Innovation and product diversification was on the mind when it came to Fifty West’s foray into the THC beverage play. Executive Editor Jon Sicotte sat down with the Cincinnati brewery’s Max Fram, who is Vice President of Strategy and Operations, to see why they are delving into this project and how even in just six months since the launch what they have learned about their consumer base and how logistically they are making it a part of their daily operations. Fram breaks down the inspiration behind this product, the growing trend of THC beverages by breweries, and how social drinking is being redefined.
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