Gigli

What market trends are driving demands for THC beverages as alcohol alternatives today?

The THC beverage boom has ushered in a wave of alternatives to alcohol in social settings. Young consumers are moving away from alcohol, while many in the 30-to-50 demographic are seeking alternatives that allow them to maintain the social ritual without the aftereffects. Hangovers and unpredictability are being traded for moderation, clarity, and wellness. Yet for all its momentum, much of the category still follows a predictable formula: water, sugar, and THC, leaving little room for differentiation or depth.


Gigli, a THC beverage company, is breaking that mold with a fundamentally different approach, placing formulation depth and flavor precision at the center of the drinking experience.

“We're not a typical water, sugar, and artificially flavored THC drink. The way we choose our ingredients and craft each beverage truly sets us apart,” says Jared Day, co-founder.

How does Gigli differentiate its beverages through formulation complexity and ingredient selection strategies?

The distinction begins with the ingredient level and flavor complexity. Each beverage contains anywhere from 18 to 25 ingredients working together to shape the final profile, alongside functional additions like ashwagandha and ginseng. All natural, real juice, and low calorie define Gigli beverages. The goal is to create a more controlled, feel-good experience for consumers, positioning the drink as a curated alternative rather than just a THC delivery format. For Gigli, taste isn’t one priority among many, it is the strategy.

Why did the founders draw from restaurant and cocktail experience to design products?

With the founders having spent more than 25 years operating high end restaurants and CBD retail stores, they have firsthand exposure to customer expectations and the shortcomings of early cannabis drinks. Many products they encountered did not taste good and were not good enough to serve in a restaurant environment. Rather than compromise, they turned inward, drawing from cocktail profiles that had already proven successful with their clientele. Familiar flavors like blueberry lemonade, pineapple mojito, and blood orange margarita became the foundation, reimagined through careful formulation into ready-to-drink formats.

In what way has flavor innovation contributed to Gigli’s growth and market expansion?

The process of getting there, however, has been anything but quick. Balancing full-bodied flavor with all natural ingredients and low calorie content has required persistence and iteration, with some formulations taking up to a year to finalize. The team has been deliberate in avoiding shortcuts, opting instead for natural ingredients and thoughtful combinations that enhance rather than overpower. The result is a product line that aims to feel both indulgent and responsible, appealing to consumers who no longer want to choose between enjoyment and well-being.

Flavor Innovation Drives National Growth

What began as a modest run of six pallets, now exceeds 200 pallets every month, distributed across 24 states through partners like Johnson Brothers, RNDC, and Romano Beverage. As the brand gained traction, large opportunities followed, with major retail like Target, Total Wine, Circle K, and GoPuff, accelerating its national presence. Gigli’s growth reflects how strongly that balance has resonated.

At the same time, the company has paid close attention to how consumers are discovering and engaging with the category. Variety packs have emerged as a key entry point, allowing new customers to explore multiple flavors in a single purchase. In a market where preferences are still being formed, this format offers both convenience and experimentation. Larger 12 pack sizes have also gained popularity, signaling a shift from occasional trial to repeat consumption. Customer feedback plays a central role in these decisions, and Gigli regularly reviews consumer suggestions when evaluating new flavors.

As the company continues to build its presence, expansion into major markets such as Texas and Florida represents a significant step in scaling the brand's reach. It is also placing strong emphasis on sampling and consumer awareness, especially as consumers still remain unfamiliar with THC beverages.

For Gigli and Day, that gap is less a hurdle than an opportunity. “Once people taste it, that’s where we win,” he says. It’s a simple idea, but one that captures the brand's core belief: in a category still taking shape, when the product experience leads with great taste and a better-for-you approach, everything else follows.