The ever-expanding and evolving THC-infused beverage space is getting an injection of star power from current and former NBA players.
Viola, the premium cannabis brand founded by former power forward Al Harrington, has partnered with former Philadelphia 76ers shooting guard Allen Iverson and plant-based wellness brand Horticulture to create IVERSON, a craft THC-infused soda.
Offered in three flavors at launch – Bubba Chuck Berry, Cran-Apple Crossover and 96 Nectarine – each 16 oz. can contains 10 mg THC. The line is set to roll out to Specs, Total Wine and Circle K locations nationwide beginning on October 20.
The launch of IVERSON builds on the multi-year partnership between Viola and Iverson that began in 2021, which spans cannabis, product and merchandise. The duo launched The Iverson Collection, a series of strains including Iverson ‘96 (an homage to the player’s draft year) and Iverson ‘01 (named in honor of his MVP 2001 season).
“Allen and Viola have always been about breaking barriers and leading culture. Partnering with Horticulture Co. allows us to take that same mission nationwide – creating a product that brings wellness and community together in a new way,” Harrington said in a statement.
IVERSON was on display at the National Beer Wholesalers Association’s trade show in Las Vegas this week.
Elsewhere, Utah Jazz power forward Kevin Love has joined hemp-infused beverage and functional gummy producer Shift Naturals as an investor. According to the brand, Love’s involvement underscores its commitment to “redefine modern relaxation and recovery.”
“I’ve spent my entire career exploring ways to optimize both physical performance and mental health. What Shift Naturals is building is exactly what today’s athletes and everyday people are looking for: smarter, hemp-based tools to recover, relax and feel their best,” Love said in a press release.
Shift Naturals has also received a capital infusion from The Angel Group, which previously supported breakout brands Poppi, Olipop and Garage Beer. Their backing brings “added credibility and strategic expertise” to the hemp-infused beverage company as it accelerates growth and expands its retail footprint, according to Shift Naturals co-founder and CEO Ryan Evans.
The investments come as Shift Naturals scales its DownShift gummies and SHIFT cocktails across key markets, with new product releases slated for later this year. Its beverages are crafted with a focus on terpene-driven functionality, pairing full-spectrum cannabinoids with tailored terpene profiles, per the release.
State-by-state hemp and cannabis regulations are currently in a state of conflict, creating a system that curtails the fastest-growing volume format for THC: beverages using hemp. Most recently, Ohio Gov. Mike DeWine announced a temporary ban on all intoxicating hemp products in the state, and California lawmakers passed a bill prohibiting the sale of the products outside of the cannabis market.