Organigram, one of Canada’s heavyweight cannabis producers, is making its first major splash in the U.S. market by snapping up Hamilton-based THC beverage maker Collective Project. The deal, valued at up to CA$30 million, signals a strategic pivot into a category that’s quietly gaining traction: hemp-derived THC drinks.
The acquisition includes an upfront payment of CA$6.2 million (US$4.3 million), with the potential for earnouts that could push the total transaction into the upper echelons of cannabis-sector valuations in recent years. And that’s not something you hear every day in an industry grappling with debt, regulatory limbo, and cooling investor interest.
The Beverage Bet That’s Drawing Eyes
Let’s not sugarcoat it — cannabis beverages haven’t always lived up to the hype. But there’s a shift happening now, especially south of the border. Hemp-derived THC drinks, which skirt the stricter federal cannabis laws thanks to loopholes in the 2018 Farm Bill, are picking up steam.
Organigram’s deal gives it an instant foothold in the U.S. market via Collective Project, which already has its cans on shelves in 37 states. That includes big names like Florida, Texas, and Ohio — states where traditional cannabis sales are still heavily restricted or in limbo.
For Organigram, this isn’t just an expansion move. It’s a gamble that Americans are finally getting thirsty for weed — just not the kind you smoke.
Why Collective Project Was the Prize
Collective Project started in 2013 under the umbrella of Collective Arts, a company known for fusing craft beverages with visual art. But it’s only recently that the company turned heads in the cannabis world.
Their product line? Sparkling THC-infused juices, teas, and sodas, each wrapped in bold, colorful artwork from global artists. It’s Instagram-friendly. It’s low-dose. And crucially, it’s compliant with U.S. federal law under current interpretations — which, to be honest, is kind of a unicorn in cannabis right now.
Goldenberg’s quote in the deal announcement said a lot without saying too much: “This acquisition represents our first commercial entry into the fast-growing hemp-derived THC beverage market in the U.S.” Fast-growing might be an understatement.
One sentence says a lot.
She also noted the Canadian beverage market is “on the cusp of growth.” While sales are still small up north, the hope is that Canada’s long-dormant beverage segment could finally be waking up — and Organigram wants in before it does.
The Financials: Not Small Change
This isn’t just a dabble — the numbers behind the deal speak volumes. The CA$6.2 million upfront is modest, sure, but the CA$30 million potential makes it one of the richer cannabis M&A deals since the market downturn began.
That downturn, by the way, is no joke. The cannabis industry is facing a looming CA$3 billion debt wall maturing by 2026, which has left many players frozen when it comes to bold moves. So for Organigram to open its wallet now? That’s making a statement.
Here’s how the deal stacks up:
| Detail | Amount |
|---|---|
| Upfront Payment | CA$6.2 million |
| Maximum Earnout (based on revenue) | Up to CA$23.8 million |
| Total Potential Value | CA$30 million |
| Year Collective Project Entered U.S. Market | 2024 |
| U.S. Markets Served | 37 States |
| Canadian Provinces Sold In | 5 |
That table paints a pretty clear picture. This isn’t a startup with a concept. It’s already moving product. And now Organigram owns it.
What This Means for the Industry
Cannabis beverages have always been seen as a “next wave” product — the thing that’ll crack the mainstream once edibles and vapes hit saturation. But up until recently, they’ve struggled with production, taste, dosage consistency, and, frankly, consumer confusion.
Now, things are different.
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THC drinks are showing up in bars and restaurants, especially in wellness-forward cities.
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They’re being marketed like hard seltzers, not weed.
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Retailers are carving out fridge space just for these.
And with hemp-derived THC being legal under federal law (as long as it comes from hemp and stays under 0.3% THC by dry weight), the red tape is significantly lighter — for now.
Of course, regulatory clarity could still mess things up. The FDA hasn’t really decided how it wants to treat these products. The DEA has floated tighter interpretations. But until they crack down, the industry’s going full steam ahead.
Organigram’s Broader Moves
This deal isn’t happening in isolation. Organigram has been maneuvering for a while to pivot out of flower-heavy markets and toward more innovative formats. It’s already got partnerships in Europe, and this marks its first serious entry into U.S. territory — at least commercially.
In recent quarters, Organigram has weathered Canada’s brutal price compression better than some of its rivals. While many licensed producers are cutting back or consolidating, Organigram is spending — not just to survive, but to grow.
And frankly, this beverage play may be the most logical thing it could’ve done.
Bottom Line
Will this work? Honestly, nobody knows yet. But it’s bold.
The U.S. THC beverage space is messy, weirdly regulated, and increasingly crowded. But it’s also growing fast, and the brands that get in early — and stick around — might be sitting on something big.
Collective Project already has the art, the flavors, the shelf space. Now it’s got the backing. And Organigram? It just bet big that the next cannabis boom will come in a can.