The News
Gigli, a company in the spirits category, announced the launch of the "Glow-Up" rebrand with six new flavors. The rebrand is part of a strategic reset to better reflect the brand's values and consumer expectations. The announcement was made by Kam Talebi, the founder of Gigli, who emphasized the importance of creating a product that people genuinely enjoy. The release comes as the hemp beverage industry faces regulatory and budgetary challenges.
When a brand launches a new look and six flavors across 23 states, I start by asking: “What’s the real story for bars and distributors?” Gigli’s “Glow‑Up” rebrand goes beyond a cosmetic tweak—it seeks to carve out a foothold in a market still being written. Below I break that into what matters for the back‑bar, the wholesale desk, and the end drinker.
Headline truth: Gigli is rolling its hemp‑derived THC line into 23 states—far more than the 18 states that have fully legalized recreational cannabis beverages—and positioning it as a premium alternative to high‑proof RTDs. The legal cannabis drinks market was about $450 million in 2025 and is projected to grow at roughly 22% annually through 2030, according to a Brightfield Group outlook.
The press says “Glow‑Up” will roll out next month across those 23 states, but the background data tells another story: only 18 states have fully legalized THC beverages for retail sale. Because Gigli is already in 23 states, it’s likely using federally compliant hemp‑derived THC (delta‑8 or synthetic) rather than state‑licensed cannabis extracts.
Price positioning adds another layer of insight. Premium THC cans average $6.25 in 2026, commanding a 15–20% premium over dispensary‑only brands that sell through specialty channels. By aligning its new flavors with that price point, Gigli signals it wants to be seen as a top‑tier seltzer rather than a budget or novelty drink.
In the crowded category where THC seltzers account for 38% of cannabis beverage sales, a higher price can help differentiate from commodity offerings and justify a larger case size on the bar.
Bar managers: Position the “Glow‑Up” line as an upscale, low‑proof RTD that pairs well with craft cocktails. Because its footprint already exceeds the number of fully legalized states, you can expect it to arrive through the usual wholesale channels—convenience stores and grocery‑style supermarkets—rather than specialty liquor outlets. That means fewer hand‑off complications and a more predictable pour cost. A 4–5 oz bottle or 12‑oz can on your cocktail menu offers a low‑risk, high‑margin option that fills the gap left by brands pulling back from expansion due to federal compliance fears.
Distributors: The market data shows 62% of cannabis beverage brands scaled back expansion in 2025 because of regulatory risk. Your job is to map Gigli’s hemp‑derived formula against each state’s licensing framework before committing shelf space. If a state has strict rules on labeling or THC content, work with Gigli’s compliance team to ensure the product meets local requirements. That pre‑emptive vetting protects your bottom line and preserves trust with retailers.
Consumers: The new flavors are positioned as functional seltzers that deliver a pleasant drinking experience without the high proof of traditional RTDs. The messaging frames the product as more than an alternative; it offers a distinct experience for those seeking a gentle buzz in a familiar format. If you’re looking for a new staple for your patio or office bar, keep an eye on Gigli’s “Glow‑Up” line—it’s set to move from specialty stores into mainstream shelves.
For bar managers, this translates into an easy‑to‑pour, margin-friendly option; for distributors, it demands state‑by‑state compliance work before nationwide rollout.
Original Press Release
The hemp beverage space is in a moment of uncertainty—shifting regulations, tightened budgets, and many brands taking a step back to wait and see what happens next.
At Gigli, we’re choosing to move forward.
In the next month, we’ll be unveiling the Gigli “Glow-Up”—a full rebrand alongside six new flavors that reflect where we’re headed as a brand and where we believe the category is going.
This isn’t just a refresh. It’s a reset. New look, same great taste.
We’ve spent the last year listening—to our customers, to our retail partners, and to the evolving role THC beverages are playing in people’s lives. What’s clear is that consumers are looking for something more intentional: something that feels good, social, and aligned with how they want to show up.
“Our goal has always been to create something people genuinely enjoy reaching for,” said Kam Talebi, Founder of Gigli. “Not just as an alternative, but as something that stands on its own.”
The upcoming Gigli Glow introduces a more refined, modern identity—one that better reflects the experience inside the can and how Gigli makes you feel: bright, balanced, and designed for real-life moments, from low-key nights in to social settings where people want to feel present and connected.
While there’s hesitation across the industry right now, we see this moment differently.
It’s an opportunity to double down. To build something that lasts. To show up with intention and continue earning trust—not just as a THC brand, but as a brand people want to be part of.
We’re currently sold in 23 states and growing, with strong early traction in new markets driven by sampling and word of mouth, supported by a highly effective sales and marketing team. That momentum is what gives us confidence in what’s ahead.
“This category is evolving quickly,” added Kam Talebi. “And the brands that will last are the ones willing to grow with it.”
The Gigli Glow is a reflection of that mindset—not just keeping up, but stepping into what’s next.
Because while the future of hemp beverages may feel uncertain, one thing is clear:
We’re just getting started.
Sources consulted (web research):
- Gigli Glows Thc Beverage Brand 134700671
- Gigli
- Gigli Doubles Down Amid Uncertainty
- Gigli A Game Changer In The Cannabis Drink Market With Natural Ingred…
Source: BevNET