Hollywood’s cannabis king is pouring up something new.
Houseplant, the Los Angeles-based cannabis and lifestyle brand co-founded by actor and producer Seth Rogen, is moving into beverages with the U.S. launch of a four-SKU line of hemp-derived THC-infused flavored sparkling waters, available now in select markets and online.
“Not every situation is right for smoking, and not everyone wants to smoke,” said Rogen in a press statement. “Houseplant beverages offer an approachable dose that’s perfect for those trying THC for the first time and for regular consumers like me who will love having a delicious, low-calorie, drinkable option. It’s sparkling water with THC in it – everybody loves a Houseplant.”
Speaking with BevNET earlier this week, Houseplant co-founder and CEO Michael Mohr said Rogen’s involvement as a “well-established THC category authority” distinguishes Houseplant’s drinks within an increasingly crowded field of THC beverage options. Rogen, High Times Magazine’s Stoner of the Year in 2007, has been an outspoken advocate for normalizing cannabis through both his creative output (“Pineapple Express”) and business ventures with Houseplant, which markets smoking accessories and household items designed by the noted pottery enthusiast himself.
Mohr called Rogen’s expertise and insights “invaluable” in the development of the zero-sugar, zero-calorie drink, which comes in Pineapple, Citrus, Black Cherry and Blackberry flavors.
“We are a measure eight times, cut once, kind of group, and so we have worked tirelessly for years now to be certain that we are bringing a safe and consistent product to market,” said Mohr. “We believe we have the right product for where the category and the consumer are today, and really see room to innovate when it comes to positioning and marketing. It’s in the combination of those two disciplines that we have an edge.”
Rogen’s high profile may have also helped Houseplant land Total Wine & More as a retail partner, with the drinks set to initially enter store locations in Arizona, Florida, Indiana and Texas; 4-packs are priced at $19.99. Additional markets are set to come online next year.
This isn’t Houseplant’s first venture into drinks; Vancouver-native Rogen and his brand partnered with Canadian cannabis company Canopy to introduce a naturally flavored sparkling water with 2.5 mg of THC per 12 oz. can in 2020, available in Grapefruit and Lemon. More recently, it collaborated with flash-frozen coffee maker Cometeer Coffee on a pair of special blends.
Considering Rogen’s deep experience, the modest 3mg THC dose in each 12 oz. can may seem low, but Mohr called it “the perfect strength that both cannabis enthusiasts and newcomers can enjoy.”
Houseplant’s creative braintrust is also involved in the marketing: with the help of his cousin Drew — better known as retro-cool crooner Mayer Hawthorne, who’s previously drawn musical inspiration from drinks to fantastic effect — Mohr himself wrote a jingle as a nod to growing up in the 80s and 90s “at a time where commercials for products were so fun and had often had catchy theme songs.” (This one goes: “Try a Houseplant, ask us why? Because the taste is great and it gets you high.”)
Houseplant joins an expanding cohort of celebrity-backed cannabis beverage ventures, fitting in alongside the likes of Snoop Dogg and Cheech & Chong.