Building a Premium THC Beverage Brand in a Crowded Market with Fable Libations

In this episode of the Free Spirits Podcast, we’re joined by Ben Kennedy, CEO and co-founder of Fable Libations, one of the most distinct and disciplined brands in the modern beverage industry. Known for its award-winning botanical THC cocktails, Fable has carved out a space in the crowded world of functional beverages by refusing to follow trends—and instead setting its own.

Ben shares the behind-the-scenes journey of creating a premium adult beverage that mirrors the complexity of a craft cocktail, with zero compromises on flavor, formulation, or ingredients. We unpack the challenges of launching a beverage that doesn’t fit neatly into the typical categories of seltzer or mocktail, and discuss what it really takes to scale in a heavily regulated and increasingly saturated beverage business.

You’ll learn:

Why functional beverage brands need a clear POV to avoid getting lost in a sea of sameness

How Fable approached R&D, pricing, and shelf strategy with a long-term vision

What it means to design a product for health-conscious professionals—not traditional cannabis users

How retail education, in-market reps, and custom merchandising help build pull, not just push

The key differences between building for hype vs. building for staying power in beverage culture

We also explore what’s next for Fable—from improving DTC repeat rates to planning for mainstream distribution and potential acquisition. If you’re curious about the future of functional beverages, the evolution of adult beverage habits, or the intersection of cannabis and premium product development, this is a conversation you won’t want to miss.