Viral On TikTok: This Company's Success Paves Way For Hemp-Based Cannabis Beverages Across State Lines

The booming sales of cannabis beverages have caught the attention of consumers and industry experts alike, with Nowadays emerging as a standout brand in the market.

Co-founded by Justin Tidwell and Anthony Puterman, Nowadays, offers a unique cannabis-infused spirit that provides a light and buzzy experience without the effects of alcohol and is paving the way for hemp-based cannabis beverages to be sold across state lines, capitalizing on the viral success it achieved through TikTok.

By strategically positioning their product as a non-alcoholic alternative that offers a buzz without alcohol, Nowadays has successfully navigated the limitations of marketing cannabis products online, amassed a significant following on TikTok and gained over 50,000 subscribers and 15,000 orders in just 60 days.

Why “Nowadays?”

“It means nowadays this is what we drink. It's kind of an ode to the future. We thought: ‘Where is this industry going to be in ten years? How can we pull consumers that aren't cannabis consumers?’ We ended up developing the product, raising capital from some successful people, and launching the first nationally available cannabis-infused spirit,” Puterman told Benzinga in an exclusive interview.

How Do I Make My Cannabis Product Go Viral?

Puterman explained Nowadays' social media strategy and how they navigate the limitations of marketing cannabis products online. Instead of directly promoting the THC-infused aspect, they focus on positioning their product as a new non-alcoholic option that offers a buzz without alcohol.

This creative approach allows them to market the product without getting banned and has resulted in a significant following on TikTok, with thousands of followers in just two months. The real-life experiences shared by consumers who try the product organically generate content, contributing to its viral success.

“On TikTok, we market the product as a new nonalcoholic option that offers a buzz without the booze. By avoiding explicit mentions of THC, cannabis, or weed, we can successfully promote our product without getting banned. This strategy has allowed us to connect with consumers who are genuinely interested in cannabis products,” Puterman said.

Tidwell added.

“Other than that it's THC, cannabis, or weed, and that allows us to not get banned. And it also allows us to take off on social media because people are very interested in cannabis products across this country.”

Nowadays targets non-cannabis consumers with a flavorful beverage free from cannabis taste, appealing to a wide demographic beyond its initial focus on the 25 to 35 age group.

Orders have been received from various individuals, including a 90-year-old seeking better sleep and a 25-year-olds looking for a non-alcoholic option for socializing.

"How do I make my product go viral? You have to have a great product. Our product is going viral because people love it. It's converting to legitimate revenue and subscribers. We have over 50,000 subscribers and processed over 15,000 orders in our first 60 days as a company. It's generating real revenue in two months," Puterman noted.

Direct-To-Consumer (And Supermarkets, Soon)

Nowadays efficiently manages its distribution by operating from a facility in Southern California, directly delivering its cannabis beverages to both consumers and stores.

They collaborate with hemp producers in Kentucky for sourcing raw flowers and ensure consistent dosing by partnering with an established emulsion company and a local distillery while expanding into the wholesale market.

With their internal sales team, they target various types of stores, including nonalcoholic stores, small grocers, convenience stores, and liquor stores.

The company has also attracted interest from large alcohol distributors looking to carry their hemp-legal THC products on a broader scale, potentially establishing partnerships with restaurants, bars, and grocery stores across multiple states.

“We're able to do that because we extract our THC from hemp and our product contains less than 0.3% THC by volume, which means that it's a ship of all legal products under the Farm Bill. So we don't have to have cannabis licensing in the whole nine yards. That's what's allowed us to scale super, super fast,” Tildwell explained to Benzinga.

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Photo Courtesy of Nowadays.