In this episode of Market Like A Badass, Kristin welcomes Garrett Rudolph, Editor in Chief of Marijuana Venture magazine, one of the cannabis industry's most respected B2B publications. As a journalist, editor, and event producer behind the Interchange series, Garrett sits at the intersection of cannabis media, retail, and wholesale, giving him a front-row seat to what's working (and what's not) for brands trying to get their message out.

Garrett pulls back the curtain on what actually makes a cannabis story worth covering, why most brand pitches miss the mark entirely, and how businesses with limited budgets can build a realistic, consistent media strategy without hiring a PR firm. From crafting the perfect pitch to maximizing a placement once it finally lands, this episode is a masterclass in earned media for cannabis and ancillary brands ready to stop flying under the radar.

Then Kristin and Garrett square off in a round of "Ass or Badass" — reacting to the hottest headlines across the industry, from a Michelin-starred restaurant collab with craft cannabis growers to Shopify's alleged double standard with Seth Rogen's Houseplant brand, and more.

On this episode, you will:

1. Learn what editors at top cannabis publications actually want to see in a pitch — and the red flags that get you ignored instantly
2. Discover how to build a sustainable earned media strategy with limited time and no PR budget
3. Hear why credibility still drives media opportunities — and how to maximize coverage once you finally land it

QUICK LINKS

Connect with Garrett: LinkedIn

Check out Marijuana Venture: www.marijuanaventure.com

Follow Kristin: www.sourcemarketinggroup.com | LinkedIn

Subscribe: Apple Podcasts | Spotify

This is a bonus episode of Market Like A Badass — outside our usual seasonal themes, but too good to keep in the vault.

In this episode of Market Like A Badass, Kristin welcomes Spencer Ploessl, Creative Director and marketing strategist who bridges the worlds of cannabis, craft beer, and beverage innovation. As Advisor and Creative Director for Canna Connect in Minnesota, Spencer recently launched Coco Flow - a THC-infused coconut water that is a first of its kind. This special hemp beverage collaboration with Back Channel Brewing Co. showcases what's possible when cannabis and craft beer collide.

Spencer shares the inside story of how this collaboration came together, revealing the strategy behind successful brand partnerships in highly regulated spaces. From navigating tolerance variations to educating consumers on minor cannabinoids, Spencer breaks down the creative marketing tactics that work when traditional advertising won't cut it. Plus, he reveals which craft beer branding lessons translate to hemp beverages - and which approaches need to be completely reimagined.

On this episode, you will:

1. Discover how the Canna Connect and Back Channel Brewing Co. collaboration came together and what metrics actually matter when launching a co-branded hemp beverage
2. Understand how to differentiate hemp beverage brands in an increasingly crowded market
3. Hear real-world tactics for educating consumers about minor cannabinoids and dosing

QUICK LINKS

Connect with Spencer: SpencerPloessl.com | LinkedIn

Check out Canna Connect: www.cannaconnectmn.com

Follow Kristin: www.sourcemarketinggroup.com | LinkedIn

Subscribe: Apple Podcasts | Spotify | YouTube

This episode is part of "Taboo to Tap" - a special season exploring how hemp beverage pioneers are racing to craft billion-dollar beverage brands by mastering the art of compliant and grassroots marketing.

In this episode of Market Like A Badass, Kristin McFarland sits down with Lisa Hurwitz, Founder and CEO of Happi, the female-founded THC beverage brand that's revolutionizing how consumers experience cannabis through thoughtfully dosed, wellness-focused drinks.

Lisa shares her journey from CPG and cannabis expertise to launching Happi with a clear mission: creating accessible, low-dose THC beverages. From navigating regulations to choosing the right dosing and marketing strategy, Lisa reveals what it really takes to build a compliant, women-first cannabis beverage brand.

On this episode, you will:

1. Discover why Happi chose a low dose philosophy in a market obsessed with high potency - and how this strategic decision opens doors to the canna-curious demographic
2. Learn how being female-founded influences every aspect of product development, from formulation to flavor profiles to packaging designed with women in mind
3. Understand the biggest regulatory challenges facing THC beverage brands and how Happi navigates compliance while building a recognizable brand
4. Hear Lisa's digital marketing playbook for hemp beverage brands when traditional advertising isn't an option - including email marketing tactics that actually work (and helped them build a 100,000+ person subscriber base)
5. Get insider insights on why it's important for hemp beverage brands and marketers to build trust and provide ample education in the emerging cannabis beverage space

QUICK LINKS

Shop Happi: www.happihourdrink.com

Connect with Lisa: LinkedIn

Follow Kristin: The Source Marketing Group | LinkedIn

Subscribe: Apple Podcasts | Spotify

This episode is part of "Taboo to Tap" - a special season exploring how hemp beverage pioneers are racing to craft billion-dollar beverage brands by mastering the art of compliant and grassroots marketing.