THC spirit firm Reframe attracts board of industry veterans
THC drinks company Reframe Beverage has brought together a board of leaders from across the sector. db finds out more.
The new advisory board has been created in an effort to guide the business through its next phase of expansion in a move that gathers a hive mind of experts proficient in brand-building, investment, distribution and mergers and acquisitions.
The board includes: Dan Buttling who has held senior leadership roles at Diageo; investor and operator Joshua Singh; investment firm boss Rachel Citera; drinks consultancy partner Steve Chasen; former Southern Glazer’s veteran Ben Miller and previous sales lead at Moët Hennessy, Diageo, Brown-Forman and Coors Danny Saltzman.
In a further indication of shifting consumer habits, there are now more people who use cannabis than alcohol on a daily basis in the US, according to data.
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The research, published in the journal Addiction, looked at self-reported cannabis use between 1979 and 2022, with 1,641,041 participants across 27 surveys. Changes in policy have resulted in the shift, with the recreational use of the drug legal in 24 states, and medicinal use in 40.
Speaking about the newly assembled board, Reframe CEO Justin Buchanan said: “This group brings experience across some of the most respected companies in beverage alcohol, distribution, consumer investing and brand building.”
Buchanan added: “Their perspective will give us a significant edge as we scale, helping us open the right doors, navigate a fast-evolving category, and execute with the discipline of a much larger beverage company.”
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