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Trulieve, Green Thumb take diverging paths into hemp-THC drinks

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The slow-walking of federal cannabis legalization has some of the biggest multistate operators looking for new ways to give their sales and profits a boost. Lately, a lot of that attention has turned toward hemp beverages. But the paths they’re taking are anything but uniform.

Just this week, Florida-based Trulieve Cannabis Corp. (OTC: TCNNF) (CSE: TRUL) launched Onward – its nonalcoholic, THC-infused cocktail line – with a “crawl, walk, run approach,” which is the same strategy CEO Kim Rivers credits for the company’s early success in Florida’s medical cannabis market.

“This is not a fly by night. We’re not approaching it that way,” Rivers insisted. “We are approaching it with an eye towards growing an actual product line in a business within Trulieve.”

While currently available online to ship to 36 states, she said, initial distribution through Total Wine & More locations in Florida was specifically chosen to generate consumer feedback and data in markets where the company (CSE: TRUL) (OTCQX: TCNNF) already has operations.

Trulieve wants to keep the whole vertical – developing, producing and distributing hemp beverages – in house. The drinks feature cocktail-inspired flavors in three dosage levels (3 mg, 5 mg and 10 mg), with batch-testing results accessible to consumers.

Rivers spoke of a year-long development process focused on market gaps in existing hemp-derived drinks.

“We saw white space in the current offerings and our ability to lead with education and lead with our competency and candidly within the THC space is a differentiator,” Rivers explained. However, she stopped short of providing specific market size projections for the product.

Green Thumb Industries (OTCQX: GTBIF) in taking a different tack. The Chicago-based MSO is making external investments, such as its stake in Agrify’s Señorita brand. This allows the company to maintain a firewall between its state-licensed cannabis operations and federally complex hemp ventures.

Still, Kovler made it clear that GTI isn’t sitting on its hands when it comes to hemp opportunities: “We’re trying to optimize every dollar for shareholders, and we’re keeping maximum flexibility.”

What’s behind the strategy?

“In a fully legal business, it makes no sense not to do it on a Nasdaq-listed company that can show how great the growth is going to be in this country with THC. Why do it in a Canadian company where really no institutional investors have the ability to buy the stock?” Kovler said.

Still, both CEOs are salivating over the same prize: alcohol’s customer base. As booze sales continue their slow decline, particularly with younger drinkers, cannabis executives over the past year see an opportunity to convert the cocktail crowd.

Green Thumb noted that Señorita is now the “exclusive THC beverage available for purchase” at Chicago’s music venue The Salt Shed, which draws in more than 600,000 people annually. Rivers mentioned Trulieve’s targeting of “the alcohol consumer and working on that transition conversation away from alcohol and into a hemp-derived THC beverage.”

“We put a lot of work into formulation and to really ensuring that the brand, the ingredients, the experience, both on a product level and the customer experience is really top tier.” Rivers said.

While the real prize for both operators would be federal legalization, intoxicating hemp beverages offers a growth opportunity amid uncertainty in Washington, D.C. – another topic the two CEOs are divided over. Rivers kept her usual cautious optimism about the Trump administration addressing “inequities for state legal operators,” while Kovler appears to have abandoned all hope for federal salvation.

“We are not optimistic on changes from D.C.,” Kovler said bluntly. “Look at the appointees and look at Kennedy’s total 180. Instead, we’re going to play offense exactly where we can control in the massive growth markets where nobody else is.”

“We think the DEA is corrupt and misguided and out to lunch. It’s not a popular opinion – it’s controversial – but it guides how we allocate dollars … Being on an island away from our peers is welcomed over here, no problem.”



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Nebraska medical cannabis regulations stall in legislative committee

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A Nebraska legislative committee voted 5-3 against advancing a bill designed to implement and regulate the state’s medical cannabis program, leaving legislators and advocates searching for alternative paths forward, according to the Nebraska Examiner.

The General Affairs Committee rejected Legislative Bill 677, sponsored by State Sen. Ben Hansen of Blair, during a Thursday vote where committee members declined to offer amendments to the legislation, the publication reported.

“I don’t want to shut all the doors right now, but some doors are closing, and they’re closing fast, and so we have to act,” Hansen told reporters after the vote, according to the Examiner.

Nebraska voters approved medical cannabis in November 2024, with residents legally permitted to possess up to 5 ounces with a healthcare practitioner’s recommendation since mid-December. However, the regulatory commission created by the ballot initiative lacks effective power and funding to regulate the industry.

Hansen described his legislation as “a must” for 2025 to prevent a “Wild West” scenario in the state’s cannabis market. The bill would have expanded regulatory structure through the Nebraska Medical Cannabis Commission and extended deadlines for regulations and licensing to allow more time for implementation, the Examiner noted.

Committee disagreements centered on proposed restrictions. A committee amendment would have prohibited smoking cannabis and the sale of flower or bud products while limiting qualified healthcare practitioners to physicians, osteopathic physicians, physician assistants or nurse practitioners who had treated patients for at least six months.

The amendment also would have limited qualifying conditions to 15 specific ailments including cancer, epilepsy, HIV/AIDS, and chronic pain lasting longer than six months.

State Sen. Bob Andersen of Sarpy County opposed allowing vaping due to concerns about youth drug use, while committee chair Rick Holdcroft suggested selling cannabis flower would be “a gateway toward recreational marijuana,” a claim Hansen “heavily disputed,” according to the Examiner.

Hansen now faces a difficult path forward, requiring at least 25 votes to pull the bill from committee and then needing 33 senators to advance it across three rounds of debate, regardless of filibuster attempts.

Crista Eggers, executive director of Nebraskans for Medical Marijuana, remained optimistic despite the setback.

“This will not be the end,” Eggers said, according to the outlet. “Giving up has never been an option. Being silenced has never been an option. It’s not over. It’s not done.”

The legislative impasse is further complicated by ongoing litigation. Former state senator John Kuehn has filed two lawsuits challenging the voter-approved provisions, with one appeal pending before the Nebraska Supreme Court. The state’s Attorney General is also trying to do something about the hemp question, akin to other states across the country.



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One of Las Vegas’ cannabis lounges closes its doors

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Nevada’s cannabis lounge experiment faces some expected growing pains, with one of just two state-licensed venues closing its doors after barely a year in business, according to the Las Vegas Weekly.

“The regulatory framework, compliance costs and product limitations just don’t support a sustainable business model,” said Thrive Cannabis managing partner Mitch Britten, who plans to convert the space into an event venue until regulations loosen up.

The closure leaves Planet 13’s Dazed Consumption Lounge as the only operational state-regulated cannabis lounge in Nevada. Dazed manager Blake Anderson estimates the venue attracts around 250 customers daily, primarily tourists. One other establishment, Sky High Lounge, has operated since 2019 on sovereign Las Vegas Paiute Tribe land exempt from state regulations.

Even with Nevada regulators conditionally approving 21 more lounge licenses, potential owners are struggling to meet the $200,000 liquid assets requirement – particularly social equity applicants from communities hit hardest by prohibition.

Recreational marijuana has been legal statewide since 2017, but public consumption remains prohibited. That’s created an obvious disconnect for the millions of tourists who visit Las Vegas annually but have nowhere legal to use the products they purchase. The state recorded roughly $829 million in taxable sales during the 2024 fiscal year.

“It always comes down to money, and it’s difficult to get a space if you can’t afford to buy a building. On top of that, getting insurance and finding a landowner who’s willing to lease to a cannabis business is a challenge in and of itself,” said Christopher LaPorte, whose consulting firm Reset Las Vegas helped launch Smoke and Mirrors, told Las Vegas Weekly.

Many think the key to future success lies in legislative changes that would allow lounges to integrate with food service and entertainment – playing to Las Vegas’s strengths as a hospitality innovator. In the meantime, the industry will continue to adapt and push forward.

“Things take time,” LaPorte said. “There’s a culture that we have to continue to embrace and a lot of education that we still have to do. But at the end of the day, tourists need a place to smoke, and that’s what these places are.”



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Psyence Group consolidates its shares

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Psyence Group Inc. (CSE: PSYG) told investors that it will be consolidating all of its issued and outstanding share capital on the basis of every 15 existing common shares into one new common share effective April 23, 2025 with a record date of April 23, 2025. As a result of the consolidation, the issued and outstanding shares will be reduced to approximately 9,387,695 on the effective date.

This is the second time a Psyence company has consolidated shares recently. In November, its Nasdaq-listed associate, Psyence Biomedical Ltd. (Nasdaq: PBM), implemented a 1-for-75 share consolidation as the psychedelics company worked to maintain its Nasdaq listing.

Psyence Group reported earnings in February when the company delivered a net loss of C$3 million and was reporting as a going concern. At the end of 2024, the company said it had not yet achieved profitable operations, has accumulated losses of C$48,982,320 since its inception.

Total assets at the end of 2024 were C$11,944,478 and comprised predominantly of: cash and cash equivalents of C$10,611,113, other receivables of C$159,808, investment in PsyLabs of C$1,071,981 and prepaids of C$68,243.

Still, the company is pushing ahead. Psyence told investors that it has historically secured financing through share issuances and convertible debentures, and it continues to explore funding opportunities to support its operations and strategic initiatives. “Based on these actions and
management’s expectations regarding future funding and operational developments, the company believes it will have sufficient resources to meet its obligations as they become due for at least the next twelve months,” it said in its last financial filing.

The company said it believes that the consolidation will position it with greater flexibility for the development of its business and the growth of the company.

 



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