JP Brand Advisors, an outsourced sales and strategy partner for alcohol and functional beverage brands, and Canopy USA yesterday announced a strategic partnership to expand the distribution of Wana Wellness brand hemp-based beverages and gummies in the U.S.
The partnership underscores JPBA's expanding focus on hemp-based functional beverages, a category generating significant attention from the beverage alcohol industry as consumer demand for wellness-driven innovation accelerates.
"We're thrilled to partner with Canopy USA to help bring Wana's innovative hemp portfolio to more consumers and retail partners across the country," said John Palatella, CEO of JP Brand Advisors. Palatella said hemp-based beverages represent "one of the most exciting growth opportunities in our industry."
As part of the partnership, JPBA and Canopy USA will work together to drive distributor management and strategic account growth for Wana's hemp beverage portfolio.
"Working with JP Brand Advisors provides Canopy USA with an experienced and trusted partner who understands both the traditional three-tier system and the unique dynamics of emerging hemp beverages," said Brooks Jorgensen, President of Canopy USA. He hopes the collaboration will help expand national relationships and execution capabilities, enabling faster scale.
U.S. retailers and distributors have shown rising interest in non-alcoholic, functional, and hemp-infused beverages, driven by evolving consumer preferences and regulatory clarity in key markets.
