JP Brand Advisors, Canopy USA Form Strategic Partnership to Expand Hemp Beverage Distribution

[PRESS RELEASE] – DALLAS, Oct. 7, 2025 – JP Brand Advisors (JPBA), the leading outsourced sales and strategy partner for beverage alcohol and emerging functional beverage brands, and Canopy USA LLC, a brand-driven organization strategically positioned across the U.S. cannabis market, announced a strategic partnership to expand the distribution of Wana Wellness LLC‘s hemp-based beverages and gummies in the United States. 

The partnership underscores JPBA’s expanding focus on hemp-based functional beverages, a category generating significant attention across the beverage alcohol industry as consumer demand for wellness-driven innovation accelerates.

“We’re thrilled to partner with Canopy USA to help bring Wana’s innovative hemp portfolio to more consumers and retail partners across the country,” JP Brand Advisors CEO John Palatella said. “Hemp-based beverages represent one of the most exciting growth opportunities in our industry, and our agreement with Canopy USA reinforces our commitment to shaping the future of beverage alcohol through emerging categories.”

As part of the partnership, JPBA and Canopy USA will work together to drive distributor management and strategic account growth for Wana’s hemp beverage portfolio.

“Working with JP Brand Advisors provides Canopy USA with an experienced and trusted partner who understands both the traditional three-tier system and the unique dynamics of emerging hemp beverages,” Canopy USA President Brooks Jorgensen said. “Together with JPBA, we’ll be able to expand national relationships and execution capabilities – helping us scale faster, reach new consumers, and strengthen our leadership in this exciting category.”

This strategic partnership comes as U.S. retailers and distributors show rising interest in non-alcoholic, functional, and hemp-infused beverages, driven by evolving consumer preferences and regulatory clarity in key markets.