While the cannabis beverage sector has exploded with fruit-flavoured seltzers and high-sugar sodas, the wine category has remained conspicuously quiet. The reason, as it turns out, is complexity. Unlike mixing syrup with carbonated water, creating a premium dealcoholised wine that retains its tannic structure and aromatic profile—before even attempting a THC infusion—is a logistical high-wire act. Whirlwined has stepped into this void with a Sauvignon Blanc that prioritises the "ritual" of drinking over quick innovation.

FNBX spoke with the brand to unpack why they chose the hardest path in the industry, how they solved the notorious flavour challenges of cannabis infusion, and the reality of scaling a product across a fragmented regulatory landscape.

We've seen seltzers and gummies fill the shelves overnight, but THC wine seems to be taking its time. Why is this category so much harder to crack than the others?

Wine is fundamentally harder to make and far less forgiving than products like seltzers or gummies. Whirlwined doesn’t even begin its journey until there’s already a finished, high-quality wine in the bottle. That means months (or years) of vineyard work, fermentation, ageing, and quality control before the alcohol is removed and THC ever enters the picture. THC wine demands patience, craftsmanship, and time, which naturally slows the category’s growth.

There's always a debate about who these products are actually for. Are you finding your customers are mostly cannabis users graduating from gummies, or are they traditional wine lovers trying to break up with booze?

We see strong potential from both groups. Traditional wine drinkers are increasingly rethinking their relationship with alcohol as wellness becomes more mainstream. They still want the ritual and social experience of wine without the alcohol. At the same time, cannabis consumers haven’t really had access to a product that delivers cannabis in a true wine format.

Let's talk about the elephant in the room: the taste. Cannabis beverages have a reputation for that 'grassy' or 'weedy' aftertaste. How did you manage to preserve the delicate notes of a Sauvignon Blanc without the hemp overpowering it?

Honestly, for us, it came down to a lot of trial and error. We started with a finished Sauvignon Blanc and tested multiple infusion approaches until we found one that let the wine shine. Packaging and protecting the wine from light, oxygen, and degradation so the flavour stays consistent from when we tested it to our customers' first pour was our top priority. We now have a well-made Sauvignon Blanc with THC that can speak for itself, but there is absolutely no "grassy" aftertaste whatsoever.

Scaling a beverage brand is hard enough, but doing it with THC adds a whole new layer of complexity. What’s the biggest headache you’re dealing with right now when trying to get this across state lines?

The biggest logistical challenge right now is the lack of federal clarity around D9 THC. Because of this, every state operates under its own rules, and those rules can differ dramatically when it comes to production, distribution, labelling, testing, and even what qualifies as a compliant product. It’s a discipline that requires patience and a deep understanding of local regulations.

You've had some early wins in Illinois. What’s next on the horizon for the brand?

The future looks incredibly bright for Whirlwined. Early success in Illinois has proven that the product truly resonates with consumers, showing strong demand and repeat interest right out of the gate. This momentum validates both the concept and the quality behind the brand. As awareness continues to grow, Whirlwined is well-positioned to expand its footprint, build deeper connections with customers, and evolve alongside their preferences. With a product people genuinely want and a market already responding enthusiastically, Whirlwined is set up for sustainable growth and long-term success.