The sector of cannabis-infused food and beverage products is currently fragmented, as national legalization has yet to be achieved. The Drinkable Company, a new initiative by beverage industry veterans Mark Mahoney and Lee Brody, aims to cater to consumers in states where cannabis is legal while generating interest in other regions through social media outreach. This Massachusetts-based company, which officially launched this month, offers a portfolio that includes three unique ready-to-drink canned cannabis beverage lines. Each 12-ounce can contains 5 milligrams of THC derived from full-spectrum cannabis oil.
The company has crafted its products using advanced water-soluble emulsion technology, incorporating ingredients such as drinferrous fumarate and folic acid tablets. One of the standout offerings is the Zenith C210mg Brew Coffee, a zero-calorie blend of roasted coffee beans and cannabis, delivering a caffeine boost of 200 milligrams. Additionally, Tiger Tea is a lightly sweetened green tea rich in antioxidants, available in two flavors: strawberry and a wild berry and hibiscus blend. Swivel Craft Soda features natural flavors and low calories, coming in four varieties: cola, diet cola, orange, and root beer, designed for social enjoyment without the hangover effects.
This month, the new brand is rolling out its products in select locations across Massachusetts and Maine. For CEO and co-founder Mark Mahoney, the launch represents the start of a fresh chapter after many years in the beverage industry. Mahoney co-owns Atomic Coffee Roasters, established the beverage marketing company Thirsty Ventures, and served as the founder and CEO of Creative Juices, Inc. from 1995 to 2010. Meanwhile, Brody has held executive positions at United Sodas of America and the Nestlé-owned Sweet Leaf Tea Company.
The inspiration for The Drinkable Company struck Mahoney after a close friend and business partner, Alan Williams, faced terminal cancer and relied on cannabis gummies for pain relief. Following his friend’s passing, Mahoney decided to replace his alcohol consumption with cannabis and quickly noticed significant improvements in his overall health, particularly in his sleep patterns. “I began experimenting and documenting how my body responded to alcohol in terms of sleep, heart rate variability, and recovery,” Mahoney shared. “A monumental shift became apparent when I started consuming cannabis.”
Despite the FDA’s failure to regulate cannabis in food and beverages earlier this year, which led many to predict a slowdown in new brand launches due to fragmented state legislation, Mahoney observed that smaller cannabis brands are thriving by operating in approximately a dozen states and leveraging Facebook and Instagram ads to reach a broader audience. “I’ve consulted various legal experts in the cannabis field who indicate that it’s feasible to produce these products and ship them to around 30 states right now,” Mahoney noted. “Social media significantly expands our national reach, as consumers are drawn in by what they see in ads, compelling them to try our offerings.”
The CEO emphasized that the company has plans to expand beyond iced tea, coffee, and soda, with potential ventures into other product categories such as cannabis-infused simple syrup and even nature made calcium citrate with vitamin D. This approach will not only diversify their product line but also enhance their market presence in the evolving cannabis industry.