The Future of Hemp Drinks: Plift’s Vision for Accessible Cannabis

Welcome to The Proof University Show! In this episode, we feature Todd K. Harris, a seasoned business strategist with 17 years of experience across broadcast, digital, SaaS, and digital agencies. Currently serving as the Senior Vice President of Global Strategic Alliances at Valtech, Todd is also the co-founder and CEO of Plift, a pioneering THC-infused beverage company.

Todd discusses the inception and growth of Plift, aimed at providing a predictable and enjoyable cannabis experience. He explains how the idea for Plift emerged during the COVID-19 pandemic to address the unpredictability of cannabis gummies and the rise in alcohol consumption for stress relief. The brand transitioned from its original name, Happy Hour, to Plift to better represent an anytime beverage that uPlift consumers.

The conversation covers navigating state-by-state regulations for hemp-derived THC, the impact of the 2018 Farm Bill, and the importance of compliance and community building through tastings, samplings, and localized events.

Todd emphasizes Plift's mission to be an accessible and affordable alternative to alcohol, aiming for competitive pricing and widespread availability in stores. He also highlights the importance of collaboration within the industry to grow the hemp beverage category and predicts significant growth in the market.

-------------------------------------------------------------------------------------------------------------------------

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

👉 ⁠Follow Justin Obey on Linkedin⁠

👉 ⁠Follow Justin Obey on Instagram⁠

👉 ⁠Follow Justin Obey on Youtube

#THCInfusedBeverages #CannabisCommunity #HempBeverages #CannabisCompliance #PliftBeverages #CannabisEducation #AlternativeToAlcohol #CannabisRegulations #CommunityBuilding #ToddHarris #TheProofUniversityShow #Spirits #SpiritsIndustry #Proof