The News
Reframe Beverage, a premium hemp-derived THC beverage company based in Charleston, S.C., announced the formation of its Strategic Advisory Board on May 21, 2026. The board includes Dan Buttling, Joshua Singh, and Rachel Citera, who bring expertise in alcohol beverage industry leadership, business development, and consumer brand building. The appointments come as Reframe advances its retail, distribution, and product innovation efforts.
Reframe Beverage’s latest move underscores how premium hemp‑derived ready‑to‑drink (RTD) brands are carving out market share amid regulatory uncertainty. Reframe announced a Diageo‑affiliated advisory board and scheduled a Florida rollout for next month.
The RTD segment grew 30 % in value this year and now represents about one‑quarter of off‑premise spirits volume. Because it contains hemp‑derived THC but no alcohol, the drink falls into the functional‑beverage class. With more than 100,000 units shipped across five states since its debut, Reframe is carving out a steady niche.
For distributors, the Diageo‑linked advisory board signals both potential and caution. Diageo leaders have voiced concerns over cross‑state THC shipping under the Farm Bill, underscoring that large firms hesitate to expand these items without solid compliance.
Although overall spirits volume fell 5.7 % last year, the swift rise of the RTD segment shows that a strong brand can capture notable shares. Reframe’s price point and perceived worth will be weighed against conventional spirits and rising non‑alcoholic options.
The advisory board addition signals a focus on scaling this niche amid regulatory uncertainty rather than immediate domination. Company’s next steps—Florida expansion and new RTD launches—will hinge on whether distributors can navigate compliance hurdles and secure shelf space for this hybrid product.
Original Press Release
CHARLESTON, S.C., May 21, 2026 /PRNewswire/ -- Reframe Beverage, a premium hemp-derived THC beverage company, today announced the formation of its Strategic Advisory Board, bringing together leaders across beverage alcohol, distribution, investment, M&A, and consumer brand building.
The appointments come as Reframe builds momentum across retail, distribution, and product innovation, positioning the company for its next phase of expansion.
To help guide the brand's next stage of growth, Reframe has appointed the following industry leaders to its Advisory Board:
Dan Buttling: Dan Buttling is a seasoned executive and entrepreneur with over 30 years of leadership experience in the alcohol beverage industry. He previously held senior leadership roles at Diageo, including CMO of the Diageo Beer Company, and later served as CEO of Stoli North America. Dan currently is a partner at Feast Agency and 2XO Bourbon, where he focuses on brand growth and business development.
Joshua Singh: Joshua Singh is an experienced builder, investor, and operator. He is the current Chief Business Officer at Happy Dad Hard Seltzer, Lemonade & Tea. Prior to his role at Happy Dad, Joshua spent time at Cooley LLP after graduating from the University of Pennsylvania, UC Davis, and Stanford.
Rachel Citera: Rachel currently serves as a Principal at Verlinvest, a global, family-backed investment firm focused on scaling high-growth, mission-driven consumer brands. At Verlinvest, she leads investments across Food & Beverage and 4-Wall Retail sectors. Rachel sits on the Board of Hint, Inc. and supports additional portfolio companies, Insomnia Cookies and K1 Speed.
Steve Chasen: Steve Chasen is a beverage industry veteran with over 25 years of experience building award-winning teams and brands across some of the world's leading beverage alcohol companies. He is the Managing Partner of Deep Channel Partners LLC, a consultancy and advisory firm for the beverage alcohol and adjacent industries.
Ben Miller: Ben Miller brings over 15 years of experience in the beverage industry, with extensive expertise in brand development, distribution, and market expansion. He spent a decade at Southern Glazer's Wine & Spirits, where he built a strong foundation in sales leadership and supplier strategy. As an early member of Dos Hombres, Ben currently serves as Senior Vice President, playing a critical role in scaling the brand and driving growth within the premium spirits category.
Danny Saltzman: Danny is the Founder & CEO, The Fuel Brands — a leading advisory for beverage alcohol and consumer brands, as well as those in the technology, wellness, and functional CPG industries. Danny is also an investor, advisor, and board member to The Long Drink, Archer Roose, TOST, and Provi, with notable previous sales leadership positions at Moët Hennessy, Diageo, Brown-Forman, Coors, Sidney Frank, and Breakthru.
Reframe's flagship product, Reframe Cannabis Spirit, is a hemp-derived THC spirit designed to look, feel, and serve like a premium wine or spirit — with 0% ABV and a low-dose, controllable THC experience. Built around elevated design, approachable dosing, and shared adult occasions, Reframe offers consumers a new option for gathering, celebrating, and unwinding.
The brand launched with a focused five-state rollout across Texas, North Carolina, South Carolina, Tennessee, and Wisconsin and has sold more than 100,000 bottles to date. Reframe is expanding into Florida next month and will introduce new ready-to-drink concepts this summer, bringing the brand into more formats, occasions, and retail environments.
Sources consulted (web research):
- Reframe Appoints Industry Leading Advisory 124200202
- Reframe Appoints Industry Leading Advisory Board As Brand Expands Dis…
- Reframe Appoints Industryleading Advisory Board As Brand Expands Dist…
- Depremiumisation Hits Us Spirits Sales
- Diageo Dbaccess Global Consumer Conference 2025 June 4 2025 Transcrip…
- Diageo Expands Leading Position In Non Alc Spirits With Acquisition O…
- Annual Report 2025.pdf
- Diageos Shift What The Distill Ventures Decision Signals For The Spir…
Source: BevNET