What happens when beverage innovation meets real-world data?

In this episode of Free Spirits, hosts Lars Miller and David Gonzalez sit down with Kevin Provost, CEO of Greenhouse Ventures and Co-Founder of More Better, to explore how real-world data is shaping the future of functional beverages, adult beverages, and consumer trust.

Kevin shares how his background in sales, accelerators, and startup operations led to launching More Better, a data and research company behind one of the largest formula-to-outcome databases in the beverage industry. With over 3,000 participants in their most recent longitudinal study, More Better is bringing hard data to a space that has traditionally relied on anecdote.

This episode breaks down:

• Why most beverage brands struggle to differentiate without real data

• How consumer research drives trust, repeat purchases, and shelf conversion

• What the “Infused: Better” study revealed about alcohol substitution, sleep, stress, and consumer behavior

• How to use research-backed insights in business operations, marketing, and distributor conversations

• The growing role of data in retail, DTC, and on-premise strategy

Whether you’re a founder, investor, or operator in the beverage business, this conversation will change how you think about data—not as a luxury, but as a necessity.

🎧 Listen and learn how the smartest players in the space are using consumer research to gain an edge in product design, compliance, and go-to-market execution.

What does it take to build a multi-brand functional beverage platform in an industry where most startups struggle to launch just one?

In this episode of Free Spirits, hosts Lars Miller and David Gonzalez talk with Evan Eneman, CEO of Iconic Tonics—a premium adult beverage portfolio launched in partnership with Snoop Dogg and powered by Harmony Craft Beverages.

With a background in investment, brand incubation, and operational strategy, Evan shares how Iconic Tonics was designed from day one to serve as a platform for beverage innovation—supporting multiple products, brands, and audiences across evolving retail and direct-to-consumer channels.

This isn’t just a conversation about branding. It’s a deep dive into the business operations behind modern beverage success:

• How Iconic Tonics handles launch strategy, distribution, and consumer education across multiple SKUs

• Why dose strategy and product format flexibility matter in the adult drinks space

• What Evan and his team are learning from early direct-to-consumer data and DoorDash sales performance

• How they’ve approached sampling, trade marketing, and retail activation in key markets like New Jersey, Minnesota, and Texas

• Why on-premise venues (concerts, events, hospitality) could be the biggest unlock for next-gen beverage growth

You’ll also hear how the Iconic Tonics team is using shared infrastructure to reduce startup friction, cut legal and operational overhead, and scale smarter across brands—while testing new functional beverage formulations in live venues and retail chains like Total Wine and Woodmans.

Whether you’re building a brand, scaling a portfolio, or navigating the challenges of modern beverage business models, this episode delivers grounded, operator-level insights on what it takes to win.

🎧 Tap to listen, subscribe, and stay tuned for more conversations at the intersection of beverage innovation, cultural influence, and consumer demand.

What happens when one of America’s most iconic beverage companies bets big on cannabis?

In this episode of Free Spirits, Lars and David sit down with Paul Weaver, Head of Cannabis at Boston Beer Company, to explore how the makers of Sam Adams, Twisted Tea, and Truly are building their cannabis beverage division from the ground up in Canada.

Paul shares how his early work in beverage innovation at Molson Coors led to a career-defining pivot into cannabis, and why Boston Beer views functional beverages as both a cultural shift and a smart hedge for the future of the adult beverage industry.

They discuss:

• How Boston Beer launched Teapot and Emerald Hour

• The regulatory realities of doing business operations in a federally legal cannabis market

• Who’s really drinking THC beverages (hint: it’s not who you think)

• Why co-manufacturing partnerships matter more than ever

• What U.S. brands can learn from Canada’s R&D advantage

Plus, Paul offers a behind-the-scenes look at innovation culture, consumer feedback, beverage formulation, and what might trigger a Boston Beer entry into the U.S. hemp beverage market.

If you’re building a beverage brand, managing R&D, or just obsessed with functional beverage trends, this one’s for you.

00:00 – Intro

01:00 – Paul’s transition from beer to cannabis

03:30 – Early R&D challenges with THC drinks

05:00 – How Canada’s system enabled innovation

08:30 – Starting the cannabis division at Boston Beer

13:00 – Lessons from launching Teapot & Emerald Hour

15:00 – Surprising buyer personas and feedback

16:00 – Vetting co-manufacturers for quality

19:00 – Why Boston Beer doesn’t own its own cannabis facility

20:30 – Consumer adoption and channel dynamics

23:30 – The overlooked senior demographic

26:00 – Building loyalty in a high-choice category

29:00 – U.S. hemp market: What Boston Beer is watching

34:00 – Future of big beverage & cannabis collabs

37:00 – Advice for hesitant legacy brands

39:00 – Naming, packaging, and taste-driven design

41:00 – Final thoughts: Stand out by being “undeniably dope

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