Strategic Partnership Between JP Brand Advisors and Canopy USA to Enhance Hemp Beverage Distribution

Strategic Partnership in the Hemp Beverage Market

Dallas, October 7, 2025 – A significant collaboration has entered the beverage market as JP Brand Advisors (JPBA) and Canopy USA, LLC unveil their new strategic partnership. This union aims to broaden the distribution channels for Wana Wellness, LLC’s hemp-centric beverages and gummies throughout the United States.

JP Brand Advisors has established itself as a leading outsourced sales and strategy partner, particularly for alcohol and innovative beverage brands. This new venture underscores their commitment to hemp-based functional beverages, a sector witnessing an upsurge in consumer interest driven by a growing desire for wellness-focused products.

John Palatella, CEO of JP Brand Advisors, expressed enthusiasm about the partnership stating, "We’re thrilled to partner with Canopy USA to help bring Wana’s innovative hemp portfolio to more consumers across the country. Hemp-based beverages represent one of the most exciting growth opportunities in our industry, and our agreement with Canopy USA reinforces our commitment to shaping the future of beverage alcohol through emerging categories."

As both companies join forces, they will leverage their strengths to enhance distributor management and foster strategic growth for Wana’s hemp beverage line. This cooperative approach is seen as pivotal to advancing their goals and amplifying market presence in the competitive beverage landscape.

Brooks Jorgensen, President of Canopy USA, recognized the value of this partnership, noting, "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. Together, we will expand national relationships and execution capabilities, helping us scale faster and strengthen our leadership in this exciting category."

This strategic alliance comes against a backdrop of increasing interest from U.S. retailers and distributors in non-alcoholic, functional, and hemp-infused beverages. Factors driving this trend include evolving consumer preferences and clearer regulations in key markets, which present fertile ground for growth.

About the Companies

JP Brand Advisors

JP Brand Advisors operates as a national broker and outsourced sales force for wine, spirits, and functional beverage brands. Their role is to amplify their clients’ market presence by providing extensive coverage, distributor management, and access to national accounts, significantly accelerating brand growth without the associated costs of in-house sales teams. For more information about their services, visit www.jpbrandadvisors.com.

Canopy USA, LLC

Canopy USA, which holds a non-participating interest from Canopy Growth (NASDAQ: CGC) (TSX: WEED), is adeptly positioned in rising segments of the U.S. cannabis market. It fully owns Wana Brands, a leading player in the North American edibles sector. Also under its portfolio are Acreage Holdings and a majority interest in Jetty, a California-based producer noted for its cannabis extracts and innovation in vaping technology.

The implications of this partnership extend beyond mere product distribution; they signal a noteworthy shift in consumer behavior towards health-focused options, paving the way for a redefined beverage landscape that harmonizes traditional and emerging categories. The future appears bright as JP Brand Advisors and Canopy USA embark on this promising journey together.