Torch Beverages Recruits Industry Veterans to Scale THC Drinks

Five million cans sold and a presence in over 4,000 retail locations have positioned Torch Beverages as a frontrunner in the hemp-derived THC market. Now, the Miami-based company is pivoting toward mainstream status, poaching executive talent from Halo Top, Liquid Death, and White Claw to professionalize its operations.

Money Talk·July 23, 2026·reads: 1,457

The company’s strategy hinges on a fundamental shift in perception: treating THC as a beverage category rather than a cannabis derivative. By hiring Ryan Bouton, formerly of Halo Top, as Chief Marketing Officer and tapping Ryan Heuser—a veteran of Liquid Death and White Claw—for experiential marketing, Torch aims to capture social drinking occasions currently dominated by alcohol. Bouton draws a direct parallel to his time at Halo Top, where he helped transform a perceived niche ice cream brand into a household staple.

This expansion arrives at a precarious regulatory juncture. A federal rule redefining hemp through a "total THC" metric is slated for November 12, 2026, creating uncertainty across the industry. While competitors have pulled back, Torch is doubling down, arguing that a more rigorous regulatory environment will favor established consumer goods brands over those relying on speculative marketing. For Heuser, the challenge lies in shifting the narrative. He contends that current THC brands lack the identity and ritual-based appeal that turned White Claw and Liquid Death into cultural phenomena. As the company grows its footprint across 20 states, it is betting that the future of social drinking lies in high-quality, compliant alternatives to traditional cocktails.