How This CBD Beverage Brand Founder Crafted His Own Category-disrupting Playbook

A born creative, Benjamin Witte first started his career in Silicon Valley on early-stage tech before realizing that his talents were better suited for entrepreneurship. After joining up with two friends as partners on a creative brand studio and experimenting with CBD oil, Benjamin decided it was time to reinvent the beverage category and write his own playbook. From product personalities to experimenting with a new line of streetwear, Benjamin shares an inside look at how the brand is thinking creatively and challenging industry norms. He also shares how the company is thinking about incremental revenue streams, omnichannel distribution, and the type of talent needed to continue the brand’s growth.

@heidefaith heide.palermo@adweek.com Heide is the senior director of brand community at Adweek and Editor of the Inside the Brand series, including the CMO Moves and Gen ZEOs podcasts, Innovators, Challengers, and Women Trailblazers. She also leads Adweek's Innovators Council.
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