JP Brand Advisors and Canopy USA Form Strategic Partnership to Expand Hemp Beverage Distribution

Rhea-AI Summary

JP Brand Advisors and Canopy USA announced a strategic partnership on October 7, 2025 to expand U.S. distribution of Wana Wellness hemp-based beverages and gummies. The agreement assigns JP Brand Advisors to support distributor management and strategic account growth while leveraging Canopy USA's cannabis-market distribution footprint. The partnership targets growth in the non-alcoholic, functional and hemp-infused beverage segment amid rising retailer and distributor interest and greater regulatory clarity in key markets.

Insights

Strategic Partnerships & Distribution Analyst

Strategic national distribution partnership to scale hemp beverage reach; execution and regulatory clarity will determine impact.

JP Brand Advisors and Canopy USA link distributor management and account growth to expand Wana hemp beverages across the U.S., announced on October 7, 2025. The arrangement aligns a traditional three-tier sales expertise provider with a cannabis‑market operator to target growing retailer interest in non‑alcoholic and hemp‑infused functional drinks.

The business mechanism is straightforward: JPBA supplies distributor relationships and trade execution skills while Canopy USA brings brand positioning and market access in cannabis channels. This should increase placement opportunities in retail accounts if both parties integrate field teams and distributor programs effectively. Key dependencies include consistent distributor buy‑in, retailer trial and repeat rates, and any local regulatory variances that affect hemp beverage placement.

Watch for concrete, monitorable signs of progress within the next several quarters: national distributor listings, rollout breadth across major retail chains, and on‑shelf or e‑commerce availability. These milestones will indicate whether the partnership translates into measurable sales reach and faster scaling for Wana's portfolio.

DALLAS, Oct. 7, 2025 /PRNewswire/ -- JP Brand Advisors ("JPBA"), the leading outsourced sales and strategy partner for beverage alcohol and emerging functional beverage brands, and Canopy USA, LLC ("Canopy USA"), a brand-driven organization strategically positioned across the U.S. cannabis market, today announced a strategic partnership to expand the distribution of Wana Wellness, LLC ("Wana")'s hemp-based beverages and gummies in the United States.

The partnership underscores JPBA's expanding focus on hemp-based functional beverages, a category generating significant attention across the beverage alcohol industry as consumer demand for wellness-driven innovation accelerates.

"We're thrilled to partner with Canopy USA to help bring Wana's innovative hemp portfolio to more consumers and retail partners across the country," said John Palatella, CEO of JP Brand Advisors. "Hemp-based beverages represent one of the most exciting growth opportunities in our industry, and our agreement with Canopy USA reinforces our commitment to shaping the future of beverage alcohol through emerging categories."

As part of the partnership, JPBA and Canopy USA will work together to drive distributor management and strategic account growth for Wana's hemp beverage portfolio.

"Working with JP Brand Advisors provides Canopy USA with an experienced and trusted partner who understands both the traditional three-tier system and the unique dynamics of emerging hemp beverages," said Brooks Jorgensen, President of Canopy USA. "Together with JPBA, we'll be able to expand national relationships and execution capabilities – helping us scale faster, reach new consumers, and strengthen our leadership in this exciting category."

This strategic partnership comes as U.S. retailers and distributors show rising interest in non-alcoholic, functional, and hemp-infused beverages, driven by evolving consumer preferences and regulatory clarity in key markets.

About JP Brand Advisors
JP Brand Advisors (JPBA) is a national broker and outsourced salesforce for wine, spirits, and functional beverages. Acting as an extension of its clients' teams, JPBA provides guaranteed market coverage, distributor management, and access to national accounts, enabling brands to scale faster without the overhead of in-house sales. For more information, visit www.jpbrandadvisors.com.

About Canopy USA, LLC
Canopy USA, LLC ("Canopy USA") is a U.S. based holding company in which Canopy Growth (NASDAQ: CGC) (TSX: WEED) holds a non-participating, non-controlling interest. Strategically positioned across the fastest growing states and highest potential segments of the U.S. cannabis market, Canopy USA owns 100% of Wana Brands ("Wana") a leader in North American edibles, 100% of Acreage Holdings, Inc. ("Acreage"), a vertically integrated multi-state cannabis operator with principal operations in densely populated states across the Midwest and Northeast, and 77% of the shares of Lemurian, Inc. ("Jetty"), a California-based producer of high-quality cannabis extracts and pioneer of clean vape technology.

Media Contact for JP Brand Advisors
info@jpbrandadvisors.com

Media Contact for Canopy USA, LLC 
Trailblaze for Canopy USA
CanopyUSA@trailblaze.co

View original content to download multimedia:https://www.prnewswire.com/news-releases/jp-brand-advisors-and-canopy-usa-form-strategic-partnership-to-expand-hemp-beverage-distribution-302576365.html

SOURCE Canopy USA

FAQ

What did JP Brand Advisors and Canopy USA announce on October 7, 2025 regarding CGC?

They announced a strategic partnership to expand U.S. distribution of Wana Wellness hemp beverages and gummies.

How will the JP Brand Advisors–Canopy USA partnership affect Wana Wellness distribution?

JP Brand Advisors will drive distributor management and strategic account growth to broaden Wana's national retail and distributor relationships.

Does the October 7, 2025 partnership involve Canopy USA managing sales for CGC brands?

The partnership pairs Canopy USA's market footprint with JP Brand Advisors' distributor management to scale Wana's hemp beverage portfolio; it does not detail a full sales takeover.

What products are covered by the October 7, 2025 agreement between JP Brand Advisors and Canopy USA?

The agreement covers Wana Wellness hemp-based beverages and gummies.

When will investors see revenue impact from the JP Brand Advisors and Canopy USA distribution agreement for CGC-related products?

No revenue figures or timelines were disclosed; the announcement describes distribution and account-growth support without quantified financial guidance.

Why is the October 7, 2025 partnership significant for hemp-infused beverage distribution?

It combines JP Brand Advisors' three-tier system experience with Canopy USA's cannabis-market presence to accelerate national retail and distributor access for hemp beverages.