We were lucky to catch up with Jamie Evans recently and have shared our conversation below.

Jamie, appreciate you joining us today. Let’s start big picture – what are some of biggest trends you are seeing in your industry?

Since entering the cannabis industry in 2017, the trend I’m most excited about is the evolution of cannabis-infused beverages. While still a nascent category, these drinks offer a compelling alternative to alcohol and continue to gain popularity as production ramps up across the U.S. They’re particularly resonating with younger consumers, especially Gen Z, who tend to consume less alcohol than previous generations.

Cannabis-infused beverages are also on track to become the largest edibles category in the industry, thanks to significant investments from traditional alcohol companies. We’ve already seen major players like Pabst, Molson-Coors, and Heineken make their entrance, which signals that the category will only continue to expand as cannabis beverages become more mainstream.

In light of this, I’ve committed myself to growing this category through education, writing cannabis cocktail books, hosting Herb Somm events, and launching a few cannabis drink businesses. These include Herbacée, a cannabis-infused nonalcoholic wine company, and my latest venture, The Herbal Cocktail Co. We offer a new take on mixology by crafting low-dose, infused drinks behind the bar. Our team curates personalized menus for private gatherings and provides cannabis bartending services and consulting. When it comes to cannabis drinks, I’m fully invested!

Jamie, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

With a deep-rooted background in the wine industry, I ventured into the cannabis space over eight years ago, launching The Herb Somm—a culinary-meets-cannabis blog and lifestyle brand dedicated to exploring the gourmet side of cannabis. As a certified sommelier, entrepreneur, and writer, I specialize in cannabis, infused beverages, wine/spirits, and the evolving canna-culinary world.

Throughout my career, I’ve had the privilege of producing and hosting a variety of cannabis-focused events, from intimate infused dinners and cannabis cocktail parties to educational seminars and curated gatherings. Drawing from my expertise in wine, I’ve also partnered with destinations across California to lead immersive wine and cannabis pairing experiences.

As an author, I’ve written four books that highlight the intersection of cannabis and food/beverage: The Ultimate Guide to CBD: Explore the World of Cannabidiol (2020), Cannabis Drinks: Secrets to Crafting CBD & THC Beverages at Home (2021), High Times: Let’s Get Baked! The Official Cannabis Cookbook (2023), and High Times Cannabis Cocktails: Seasonal Sips & High Teas for Every Occasion (2024). Additionally, I serve as co-editor of GoldLeaf’s acclaimed Cannabis Cooking Journal.

My passion for innovation in cannabis beverages led me to launch Herbacée in 2021—the nation’s first functional-infused nonalcoholic wine brand, inspired by traditional French blends. I also co-founded The Herbal Cocktail Co., a mobile cannabis bartending business that brings a sophisticated twist to cannabis mixology. For me, cannabis drinks represent the future—offering an exciting, health-conscious alternative to alcohol with limitless potential for growth.

Can you tell us about what’s worked well for you in terms of growing your clientele?

As we actively grow The Herbal Cocktail Co., my team and I have found that word of mouth, personal referrals, and immersive experiences are among the most effective ways to attract new clients. Since we operate in the hospitality space, nothing speaks louder than firsthand experiences. By hosting our own private events, we give potential clients the opportunity to see our expertise in action—tasting our crafted cannabis cocktails, experiencing our service, and ultimately feeling inspired to book with us.

Currently, we work with a diverse range of private event clients, curating tailored menus that elevate their gatherings. Education is also at the heart of our mission. Beyond just serving drinks, we aim to create a welcoming, informed, and enjoyable atmosphere for responsible cannabis consumption, helping to reshape perceptions of cannabis mixology and hospitality.

Can you tell us the story behind how you met your business partner?

At The Herbal Cocktail Co., I’ve had the pleasure of launching the business with my friend and co-founder, Melissa Luke. With over 15 years of professional bartending experience, Melissa has mastered the art of mixology in some of San Francisco’s most renowned high-volume establishments. Her passion for craft cocktails goes beyond just making great drinks—she’s dedicated to creating unforgettable experiences for guests, always pushing the boundaries of innovation and quality.

We first met through a mutual friend, and our shared love for wine, spirits, and cannabis quickly sparked a strong friendship. As we bonded over our expertise—my background in the cannabis industry and hers in mixology—it became clear that we had the perfect synergy to bring something new and exciting to the hospitality space. That vision became a reality when we officially launched The Herbal Cocktail Co. in September 2024.

Contact Info:

• Website: https://www.theherbalcocktailco.com/
• Instagram: https://www.instagram.com/theherbsomm/
• Linkedin: https://www.linkedin.com/in/jamie-evans-95a4952b/
• Other: https://www.instagram.com/theherbalcocktailco/
  https://www.theherbsomm.com/

Image Credits

Headshot image: Michael Moore (@mbmoore)

All other event photography: Ashley Ann Photos (@ashley_ann_photos)