s investment thesis

🚚 Morales Beverage Group has signed a letter of intent to acquire Republic National Distributing Company’s Indiana assets and operations. Understand the impact on BevNET

🌱 Sprouts has named a new CEO. President and COO Nick Konat will take over for Jack Sinclair (soon to be executive chairman) at the start of 2027. 

Looking for more? Check out the latest marketing news on BevNET

Building products with better ingredients is easy to talk about. Building a successful business around them is much harder. 

Join Tom First, Founder of Culture Pop, and Heather Wood, SVP of Marketing at Goodles, as they discuss the realities of formulation, sourcing, branding, retail growth, and operations, and how they’ve turned clean label products into brands that drive trial, repeat purchase, and sustainable growth.

Listen to the episode

Also available on Spotify and Apple Podcasts.

That's all for today's Daily Briefing: Lite Edition. We'll be back in your inbox tomorrow.

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