Diana Eberlein serves as VP of Marketing & Business Development at SōRSE Technology, Chair of the Cannabis Beverage Association (CBA), and Chair and founding member of the Coalition for Adult Beverage Alternatives (CABA). With an emphasis on thought leadership and experiential marketing in her roles, Diana has generated the strategy behind all digital and experiential marketing for SōRSE including event sponsorship & production, public relations, and advertising. Diana brings 15+ years of experience, including 7+ in the cannabis industry, and a passion for infused beverages to her work at SōRSE, the CBA, and CABA. She has spoken on cannabis related topics at SXSW, Adweek NY, Cannabis Drinks Expo, MJ Unpacked, BevNET Live, Texas Package Store Association Annual Conference, and more. Diana was also featured in Marijuana Venture’s 40 Under 40 in 2023 and Benzinga’s Top 20 Most Influential Women in Cannabis in 2024.

In Winter 2022, Diana was elected President of the Cannabis Beverage Association (CBA). The CBA is a national non-profit trade organization created to represent and support the rapidly growing cannabis beverage industry by uniting stakeholders and advancing the industry’s collective interests through advocacy and education. This year, Diana has led federal lobbying efforts on behalf of the CBA and CABA focused on educating policymakers and legislators to influence future infused beverage regulation, particularly low dose THC beverages to be regulated by the Alcohol and Tobacco Tax & Trade Bureau (TTB). She will continue these efforts to keep naturally-occurring cannabinoids derived from hemp legal in the next Farm Bill and push for sensible regulation for infused beverage at the state level.