Five years after its inception, Seth Rogen’s Houseplant brand is stepping into a new realm within the cannabis industry with the launch of its first consumable product in the United States. The co-founders, Rogen and Mikey Mohr, proudly introduce a hemp-derived Delta-9 THC-infused sparkling water. This innovative beverage comes in four tantalizing flavors: Black Cherry, Blackberry, Citrus, and Pineapple. Rogen describes this moment as akin to producing a successful film, signifying both personal and professional fulfillment.
For Rogen, who is famously passionate about cannabis, the introduction of a THC-infused beverage underscores a shift towards more approachable cannabis consumption. “I smoke weed a lot, but there are times I can’t,” he admits, noting the convenience that a beverage format offers over traditional smoking. Each 12 oz can is meticulously dosed with a low amount of THC—just 3mg—while providing quick effects that are favored over slower-acting edible forms of cannabis. This design choice reflects an understanding of modern consumers’ needs and reshapes how people engage with cannabis.
Rogen and Mohr assert that the decision to enter the beverage sector stemmed from a vision cultivated over several years. Houseplant’s previous endeavors included ceramic goods aimed at cannabis aficionados, but the transition into consumables appears to align more closely with Rogen’s personal advocacy for cannabis. After experimenting with beverage formats in Canada, the duo returned to the drawing board to create a distinctly American product, favoring unique taste profiles and innovative technology rather than rehashing existing formulas.
Mohr emphasizes that the cannabis industry’s obstacles influenced their patient approach to launching this new product. They refrained from rushing the process until they felt both the technology and regulatory environment were adequately prepared to support such an endeavor. “To go through the regulated marijuana channels was nearly impossible,” he shares, alluding to significant barriers faced by entrepreneurs in this space. By leveraging hemp as a base ingredient—thanks to the legal changes brought about by the 2018 Farm Bill—they sidestepped many of these restrictions, allowing for mass production without legal entanglement.
One of the defining features of Houseplant’s new sparkling water is its remarkable flavor diversity, setting it apart from competitors entering the THC-infused beverage market. Jordan recounts how the company collaborated with expert flavor houses to refine each beverage’s palate and texture. “The zero-calorie, zero-sugar profile, along with the right dosage and vibrant flavors, aims to carve out a distinctive niche within the marketplace,” Rogen notes. The use of emulsification technology is crucial in ensuring that the flavors and functions of the drink come together seamlessly.
With the cannabis beverage industry projected to burgeon from $1.83 billion in 2023 to over $81 billion by 2032, Houseplant appears to be well-positioned to capture the attention of health-conscious consumers seeking alternatives to alcohol and traditional cannabis forms. The lightweight, fruity sparkling drinks are designed not only for the seasoned cannabis user but also for curious newcomers, making high-quality cannabis more accessible than ever.
The partnership with Total Wine & More marks a significant milestone for Houseplant, as the retail giant embraces the growing demand for THC-infused beverages. The fact that Total Wine is offering Houseplant products primarily in states like Texas, Florida, Arizona, and Indiana underscores the evolving landscape for cannabis-related products in mainstream retail. Rogen expresses enthusiasm at the thought of entering large retail chains, recognizing the importance of creating an environment where cannabis is normalized and appreciated alongside other premium products.
Through this venture, Rogen and Mohr aim to destigmatize cannabis culture, a goal that has become increasingly relevant as consumer attitudes towards cannabis evolve. As Rogen states emphatically, “Weed is less dangerous than alcohol,” aligning the brand with a broader narrative advocating for cannabis acceptance in society.
As Houseplant ventures into the realm of consumable THC products, its founders remain committed to championing the benefits of cannabis. The sparkling water serves not just as a product but as a cultural touchstone that challenges long-standing perceptions of cannabis consumption. With a robust market potential and innovative product line, Houseplant looks set to make its mark, blending the worlds of cannabis and fine living while promoting a healthier drink alternative.