This conversation explores how 1906 and AnyRoad unpack the fast-growing cannabis beverage market — from functional alternatives to alcohol to the power of data-driven experiential marketing.

Key Takeaways:

Functional Cannabis & Market Demand: 1906 has pioneered functional cannabis for nearly a decade and recently expanded into beverages now sold in 100+ New Jersey stores, with Texas, Florida, and Illinois next. As consumers seek healthier, mood-enhancing options, THC beverages meet a need traditional non-alcoholic drinks can’t. Rather than crowd the RTD space, 1906 developed cannabis “spirits” portable, discreet, and customizable offering consumers control over dosage and experience.  Liquor stores now see up to 15% of revenue from THC beverages, marking the integration of cannabis into mainstream retail and signaling new partnership potential.

Experiential Go-to-Market:  Peter Barsoom, CEO of 1906, shared how strong visual merchandising and in-person experiences drive brand discovery amid tight regulations and market saturation. He also highlighted the importance of first-party data capture via AnyRoad and lifecycle marketing with built in ways to drive retail sales. Rebates and sweepstakes powered by AnyRoad not only drive retail sales, but also incentivize consumers to share information with the brand that deepen loyalty and retention.

Watch the full conversation to learn how 1906 is redefining the cannabis beverage experience — blending data, design, and discovery to shape the future of functional consumption.