By Aubrey Lenyard, Georgia Tech, FBA
My day started off like most do, with me poking around the internet looking for new food and beverage resources to share with the founders we support at the Georgia Tech Food and Beverage Accelerator (GT.FBA). I spend my days at GT.FBA helping entrepreneurs across the state grow and scale their food brands. It also means I’m always on the lookout for new trends, useful partners, and industry knowledge.
So, when I read about the Hemp Beverage Expo being held right here in Atlanta at the Omni Hotel, I was intrigued. Technically, our accelerator doesn’t support founders in the alcohol or CBD space, but I couldn’t help myself. I’d just heard on the news that the Georgia State Senate passed legislation placing new restrictions on hemp-derived products. (Editor’s note: Georgia Senate Bill 494 made significant changes to the regulation of hemp products, including beverages. Changes included an under-21 age restriction on purchasing products, and requiring licenses for manufacturers, wholesalers, and retailers of consumable hemp products, among other regulations.)
This piqued my curiosity. Hemp beverages? In Georgia? What kind of industry was this?
I did what any curious person would do. I sent a slightly-too-eager email to the expo organizers requesting an educational pass. Within minutes, I received a warm reply and an invitation to attend. I had no idea what I was walking into, but I knew I wasn’t going to miss it.
Now, let me be clear. I had already decided not to partake in any of the product sampling. First of all, I’m a self-proclaimed lightweight. A double dose of Tylenol knocks me out cold, so I wasn’t about to roll the dice on a THC-infused lemonade. Second, I was there to learn, not to nap in the corner of the expo hall.
When I arrived, I was greeted by the friendliest check-in crew you could imagine. Everyone had the kind of warm, relaxed smile that made me wonder if maybe they had done a little sampling themselves. The event space wasn’t massive, but it was packed wall to wall with hemp beverage makers, brand founders, and industry insiders, mostly from right here in Georgia.
Y’all! This was a whole new world.
I wandered from booth to booth, listening to passionate pitches and getting schooled on the benefits of various cannabinoids, adaptogens, and naturally flavored spritzers. Everyone had a story. And let me tell you, everyone had a beautifully designed product. Not a single ugly label in sight. If there’s one thing the hemp beverage industry knows, it’s branding. I saw minimalist pastel palettes, bold typography, textured cans that felt like suede, and logos worthy of a high-end hotel minibar. The aesthetic game was strong.
But what really caught me off guard was how many of these businesses told me the same thing: Georgia is our biggest market.
Wait! What?
I clutched my metaphorical pearls. You’re telling me that hemp beverages are not only a thing in Georgia, but they’re also thriving? And here I am, a food and beverage nerd, completely unaware of just how large this segment has become.
It’s easy to miss how fast things are evolving when you’re focused on shelf-stable goods, cottage food laws, and trying to find someone who can co-pack your hot sauce without a 10,000-bottle minimum. But the hemp beverage world is booming, and many of these brands are navigating complicated state regulations while trying to educate the public and stay in business. Whether or not they fit into our accelerator’s scope, I walked away with a deep respect for the entrepreneurs carving out space in this rapidly growing category.
As I made my way to the exit, I realized I had learned a lot. I hadn’t sampled a single drop, but I was full of inspiration, curiosity, and a pocket full of business cards.
Aubrey Lenyard is co-director of the Georgia Tech Food and Beverage Accelerator (GT.FBA). The GT.FBA assists food entrepreneurs in Georgia to start, grow and scale their brands. Learn more online at https://gtfba.innovate.gatech.edu/. You can reach Lenyard at aubrey.gt.fba@innovate.gatech.edu or connect on LinkedIn at linkedin.com/in/aubrey-lenyard.
This article was originally published in the Farmers and Consumers Market Bulletin and is republished here with permission.
