Canopy Growth's Canopy USA, JP Brands enter partnership

Executive Summary

• JP Brand Advisors and Canopy USA have entered a strategic partnership to expand distribution of Wana Wellness’s hemp‑based beverages and gummies across the United States.
• The collaboration will combine JPBA’s sales‑and‑distribution expertise in beverage alcohol with Canopy USA’s cannabis market positioning to accelerate national rollout of the hemp functional‑beverage portfolio.
• Both companies highlighted the growing consumer demand for wellness‑focused, non‑alcoholic hemp beverages and expect the partnership to drive faster scale and broader retail penetration.

Key Details

• Parties Involved: JP Brand Advisors (JPBA), a sales and strategy partner for beverage alcohol brands; Canopy USA LLC, a U.S. cannabis‑market holding company with a non‑controlling interest held by Canopy Growth Corp.; Wana Wellness LLC, the producer of the hemp‑based beverages and gummies.
• Scope of Partnership: Joint effort to manage distributors and grow strategic accounts for Wana’s hemp beverage portfolio nationwide.
• Strategic Rationale: Leverages JPBA’s expertise in the traditional three‑tier alcohol distribution system and Canopy USA’s deep knowledge of emerging hemp beverage dynamics to meet rising retailer/distributor interest.
• Market Context: U.S. retailers and distributors are showing increased appetite for non‑alcoholic, functional, and hemp‑infused beverages driven by evolving consumer preferences and clearer regulatory environments.
• Executive Comments:
• John Palatella (CEO, JP Brand Advisors) emphasized the partnership’s role in bringing “Wana’s innovative hemp portfolio” to more consumers.
• Brooks Jorgensen (President, Canopy USA) highlighted the combined capabilities to “expand national relationships and execution capabilities.”

Notable Quotes

• “We’re thrilled to partner with Canopy USA to help bring Wana’s innovative hemp portfolio to more consumers and retail partners across the country,” – John Palatella, CEO, JP Brand Advisors.
• “Together with JPBA, we’ll be able to expand national relationships and execution capabilities — helping us scale faster, reach new consumers and strengthen our leadership in this exciting category,” – Brooks Jorgensen, President, Canopy USA.