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When Friendly City Co-Op decided to expand their craft beverage lineup in downtown Harrisonburg, they turned to Pure Shenandoah — Virginia’s seed-to-sip hemp manufacturer — to bring something new to their customers: Buzzin’ THC seltzers.
What began as a conversation about supporting local producers turned into a powerful case study in how hemp-derived beverage partnerships can drive retail growth and community excitement — all while staying compliant under VDACS hemp regulations.
Retailers across Virginia have noticed a clear shift: consumers are looking for low-dose, functional alternatives to alcohol that still provide a social experience.
According to MJBizDaily, hemp-derived beverages are now one of the fastest-growing sectors in cannabis retail, driven by changing regulations and consumer demand for wellness-oriented options.
For Friendly City Co-Op, this meant introducing a product that balanced approachability with quality — one that appealed to both wellness enthusiasts and the growing number of sober-curious shoppers in Harrisonburg.
By partnering with Pure Shenandoah, Friendly City Co-Op gained access to Virginia’s first fully traceable, hemp-derived THC beverage line, crafted from locally grown hemp and infused using Pure Shenandoah’s dispersible cannabinoid technology.
That technology allows breweries, co-ops, and beverage companies to seamlessly integrate cannabinoids into their own products — the same method used to produce Buzzin’s signature smooth, balanced effects.
Today, both Buzzin’ Berry and Buzzin’ Breeze are available at Friendly City Co-Op, giving Harrisonburg a compliant, locally sourced hemp beverage option.
Since introducing Buzzin’, Friendly City Co-Op has seen an increase in engagement around its craft and local beverage section. The partnership demonstrates how retailers can add a new product category without sacrificing quality, compliance, or community values.
As Hemp Industry Daily notes, locally sourced cannabinoid products are driving the next wave of sustainable growth in the beverage sector — and Friendly City is now a prime example of that trend in action.
Pure Shenandoah offers wholesale THC beverage partnerships, private labeling, and dispersible cannabinoid supply for breweries, beverage startups, and local retailers across the East Coast.
If your business is ready to explore THC-infused beverages, visit our Wholesale Page to start your application, or Contact Us to learn how we can collaborate on custom formulations or white-label projects.
From seed to sip, Pure Shenandoah delivers the cannabinoids that power Virginia’s next wave of hemp beverage innovation.
All Pure Shenandoah beverages and wholesale cannabinoid ingredients are federally compliant under the 2018 Farm Bill and tested by independent, third-party labs. You can view full Certificates of Analysis (COAs) to ensure full traceability for every partnership.
