The News
Eric Chastain, former President and COO of Jones Soda Co., announced the launch of Stir The Pot, a hemp-derived THC beverage brand in partnership with Grammy-winning musician Kevin Smith. The brand focuses on Texas, Illinois, and Florida initially, with plans for expansion. The product is a THC-infused coffee syrup designed to be added to hot or iced coffee.
For distributors, the entry of a THC‑infused coffee syrup into the hemp‑derived market is a rare chance to tap an underserved segment while navigating emerging federal regulation.
Stir The Pot, launched by former Jones Soda executive Eric Chastain and Grammy‑winning musician Kevin Smith, debuted on April 20 2026 in Texas, Illinois and Florida with liquid sachets that deliver a precise 10 mg dose of THC per serving. The brand’s focus on calm focus and creative energy—rather than escape—aligns it with the growing trend among cannabis users who prefer edibles or drinks over smoking for health and discretion (68 % of users, according to recent market data).
The U.S. hemp‑derived THC beverage market was valued at $410 million in 2025, with a projected CAGR of 22 % through 2027. Only 12 % of consumers have tried these drinks, leaving a sizable gap for brands that can offer clear dosing and education. If Stir The Pot captures even a fraction of that market, it could command a share worth roughly $49 million (12 % of $410 million).
Ideal Provisions—the company behind the product—has positioned itself as a CPG‑discipline partner in an industry still dominated by boutique producers. The brand’s distribution strategy focuses on liquor stores, specialty grocers and adult‑use accounts; it has not yet entered traditional wholesale channels, so retailers will need to coordinate directly with Ideal Provisions for compliant SKUs under the 2018 Farm Bill (which permits interstate commerce of hemp products with less than 0.3 % delta‑9 THC).
A federal hemp beverage bill is proposed that would impose a nationwide ban starting November 2026 unless states opt out. This regulatory risk is especially relevant in Texas, where the brand launched and where hemp‑derived THC remains legal under the Farm Bill.
Jones Soda’s cannabis segment generated only $380 k in Q1 2025, illustrating the limited traction that has so far been achieved by other players in this space. For distributors, the key opportunity lies in capitalizing on the 12 % penetration gap and the clear functional positioning of Stir The Pot, while mitigating the looming risk of a federal ban. By aligning shelf placement with consumer demand for calm‑focus drinks and maintaining strict compliance with state and federal rules, distributors can turn this niche product into a meaningful addition to their portfolio.
Original Press Release
PRESS RELEASE
Coffee Meets Cannabis: Former Jones Soda President and Grammy Winner Kevin Smith Launch “Stir The Pot”
New hemp-derived coffee ritual brand blends CPG discipline with cultural credibility to redefine how consumers engage with THC.
Austin, Texas — April 20, 2026 — Eric Chastain, former President and COO of Jones Soda Co., today announced the launch of Stir The Pot, a hemp-derived THC beverage platform developed in partnership with Grammy-winning musician Kevin Smith. The brand introduces a new consumption occasion centered around coffee culture, with an initial market focus in Texas, Illinois, and Florida, and expansion planned across additional key markets.
Timed to align with the evolving cultural conversation around cannabis, Stir The Pot is designed to move beyond traditional THC beverage positioning—offering a more intentional, functional approach to consumption.
“The category is evolving quickly, especially as hemp-derived THC brings more consumers into the space,” said Chastain. “We’ve focused on finding the right balance—something that fits into real life. Coffee is already a ritual, and Stir The Pot enhances it without compromising clarity or control.”
Where Coffee Meets Cannabis — With Purpose
Stir The Pot’s flagship product is a hemp-derived THC-infused coffee syrup, designed to be added to hot or iced coffee. Each serving delivers a controlled, precise dose, allowing consumers to tailor their experience.
The brand is built around a growing consumer shift toward calm focus, creative energy, and balanced consumption—rather than escapism.
“Music and coffee hit the same nerve for me—they’re both about getting into the right headspace,” said Smith. “Some days you need to lock in, some days you need to loosen up just enough to feel creative again. This sits right in that pocket.”
Smith added, “What I like about this is it’s not trying to take you out of your day—it’s designed to fit into it. That’s a big difference from how a lot of this category has been built so far.”
A Cultural and Commercial Partnership
The collaboration between Chastain and Smith reflects a deliberate blend of operational experience and cultural influence—a model increasingly shaping emerging beverage categories.
Chastain brings more than two decades of CPG leadership, including helping guide Jones Soda through brand expansion and operational scaling. His move into hemp-derived products signals a belief that the category is entering a more disciplined, mainstream phase.
“We’re early, but the next phase of this category will be defined by brands that get the fundamentals right,” Chastain said. “Pricing, positioning, and retail strategy all matter. Our goal is to help shape the category in a way that’s sustainable for consumers, retailers, and operators alike.”
For Smith, the partnership represents a natural extension of his creative and lifestyle ethos.
“I’ve always been drawn to things that feel authentic and a little bit different,” Smith said. “This isn’t about slapping a name on a product. It’s about building something people actually use—something that fits naturally into their lives.”
Designed for Modern Retail and Real Life
Stir The Pot will launch in 10 mg liquid sachets and multi-serve formats, designed for flexibility across retail channels including liquor stores, specialty grocers, and emerging adult-use beverage accounts.
The brand is also exploring grassroots activation through coffee shops, music communities, and creative networks, leveraging Smith’s background to build authentic early adoption.
“We’re not trying to shout at people,” Smith said. “We’d rather show up where the right people already are—coffee shops, studios, places where culture actually lives—and let it grow from there.”
A More Mature Take on THC
While the April 20 announcement nods to cannabis culture, Stir The Pot is intentionally positioned for a broader audience—particularly consumers who are THC-curious but underserved by current offerings.
“There’s a large group of consumers who are interested in THC but don’t see themselves in the way it’s currently marketed,” said Chastain. “This brand is for them—people who want to feel better, stay present, and still show up fully in their lives.”
Availability
Stir The Pot is expected to begin rolling out in select U.S. markets this month, with additional distribution and retail partnerships to be announced.
Sources consulted (web research):
Source: BevNET