California Beverage Business Debuts With Hemp-Infused Gin Alternative
To Be Honest Bev Co.’s flagship spirit alternative promises tasting notes similar to those of a London dry gin. (Photo: To Be Honest)
California-based beverage brand To Be Honest Bev Co. has recently introduced its inaugural creation, Focus, a non-alcoholic hemp-infused alternative to gin.
Officially launched by married duo Michelle Houston and Jeremy Fleming in the latter part of 2023, according to New Times, the company aims to provide an elevated drink option for those exploring a more balanced relationship with alcohol.
Having overcome past challenges with alcohol by embracing a sober lifestyle, Houston highlighted the current trend toward non-alcoholic options in the beverage landscape.
“As part of the sober-curious movement, many are seeking alternatives to foster a healthier relationship with alcohol,” Houston explained in the report. “The trend now leans toward sophisticated options that offer a balanced blend of flavor, texture, and an elevated experience.”
“With dry January upon us, it’s a great time to explore these alternatives. Taking a break from alcohol doesn’t mean giving up engagements where you get to enjoy yourself. Whether it’s your end-of-day ritual or a social soirée, opting for a choice like our product Focus enables you to unwind, relax, and enjoy without the need for alcohol.”
Focus, drawing inspiration from botanicals found in traditional London dry gin, offers tasting notes of juniper, florals and tart citrus.
“In your common spirit, the heat profile comes from ethanol produced during the fermentation process,” Fleming shared, per New Times.
“In order to achieve a similar characteristic or experience to drinking an alcoholic beverage, I did add a little bit of black pepper to the mix as well as a significant amount of grapefruit to impart bitterness on the back end.”
Priced at about $45 per bottle, the spirit alternative is now available both online and at select local restaurants.
In New Times’ report, Houston emphasized that Focus is THC-free, ensuring consumers won’t experience a “high.” However, the CBD component may induce subtle side effects, and moderation is still advised. According to the company’s website, CBD is associated with benefits such as relaxation, stress relief, improved sleep quality, natural anti-inflammatory properties and enhanced ease of movement.
Looking ahead, the company plans to expand its offerings with a bourbon-inspired product as well as form a one percent giveback initiative for mental health causes.
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