As of today, Houseplant, the lifestyle brand spearheaded by actor Seth Rogen and his business partner Mikey Mohr, embarks on an exciting new phase. Five years after its inception, Houseplant is expanding its product line by introducing its first cannabis-infused drink: a hemp-derived Delta-9 THC sparkling water. This innovative beverage comes in four invigorating flavors—Black Cherry, Blackberry, Citrus, and Pineapple—aiming to appeal to both cannabis enthusiasts and casual consumers alike.
Seth Rogen’s enthusiasm for cannabis is well-documented, extending beyond mere recreational use. He articulates a personal affinity for beverages infused with THC, which he deems a convenient alternative when traditional smoking methods are impractical. “As much as I smoke weed, I’m not always somewhere where I can smoke,” Rogen notes. The convenience and immediate effects of these sparkling waters—each can contains a mild dose of 3mg THC—point to a growing preference for rapid-acting cannabis products. Unlike typical edibles, which can take an hour or more to affect, these drinks provide a quicker high, reflecting Rogen’s desire for a more accessible cannabis experience.
The timing of this launch is pivotal. With Rogen’s ardent advocacy for cannabis and its benefits, it feels like a natural progression for him to enter the consumable market. Houseplant previously attempted to penetrate this space with THC beverages in Canada, but that venture was short-lived. This time, the duo wants to capture the U.S. market after having re-evaluated their strategy due to regulatory complexities.
Houseplant’s approach to flavor is particularly noteworthy. Mohr states that the beverage formulas were developed “totally from scratch,” highlighting their commitment to creating unique and palatable taste experiences. In a market where many THC beverages are simply variations of existing products, Houseplant aims to stand apart through bold, fruit-forward flavors. With zero calories and zero sugar, these drinks appeal not only to cannabis users but also to health-conscious consumers.
The production process leverages advancements in emulsification technology to extract Delta-9 THC efficiently, while collaborating with established facilities for brewing and canning. By creating these drinks in Minnesota—acknowledged as one of the most progressive states concerning cannabis beverage production—Houseplant is positioning itself to become a leading player in a rapidly evolving market.
Another crucial aspect of Houseplant’s launch is its reliance on hemp-derived THC rather than directly from cannabis plants. Following the legalization of hemp under the 2018 Farm Bill and subsequent regulatory improvements in 2022, this shift allows Houseplant to circumvent some of the legal barriers that have historically limited cannabis brands. Mohr observes that by patiently observing the market before entering, they could strategically navigate the complexities of cannabis law.
The North American cannabis beverage sector’s projected growth—from $1.83 billion in 2023 to over $81 billion by 2032—shows a promising future for brands like Houseplant. Consumer interest in THC-infused beverages is surging, with companies aiming to establish themselves as leaders in the segment. Total Wine & More, a retail partner, confirms the escalating demand for cannabis beverages, projecting significant growth in this category.
Houseplant originated with the intention of destigmatizing marijuana consumption and integrating it with a lifestyle of sophistication and appreciation for quality. By blending the aesthetics of refined home goods with cannabis culture, Rogen and his team have crafted a brand that speaks to consumers’ evolving attitudes towards cannabis.
As Rogen puts it, “Weed is less dangerous than alcohol, period, hands down, end of story.” His remarks encapsulate the brand’s mission to normalizing cannabis use in mainstream society. The partnership with Total Wine & More, which has become a pioneer in the sale of THC beverages, is indicative of the increasing acceptance of cannabis products among traditional retailers.
With the introduction of its THC-infused sparkling water, Houseplant is setting out to redefine how cannabis can be integrated into daily life. This move serves not just to expand their product line but also to contribute to an ongoing cultural shift regarding cannabis consumption. As the support continues to grow for cannabis and the beverages that incorporate it, Houseplant’s offerings promise to appeal to a wide audience seeking enjoyable, convenient, and tasteful options. As they embark on this journey, Rogen and Mohr are clearly committed to making cannabis accessible for all, one sip at a time.