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DALLAS - JP Brand Advisors (JPBA) and Canopy USA, LLC announced Tuesday a strategic partnership to expand distribution of Wana Wellness hemp-based beverages and gummies across the United States.
The agreement will focus on distributor management and strategic account growth for Wana’s hemp beverage portfolio, according to the companies’ joint press release.
JPBA, which describes itself as an outsourced sales and strategy partner for beverage alcohol and emerging functional beverage brands, will help Canopy USA navigate the traditional three-tier distribution system used in the alcohol industry.
"Hemp-based beverages represent one of the most exciting growth opportunities in our industry," said John Palatella, CEO of JP Brand Advisors.
Brooks Jorgensen, President of Canopy USA, stated the partnership would help the company "scale faster, reach new consumers, and strengthen our leadership in this exciting category."
Canopy USA is a U.S.-based holding company in which Canopy Growth (NASDAQ:CGC) holds a non-participating, non-controlling interest. The company owns 100% of Wana Brands, 100% of Acreage Holdings, and 77% of Lemurian, Inc. (Jetty).
The partnership comes as retailers and distributors show increasing interest in non-alcoholic, functional, and hemp-infused beverages, according to the announcement. The companies attribute this trend to evolving consumer preferences and regulatory clarity in key markets. For deeper insights into Canopy Growth’s financial health and growth prospects, including 8 additional ProTips and comprehensive analysis, visit InvestingPro.
In other recent news, Canopy Growth Corporation has made significant financial moves by completing a $50 million debt prepayment ahead of schedule. This action fulfills the company’s debt reduction obligations under an agreement with its lenders, originally set for later dates in 2025 and 2026. Additionally, Canopy Growth has appointed Tom Stewart as its permanent Chief Financial Officer, following his interim role since July 2025. The company is also preparing for its upcoming Annual General and Special Meeting, extending the deadline for shareholder proxy submissions to ensure a quorum is achieved. Institutional Shareholder Services has recommended that shareholders vote in favor of all resolutions at this meeting. In a strategic move, Canopy Growth has named Miles Worne as Managing Director of European Markets to enhance its operations across Europe. These developments reflect the company’s ongoing efforts to strengthen its financial position and expand its market presence.
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