Over the past decade, the cannabis beverage market has seen an explosive transformation. The cannabis-infused drink market started as a niche but has expanded into an exhilarating new beverage segment. A growing number of people choosing non-alcoholic beverages over alcohol has helped THC and CBD drinks gain popularity as their preferred alternatives. The market’s transformation has triggered an accelerated expansion of brands offering distinct beverage choices to serve rising health-conscious customers and their preferences for functional and flavorful drinks.
Gigli emerges as a standout cannabis beverage company that transcends typical industry perceptions through its premium products. Kam Talebi leads this brand as a Business Innovator with his extensive business experience across numerous sectors. His entrance into the cannabis beverage market demonstrates both his knowledge of market trends along with his dedication to delivering beneficial products for consumers.
Let’s learn how Gigli is leading the charge in wellness-driven, low-sugar cannabis beverages for today’s mindful consumers!
The Genesis of Gigli
Kam’s journey to creating Gigli was unconventional, reflecting his broad entrepreneurial background. His early career saw him build and sell multiple tech companies, including partnerships with industry giants like Microsoft and Cox Enterprises. This experience provided him with valuable insights into market dynamics, customer needs, and the importance of staying ahead of trends. However, his move into the hospitality industry, particularly owning and operating over 20 restaurants and event centers throughout the Midwest, served as the foundation for what would eventually become Gigli.
In his restaurants, Kam observed a noticeable shift in consumer preferences. Traditional alcoholic beverages were losing their appeal, while healthier, non-alcoholic alternatives were gaining momentum. This emerging trend signaled a growing interest in wellness and natural products, a sentiment that was further amplified by the increasing curiosity surrounding cannabis, particularly CBD and THC. These observations were key to his decision to enter the cannabis beverage market, where he saw an opportunity to introduce a new category of functional beverages that focused not only on delivering wellness benefits but also on providing exceptional flavor.
Kam explains, “Having built tech companies and ventured into hospitality, I started noticing shifts in consumer behavior. The demand for non-alcoholic beverages was rising, and with the growing curiosity around CBD and THC, I saw an opportunity to combine my experience with my passion for wellness, creating a line of cannabis-infused drinks that were both enjoyable and beneficial.”
The Rise of Non-Alcoholic Alternatives
The rise of Gigli is a direct response to the evolving preferences of today’s consumers. As more people began to cut back on alcohol and explore alternatives, Kam recognized the potential of cannabis beverages, particularly in the context of the wellness revolution. Not only were consumers seeking beverages that promoted mental clarity, relaxation, and focus, but they also desired a product that could be enjoyed socially—without the negative effects associated with alcohol.
Kam’s insights were further validated when he co-founded Nuleev, a CBD retail brand, with a flagship store located at the Mall of America. This foray into the CBD market was an eye-opener, as Kam and his partner realized the untapped potential for THC-infused beverages. While initial feedback from customers was overwhelmingly positive, there was one major issue that stood out: taste and sugar content.
Reflecting on this, he recalls, “As we introduced THC beverages through Nuleev, we quickly saw their popularity. However, we heard the same complaint from customers—they didn’t taste great and were loaded with sugar. We knew we had to change that narrative.”
A New Vision for Cannabis Beverages
The feedback Kam received became the catalyst for the creation of Gigli. His vision was to develop a lifestyle brand that not only offered refreshing THC beverages but also promoted overall wellness by using natural, low-sugar ingredients. His goal was clear: to craft cannabis-infused drinks that provided functional benefits, tasted great, and aligned with consumers’ desire for a healthier, more mindful lifestyle.
To achieve this vision, the brand focused on developing products with high-quality ingredients, steering clear of preservatives and artificial additives. Kam’s commitment to creating drinks that were both beneficial and delicious became a defining feature of the brand. “What sets us apart is the exceptional taste of our products and the fact that they are all natural with no preservatives, low sugar, and low calories,” he affirms.
In addition to providing a delicious product, Gigli’s beverages incorporate functional ingredients known for their health benefits. Ingredients such as Ashwagandha, which promotes stress reduction and mental clarity, and Ginseng, which enhances energy and immune function, were carefully selected to boost the overall wellness factor of the beverages. Kam emphasizes, “We want our drinks to be more than just a THC experience. They should uplift the body and mind, offering true wellness benefits.”
Creating a Lifestyle Brand
Gigli is more than just a cannabis beverage company; it is a lifestyle brand built around positive experiences and customer engagement. From the very beginning, Kam envisioned it as a brand that would resonate with consumers on a deeper level. He sought to create a brand identity that prioritized fun, memorable experiences, and long-term customer loyalty.
The brand’s logo—a symbol of joy—is central to this vision, representing the brand’s commitment to bringing positivity and wellness to its customers. “Gigli is more than a beverage—it’s a lifestyle that lifts your mood. Our logo is designed to spark a smile, to bring joy to our customers,” he explains.
By crafting beverages that embody this philosophy, Gigli is able to offer a unique consumer experience. Kam’s background in hospitality has played a crucial role in this, as it’s evident that the brand isn’t just selling drinks—it’s curating an experience. It is about creating a connection with the consumer, something that elevates the simple act of drinking a cannabis-infused beverage into a moment of enjoyment and well-being.
Innovating the Cannabis Beverage Sector
Since its launch, Gigli has consistently pushed the envelope in terms of innovation. Kam and his team recognize that the cannabis beverage market is competitive and evolving rapidly, and to stay ahead, the brand needs to constantly innovate. Gigli’s product lineup began with a series of bold THC cocktails, but the brand’s expansion into new product categories reflects a growing commitment to offering a diverse range of options.
They introduced zero-calorie seltzers as a healthier alternative to its original cocktails, catering to consumers who were looking for a light, refreshing beverage without the added sugar. This move was followed by the introduction of non-carbonated Gigli Teas, offering a smoother, more relaxed alternative that appeals to a wider audience. As he shares, “Building on the love for our bold cocktail line, Gigli is evolving once again! We started with our flavor-packed THC cocktails and then introduced lighter, zero-calorie seltzers. We didn’t stop there—we listened to our customers and introduced smooth, non-carbonated teas to meet even more needs.”
The constant feedback loop with customers ensures that its product offerings continue to evolve. Kam’s team is already exploring the introduction of THC-infused edibles and even more exciting beverage flavors. By being agile and responsive to market trends, Gigli is positioning itself for long-term success.
The Future of Cannabis Beverages
Looking ahead, Kam is optimistic about the continued growth of the cannabis beverage market, particularly as the sober-curious movement continues to gain momentum. As consumers increasingly seek alternatives to alcohol, he believes that cannabis-infused drinks will become the go-to choice for social gatherings, offering a healthier and more mindful option that still allows people to enjoy the social aspects of drinking.
Kam predicts, “THC beverages are on track to become the go-to choice for social drinkers moving away from alcohol, especially with the rise of the sober-curious movement. We’re not just seeing a trend; it’s a cultural shift toward wellness and moderation.”
With this in mind, the brand is positioning itself for mainstream distribution, expanding its reach beyond dispensaries. Kam’s goal is to make Gigli beverages accessible in liquor stores, grocery stores, convenience stores, and major retailers like Walmart and Target. By embracing this broader distribution model, the brand is set to introduce cannabis beverages to a wider audience and increase its brand visibility. “We don’t see Gigli as just another cannabis brand limited to dispensaries—we’re focused on mainstream distribution. We want our drinks to be accessible everywhere,” he adds.
Advice for Entrepreneurs in the Cannabis Beverage Industry
Kam’s journey into the cannabis beverage market has been an adventurous one, but like any entrepreneurial venture, it hasn’t been without its challenges. He offers advice to aspiring entrepreneurs entering the rapidly expanding cannabis beverage market: differentiation is key.
“The cannabis beverage industry is growing rapidly, with relatively low barriers to entry, making it highly competitive,” he acknowledges. “If you want to succeed, you need to focus on true differentiation. Whether it’s through unique flavors, functional benefits, or a strong brand positioning, find a way to stand out.”
He also warns that without a clear point of distinction, it can be difficult to capture consumer attention in an industry that is constantly evolving. He believes that building a strong, differentiated brand is essential for long-term success. “Without a clear point of distinction, capturing consumer attention and building lasting loyalty will be an uphill battle,” he advises.
Popular Flavors and the Gigli Experience
Gigli’s most popular flavors reflect the brand’s commitment to delivering exciting and refreshing options for every palate. From the tangy Blueberry Lemonade to the tropical Pineapple Mojito, each drink is crafted to provide a sophisticated, full-bodied experience. The cocktails offer all the benefits of THC without the negative side effects associated with alcohol, giving consumers a new and healthier way to socialize and unwind.
“Our most popular flavors are our Gigli Cocktails—Blueberry Lemonade, Blood Orange Margarita, Pineapple Mojito, and Raspberry Mojito,” he notes. These beverages have become favorites due to their balanced flavors, refreshing profiles, and the high-quality ingredients used in each one.
As Gigli continues to innovate and expand, Kam’s vision remains focused on providing high-quality, great-tasting cannabis beverages that promote wellness, offer functional benefits, and elevate the social drinking experience.
