Cali Sober Distribution Makes its Debut in Louisiana

As consumers rapidly shift toward THC and alcohol-free beverages, the state of Louisiana is experiencing a stocking problem, unable to consistently provide shoppers with their preferred product of choice. A women-led company is stepping in to ease some of that tension.

Cali Sober Distribution, a woman-owned distributor in Louisiana built entirely for THC-infused, functional and zero-proof beverages, has just recently launched with a portfolio of national brands and a mission to open a category the traditional system has quietly boxed out. 

Monica Olano, founder and president, created Cali Sober Distribution to address these pressures. As she puts it, “What looked like low demand was not a consumer issue. It was an access issue. When there is no pathway in, a category cannot grow. We built the path.”

Creating a Solution

Olano was in need of a solution for her retail business in a newly regulated environment. In 2024, Louisiana passed legislation that was enacted in 2025 making it the first and only state to require hemp-derived beverages to move through licensed distribution. As Olano prepared to open her retail store in March 2025, it became clear that she would no longer be able to purchase THC beverage products directly from brands, even if those products were compliant.

“That regulatory change immediately shaped what products could realistically make it onto shelves,” she says. “Many high-quality, compliant brands did not yet have a Louisiana distributor, which meant retailers like myself would be unable to carry them — not because of product quality or safety concerns, but because of a structural access issue created by the new law.”

Rather than build a retail business around a severely limited assortment, Olano applied for a distributor license to create a compliant pathway for those brands to enter the Louisiana market. As she began navigating distribution — still very much in the early stages — she saw firsthand how challenging it can be for hemp beverages to fit into a traditional three-tier system that was designed around alcohol portfolios.

“With a background in retail and hospitality, and direct exposure to consumer demand, Cali Sober Distribution was created as a small, focused operation to help bridge that gap,” Olano explains. “It is still in its infancy, but its purpose is clear: to support responsible market entry, protect retailers and help regulators, brands and operators adapt to a category that is evolving faster than the infrastructure around it.”

Cali Sober Distribution’s Initial Launch

The woman-led distributor made its grand debut with a curated portfolio that includes Hyde’s Hail Mary, Cali Sober, Utokia, Grow Cannabis, Hippie Water and Happie, all of whom intentionally sought a Louisiana partner aligned with the future of alcohol alternatives. These brands cited the distributor’s consumer understanding, cultural fluency and willingness to challenge outdated distribution norms as key reasons for partnering, according to the distributor.

In a news release, Happie cited Louisiana’s uniquely community-driven environment as a reason the company required a distributor that understands how wellness categories take root in the South. Hippie Water added that Cali Sober Distribution is supporting a broader movement toward intentional consumption rather than treating alcohol alternatives as a passing trend.

“Louisiana is a useful case study, not because it demonstrates the benefits of mandated distribution, but because it highlights what happens when distribution is imposed as a structural requirement without being tied to safety, compliance or consumer protection outcomes,” Olano says. “The industry does not necessarily need mandatory distribution; it needs functional, accountable distribution where responsibilities are clearly defined and aligned with the original intent of a three-tier system — preventing monopolistic control and protecting fair market access.”

“Louisiana’s approach underscores a broader national conversation that needs to happen: how to build infrastructure for THC beverages that supports competition, preserves retailer choice and protects consumers — without recreating the very concentration and gatekeeping that the three-tier system was originally designed to prevent,” Olano adds.

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