My guest this week is Adam Terry, the co-founder and CEO of Cantrip. A few weeks ago, Aaron Edelheit came on the show and made the pitch for investing in Cannabis Beverages. Today, we talk to one of the leading operators in this space. This was a fun conversation where we really got into the weeds, pun intended, into the science of a very complicated plant and an equally complex regulatory landscape. We also talked about the vision for Cantrip and how Adam aims to build a defensible and valuable business. Please enjoy this conversation with Adam Terry. For the full show notes, transcript, and links to the best content to learn more, check out the episode page HERE. ----- Making Markets is a property of Colossus, LLC. For more episodes of Making Markets, visit joincolossus.com/episodes. Stay up to date on all our podcasts by signing up to Colossus Weekly, our quick dive every Sunday highlighting the top business and investing concepts from our podcasts and the best of what we read that week. Sign up here. Follow us on Twitter: @makingmkts | @ericgoldenx Editing and post-production work for this episode was provided by The Podcast Consultant (https://thepodcastconsultant.com). Show Notes (00:00:00) Welcome to Making Markets (00:01:40) The 2018 Farm Bill and THC Drinks (00:06:38) Understanding Delta 9 and Delta 8 THC (00:10:00) THC vs. CBD: Key Differences (00:13:57) Natural vs. Synthetic Cannabinoids (00:16:42) The Rise of THC Beverages (00:21:25) Regulatory Challenges and Market Growth (00:25:29) Cantrip's Production Process (00:27:17) Challenges in Dispensary Product Regulations (00:28:41) The Complexity of Beverage Production in Dispensaries (00:30:45) Regulation of Alcoholic Beverages vs. THC Drinks (00:34:00) Market Dynamics and Brand Building in THC Beverages (00:40:57) Cantrip's Customer Demographics and Product Strategy (00:46:51) The Future of The Cannabis and Beverage Industry Learn more about your ad choices. Visit megaphone.fm/adchoices