Evolving Cantrip: Writing Our Next Chapter Together

By Jennifer Contraveos, Vice President of Marketing at Cantrip

If you’ve been a fan of Cantrip, you already know: this company has always been about making things simple and inviting. It’s what drew me in when I first joined the team, in fact. In a space that can often feel misunderstood—and, quite frankly, a little scary for some—we’ve always believed in lowering the barrier to entry. How? By giving people a way to experience THC in a form that’s both easy and familiar: a drink.

Now, as we evolve our drinks line-up, I want to pull back the curtain and share why we’re innovating, why this moment matters, and where we’re headed next—together.

I also want to share the ways I’m experimenting with Elixir, so you feel supported as we make this exciting shift.

Creating an experience that’s as simple as a sip

What struck me most when I first came onboard was the intention. Our founders understood the stigma attached to THC, so they created a brand experience that gently opened the door; they wanted infused drinks to feel familiar and accessible right from the beginning.

That intention is evident in the Cantrip name. A level-one Dungeons & Dragons spell; anyone can cast it, anyone can try it.

They were also committed to creating clean, hemp-derived beverages that actually tasted good—not just good for cannabis.

So, why launch with microdosed seltzers? They were simple, approachable, and easy to understand, and they also embodied our “start low, go slow” philosophy for people new to THC. Thoughtfully crafted from day one, these seltzers were not only delicious, they gave us the opportunity to demonstrate our commitment to transparency, too.

It’s these first successes that helped us build community around flavor and trust around quality. 

Now, curiosity is growing and preferences are shifting. As THC drinks became more mainstream, people are asking for more choice and more control over their experience.

Why we’re evolving (and why it’s the right move)

Let’s talk about the seltzers—because for some of you, they’ve been favorites. Customers have shared with me how much they love these flavors, and I get it. I love them, too.

Unfortunately, while our seltzers have a passionate following, it’s also a small one. And that creates real challenges behind the scenes. Manufacturers require a minimum order quantity, and we often produce thousands more cases than our growing community can realistically buy before they expire.

As much as they mean to us, continuing to offer them is a losing game. And if we want to be here for the long haul—to keep making things you love—we have to make difficult decisions that empower our brand to thrive.

But here’s the good news: the heart of what people love about our seltzers—low calorie, no sugar, great flavor, gentle dose—lives on in Cantrip Elixir.

And Elixir gives us something the seltzers never could: infinite possibility.

So, if you want to have a playful, exciting, nostalgic experience with a flavor that reminds you of another time, or a beverage that feels current, now you can. Pair Elixir with food, have a nightcap, and entertain with beautiful, upscale cocktail experiences. It allows you to express yourself in any moment.

Of course, the opportunities we spot on the horizon extend far beyond the sodas and non-alcoholic spirits we make today.

As the federal hemp THC ban sends shockwaves through our industry, it’s also creating fertile ground for innovation. The seeds we’re planting now could very well see Cantrip flourishing beyond the drinks space in the years to come.

Unlocking possibility with non-alcoholic cocktails

We intentionally designed Elixir to be effortless.

We created it with light elderflower and lychee notes because elderflower has long been known in bartending circles as “the ketchup of the bar cart”—it just plays well with everything. And it’s those very same qualities that make Elixir blend beautifully with just about any base you love.

I know. I’ve been experimenting with Elixir at home, and discovering lots of ways to enjoy this alcohol-free spirit—whether I want a quick and easy drink or to engage in the ritual of a thoughtfully crafted cocktail.

Looking for opportunities to play?

For the “I just want one easy step” crowd

There’s a lot to love about the crack-the-can simplicity of our seltzers, and you can easily recreate a similar experience at home.

Just mix:

• Elixir + tonic
• Elixir + any flavored seltzer
• Elixir + lemon-lime soda  (Stiller’s Lemon Lime is a favorite of mine, and it’s lower in calories)
• Elixir + coconut water + a splash of cranberry (my latest obsession)

All low-calorie. All simple. All delicious.

Want to elevate your drink with very little effort? One of the easiest year-round pairings is Elixir with strawberry seltzer, sliced strawberries, and lemon slices. It’s like spa water with a little magic added in.

Still saddened by saying goodbye to our seltzers? I’ll let you in on a little secret: we’re currently developing Elixir-based recipes inspired by our beloved seltzers, so you can recreate these profiles at home. 

A few words for the cocktail lovers (my people)

If, like me, you enjoy the ritual of making a drink—choosing the glassware, the garnish, the music you put on while you mix—Elixir opens up an entirely different world.

How do I approach building a cocktail?

I start with what’s in season. In winter, citrus will be your best friend—blood orange, grapefruit, Meyer lemons. And, I balance the cocktail the way bartenders do: First choosing a base, and then adding a sweet element, an acid, a bit of bitterness, something aromatic, and something beautiful.

Remember: the goal isn’t perfection, here.

It’s pleasure. It’s presence.

And, since we’re heading into the holidays, I wanted to share something special for your Thanksgiving table. I love a good seasonal punch; it’s festive, simple to serve, and instantly makes any gathering feel intentional. And with Elixir, you can create something that’s both celebratory and beautifully manageable.

Crisp and bright with warming spices, this punch is fall in a glass.

Cantrip Harvest Punch

Ingredients

• 1.5 cups (12 oz) Cantrip Elixir
• 4 cups apple cider
• 1 bottle non-alcoholic sparkling wine (Wander + Found Sparkling Cuvée Blanc is a great option)
• 1 can (12 oz) ginger beer (I recommend Fever Tree)
• 1.5 cups (12 oz) unsweetened cranberry juice
• 1 green apple, thinly sliced
• 1 blood orange, thinly sliced
• 1 lemon, thinly sliced
• 1 cup fresh cranberries
• 6–8 cinnamon sticks
• Ice

Instructions

• Thinly slice the apple, blood orange, and lemon; rinse the cranberries.
  In a large punch bowl, combine apple cider, non-alcoholic sparkling wine, ginger beer, cranberry juice, and Cantrip Elixir.
• Add all sliced fruit, cranberries, and cinnamon sticks.
• Top the bowl generously with ice and let the punch sit for 5–10 minutes to chill and dilute slightly.
• To serve, ladle 4 oz portions into ice-filled punch cups.

This recipe makes about 23 servings with approximately 3.5 mg of THC per 4 oz serving, depending on melt. Just be sure to serve it attended, so you can control pour sizes.

With gratitude

As we look ahead to Thanksgiving, we can’t help but feel extraordinarily grateful for this journey we’re taking together.

We’re making the shift from “seltzer company” to full beverage house and beyond—one built around everyday magic. Nostalgic flavors. Elevated experiences. Beautiful rituals. And more ways than ever to express yourself through what you drink.

And we’re doing this because you showed us what you loved, and what you wanted next.

Thank you for trusting us. Thank you for evolving with us. There’s so much more to come.