JP Brand Advisors and Canopy USA Form Strategic Partnership to Expand Hemp Beverage Distribution

Executive Summary

• JP Brand Advisors (JPBA) and Canopy USA announced a strategic partnership to expand the U.S. distribution of Wana Wellness’s hemp‑based beverages and gummies.
• The collaboration will combine JPBA’s sales‑force expertise in beverage alcohol with Canopy USA’s cannabis market reach to drive distributor management and strategic account growth for the hemp beverage portfolio.
• Both companies view the partnership as a catalyst to accelerate scaling, broaden consumer access, and strengthen leadership in the emerging hemp‑functional beverage category.

Key Details

• Parties Involved: JP Brand Advisors (“JPBA”) – outsourced sales and strategy partner for beverage alcohol; Canopy USA, LLC (“Canopy USA”) – holding company with interests in cannabis brands including Wana Wellness.
• Scope of Partnership: Joint effort to manage distributors and grow strategic accounts for Wana’s hemp‑based beverages and gummies across the United States.
• Strategic Rationale: Leverages JPBA’s expertise in the three‑tier beverage distribution system and Canopy USA’s established cannabis market relationships to meet rising consumer demand for non‑alcoholic, functional, hemp‑infused drinks.
• Quotes:
• John Palatella, CEO of JP Brand Advisors – “Hemp‑based beverages represent one of the most exciting growth opportunities in our industry…”.
• Brooks Jorgensen, President of Canopy USA – “Together with JPBA, we’ll be able to expand national relationships and execution capabilities…”.
• Potential Impact: Expected to accelerate market penetration for Wana’s hemp beverage line, increase sales volume, and enhance brand visibility in a fast‑growing functional beverage segment.

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
• “Working with JP Brand Advisors provides Canopy USA with an experienced and trusted partner who understands both the traditional three‑tier system and the unique dynamics of emerging hemp beverages.” – Brooks Jorgensen, President, Canopy USA