JP Brand Advisors and Canopy USA Partner to Expand Hemp Beverage Distribution
JP Brand Advisors, a sales and strategy partner for beverage alcohol and emerging functional beverage brands, and Canopy USA, LLC, a cannabis brands company, announced a partnership to expand the distribution of Wana Wellness, LLC (“Wana”)’s hemp beverages and gummies in the United States.
“We’re thrilled to partner with Canopy USA to help bring Wana’s innovative hemp portfolio to more consumers and retail partners across the country,” says John Palatella, CEO of JP Brand Advisors. “Hemp-based beverages represent one of the most exciting growth opportunities in our industry, and our agreement with Canopy USA reinforces our commitment to shaping the future of beverage alcohol through emerging categories.”
Tapping Into the Hemp Beverages Space
This is JP Brand Advisors’ first partnership with a hemp-infused beverage brand, with plans to continue working with other cannabis brands in the future.
“We’re from the wine and spirits space, so we’re well-versed in navigating the three tier system as it exists for wine and spirits,” says Palatella. “We’re seeing a trend in multiple states where these infused beverages are flowing through a wine and spirits distributor. Traditionally, our industry is great at compliance and preventing fraud, so it makes total sense that this sector flows through our pre-existing and very experienced route to market rather than trying to cobble together a brand new one with no experience. Now, we’re interested in entering the sector.”
As part of the partnership, JPBA and Canopy USA will work together to drive distributor management and account growth for Wana’s hemp beverage portfolio.
“Working with JP Brand Advisors provides Canopy USA with an experienced and trusted partner who understands both the traditional three-tier system and the unique dynamics of emerging hemp beverages,” says Brooks Jorgensen, president of Canopy USA. “Together with JPBA, we’ll be able to expand national relationships and execution capabilities – helping us scale faster, reach new consumers and strengthen our leadership in this exciting category.”
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