Ever wish there was a healthier alternative to sugary sodas and alcohol? As cannabis has become more accepted, the demand for cannabis-infused drinks has increased, offering a new range of choices that are both pleasant and useful. HighBridge Premium, started by James Hunter the CEO/Founder and Vicky Hunter the Vice President/Founder in 2020, is one company leading the way. The company creates tasty, unique cannabis beverages that are refreshing alternatives.
When they launched HighBridge, the cannabis beverage market was still in its early stages, with less than 3% of cannabis revenue being attributed to beverages. Recognizing this gap, they decided to enter the space with a mission to solve some of the key issues consumers faced with existing cannabis drinks—mainly poor taste and separation of ingredients. HighBridge Premium quickly gained recognition for its commitment to providing high-quality, flavorful products that deliver the desired effects, making a name for itself in a rapidly growing industry.
Let’s learn how HighBridge Premium is changing the cannabis beverage game with refreshing, health-conscious choices!
A Fresh Approach to Cannabis Beverages
The cannabis beverage market in 2020 was full of untapped potential. James and Vicky saw an opportunity to make their mark by creating a product that could appeal to a wider audience. Their research revealed a critical flaw: most cannabis drinks didn’t taste good and often had separation issues. “HighBridge saw this as a unique opportunity to enter the burgeoning cannabis market in an underserved sector,” they explain. James and Vicky were determined to create beverages that could not only deliver the effects that consumers wanted but also taste great.
To accomplish this, they connected with top-tier labs and production facilities, bringing together the best minds in the industry. “Through our network, HighBridge was able to engage one of the top labs in the country, and we went to work on creating new, innovative, and great-tasting beverages.” Their efforts resulted in a diverse lineup that includes alcohol-free beers, seltzers, and iced teas—each carefully crafted to appeal to different tastes while delivering a premium cannabis experience.
HighBridge Premium’s Product Line
HighBridge Premium’s beverage line stands out in the market for its dedication to quality and innovation. The company’s alcohol-free beers, such as the eeZee daZe, Alpine Rush, and Neblina del Pacifico, have been particularly well-received. Each beer provides a different flavor profile and dosage of THC, ensuring there’s something for every preference. Neblina del Pacifico, a Mexican-style beer with 10mg of THC, even made it to the top ranks of MJ Insights’ “Hot New Cannabis Products” in 2023.
The brand didn’t stop at beers. It introduced two refreshing seltzers, Cucumber Mint and Watermelon Basil, both with 5mg of THC and 35% less carbonation for a smoother, more balanced experience. When HB joined with the creative mind and energy of Jim Belushi & Belushi’s Farm, the result was magical! This collaboration resulted in the “Majical Ice TeaZ”, offering a unique cannabis-infused iced tea experience in doses ranging from 5mg to 10mg of THC. An homage to Jim Belushi’s Chicago roots, these TeaZ bring the flavor of the Windy City and the feel of Chicago Blues!
Overcoming Challenges in the Cannabis Beverage Space
As pioneers in a still-developing market, James and Vicky faced significant challenges in both the production and distribution of cannabis beverages. One of the first hurdles was the confusion surrounding the legality of cannabis. “There still remains much confusion in the marketplace, especially pertaining to recreational and adult use,” they point out.
Another challenge they faced was related to “co-packing”—a process where a third party handles the manufacturing and packaging of products. “On a more granular level, co-packing has at best been difficult,” they admit. To overcome this issue, HighBridge centralized production by partnering with Surly Brewing in Minneapolis, a well-established brewery that helped the company scale its operations while ensuring product consistency.
Distribution has also been tricky, with traditional distributors initially hesitant to get involved with cannabis-infused drinks. But the landscape is shifting. “Given the overwhelming social acceptance of low-dose beverages, and positioning them as an alternative to alcohol, and other high-calorie and high-sugar products, distribution is improving,” they explain.
Expanding Consumer Education
As the company continues to grow, educating consumers remains a key part of their strategy. Many potential customers don’t fully understand cannabis-infused beverages or their benefits. “HighBridge has developed a corporate culture that consistently contributes to the education of the consuming public,” they say. This focus on education goes beyond just product knowledge; it extends to supporting medical and psychological resources as well. Their partnership with Realm of Caring, a non-profit organization dedicated to providing education and access to cannabinoid therapy, compliments the HB effort.
To engage more consumers, HB has created programs like the American Legion Initiative, which can bring their products to the 12,000 posts and 2 million members of the American Legion. This program helps position HighBridge’s beverages as a healthier social alternative to alcohol in social gatherings.
As the brand continues to grow, HighBridge is also forming new partnerships to reach a broader audience. In 2025, they are launching a relationship with AATAC (Asian American Trade Association Council), as a recommended vendor for its nearly 50,000 members that own over 85,000 convenience stores,” they share, signalling exciting growth ahead.
Preparing for the Future
The market for cannabis drinks is growing rapidly, driven by increasing consumer demand for healthier, low-calorie options. They believe that with proper federal legislation, cannabis beverages will become more mainstream. “Current data indicates that the infused beverages market will continue to grow at a rapid pace, limited only by the confusion over federal legislation and local regulation,” they say.
The future is especially bright for companies like HighBridge, which are uniquely positioned to thrive once the legal landscape comes into focus. They foresee a shift in the next few years where federal legislation will help reduce stigma and open opportunities for large, publicly traded corporations to enter the cannabis space. HighBridge plans to be at the forefront of this evolution, paving the way for the industry.
Key Advice for Aspiring Entrepreneurs
James and Vicky are no strangers to the challenges of entrepreneurship, and they offer valuable advice for others looking to enter the cannabis space. For them, success comes down to three key factors: preparation, perseverance, and capitalization.
“Preparation: Research, study, prepare, and learn. Execution then becomes so much easier,” they explain. Their next piece of advice is to be prepared for setbacks and challenges, which are inevitable in any business. “The road to success is littered with challenges, speed bumps, and outside perils. Control what you can—and do not take the rest personally. Everyone has the same road to travel.”
Finally, they emphasize the importance of adequate funding. “Plan on raising twice as much as you think you will need. And that will probably be half as much as you require!” they advise, highlighting the unpredictable nature of business finances, especially in an emerging market like cannabis.
A Leader in the Making
As the cannabis beverage market continues to evolve, HighBridge Premium is primed for continuing success. With its dedication to product quality, consumer education, and innovative partnerships, the company is quickly becoming a leader in the space. James and Vicky’s focus on creating exceptional beverages with health-conscious, flavorful ingredients has set a strong foundation for their growth.
Looking ahead, the future is full of exciting possibilities. HighBridge Premium is not only crafting beverages for today but shaping the market for tomorrow. With their unique approach, they’re ensuring that cannabis-infused drinks will continue to redefine the beverage industry in years to come.
