Southern California’s cannabis retail scene is gaining a new addition this week as STIIIZY, one of the country’s most recognizable cannabis brands, prepares to open its latest storefront in Hawthorne. Located at 12831 Crenshaw Blvd, this new outlet marks STIIIZY’s 44th retail location nationwide, reinforcing the brand’s sustained growth trajectory in both the California market and beyond.

The new store is scheduled to officially open its doors on Saturday, April 12, with a community-centered launch event that will feature music, exclusive product giveaways, and brand engagement opportunities designed to draw in both cannabis consumers and curious locals alike.

Investing at Home: A California-Centric Strategy

Though STIIIZY has expanded into multiple states, its California presence remains central to the brand’s identity. With Hawthorne joining a portfolio of dispensaries that includes high-volume flagships in Los Angeles, San Bernardino, and San Francisco, this opening isn’t just another pin on the map—it’s a return to the brand’s origins.

“California isn’t just where we started—it’s where we continue to grow,” said STIIIZY President Tak Sato in a statement earlier this week. “Each new storefront in our home state is a way to give back to the communities that helped shape us.”

That homegrown connection continues to be a driving force behind STIIIZY’s rapid retail rollout. The Hawthorne location is the ninth dispensary STIIIZY has opened in the past year alone, underscoring its ongoing commitment to serving California consumers through accessible, immersive shopping experiences.

What to Expect at STIIIZY Hawthorne

Designed with the modern consumer in mind, the Hawthorne store blends contemporary retail aesthetics with efficiency and education. Customers visiting the new space can expect a curated shopping experience with a wide variety of cannabis products—from high-THC flower and live resin concentrates to flavorful edibles and branded lifestyle accessories.

The store’s location at the intersection of Crenshaw and El Segundo Boulevards offers convenient access to residents of the South Bay area, including Inglewood, Gardena, and West Athens. STIIIZY’s team has emphasized accessibility and convenience as key pillars in its site selection, with a goal to serve both locals and destination shoppers traveling along major commuting corridors.

Whether you’re a daily consumer or simply exploring cannabis for the first time, the Hawthorne location will feature trained retail associates ready to provide guidance tailored to each customer’s needs.

Community and Culture at the Core

More than just a retail outpost, STIIIZY Hawthorne is being positioned as a hub for cannabis culture in the South Bay. STIIIZY has long invested in building community-driven retail environments, and the Hawthorne launch event is set to continue that tradition.

On Saturday, April 12 at 10 a.m., the company will host a festive opening-day celebration. Attendees can expect live music, giveaways of branded merchandise, and first-access specials on select products. As with all STIIIZY events, the focus is on creating a welcoming, safe, and celebratory space for cannabis consumers of legal age.

The company has also signaled an interest in engaging with local partners and nonprofits in the area, a move consistent with prior community outreach efforts in other California cities.

Scaling With Purpose

STIIIZY’s expansion strategy continues to prioritize both scale and sustainability. With 44 stores now in operation—and more in the pipeline—the brand has proven capable of growing rapidly without losing sight of its identity. Key to that approach is a vertically integrated model that allows STIIIZY to oversee everything from cultivation and product development to retail execution and customer service.

Beyond brick-and-mortar growth, STIIIZY’s broader ecosystem includes product lines ranging from vape pods and flower to pre-rolls and infused edibles, many of which are produced in-house. This level of control allows for quality assurance across channels and contributes to the brand’s strong consumer loyalty.

As the cannabis market matures and becomes increasingly competitive, brands like STIIIZY that can maintain consistency while scaling will likely hold an advantage. The Hawthorne store is just one piece of a larger puzzle—one that points to long-term positioning within California’s $5 billion cannabis industry.

A Sign of Broader Industry Trends?

The timing of STIIIZY’s expansion also coincides with a broader trend in cannabis retail: localized saturation and brand-driven differentiation. While some operators struggle to stay afloat amid tightening margins and regulatory complexity, larger brands with established infrastructure and brand equity are expanding their footprints with precision.

Hawthorne is more than just a growing suburban enclave; it’s a culturally rich part of Southern California with a diverse population and a deep connection to both urban and beach communities. In choosing this location, STIIIZY is tapping into a consumer base that is both seasoned and curious—ideal for a brand that prides itself on accessibility and innovation.

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Hawthorne Grand Opening: What You Need to Know

📍 Address:
12831 Crenshaw Blvd., Hawthorne, CA 90250

📅 Date:
Saturday, April 12, 2025

🕙 Time:
Event begins at 10 a.m.

🛍️ Eligibility:
21+ for recreational purchases (valid government ID required)
18+ with medical recommendation

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Final Thoughts

STIIIZY’s move into Hawthorne is a calculated step forward in its mission to become a household name not only in California but across the U.S. As the cannabis retail sector continues to evolve, STIIIZY is positioning itself as a consumer-focused, community-rooted leader with ambitions far beyond its state of origin.

Stay tuned to Dispenza Media for ongoing coverage of major dispensary openings, brand updates, and trends shaping the cannabis industry.

As mainstream interest in low-dose cannabis experiences continues to grow, a new battleground has emerged within the cannabis and wellness industry: hemp-derived THC beverages. Fueled by shifting consumer behavior, legal loopholes, and a generational move away from alcohol, this market is quickly evolving—and major cannabis companies and consumer brands are taking notice.

In the last few months alone, global marijuana producers, alcohol conglomerates, digital platforms, and franchise giants have entered or expanded into this niche, federally legal space. But as the opportunity grows, so does the complexity: more states are tightening regulations or enacting bans, creating a patchwork of rules that companies must navigate to stay compliant.

This article explores the accelerating momentum of the hemp beverage sector, the players leading the charge, and the challenges that may shape its future.

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Why Hemp-Derived THC Beverages Are Booming

The 2018 Farm Bill legalized hemp and its derivatives—so long as they contain no more than 0.3% delta-9 THC by dry weight. This provision opened the door to a loophole in cannabinoid regulation: beverages containing low amounts of hemp-derived THC could be formulated to produce a mild buzz without breaching federal law.

Thanks to this technicality, THC-infused drinks are now widely available in states that have yet to legalize cannabis for adult use. These beverages appeal to health-conscious, canna-curious consumers looking for an alcohol alternative that promotes relaxation without the hangover.

Recent projections by Euromonitor International suggest the U.S. hemp-derived THC beverage market could grow from $239 million in 2023 to $4.1 billion by 2028, a massive 1,615% increase. This explosive forecast has spurred new investments from established operators and fresh entrants alike.

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Major Cannabis and Retail Brands Move In

Organigram’s $20 Million Collective Project Deal

Canadian cannabis producer Organigram made headlines on April 1 with its announcement to acquire Collective Project, a Hamilton-based THC beverage company. The multimillion-dollar deal signals a strategic pivot into the U.S. hemp drink market, providing Organigram with access to a rapidly growing consumer base south of the border—without relying on federal marijuana reform.

The company is betting on the shifting tide in consumer preferences, banking on the fact that more people are seeking social experiences without alcohol and are increasingly drawn to products that offer a balanced, manageable high.

Curaleaf and the Cannabis Energy Drink Cross-Over

Not to be outdone, Curaleaf Holdings has entered the scene with a hemp-based energy drink, blending 10 milligrams of hemp-derived delta-9 THC with 50 milligrams of caffeine. The product is positioned as a wellness-forward alternative to traditional energy beverages, tapping into growing interest in functional formulations.

By combining cannabinoids with caffeine, Curaleaf is targeting younger demographics and wellness enthusiasts, looking for mood enhancement and alertness without the crash typically associated with energy drinks.

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Edible Arrangements Bets on Franchise Distribution

Georgia-based Edible Brands, the parent company of Edible Arrangements, is leveraging its existing delivery and franchise infrastructure to enter the market through Edibles.com, an e-commerce platform launched in Texas in March 2025.

The company currently offers over 30 hemp-derived THC products, including drinks, gummies, and enhancers, with expansion plans targeting Florida, Georgia, and the Carolinas. Under the company’s logistics model, franchisees handle last-mile delivery, with age verification required at both purchase and delivery points.

With a flagship retail store set to open in Atlanta this summer, Edible Brands is testing a scalable, lower-cost franchising model aimed at increasing access to cannabinoid beverages in states with limited cannabis programs.

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Tilray’s Alcohol Strategy Extends to Hemp Beverages

Cannabis-alcohol conglomerate Tilray Brands has also made a strong play with its Happy Flower brand, launching fruit-forward THC beverages like Bellinis and daiquiris in markets across the Southeast.

Tilray’s U.S. footprint is backed by a massive network of craft brewery acquisitions, including SweetWater Brewing and eight former Anheuser-Busch brands. This gives the company built-in distribution across dozens of states—a major advantage over cannabis firms that lack national logistics.

With U.S. cannabis reform still stalled, Tilray’s beverage strategy is part of a broader plan to stay engaged with American consumers via hemp while waiting for federal cannabis laws to catch up.

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Fast-Movers and Digital Disruptors

Brez Projects $50 Million in 2025 Revenue

Florida-based startup Brez has quickly established itself as a category leader. Its fast-acting hemp beverages are now available direct-to-consumer and at over 3,000 retail locations nationwide, including chains like Total Wine & More and Binny’s Beverage Depot.

Brez credits its rapid rise to changing attitudes around alcohol, particularly among Gen Z and Millennials, who are prioritizing mental clarity and wellness in social settings. With a focus on delivering a mild, enjoyable buzz without the downsides of drinking, the brand is capitalizing on a generational lifestyle shift.

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Retailers Get Involved: Total Wine and Beyond

Mainstream retailers are embracing hemp beverages at an unprecedented pace. Total Wine & More now carries products from both Curaleaf and Wana Brands, selling hemp-infused beverages in nine states and over 100 store locations.

Retail buy-in not only legitimizes the category—it expands distribution, visibility, and ultimately consumer adoption. As long as federal rules remain favorable and demand continues to rise, large retail chains are likely to deepen their involvement.

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Regulatory Risks and State-Level Pushback

Despite soaring demand, the legal outlook for hemp-derived THC beverages remains complicated. Several states—including California and Texas—are exploring or implementing strict regulations or outright bans on intoxicating hemp products.

• In Texas, the Senate passed legislation in March 2025 to prohibit the sale of hemp products containing any THC. If approved by the House, it could impact over 8,000 retailers.
• California has extended a temporary ban on hemp-derived THC products until at least June 2025, a move that forced brands like Wana to pause retail expansion plans.

More than a dozen states are revisiting their hemp laws, as concerns over product safety, potency, and youth access increase. For beverage companies, this means constant monitoring of compliance and agile adaptation to changing rules.

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Consumer Behavior: A Shift Away from Alcohol

At the heart of the hemp beverage boom is a generational reassessment of alcohol. Many consumers are choosing cannabis as a healthier, more functional way to unwind, especially those seeking a light buzz without the downsides of alcohol, such as hangovers, dehydration, or long-term liver risks.

The ability to microdose THC through beverages—often at 2 to 5 milligrams per serving—makes it easier for new consumers to experiment and enjoy cannabis without fear of overconsumption. This “drinkable dose” format is reshaping how cannabis is consumed socially, moving it out of dispensaries and into barbecues, beach trips, and dinner parties.

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What’s Next?

While federal law still categorizes THC as a Schedule I substance, hemp-derived cannabinoids—so long as they meet the 0.3% threshold—exist in a regulatory gray area. That uncertainty means future growth may depend on how long the current loophole holds, and whether the next Farm Bill alters hemp policy.

In the meantime, brands are moving fast. With major players like Tilray, Organigram, and Curaleaf entering the market—and traditional retailers offering shelf space—the next wave of cannabis beverages may not come from dispensaries at all, but from mainstream grocery stores, liquor shops, and delivery apps.

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Final Thoughts

The hemp-derived THC beverage market is no longer a niche. It’s a fast-expanding category pulling in capital, talent, and infrastructure from across the cannabis, alcohol, and consumer goods industries. With regulatory uncertainty looming, the current moment represents both a golden window of opportunity and a high-stakes chess match for brands looking to claim their place in the next phase of the cannabinoid economy.

For consumers, the appeal is clear: a way to feel good—socially, physically, and emotionally—without alcohol, pills, or smoke. And for the industry, the challenge is equally clear: to build sustainable, compliant pathways that can weather the coming policy changes while continuing to scale.

One of the most recognizable names in consumer gifting is officially entering the cannabis conversation—but not in the way most people might expect. Edible Brands, the parent company of Edible Arrangements, has announced the launch of a new hemp-derived wellness marketplace, Edibles.com, offering direct-to-consumer delivery of THC-free and low-THC products such as gummies, beverages, and supplements.

The pivot from chocolate-dipped fruit to hemp-based functional edibles may seem like a sharp turn, but for industry watchers, it’s part of a larger trend: mainstream consumer brands finding their entry point into the cannabis ecosystem via federally legal hemp products.

With a focus on health, wellness, and ease of delivery, Edible Brands is attempting to redefine the meaning of “edibles” for a broad audience—and their rollout strategy hints at ambitions far beyond online sales.

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Why Hemp? Why Now?

While the legal cannabis industry continues to grow across the U.S., the hemp-derived cannabinoid market has emerged as a faster-moving, less regulated alternative, particularly in states that have not legalized adult-use cannabis.

Under the 2018 Farm Bill, hemp products containing no more than 0.3% THC by dry weight were removed from the Controlled Substances Act, creating a regulatory gray zone that allowed for the sale of a wide range of cannabinoids—such as CBD, CBG, Delta-8 THC, and Delta-9 THC derived from hemp.

These products have flooded gas stations, wellness stores, and online marketplaces, often with minimal oversight. But amid regulatory ambiguity and growing scrutiny from both federal and state lawmakers, companies with deep logistical infrastructure and brand trust—like Edible Brands—are well-positioned to introduce legitimacy and consumer confidence into a fragmented space.

By emphasizing lab-tested products, consumer safety, and transparent sourcing, Edibles.com aims to bring retail polish and e-commerce sophistication to a category that has struggled with consistency and reputation.

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Strategic Market Entry: Delivery First, Then Retail

The launch of Edibles.com begins with nationwide online delivery, excluding certain restricted states. The service currently ships to Texas, and plans are underway to expand into Florida and Georgia. Though products are not yet available in California—where a recent emergency order banned hemp products containing any amount of THC—the company is signaling interest in adapting to state-by-state regulations.

This approach allows Edibles.com to tap into low-barrier markets first, building brand awareness and user acquisition before venturing into more regulated or saturated territories.

Longer-term, the company has revealed plans for a brick-and-mortar footprint, starting with a flagship location in Atlanta and an eventual franchise-based expansion model. Given Edible Arrangements’ successful track record with franchise operations—boasting hundreds of storefronts globally—this strategy could transform the accessibility of hemp-based wellness products in regions underserved by traditional dispensaries.

Franchising would also enable the company to rapidly scale in states with favorable laws, while sidestepping the licensing hurdles that restrict participation in THC-dominant cannabis markets.

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Curated Partnerships and Lifestyle Branding

Unlike many hemp and CBD websites that offer generic white-labeled products, Edibles.com is opting for a curated marketplace model, including partnerships with known brands like Cann, a leader in the cannabis-infused beverage space.

The inclusion of functional beverages, microdose-friendly gummies, and wellness-focused formulations suggests a clear demographic target: mainstream consumers seeking mood enhancement, relaxation, or sleep support—without the stigma or psychoactivity of traditional cannabis products.

This strategic positioning caters to both cannabis newcomers and seasoned consumers looking for legal, convenient alternatives, especially in restrictive states.

Moreover, it continues a trend where non-cannabis consumer packaged goods (CPG) brands and wellness companies are reframing cannabinoids as health supplements rather than recreational indulgences.

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Navigating a Volatile Regulatory Environment

Despite its advantages, Edible Brands is entering a space that is increasingly under scrutiny. Lawmakers in states like Texas are pushing to limit or ban intoxicating hemp-derived cannabinoids. California has already implemented sweeping restrictions, and Congress is expected to revisit the hemp market’s legal boundaries in the upcoming 2024 Farm Bill update.

Edibles.com’s approach appears to be one of cautious optimism: moving quickly to capture share in permissive states while preparing to adapt to rapid policy shifts. With a robust compliance team, logistics infrastructure, and franchise experience, Edible Brands may be uniquely equipped to scale while maintaining regulatory flexibility—a key differentiator in a market often plagued by enforcement uncertainty.

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Consumer Education Still a Hurdle

While the infrastructure and product selection may be on point, educating consumers remains one of the biggest challenges in the hemp-derived product category. Many buyers remain confused about the differences between CBD, Delta-9, Delta-8, and THC-V, not to mention varying onset times, dosages, and legal implications.

Edibles.com’s success may hinge not just on its ability to deliver high-quality products, but on creating a platform that demystifies cannabinoids for a general audience. This could mean educational blog content, transparent lab reports, accessible dosing guides, and real-time customer support—all designed to build trust and familiarity with products that are often misunderstood.

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The Bigger Picture: Normalizing Cannabis Through Hemp

Edible Brands’ move into hemp marks another step toward normalizing cannabis-derived products in everyday consumer environments. By leveraging its well-known parent brand and expanding through e-commerce and franchising, the company is offering consumers a low-friction, low-risk way to engage with cannabinoids.

This aligns with a larger industry pattern: major food, beverage, and health brands entering cannabis-adjacent sectors through hemp and CBD. With fewer licensing barriers and lower capital requirements than licensed dispensaries or THC cultivation operations, hemp products serve as a natural entry point for companies exploring cannabis exposure without regulatory entanglements.

If successful, Edibles.com could provide a model for future crossover brands, particularly those looking to bridge wellness, retail, and cannabinoid science.

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Final Thoughts

Edible Brands’ expansion into hemp-derived products may have started with an e-commerce platform, but its ambition is clearly much broader. By merging the reach of a nationally recognized brand with the growing demand for functional cannabinoids, the company is positioning itself as a next-generation leader in accessible, consumer-friendly cannabis innovation.

As regulators debate how to define and control the hemp-derived market, companies like Edible Brands are wasting no time planting their flag—one gummy, beverage, and supplement at a time.