Michigan’s first THC-infused beverage redefines ‘Happi’ hour

“A Happi in hand is the new way to celebrate happy hour.” Joe Reynolds, Chief Happi Officer, said. Happi is the first cannabis-infused drink to hit the Michigan market. Reynolds and business partner, Lisa Hurwitz, recently launched the all-natural seltzer, geared toward women, hoping to redefine the evening drinking hour.

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Aurora Abraham | Michigan Green State

“There’s a lot of women that love to drink wine but they don’t like the calories and the hangover,” Hurwitz, now president, said. “This is really another option that’s healthier and it doesn’t have the hangover and is much more social as well than just having a gummy and waiting for 30-45 minutes. The onset of Happi is around 15 minutes.” Reynolds said the inspiration for him struck in the summer of 2019 “born from the idea for a low-calorie alternative to alcohol.” He started to ponder the possibility of drinking it.

He also recognized the need for a cannabis product geared toward women from his wife and her friends. “They are the Happi customer-women looking to celebrate life’s happiest moments with an alternative to alcohol,” he said. Just a short time later, in January 2020, he founded the company. He worked on formulations and other technicalities until joining forces with Hurwitz about seven months later. Prior to their collaboration, Hurwitz worked at an Illinois-based, multi-state cannabis company, where she noticed there were “fewer non-smokable products” that are usually gummies and not very nutritious. She became “really passionate about… products that are more accessible for women.”

She said they plan to add more flavors to the list in the spring. Happi drinks can be found online and in seven dispensaries including Skymint in Ann Arbor, Redbud Roots in Muskegon, Sunset Coast in Cassopolis, Pinnacle Emporium in Buchanan and 3Fifteen in Hamtramck, Grand Rapids Plainfield, and Grand Rapids Division. They also partner with Lantern, a delivery service, to bring the drink right to your door in select areas. They are regularly adding Happi drinks to new locations that can be found on their website happihourdrink.com. Hurwitz said they want to launch their brand in Massachusetts - by March or April – and other cannabis legal states from there. She and Reynolds have been building up the brand in other ways using their “Happi Camper.” “We had a tour this summer with our Happi Camper and sampled THC-free versions of our product,” she said. “So, people can taste the flavors before they were actually available on the market to build an excitement.”

“Women tend to like to smoke less than men typically,” she said. “And like lower dose products especially for those that have never really used cannabis or are very light users of cannabis.” Hurwitz and Reynolds became aware of their mutual desire to find a product that appealed to women and was a healthy alternative to smoking marijuana or drinking alcohol. Hurwitz left the company she worked at in October 2020 to embark on the entrepreneurial journey. “Joe and I connected about a year ago,” she said. “And the rest is history.”

Together, the two created the vegan, gluten-free, all-natural seltzer that joined the market in October. It was originally expected to be released on Labor Day but ran into unexpected delays. They now offer two flavors – raspberry honeysuckle and lemon elderflower – each with 2.5 milligrams of THC and plan to launch a third, pomegranate hibiscus, around the holidays. They have between 15-25 calories each, less than 10 – natural – ingredients, and no added sugar.

Hurwitz said they foresee remaining in the beverage industry and plan to explore other flavors and dosages. “The idea is you’re able to drink several in a setting,” she said. “But there are people that like a 5-milligram version for example.” She said they also want to experiment with more cannabinoids than just THC. “There is no CBD in the product and there are no other minor cannabinoids like CBN or CBG,” she said. “But those are all things we’re looking at.”

Hurwitz said social equity is important to the crew at Happi. Their emphasis on representation extends outside of their targeted women audience. They partner with the Black and Brown Cannabis Guild of Michigan. “All of our merchandise with Happi on it, the proceeds go to that organization which is women-founded as well,” she said. “That’s a really important partnership for us and we really believe in giving back.” Hurwitz, Reynolds and their four-employee team plan to expand the company in quite a few ways all the while fulfilling their mission to “celebrate life’s happy moments.”

@happihourdrink

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