Adam Terry On Hemp Beverage Surge; Trent Woloveck On Policy
While Shadd is away in Germany, Anthony Varrell this Friday’s Trade to Black podcast explored cannabis market developments in the U.S. and abroad. Adam Terry, CEO of Cantrip, joins the show to discuss what may be both the future of hemp and beverages like beer and even soda. Trent Woloveck, Chief Strategy Director of Jushi Holdings, also joins to unpack the recent DEA-led raids in California’s Coachella Valley and the controversial hemp distributor raids in Texas.
Tune in for an in-depth conversation with Adam Terry, CEO of THC beverage company Cantrip. Terry discussed shifting consumer preferences toward 10mg THC hemp drinks, the evolving product landscape, and how regulation impacts formulation and pricing. He emphasized that consumers increasingly use cannabis beverages for evening relaxation rather than social drinking, challenging the prevailing “social lubricant” narrative. Cantrip, he noted, is doubling down on soda-style products and strategic sampling to build brand affinity.
On the topic of innovation, Terry downplays gimmicky formats like THC energy drinks—largely due to industry skepticism and regulatory fears post–Four Loko. He sees opportunity in great-tasting products and large-format beverages, predicting a coming wave of acquisitions once Farm Bill revisions clarify legal boundaries. While some big beverage companies are quietly circling, most remain hesitant without federal clarity.
Shifting to policy updates, we’ll deep dive with Trent Woloveck, Chief Strategy Director at Jushi Holdings. Woloveck provided insight into Pennsylvania’s budget negotiations and the potential inclusion of adult-use cannabis legalization, estimating it could generate $750M to $1B in new revenue. He also discussed Ohio’s political turbulence post-ballot initiative, criticizing lawmakers’ efforts to override voter mandates.
Woloveck emphasized the need to clamp down on illicit and unregulated hemp markets, citing public safety concerns and connections to human trafficking. He argued that aligning economic incentives—not idealism—is the key to achieving sensible national cannabis policy. He also forecasted progress in Virginia, where gubernatorial candidate Abigail Spanberger is surging and may usher in full legalization.
Shadd also briefly joins live from Germany, fresh off a cannabis interview with Mike Tyson.
