Nevis Brand’s John Kueber: Big Alcohol Wants Hemp. Here’s Why
John Kueber, CEO of Nevis Brands, is back on Trade To Black to talk about the explosive growth of hemp-derived THC beverages and why regulation could be the best thing to happen to this industry. Fresh off the Hemp Beverage Alliance Conference in Atlanta, Kueber discusses the current surge and Nevis’s latest distribution expansion.
Nevis Brands Inc is a Seattle‑based public company that develops and sells hemp‑derived THC beverage products—most notably the high‑dose Major brand and its wellness‑oriented Happy Apple line—in regulated US cannabis and consumer markets.
John Kueber shares insights from the Hemp Beverage Alliance conference in Atlanta, which coincided with the announcement of a one-year regulatory window from federal lawmakers. Hemp operators, Kueber says, are surprisingly welcoming to Washington’s 12-month regulatory timeline. They view it as an opportunity to establish national standards—similar to SB 43 in Texas—and expect that the change could stabilize the industry. “Inertia is a powerful force,” Kueber noted, adding that hemp beverages are “here to stay.”
One key concern, however, is the alcohol industry’s influence. The Wine & Spirits Wholesalers of America (WSWA) and other powerful alcohol lobbies are now heavily involved in shaping future hemp regulations. Distributors and major grocery chains are taking notice also.
Liquor retailers like Top Ten Liquors in Minnesota, where hemp-derived THC drinks have climbed to 20% of total beverage sales, up from 10% just months ago, are evidence of this sector’s fast growth.
Nevis Brands’ flagship beverage, Happy Apple, is leading this charge. Nevis Brands announced a major new distribution deal with ZT Distribution, a 100-year-old company covering Wisconsin, Illinois, and Minnesota. ZT will place Nevis’s Happy Apple beverage in regional grocery stores—some even in produce sections.
Kueber explained that Happy Apple, an all-natural, preservative-free THC beverage, is designed for lifestyle enhancement rather than escapism. The company’s flagship high-dose cannabis drink, Major, will continue in dispensary markets, but Happy Apple represents a broader CPG (consumer packaged goods) opportunity.
Financially, Nevis posted 6–7% revenue growth in Q2, with gross margins around 75%. Despite currency headwinds, Kueber remains optimistic, noting that Happy Apple was only in market for half the quarter. Full Q3 results are expected to show stronger gains, especially with the ZT deal and new markets opening up.
With major distribution growth, evolving consumer education, and Washington’s regulatory direction, the hemp beverage industry may be on the verge of its biggest transformation yet. Be sure to tune in to catch the full interview.
