In partnership with the Hemp Beverage Alliance, Hemp Beverage Expo (HBE) is the only executive-level trade event focused exclusively on the hemp beverage industry.
HBE is where the industry takes center stage.
HBE is designed to facilitate real transactions and provide critical peer-to-peer learning. It connects hemp beverage brands with the retailers, suppliers, and distributors they need.
HBE brings together the right people in the right place. Every attendee and exhibitor is relevant to the business of hemp beverages.
HBE is presented in partnership with the Hemp Beverage Alliance (HBA), the leading trade association advancing the hemp beverage industry through education, advocacy, and self-regulation.
"To see the amount of participation that showed up here, the different brands, and the attendees. I've seen people who were on LinkedIn that I wasn't able to connect with in person who were actually here. From the standpoint of a brand, we met tons of wholesalers and distributors here. We made some really meaningful connections."
Troy Davis
Market Development Manager, Wyld
"I have been to over eight different expos in the past year, and this is the best expo that I've attended so far. Everybody's very professional, it's so organized and put together, and we're excited to come back next year."
Linsey Beford
Sales, TPFN LLC / Terpfusion / CHEWBIES
"Just overall, great conversations. Simple as that."
Shane Rosas
National Sales Director, Hemplucid
"It was incredibly eye-opening. The energy was fantastic. The connections are valid, real, and important to the healthy and sustainable growth of this new industry."
Shelby Poole
Trade Marketing + Experiential Manager, Ayrloom / Gen V Labs
"Well organized, we had a constant flow of traffic. Relevant people. Distributors and regulators. We met the people we wanted to meet."
John Lynch
CEO, Kush.com
"We are thrilled to be at HBE. This has been nothing but a great opportunity. Lots of leads coming through. Lots of sampling, lots of business."
Jenn Alviani
Owner/Founder, GoddessJuno
Revisit top insights, innovations, and strategies shared by industry leaders.
While policymakers debate the future of hemp, retailers are responding to something more immediate: the consumer.
Across grocery, liquor, convenience, and on-demand platforms, operators are expanding their hemp beverage assortments based on real-time demand signals—not regulatory speculation.
This session explores the data, the decisions, and the conviction behind that strategy. Panelists will share what they’re seeing in-store and online, how they’re managing compliance and risk, and why they believe consumer behavior will ultimately shape the long-term trajectory of the category.
This is a window into how—and why—retail is moving forward.
As policymakers search for a regulatory path forward, many signs point to one outcome: folding hemp beverages into the alcohol industry’s three-tier system. For operators, that means new rules, new partners—and far less flexibility.
So what happens when direct-to-retail goes away? When distribution is no longer optional? When margins tighten and compliance expands?
This session gets real about what a three-tier future means—and what you should be doing now to prepare. From choosing the right distributor relationships to rethinking pricing, packaging, and go-to-market strategy, we’ll explore how to adapt before the shift happens.
Because if this is where the industry is headed, waiting isn’t a strategy.
If no federal regulatory solution emerges, hemp beverages could be forced into existing cannabis regulatory frameworks as a Schedule I or Schedule III substance under the Controlled Substances Act.
What happens next for brands, retailers, distributors, and investors?
Join veteran cannabis beverage operators, legal experts, and market analysts for a candid look at what a regulated future could mean for the category—from licensing and distribution to retail access, compliance, and survival strategies.
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