Our Crooked Journey: Pioneering the THC Beverage Revolution

The world of cannabis beverages is evolving rapidly, and Crooked is at the forefront of this movement. From its inception, Crooked set out to redefine how consumers enjoy THC—offering a high-quality, natural alternative to alcohol that fits seamlessly into social settings. As the industry continues to grow, we sat down with Crooked’s leadership team, including Ryan Winkler and Dave Ladner, to discuss their journey, the challenges they’ve faced, and what the future holds.

The Birth of Crooked: A Vision for the Future

Crooked was founded with a simple yet ambitious mission: to create a premium THC beverage that could cater to mainstream consumers looking for an alternative to alcohol. The team recognized that, when consumed responsibly, THC could be a healthier and more enjoyable option for adults.

“Crooked’s mission from the beginning was to provide a high-quality THC beverage for mainstream consumers looking for alternatives to alcohol,” explains Ryan Winkler. “We believe that THC consumed responsibly and socially is a healthy option for adults. That’s why we have dedicated ourselves to the best-quality, all-natural ingredients and outstanding flavors.”

Dave Ladner adds, “With an eye to the future, our team saw alcohol consumption declining while non-alcoholic beverages were on the rise. We also anticipated that cannabis legalization was inevitable, so we built a team with the right legislative, startup, and management experience to capitalize on this growing market.”

Overcoming the Challenges of a New Industry

Entering the Delta 9 beverage space presented a unique set of challenges. While Crooked’s team had strong business acumen, they weren’t seasoned beverage industry veterans. But that turned out to be both a challenge and an advantage.

“Crooked has a talented team of business professionals, but we did not start with beverage experience,” says Ryan. “From the beginning, we had a ‘fail fast’ strategy, so we entered the Minnesota market quickly, learned as much as we could about the beverage industry, how to position THC brands, and discovered what we did not know. These lessons have set us up well as we have expanded across the country.”

Of course, like any startup, managing cash flow has been a hurdle. “Cash is king, and managing its unpredictable nature is always a challenge,” Dave Ladner notes. “But by being good stewards of our resources, keeping operating costs low, and leveraging supplier relationships, we’re successfully building the Crooked brand while expanding geographically.”

The Evolving Landscape of Cannabis Beverages

Since Crooked’s launch, the cannabis beverage industry has seen rapid evolution. More states are adopting regulations similar to Minnesota’s, leading alcohol distributors and retailers to embrace the category.

“The biggest change has been more states adopting regulations similar to Minnesota’s,” Ryan explains. “This means more and more alcohol distribution companies and retailers are willing to enter the THC beverage market, and our business has expanded.”

With growth comes competition, and Dave Ladner predicts a natural selection process for the industry. “An extremely hot market attracts more players, which often leads to price wars. We’ve always focused on reducing costs without sacrificing quality or flavor. Ultimately, the brands that offer premium-tasting, affordably priced products with a sound business model will be the ones that survive.”

Navigating Regulatory Challenges

Regulations have been one of the most unpredictable aspects of Crooked’s journey. Each state has its own labeling and testing requirements, adding complexity to scaling operations.

“The disadvantage of state regulations is the variety of warning label requirements,” says Ryan. “Even though the requirements are similar in each state, some states have very particular details that must be included, even though the substance is the same.”

A prime example of regulatory uncertainty was California’s emergency order temporarily banning hemp-derived products. “While regulators aimed to curb high-potency products being sold unregulated, the unintended consequence was harming compliant businesses that were operating within legal frameworks,” Ryan recalls.

“The biggest challenge is the unknown,” Dave Ladner adds. “Political factions in some states want to roll back cannabis legalization, even as the market proves its success.”

Changing Consumer Perceptions

Consumer awareness of THC beverages varies by state, but the trend is clear: acceptance is growing.

“Like any new product category, word spreads quickly among a niche audience, then filters out more slowly to a general market,” Ryan explains. “We are seeing awareness spread consistently, however, and expect growth to remain strong.”

“When high-profile liquor and beer retailers attribute up to 20% of their revenue to THC beverage sales, it’s a sign that positive perception is on the rise,” Dave Ladner points out. “THC beverages have removed much of the stigma surrounding cannabis use, making it more socially acceptable.”

The Moment We Knew Crooked Was Big

For Crooked’s founders, the industry’s potential was clear from day one. “It happened before Crooked was even born—when the laws changed in Minnesota and consumers started lining up around the block on the first day in order to buy low-dose hemp beverages,” Ryan recalls. “When I saw that, I knew this category was going to explode.”

Dave Ladner had a similar realization: “Seeing consumers of all ages—people in their 20s, 30s, 40s, even their 70s and 80s—embracing THC beverages, I knew we were onto something. And when soccer moms started openly purchasing them without hesitation, it was clear this market had real staying power.”

Advice for Industry Newcomers

For those looking to break into the THC beverage space, the advice is clear: be prepared.

“Build a sustainable business that is flexible enough to evolve with changing consumer and regulatory environments,” Ryan advises. “This business is easy to enter, but it’s a competitive market that will take time to mature.”

Dave Ladner sums it up with a simple analogy: “Come on in, the water’s nice—but you better know how to swim. That means understanding the fundamentals of a startup: build a solid company, with solid processes, a well-thought-out financial model, smart people, and effective cash management. Simple, right?”

What Sets Crooked Apart

In a crowded and still-evolving industry, Crooked remains committed to quality.

“We are sticking with real fruit, quality flavors, and a commitment to a predictable effect from our THC emulsion,” Ryan states. “Fruit, flavor, effect. We are confident that a sustainable business offering a quality product with quality distribution and retail partners will be a winner in this exploding category.”

Dave Ladner agrees: “Quality, flavor, and a strong management team will decide the winners in this space.”

Unexpected Lessons from the Journey

One of the biggest surprises has been the spirit of collaboration within the industry.

“Competitors in a new category can cooperate to promote the good of the whole,” Ryan observes. “We have worked with a lot of brands, and good people who produce good products can work together to expand the category and generate a lot of growth and excitement.”

Dave Ladner puts it best: “Coopetition is rampant. Most brands believe that a rising tide lifts all boats. Sell your brand without selling against the competition.”

The Future of Crooked

As Crooked continues its expansion, the brand remains focused on delivering a premium experience to consumers. With a commitment to quality, smart business strategies, and a forward-thinking approach to the evolving cannabis industry, Crooked is well-positioned to be a leader in this rapidly growing market.

One thing is clear: the future of THC beverages is bright, and Crooked is here to stay.