In this episode of the Free Spirits Podcast, we’re joined by Ben Kennedy, CEO and co-founder of Fable Libations, one of the most distinct and disciplined brands in the modern beverage industry. Known for its award-winning botanical THC cocktails, Fable has carved out a space in the crowded world of functional beverages by refusing to follow trends—and instead setting its own.

Ben shares the behind-the-scenes journey of creating a premium adult beverage that mirrors the complexity of a craft cocktail, with zero compromises on flavor, formulation, or ingredients. We unpack the challenges of launching a beverage that doesn’t fit neatly into the typical categories of seltzer or mocktail, and discuss what it really takes to scale in a heavily regulated and increasingly saturated beverage business.

You’ll learn:

• Why functional beverage brands need a clear POV to avoid getting lost in a sea of sameness

• How Fable approached R&D, pricing, and shelf strategy with a long-term vision

• What it means to design a product for health-conscious professionals—not traditional cannabis users

• How retail education, in-market reps, and custom merchandising help build pull, not just push

• The key differences between building for hype vs. building for staying power in beverage culture

We also explore what’s next for Fable—from improving DTC repeat rates to planning for mainstream distribution and potential acquisition. If you’re curious about the future of functional beverages, the evolution of adult beverage habits, or the intersection of cannabis and premium product development, this is a conversation you won’t want to miss.

In this episode of The Free Spirits Podcast, hosts Lars Miller and David Gonzalez sit down with Joanne Caceres, a partner at Dentons and one of the most trusted legal voices in the cannabis industry, to unpack the legal, cultural, and commercial forces shaping the future of functional beverages and hemp legislation.

Joanne has spent years crafting and advising on cannabis policy, from federal proposals to state-level bills. She joins the show to explain why hemp beverages are gaining traction faster than marijuana reform, and what that means for beverage industry founders navigating licensing, regulation, and DTC distribution.

We dig into:

• How the 2018 Farm Bill triggered an explosion of hemp-derived beverages

• Why functional beverages with cannabinoids, mushrooms, and nootropics are pushing regulatory boundaries

• The fragmentation of cannabis laws across all 50 states and what smart operators need to know

• Why Minnesota has become a model for sensible hemp beverage regulation

• How the alcohol industry is influencing cannabis policy — and what that means for brands

• The future of direct-to-consumer (DTC) sales and whether it’s under threat from Capitol Hill

• What federal rescheduling would actually mean for the market — and why it won’t solve everything

• Lessons from Illinois, one of the first non-Western states to pass tightly regulated cannabis laws

• What good-faith regulators actually want to see from cannabis and hemp brands

• Whether we’ll ever see a regulatory framework that includes psychedelics, cannabis, and functional ingredients under one roof

Joanne also shares her behind-the-scenes insights on how cannabis legislation is drafted, who’s influencing the process, and how safety is often used as both a genuine priority and a political lever. If you’re building a beverage brand, advising on cannabis regulation, or trying to stay compliant while scaling your product nationally, this is the episode you’ve been waiting for.

👉 About Joanne:

Joanne Caceres is a Chicago-based cannabis attorney with a background in advising both private clients and public institutions on everything from hemp policy to multi-state compliance. She’s played a major role in drafting cannabis bills and offers a rare inside look into the legislative process shaping the industry.

💬 Topics include:

• Cannabis vs. hemp: why the divide persists

• The rise of functional beverages and what defines the category

• How the FDA, USDA, and TTB may share responsibilities in future regulation

• The risks of prohibition vs. the promise of smart regulation

• Why DTC is both a risk and a lifeline for hemp beverage brands

• And why a rescheduled cannabis market could bring both clarity and chaos

📌 If you’re serious about the future of cannabis, hemp, and functional beverage innovation, this conversation is a must.

✅ Subscribe to The Free Spirits Podcast for more interviews with founders, policy experts, and innovators redefining the beverage industry.

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In this episode of the Free Spirits Podcast, we dive into the evolving cannabis beverage industry with Ben Larson, CEO of Vertosa.

Discover how Vertosa leads the way in emulsion technology for infused beverages, impacting popular brands like Collective Project, Wunder, and Pabst High Seltzer. Ben shares his incredible journey from startup accelerator founder to navigating the complexities of the functional beverage landscape.

Packed with insights on key trends like 'mood modulation' and the challenges of regulation in infused beverages, this episode is essential listening for anyone interested in the future of adult beverages.

Learn why operational efficiency and transparency are crucial for success in the beverage business. Whether you're involved in the beverage sector, CPG, or simply intrigued by the innovations in functional drinks, you won't want to miss Ben's expert perspectives!

Whether you’re in beverage, CPG, functional drinks, or just fascinated by what it takes to scale in this space—Ben brings clarity to one of the most misunderstood parts of the industry.

📍 Find Vertosa: https://www.vertosa.com

📬 Subscribe to Herbal Profiles for infused beverage news: https://herbal.beehiiv.com

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