DEALS Ep.22-Flowerboy

A chat with Kyle Cooke, Founder & CEO

Catch the interview on Youtube or Spotify. Subscribe to DEALS here.

What Stands Out

A nostalgic approach to the cannabis beverage category…

Flowerboy makes THC-infused social sodas with throwback flavors designed for modern consumers.

Each soda is infused with 5mg of hemp-derived Delta-9 THC plus a blend of adaptogens and nootropics for a balanced cannabis experience.

Reality TV-star and 2x beverage entrepreneur Kyle Cooke leads the brand, bringing a built-in audience, national visibility, and a proven distribution playbook to the table.

“You drink a Flowerboy and you’re not on the couch zonked out—you’re in the mix, you’re sharp, you’re chatty. It’s a different type of THC experience, and I think it’s what the broader market actually wants.” - Kyle

The Market: Hemp-Derived THC Bevs

Relative to the US alcohol market ($250b), hemp-derived THC beverages are a blip on the radar ($382m), but that’s changing quickly.

The category is projected to 10x to $4.1b over the next four years, fueled by a consumer shift towards buzz-without-booze alternatives.

The regulatory backdrop remains complex.

Federal and state laws still contradict one another, and regulations in states like California and Texas reflect the ongoing tension between consumer demand and legislative control.

But brands willing to navigate the market friction could be in line for outsized returns…

Flowerboy product lineup. Classic Cola, Grape, and Orange.

The Flowerboy Approach

Flowerboy launched in December 2024 with three SKUs:

🥤 Classic Cola
🍇 Grape Soda
🍊 Orange Soda

Each with 5g of sugar or less, Flowerboy drinks like a full-flavored soda but functions like a modern alcohol alternative. Ideal for social settings like concerts, parties, and nights out.

Nootropics = Lion’s mane, B12, caffeine
Adaptogens = Cordyceps, L-theanine, ginseng

All to deliver a calming, energetic consumption experience.

And thanks to Loverboy’s established wholesale and retail infrastructure, Flowerboy is well-positioned to scale distribution quickly and efficiently.

“We’re now talking to our top wholesalers and retail partners from Loverboy to bring in Flowerboy, which has always been the game plan. DTC was just our launchpad. But 98% of adult beverages are still bought at retail.” - Kyle

Flowerboy will also benefit from Kyle’s media presence (including Bravo’s Summer House) to drive top-of-funnel awareness and build cultural momentum around the brand.

Future Vision

While Flowerboy is new to the THC beverage market, it’s not here for a quick hit.

The vision is to build an enduring, category-defining brand:

“There’s a huge opportunity to build the go-to social THC brand, something that feels familiar, fun, and functional. It’s not just for stoners. It’s for anyone who wants to feel good without going overboard.” - Kyle

Flowerboy is betting that the next generation of social drinking will shift meaningfully away from alcohol toward functional, feel-good alternatives.

It’s a bold wager, but one that could spark some seriously high rewards.