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Building the Buzz: Creative Marketing for Hemp Beverage Brands with Special Guest Lisa Hurwitz
Episode 2 • 20th January 2026 • Market Like a Badass with Kristin McFarland • The Source Marketing Group
00:00:00 00:43:57

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In this episode of Market Like A Badass, Kristin McFarland sits down with Lisa Hurwitz, Founder and CEO of Happi, the female-founded THC beverage brand that's revolutionizing how consumers experience cannabis through thoughtfully dosed, wellness-focused drinks.

Lisa shares her journey from CPG and cannabis expertise to launching Happi with a clear mission: creating accessible, low-dose THC beverages. From navigating regulations to choosing the right dosing and marketing strategy, Lisa reveals what it really takes to build a compliant, women-first cannabis beverage brand.

On this episode, you will:

  1. Discover why Happi chose a low dose philosophy in a market obsessed with high potency - and how this strategic decision opens doors to the canna-curious demographic
  2. Learn how being female-founded influences every aspect of product development, from formulation to flavor profiles to packaging designed with women in mind
  3. Understand the biggest regulatory challenges facing THC beverage brands and how Happi navigates compliance while building a recognizable brand
  4. Hear Lisa's digital marketing playbook for hemp beverage brands when traditional advertising isn't an option - including email marketing tactics that actually work (and helped them build a 100,000+ person subscriber base)
  5. Get insider insights on why it's important for hemp beverage brands and marketers to build trust and provide ample education in the emerging cannabis beverage space

QUICK LINKS

Shop Happi: www.happihourdrink.com

Connect with Lisa: LinkedIn

Follow Kristin: The Source Marketing Group | LinkedIn

Subscribe: Apple Podcasts | Spotify

This episode is part of "Taboo to Tap" - a special season exploring how hemp beverage pioneers are racing to craft billion-dollar beverage brands by mastering the art of compliant and grassroots marketing.

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