With loosening restrictions on low-dose THC products in Louisiana, the Louie Louie team is building a new brand that offers a sessionable, fast-acting alternative to alcohol. From unforgettable Mardi Gras celebrations to plans to expand in restaurants and bars, Louie Louie aims to bring the spirit of New Orleans to the burgeoning cannabis beverage market. Here’s how founders Eric Becker, Michelle Becker, Ken Jackson, and Marie La France are navigating the journey.
Can you share the story behind the inception of Louie Louie? What inspired you to venture into the THC-based beverage market?
Eric: Louisiana recently changed its laws to allow for low-dose THC products to be sold alongside other age-restricted products. I had been working in regulatory and compliance for the cannabis industry for several years, and had wanted to create a sessionable beverage; but things finally came to fruition when I collaborated with Ken, who is a seasoned beverage pro.
New Orleans is a significant inspiration for your brand. Can you elaborate on how the culture, flavors, or experiences of the city have influenced Louie Louie?
Eric: While most people tend to associate New Orleans with alcohol, the city actually has a long history with cannabis, starting in the Jazz Age.
Ken: We try to honor New Orleans in everything we do. Our recipes are based on local, seasonal ingredients, and all of our branding has strong visual references to this unique city, from Mardi Gras to local corner stores.
It’s early days for Louie Louie—exciting! What are some of the most challenging aspects of building your brand, and how are you overcoming them?
Michelle: I come from traditional CPG, so moving into THC has been really interesting!
Even with a good regulatory environment, retailers in Louisiana have to obtain a specific permit, so we have to do a fair amount of leg work to open new retail doors. Beyond that, most folks aren’t aware of the differences between a fast-acting beverage like Louie Louie and traditional THC edibles. Education is key on all fronts!
Can you share any interesting stories or experiences you’ve had while building Louie Louie, perhaps something that encapsulates the spirit of the Crescent City?
Marie: I’ll never forget the day our first batch of our first flavor, Satsuma, arrived. It was the middle of Carnival parade season, on the Saturday before Mardi Gras day. It’s hard to describe the parades here if you’ve never experienced one, but they bring everyone in the city into the streets, from all walks of life. We were outside on a gorgeous cold sunny day watching the parades roll, when Ken and Eric showed up with the cans. We cracked them open and passed them to friends and strangers around us and everyone began dancing and celebrating! It was an absolutely electric moment that could only happen in New Orleans, and it was incredible to watch people taste their first ever THC seltzer, and to see their reactions in real time. I knew right then that we had something special on our hands.
How do you ensure the quality and consistency of the THC content in your beverages? How do you navigate regulations?
Eric: Interestingly enough there is a great intersection in that question: cannabis and hemp products undergo extensive testing for a wide variety of contaminants and to ensure accurate dosing. We’re lucky to have great suppliers and manufacturing partners with deep beverage experience. The regulatory stuff still poses challenges, but that’s something that comes with the territory.
How has the Louisiana market responded to THC-based beverages like Louie Louie? What feedback have you received from consumers?
Marie: It’s been overwhelmingly positive. Like Michelle said, we’re doing a lot of market education, but people are generally thrilled to have an alcohol alternative that still has an effect and tastes good. We live in such a social city, and the format of drinkable cannabis allows people to join their friends in the act of drinking in restaurants, at music festivals, and the like.
With the growing legalization and acceptance of cannabis products nationwide, how do you see Louie Louie evolving in the next few years?
Michelle: Ultimately we hope to grow the brand through a strong on premise presence in leading restaurants and bars. We hope that we’ll continue to be stocked in retailers ranging from specialty shops to supermarkets, so consumers have easy access and we can be discovered by those who may never have thought they’d be drinking weed!
Marie: Collaborating with local artists across a bunch of different genres is also a priority for us. We want to bring the spirit of New Orleans to the country.
What’s your personal favorite Louie Louie beverage, and why?
Eric: Right now it’s the Ginger Cucumber, but it’s really hard to pick. Ice cream floats with blackberry lemon have been a hit this summer.
Ken: Satsuma: it’s such a uniquely local flavor, and Satsumas are such a cool part of the New Orleans culture.
Michelle: Blackberry Lemon: it’s my go-to at the end of the day.
Marie: I like to crack a Ginger Cucumber at around 3 PM on Sundays. It cools me down in more ways than one.
How do you approach innovation at Louie Louie? Are there any new products in the pipeline that you can share?
Ken: We wanted to launch Louie Louie with a few flavors, and we’ve kept batch sizes small so we can iterate and perfect our formulations. More than anything, we’re listening to our consumers and trying to make the best product we can for them. I’m working on a few flavors and seasonal releases—but you’ll have to stay tuned!
Lastly, if you could encapsulate the essence of Louie Louie in one sentence, what would it be?
Here for a good time.
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