The cannabis industry is witnessing an innovative evolution, and at the forefront of this movement is Seth Rogen’s lifestyle brand, Houseplant. After five years of establishing its niche in the cannabis space, Houseplant is now set to expand its reach by launching its inaugural consumable product in the U.S. market. Co-founders Rogen and Mikey Mohr are excited to introduce a line of hemp-derived Delta-9 THC-infused sparkling water, available in four distinct flavors: Black Cherry, Blackberry, Citrus, and Pineapple. This new chapter not only marks a significant milestone for Houseplant but also reflects the shifting attitudes towards cannabis consumption in a broader cultural context.
Rogen has been a vocal advocate for the benefits of cannabis, and his foray into consumable products feels like a natural progression. The decision to launch sparkling water as a delivery method for THC is particularly interesting, with both founders expressing a strong belief in beverages as an effective format for cannabis. Unlike traditional edibles, which can take time to take effect, this sparkling water promises quicker results, allowing consumers to experience the benefits of THC within minutes. Each 12 oz can contains a modest 3mg dose of THC, emphasizing a careful approach to consumption that caters to both seasoned users and newcomers alike.
“There’s a beauty in enjoying cannabis without the hassle of rolling a joint or finding the right smoking environment,” Rogen mentions, highlighting a practical consideration in today’s fast-paced world. This sentiment resonates with many users who seek convenience alongside quality.
Houseplant did not rush into this product launch. The duo and their team have patiently observed the evolution of the hemp-derived THC market, especially following the regulatory changes brought about by the 2018 Farm Bill and subsequent legal adjustments in 2022. The duo acknowledges the complexities of navigating a heavily regulated industry. “To go through the regulated marijuana channels was nearly impossible,” says Mohr, underscoring the challenges faced in the early days.
The product is not just a quick addition to their lineup; it has been developed with precision and care. Mohr emphasizes that the flavor profiles were formulated from scratch, and due to advancements in emulsification technology, they were able to achieve a consistent and enjoyable product. This foundational effort can be seen as Houseplant’s commitment not just to quality, but also to changing perceptions surrounding cannabis.
Beyond just being another THC beverage, Houseplant aims to elevate the cannabis drinking experience by introducing bold flavor profiles that stand out in the crowded market. “Zero calories, zero sugar,” Rogen explains, hinting at a product that aligns with the growing trend of health-conscious consumption, which can be appealing to both cannabis enthusiasts and the health-conscious crowd looking for alternatives to traditional alcoholic beverages.
Collaborating with a flavor house and leveraging a sophisticated emulsification plant for extraction, Houseplant has ensured that their product not only tastes good but also represents a premium offering in an expanding market. This attention to detail showcases Rogen and Mohr’s commitment to reshaping the cannabis narrative.
The overall cannabis beverage market has shown impressive growth, reaching an estimated $1.83 billion in 2023 and projected to exceed $81 billion by 2032. Houseplant, with its forward-thinking approach, is well-positioned to capture a share of this burgeoning market. Their initial partnership with Total Wine & More represents an essential step in bringing their product to a mainstream audience, especially in states like Texas, Florida, Arizona, and Indiana.
Rogen’s insight into the shifting dynamics of cannabis consumption is evident. He articulates a vision of normalizing cannabis culture, suggesting that Houseplant’s mission goes beyond commerce—it is about changing the cultural perceptions of cannabis consumption. “We’re trying to normalize this lifestyle so that beverages like this become commonplace,” he states, illustrating his ambition to integrate cannabis more fully into consumer culture.
As Houseplant ventures into the U.S. THC beverage landscape, Rogen, Mohr, and their team are not solely motivated by the potential profitability of their products. They are on a mission to redefine societal views on cannabis—an endeavor driven by passion, experience, and a commitment to quality. Their ultimate goal is to showcase the versatile benefits of cannabis, dispelling the stigma that has long surrounded it. “Weed is less dangerous than alcohol, period, hands down,” Rogen asserts passionately, underlining the importance of responsible consumption.
Houseplant’s introduction of THC-infused sparkling water illustrates the brand’s evolution while serving as a catalyst for further normalization of cannabis in everyday life. With a thoughtful approach to flavor, dosage, and overall experience, they are not just participants in the industry—they are setting a new standard.