Hectare’s Named Official Non-Alcoholic THC Beverage Partner of the Kentucky Derby Festival
Hectare’s, a Louisville-based leader in the hemp-based THC beverage industry, has been named the official Non-Alcoholic THC Beverage Partner of the Kentucky Derby Festival—the first time the festival has offered a partnership in this category.
Hectare’s low-dosage, non-alcoholic THC-infused sodas, available in Stone Fruit, Dragonfruit, and Watermelon Cucumber Mint flavors, will be featured at several key festival events, including the Fillies Derby Ball, Thunder Over Louisville, WineFest, and the Fest-A-Ville on the Waterfront. As more consumers seek alcohol alternatives or new social experiences, Hectare’s continues to gain popularity across major events.
Hectare’s Set to Make a Splash at SXSW with Exclusive Activation
In addition to its presence at the Kentucky Derby Festival, Hectare’s is making waves on the national stage with a major activation at South by SouthWest (SXSW) in Austin, Texas. SXSW, known for its mix of film, technology, music, and networking, is one of the most influential global events, drawing industry leaders, celebrities, and groundbreaking innovations.
Hectare’s will be hosting the Hectare’s Day Party at Hotel Vegas on Saturday, March 15, introducing attendees to its premium line of THC-infused beverages. With increased interest in cannabis-based products at mainstream events, this activation marks a significant milestone for the brand in expanding its consumer reach.
Educating the "Canna-Curious" Consumer
As the hemp-based THC industry grows at a rapid pace, Hectare’s remains committed to responsible consumer education. Currently available in 21 states through major retailers like Total Wine & Spirits, GoPuff, and Liquor Barn, Hectare’s is also seeing an increase in on-premise consumption at bars and restaurants.
"While the growth in adoption and enjoyment of our low-dosage cannabis beverages is incredibly exciting, we feel compelled to responsibly educate our 'Canna-curious'consumers on what to expect," said Nick Phillips, COO of Hectare’s.
To support this mission, Hectare’s partnered with Louisville-based Hatfield Media to create an engaging, informative video series. Inspired by viral education campaigns from brands like Dollar Shave Club and Old Spice, these videos provide insights into Hectare’s ingredients, expected effects, and legal considerations. (web address here if video link not showing: https://www.youtube.com/@HectaresCanna)
"We want consumers to enjoy our great-tasting products but also do so responsibly," said Jason Wade, Vice President of Strategic Operations & Development at Neace Ventures, which has invested in Hectare's. "This category is still evolving, and the guardrails are being drawn up. We saw this as a fun way to do the right thing."
With national activations, festival partnerships, and a growing retail presence, Hectare’s is establishing itself as a leading brand in the rapidly expanding THC beverage space. As the industry evolves, Hectare’s continues to push the conversation forward—one sip at a time.
