Nevis Brands (CSE:NEVI, OTCQB:NEVIF) CEO John Kueber sat down with Proactive to discuss the company’s latest product launch, Happy Apple, a hemp-derived THC beverage.
Unlike traditional cannabis drinks, Happy Apple is legally transferable across state lines due to federal hemp regulations. This shift allows Nevis Brands to scale operations differently than its traditional licensing model.
Proactive: All right, welcome back inside our Proactive newsroom. Joining me now is John Kueber, the CEO of Nevis Brands. John, it's good to have you back again. How are you?
John Kueber: I’m great. Good to be here.
The company has launched a brand-new product today called Happy Apple. This is in a different category than what we’ve talked about before—it’s on the hemp side of things. Let’s start with the rules, because I know hemp has different regulations in the United States.
Indeed. Hemp is essentially the male cannabis plant. In 2018, federal law ruled that hemp was legal, meaning it can be transferred across state lines. This is different from traditional cannabis, which is the female plant and has been historically associated with psychoactive effects.
In the last couple of years, people have discovered that hemp contains small amounts of THC, such as Delta-9 (D9) and Delta-8 (D8), among other cannabinoids. These can be extracted and distilled to create enough THC for products like gummies and beverages. As a result, we’re seeing a growing market for low-dose cannabis drinks and edibles that can be legally distributed across state lines. It’s a big opportunity that has been evolving rapidly.
That leads us to Happy Apple, which was announced this morning. Tell me about its development.
Happy Apple is one of my favorite products. Our flagship brand, Major, is a high-dose 100mg THC beverage. Happy Apple is different—it’s designed to be low-dose, stackable, and social. It’s meant to be enjoyed like a beer; you could bring a four-pack to a party, sip throughout the night, and reach about 20mg of THC in total. It’s about giving consumers flexibility in their experience.
We showcased Happy Apple at a recent event and received great feedback. It has actually been available in Washington state for about five years in a high-dose format, but we saw an opportunity to introduce it to the hemp market at a lower dose. So far, the response has been very positive.
Your company typically follows a licensing model, partnering with manufacturers in different states. But this product is being handled differently, right?
Yes. With traditional cannabis laws, it’s challenging to establish distribution in each state because of dispensary regulations. Our usual model involves licensing brands like Major to partners who use their own market knowledge and infrastructure to launch our products.
With hemp, however, we have the ability to scale from a central location. There’s no need to license it to another party. Instead of capturing just 20% to 25% of revenue from a licensing deal, we now book 100% of the revenue from every sale, whether it’s online, wholesale, or direct to retailers.
We’re already seeing interest from large distributors, including Total Wine and major Texas supermarket chains, who are placing wholesale orders.
Do you see yourself expanding the product line beyond Happy Apple?
Yes, that’s definitely the plan. Right now, Happy Apple is the only product available for purchase in the US through www.NevisHemp.com. But the site is set up to accommodate future product expansions. Consumers and investors can expect more offerings in the near future.
Quotes have been lightly edited for clarity and style