Hemp drink maker adapts to new regulations

Starting December 11, updated federal regulations will strip legal hemp classification from any finished product exceeding 0.4 milligrams of total THC per container. The shift threatens numerous hemp-based drinks, among them those made by The Best Dirty Lemonade, founded by Omari Anderson.

Anderson started the company after creating a hemp-infused lemonade that helped his mother, who was battling early-onset Alzheimer’s. The drink extended her life by two years, according to her doctors.

The company launched in Massachusetts on Juneteenth 2021 and has since expanded to over 250 stores in Georgia. Anderson has built an influencer network to promote the brand, as hemp companies are not allowed to advertise on Facebook.

Building a Mission-Driven Brand

Anderson has focused on creating a brand with a strong story and values. He sends gift boxes with the brand story to influencers and has removed artificial sweeteners and colors from the products. Each can also features a QR code linking to a lab report showing no pesticides.

The company’s revenue from hemp sales far outpaces its cannabis sales, and Anderson attributes this to the fact that hemp is federally legal. However, the new federal rules could change this and impact the company’s sales.

New Federal Rules

The December 11 limit would apply to finished hemp products, and Anderson says his drinks currently contain 10 milligrams of THC. He does not expect a drink at the new level to give customers the effect they want.

Anderson believes that part of the pressure for the new rules is coming from bigger industries, such as alcohol and tobacco, which are seeing a decline in sales among younger Americans. He thinks these industries want to win back market share.

Instead of a ban, Anderson wants to see regulation with testing and clear labeling. He believes that consistent rules are workable, but changes every other year make it hard to grow a business.

“It’s hard to really grow a business if we don’t have clear, consistent rules,” Anderson said. He is asking supporters to contact officials at both the federal and state levels to express their opinions on the new rules.

Preparing for Change

Anderson is a member of the U.S. Hemp Roundtable and is working with a hemp beverage association to represent the interests of affected businesses. He is also working on a new product designed to withstand a ban, although he is not ready to share details yet.