Chris Fontes is the Co-Founder and CEO of High Spirits and a leading figure in the hemp-derived cannabinoid industry. Known for pioneering federally compliant Delta-9 THC products, he helped shape the modern psychoactive hemp beverage market. Fontes also serves in advisory and leadership roles across multiple national hemp and cannabis trade organizations, advocating for consumer access, policy reform and sustainable industry growth.
Redefining the Social Drink Experience
My background originally started in tech, but after entering the hemp industry in 2018, I quickly realized cannabis had the potential to reshape the way people socialize and connect. At the time, most cannabis experiences still felt niche or underground, while alcohol continued to dominate social settings almost by default. I saw an opportunity to create something that felt more modern, accessible and socially integrated.
As I spent more time working directly with farmers, operators, regulators and consumers across the country, it became clear there was growing demand for an alternative social experience. A lot of people still wanted the connection that comes from going out, gathering with friends and sharing experiences, but without everything revolving around alcohol. That realization became the foundation for High Spirits.
When hemp-derived cannabinoid regulations began opening new legal pathways, we recognized the opportunity to help pioneer an entirely new beverage category through THC-infused drinks. The vision was never simply to create another cannabis product. It was about building a social beverage experience that felt approachable, uplifting and easy to incorporate into everyday life.
For us, the product is only part of the equation. The bigger goal has always been to shift how people think about social consumption and create an experience that feels natural within modern lifestyle culture.
The Rise of Mindful Social Consumption
THC beverages are becoming part of a much larger cultural shift around wellness, social habits and the way people think about drinking overall. Consumers today are far more intentional about what they consume and how they want to feel afterward. That movement toward more mindful consumption is creating space for entirely new categories and social experiences to emerge.
What’s especially interesting is that people are no longer approaching drinking culture with a one-size-fits-all mindset. A growing number of consumers are looking for alternatives to traditional alcohol that still feel elevated, social and enjoyable and THC beverages are beginning to fill that space in a very real way. People want options that align differently with their lifestyles, whether that’s driven by wellness goals, balance, curiosity or simply wanting a different kind of social experience when spending time with friends.
THC beverages offer a lower-stakes way for consumers to explore something new without completely stepping away from the social aspects people traditionally associate with drinking. You don’t necessarily have to give up the feeling of relaxation or buzz, but many people appreciate being able to leave behind some of the aftereffects commonly associated with alcohol.
What we’re seeing now is less about replacing alcohol entirely and more about expanding consumer choice. People want flexibility in how they socialize, and that shift is creating significant momentum for the category.
Building Trust in a New Beverage Category
Building trust in an emerging category like THC-infused beverages starts with transparency, consistency and integrity. In the early days of the industry, there was a lot of skepticism, and understandably so. The space moved quickly, and not every operator prioritized quality or consumer safety. From the beginning, we made very intentional decisions around sourcing, formulation and production standards, even when those choices were more difficult or less cost-effective.
For us, using all-natural Delta-9 THC was an important part of that commitment because we wanted consumers to feel confident that what they were drinking was safe, reliable and consistent every time. In a category that is still developing, trust has to be earned through product quality and transparency, not marketing alone.
One of the biggest challenges has been consumer education. As the market expanded, some early companies cut corners on ingredients and formulations, which created confusion around quality, dosing consistency and what consumers should realistically expect from the experience. That made education a critical part of building the category responsibly.
At High Spirits, the goal has always been to create products consumers can trust long term while helping normalize THC beverages as a more approachable, elevated option within the broader beverage industry. We see education and product consistency as essential to the long-term credibility and growth of the category itself.
Designing THC Beverages Consumers Can Trust
We have a very clear understanding of who our customer is. While we’re proud that High Spirits resonates across generations, from Gen Z to Boomers, we primarily create for the Xennial audience because that’s who we are as a team. We wanted to develop beverages that felt familiar, nostalgic and easy to connect with, drawing inspiration from the flavors many of us grew up with in the 80s and 90s. Drinks like Cherry Limeade and Iced Tea Lemonade tap into that sense of comfort and fun while still feeling modern.
To bring that vision to life, we partnered with James Beard-nominated chef Jordan Wagman to create beverages that land somewhere between a seltzer and a soda. The goal was to deliver something flavorful and satisfying without relying on excessive sugar, artificial ingredients or overly complicated formulations.
At the same time, quality and responsibility have always been foundational to the brand. When we launched, this was still a very new category, and we understood early on that consumers would only stay engaged if the products felt clean, transparent and consistently reliable. That meant focusing heavily on formulation, dosing consistency, ingredient quality and creating an approachable experience people could feel comfortable incorporating into social settings and everyday life.
For us, innovation has never been about chasing trends for the sake of novelty. It’s about helping shape the category in a way that feels sustainable, credible and enjoyable long term while giving consumers products they can genuinely trust.
Why Product Quality Still Wins in Beverage Innovation
For entrepreneurs entering the THC beverage category right now, staying actively engaged in the regulatory conversation is critical, especially with the potential ban discussions approaching in November. The category is evolving quickly, and long-term success will depend not only on product innovation but also on helping shape a responsible and sustainable future for the industry itself.
More broadly, for anyone building functional or alternative beverage brands, my biggest advice is to obsess over formulation and product quality early, even when it’s more difficult or expensive. Consumers today are far more informed about ingredients, sugar content, sourcing and functionality than they were even a few years ago. People want products they can trust, and quality has become a major differentiator in a crowded market.
At the same time, beverages are emotional products as much as functional ones. Nostalgia, flavor, familiarity and ritual all play a major role in why consumers return to certain brands and make them part of their routine. That emotional connection is just as important as innovation.
The brands that will ultimately succeed are the ones that balance innovation with familiarity while creating experiences consumers genuinely enjoy and want to revisit consistently over time.
Redefining the Social Drink Experience
My background originally started in tech, but after entering the hemp industry in 2018, I quickly realized cannabis had the potential to reshape the way people socialize and connect. At the time, most cannabis experiences still felt niche or underground, while alcohol continued to dominate social settings almost by default. I saw an opportunity to create something that felt more modern, accessible and socially integrated.
As I spent more time working directly with farmers, operators, regulators and consumers across the country, it became clear there was growing demand for an alternative social experience. A lot of people still wanted the connection that comes from going out, gathering with friends and sharing experiences, but without everything revolving around alcohol. That realization became the foundation for High Spirits.
When hemp-derived cannabinoid regulations began opening new legal pathways, we recognized the opportunity to help pioneer an entirely new beverage category through THC-infused drinks. The vision was never simply to create another cannabis product. It was about building a social beverage experience that felt approachable, uplifting and easy to incorporate into everyday life.
For us, the product is only part of the equation. The bigger goal has always been to shift how people think about social consumption and create an experience that feels natural within modern lifestyle culture.
The Rise of Mindful Social Consumption
THC beverages are becoming part of a much larger cultural shift around wellness, social habits and the way people think about drinking overall. Consumers today are far more intentional about what they consume and how they want to feel afterward. That movement toward more mindful consumption is creating space for entirely new categories and social experiences to emerge.
What’s especially interesting is that people are no longer approaching drinking culture with a one-size-fits-all mindset. A growing number of consumers are looking for alternatives to traditional alcohol that still feel elevated, social and enjoyable and THC beverages are beginning to fill that space in a very real way. People want options that align differently with their lifestyles, whether that’s driven by wellness goals, balance, curiosity or simply wanting a different kind of social experience when spending time with friends.
THC beverages offer a lower-stakes way for consumers to explore something new without completely stepping away from the social aspects people traditionally associate with drinking. You don’t necessarily have to give up the feeling of relaxation or buzz, but many people appreciate being able to leave behind some of the aftereffects commonly associated with alcohol.
What we’re seeing now is less about replacing alcohol entirely and more about expanding consumer choice. People want flexibility in how they socialize, and that shift is creating significant momentum for the category.
Building Trust in a New Beverage Category
Building trust in an emerging category like THC-infused beverages starts with transparency, consistency and integrity. In the early days of the industry, there was a lot of skepticism, and understandably so. The space moved quickly, and not every operator prioritized quality or consumer safety. From the beginning, we made very intentional decisions around sourcing, formulation and production standards, even when those choices were more difficult or less cost-effective.
For us, using all-natural Delta-9 THC was an important part of that commitment because we wanted consumers to feel confident that what they were drinking was safe, reliable and consistent every time. In a category that is still developing, trust has to be earned through product quality and transparency, not marketing alone.
One of the biggest challenges has been consumer education. As the market expanded, some early companies cut corners on ingredients and formulations, which created confusion around quality, dosing consistency and what consumers should realistically expect from the experience. That made education a critical part of building the category responsibly.
At High Spirits, the goal has always been to create products consumers can trust long term while helping normalize THC beverages as a more approachable, elevated option within the broader beverage industry. We see education and product consistency as essential to the long-term credibility and growth of the category itself.
Designing THC Beverages Consumers Can Trust
We have a very clear understanding of who our customer is. While we’re proud that High Spirits resonates across generations, from Gen Z to Boomers, we primarily create for the Xennial audience because that’s who we are as a team. We wanted to develop beverages that felt familiar, nostalgic and easy to connect with, drawing inspiration from the flavors many of us grew up with in the 80s and 90s. Drinks like Cherry Limeade and Iced Tea Lemonade tap into that sense of comfort and fun while still feeling modern.
To bring that vision to life, we partnered with James Beard-nominated chef Jordan Wagman to create beverages that land somewhere between a seltzer and a soda. The goal was to deliver something flavorful and satisfying without relying on excessive sugar, artificial ingredients or overly complicated formulations.
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The vision was never simply to create another cannabis product. It was about building a social beverage experience that felt approachable, uplifting and easy to incorporate into everyday life.
At the same time, quality and responsibility have always been foundational to the brand. When we launched, this was still a very new category, and we understood early on that consumers would only stay engaged if the products felt clean, transparent and consistently reliable. That meant focusing heavily on formulation, dosing consistency, ingredient quality and creating an approachable experience people could feel comfortable incorporating into social settings and everyday life.
For us, innovation has never been about chasing trends for the sake of novelty. It’s about helping shape the category in a way that feels sustainable, credible and enjoyable long term while giving consumers products they can genuinely trust.
Why Product Quality Still Wins in Beverage Innovation
For entrepreneurs entering the THC beverage category right now, staying actively engaged in the regulatory conversation is critical, especially with the potential ban discussions approaching in November. The category is evolving quickly, and long-term success will depend not only on product innovation but also on helping shape a responsible and sustainable future for the industry itself.
More broadly, for anyone building functional or alternative beverage brands, my biggest advice is to obsess over formulation and product quality early, even when it’s more difficult or expensive. Consumers today are far more informed about ingredients, sugar content, sourcing and functionality than they were even a few years ago. People want products they can trust, and quality has become a major differentiator in a crowded market.
At the same time, beverages are emotional products as much as functional ones. Nostalgia, flavor, familiarity and ritual all play a major role in why consumers return to certain brands and make them part of their routine. That emotional connection is just as important as innovation.
The brands that will ultimately succeed are the ones that balance innovation with familiarity while creating experiences consumers genuinely enjoy and want to revisit consistently over time.
