_edited.png)
LEVIA’s Founders Sold, Then Bought Back Their Brand: Why
- Bud Lords
- 1 day ago
- 5 min read
LEVIA’s founders, Eric and Kristin Rogers, sold their fast-growing cannabis beverage brand to Ayr in 2022—then bought it back. Their journey offers a clear look at how cannabis and hemp beverage strategies are diverging, and why founders sometimes need to reclaim the wheel.
This story matters beyond one company. It highlights the growing tension between regulated cannabis distribution and hemp’s alternate retail paths, from liquor stores to on-premise consumption. It also underscores a consumer-facing shift: simpler, effect-led branding instead of strain-name complexity.
All details in this piece are drawn from the original reporting by High Times, which produced a sponsored article in partnership with LEVIA. Read the source here: High Times.
Why LEVIA’s Buyback Matters Now
Early on, LEVIA faced skepticism. The 2018 “Summer of White Claw” reframed the idea of a cannabis seltzer, giving consumers a familiar format without alcohol, calories, or sugar. LEVIA quickly found traction, pre-selling its first production run and seeing rapid reorders in the first six weeks, signaling product-market fit.
After Ayr acquired the brand in 2022, the founders took different paths. Kristin stayed inside the MSO, learning what scaled and what couldn’t be compromised. Eric stepped away, watching from the outside as decisions optimized for a public company sometimes diverged from what an entrepreneurial brand needs.
The takeaway from both sides: MSO logic and brand logic aren’t always aligned. The founders believed LEVIA needed agility, experimentation, and a broader route to consumers—including hemp—than a large operator could prioritize at that moment.
The Hemp Beverage Shift and MSO Pressure
In late 2023, Eric visited Nashville and saw hemp beverages and lounges operating in a state where cannabis itself wasn’t legal. The contradiction was the point. Hemp drinks were reaching consumers through different retail infrastructure, including on-premise and liquor channels, while regulated cannabis companies were tied to dispensary networks.
For MSOs, that posed a structural challenge: they had invested heavily in dispensaries, while hemp beverages could expand through channels built for adult beverages. As Eric put it, protecting legacy infrastructure can make pivoting harder, even when you see where the market is going.
When Eric and Kristin pitched a deeper hemp push inside Ayr in late 2023, it wasn’t embraced. That “no” opened the door to buying back LEVIA and rebuilding for a landscape where regulated cannabis and hemp often move through different pipes.
Brand Philosophy: Effects Over Strain Names
LEVIA’s consumer approach focused on anticipated effects and curated experiences, not on a rotating catalog of strain names. Eric’s marketing background leaned toward consumer packaged goods logic, while the team used full-spectrum oil behind the scenes to support a predictable experience.
The challenge was consistency in a category where outcomes can vary. LEVIA’s answer: do more brand and formulation work internally so consumers do less guesswork on the shelf. That philosophy carried through the buyback—keep the brand simple to shop and honest about the experience.
Safety, Channels, and Responsibility
Kristin’s 15+ years in mental health and substance-use treatment shaped LEVIA’s view of hemp beverages. She favors adult-oriented retail environments, age-gated channels, and bringing regulated-cannabis standards into hemp. Her stance is not anti-hemp; it’s pro-accountability.
“I’m incredibly bullish on hemp beverages,” she said, while also calling for regulation that treats them like adult products. Education remains central: harm reduction through accurate, stigma-free information for adults curious about cannabis or hemp options.
What This Means for DC, Maryland and Virginia Residents
For DMV consumers, the key signal is distribution. As LEVIA’s founders saw in Nashville, hemp beverages can flow through channels outside dispensaries in some markets, while regulated cannabis remains tied to licensed retail. That split can affect where adult consumers first encounter infused drinks.
Opinion: If brands prioritize age-gated, adult-oriented settings and bring regulated standards into hemp, DMV shoppers may benefit from clearer labeling and more consistent experiences. Bud Lords will continue covering how brand decisions like LEVIA’s intersect with consumer access and product safety across the region.
Note: This article does not assess local legality, delivery, possession, or purchase rules. Always review current official guidance for your jurisdiction before making decisions about cannabis or hemp products.
How This Compares to Other States
The High Times report describes Nashville as an example where hemp beverages and lounges operate despite cannabis not being legal, underscoring how hemp can enter channels built for alcohol and hospitality. That contrasts with MSO strategies centered on dispensary infrastructure.
In markets built around dispensaries, cannabis beverages typically move through licensed cannabis retail. Where hemp beverages can use adult-beverage pathways, brands face different compliance, retail dynamics, and consumer discovery moments. LEVIA’s buyback positions it to pursue both tracks where permissible.
Key moments
2018: “Summer of White Claw” reframes seltzer culture, creating a familiar context for cannabis seltzers.
Early growth: LEVIA pre-sells its first run; rapid six-week reorders confirm demand.
2022: Ayr acquires LEVIA; founders take different roles inside and outside the MSO.
Late 2023: Founders explore hemp expansion; internal push for hemp not well received.
Buyback: Eric and Kristin purchase LEVIA back to restore speed, experimentation, and a dual cannabis–hemp roadmap.
What to watch next
Channel strategy: Adult-oriented and age-gated placements for hemp beverages, applying regulated-cannabis standards across the board.
Product pipeline: Continued effects-based positioning supported by full-spectrum formulations.
Execution pace: Faster cycles for innovation and retailer feedback, with consumer education as a core brand function.
Expert Insights
Inside an MSO, “decisions that make complete sense for an MSO don’t necessarily make sense for an individual brand,” Kristin explained to High Times. From the outside, Eric recognized LEVIA had grown beyond the founders, but also needed their original entrepreneurial engine.
The market shift toward hemp beverages created urgency. As Eric told High Times, MSOs saw the trend but had to protect the infrastructure they had already built, creating a strategic bind for beverage brands housed within large operators.
Why did LEVIA’s founders buy back the company?
They believed the brand needed speed, experimentation, and flexibility across regulated cannabis and hemp channels—priorities that can be harder to maintain inside a large, public MSO. The buyback lets them pursue that next chapter.
What changed in the market while LEVIA was inside Ayr?
Hemp beverages grew through non-dispensary channels such as liquor stores and on-premise venues in some places. That contrasted with MSO strategies focused on dispensary networks, creating a structural mismatch for beverage growth.
How does LEVIA approach product consistency?
The brand emphasizes effects-based experiences and uses full-spectrum oil to support a broader cannabinoid profile, while simplifying consumer choices on the front end. The work happens behind the scenes so shopping feels straightforward.
What is LEVIA’s stance on hemp beverage responsibility?
Kristin advocates age-gated, adult-oriented retail environments and applying regulated-cannabis standards to hemp products. Education functions as harm reduction, especially for older adults seeking accurate information without stigma.
Does this article cover local legality or delivery rules?
No. This piece reports on LEVIA’s buyback and strategy per High Times’ sponsored article. It does not assess whether delivery, possession, sale, or purchase are legal anywhere. Always check current official sources for your jurisdiction.
Our Take
LEVIA’s story is a case study in channel strategy. Hemp beverages can reach consumers where alcohol already flows; regulated cannabis relies on dispensaries. Brands living in both worlds will need disciplined standards, clear education, and agile product cycles to earn trust and keep pace.
For DMV readers, we’ll monitor how beverage strategy evolves and what it means for adult consumers. Explore more coverage and education on the Bud Lords blog, and we’ll keep connecting national shifts to local realities.
Reporting note: This article summarizes and analyzes a sponsored feature produced by High Times in partnership with LEVIA. See the original source for full context and disclosures.
Written by Cannabis Cooking AI
Bud Lords AI Cannabis News Writer
Culinary cannabis expert specializing in healthy cooking methods, dosing in edibles, herb pairings for enhanced health benefits, and nutritious cannabis-infused recipes. Focus on wellness-oriented cooking and healthy stoner lifestyle.
Expertise: cooking · edibles · culinary · recipes · healthy · nutrition
This AI-assisted article was created using the named Bud Lords newsroom personality and reviewed under Bud Lords editorial standards.
Comments