Jeff Bull - The Secret Sauce Behind A Leading THC Beverage Brand

On this episode, we’re joined by Jeff Bull, the Chief Creative Officer at Uncle Arnie’s, one of the fastest-growing THC beverage brands in the country. Jeff is the creative mind behind the Arnieverse - the nostalgic, fun-first brand world that has helped propel Uncle Arnie’s from a California cult favorite to a nationwide force across both dispensaries and the booming hemp-derived beverage market.

With deep experience in brand identity, visual storytelling, and product strategy, Jeff has shaped everything from Arnie’s character system and packaging architecture to its flavor development, channel expansion, and launch playbooks.

Jeff breaks down how Uncle Arnie’s was born, why beverages have become the dominant on-ramp for new cannabis users, and how the brand balances playfulness with potency and compliance. He unpacks the creative and strategic evolution of Arnie’s as it scaled from dispensary shelves into mainstream retail, what the hemp market unlocked for the company, and how they approach new SKUs, flavor development, and launch assets.

We also dive into the role of budtenders, the fundraising journey, how creative leaders should think about entering the THC beverage space, and the trends Jeff sees shaping the next wave of cannabis and hemp innovation.

Use code Jeff33 to get 33% off anything at unclearnies.com

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Episode Highlights:

🍋 The origin story behind Uncle Arnie’s
🥤 Why THC beverages are exploding in popularity
🌿 The rise of hemp-derived THC and its impact on brand strategy
🎨 Building a distinctive, joyful visual identity
📦 Packaging that balances fun, clarity, and regulatory accuracy
🛒 How dispensary shoppers differ from mainstream hemp consumers
🧪 Flavor development and new product roadmapping
🚀 The creative playbook for new product launches
👥 The critical role of budtenders and frontline retail staff
💰 Lessons from fundraising and scaling a cannabis brand

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Table of Contents:

00:00 – Intro
00:57 – Uncle Arnie’s origin story
02:55 – Why THC beverages are all the rage right now
04:26 – Why beverages are the on-ramp for many
05:43 – Predicting the future
07:35 – Brand identity and brand evolution
10:32 – Visual identity and packaging design
16:02 – Dispensary channel consumers vs hemp market consumers
20:47 – Product strategy and roadmap
25:09 – New product launch assets and strategy
26:59 – The importance of budtenders and frontline retail teams
29:48 – Fundraising
31:49 – Recommendations for creative leaders coming into hemp bev
33:19 – Brand and trends Jeff is watching

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Links:

Uncle Arnie’s – https://unclearnies.com
Follow Jeff on LinkedIn – https://www.linkedin.com/in/jeffreybull/
Follow me on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg

For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.

Transcript

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today we're speaking with Jeff Bull Chief Creative Officer at Uncle Arnie's very fast growing cannabis and hemp focused beverage brand Jeff is definitely a man of many talents in addition heading up all things creative at Uncle Arnie's Jeff is also the co founder Brand Director of a multi location premium donut shop brand around the Minneapolis area well as a co founder of Overcrest which is a vintage automotive rally and event production brand attracting cars really nationwide a lot of cool stuff he's working on definitely excited to get into it most of this is gonna be focused on Uncle Arnie's um so yeah Jeff first off just for the listeners that aren't all that familiar with Uncle Arnie's just give us kind of just quick lay of the land in terms of you know origin story why behind the brand core products in the lineup can dive into a bit about the difference in terms of where you guys are playing and both you know the regular dispensary rec market and hem market and then maybe you should throw out a few places people get their hands on we'll go from there yeah well hey thanks for having me I'm super excited to be here Adam I I think you know Uncle Arnie's has been a wild ride and we'll get into it but as far as you know the why behind the brand um we've we're one of the original uh THC beverage brands uh we got into the the industry pretty early and there there's a few that were definitely there before us but um we just saw this huge need um in the industry to to create a brand that first of all started as a high dose brand and serve that customer um but was a brand that really took ourselves seriously and and uh thought of ourselves from the get go as as a brand that could be CPG and do things well in in a market you know when we started out in Legacy Rec that was very not taking itself seriously so totally yeah so I think I think you know the the why behind the brand and and how we started really was as a high dose brand and we started in California um we're one of California's largest beverage brands and we started there because California started as one of the battleground states for um legacy brands and rec brands I think a lot of the the best brands in the country cut their teeth in California yeah and so we started there and have been making their still make products and are still one of the top um thc recreational brands there yeah and then as as the the market exploded as it's grown there's been all kinds of opportunities obviously in the hemp market and so we've seen our brand not only grow on the recreational side but then now into the hemp space and we're just seeing all kinds of amazing things happen there yeah it's definitely a exciting time for sure and just in terms of like and why do you why does it feel like from your perspective seems like a lot of brands are growing really quickly yeah I I think there's a lot of reasons that PHC is a pro you know it it's a cannabinoid that um gives you a lot of benefits that don't exist with other beverages whether it's you know there's it can be more healthy than alcohol um it reduces anxiety there's there's things about the um THC product that just inherently offer a much much different experience than caffeine or alcohol or or other things you might find in a beverage and so it's it's been one amazing and exciting but also um really really I think positive for you know our culture to to see this go mainstream and the hemp the hemp product which is different than the recreational dispensary um THC product the hemp is really given an avenue for the mainstream market in America to get exposure um to THC products and to uh enjoy it safely and responsibly and it's well dosed um and so it's it's been an extraordinary growth curve I think we're we're still in the middle of the rocket ride right now and there's you know obviously a lot of curve balls and changes but for the most part we're just seeing an entire culture get exposed to THC in a way that you know I I think was very different than how people might have been been exposed to THC 20 25 years ago yep totally yeah I agree with that um she kind of runs everything cannabis for um for Snoop Dogg and she was talking about how she thought like humans have been doing since they were born so she always like kind of gonna be the on ramp to really bring a lot of this stuff more mainstream that's the big bet that we made early on um right totally we're very very early in the space and I think there's a lot of skepticism around beverage and edibles um especially on the recreational side you saw a lot of people really leaning into flower and and kind of more traditional ways to consume cannabis and we we made the bet that listen Americans love things in a can they they love they love beverages that are are branded and have a message and a story around it and so we we made that bet and I think as time has gone on we've seen it come more and more into fruition where a brand beverage in a can or a bottle or a shot it's much easier to tell the story it's much easier to educate consumers and bring them along for the ride as opposed to you know maybe just here's flour or you know here's a joint I think I think there's um an awesome opportunity with beverage to kind of introduce people in in a holistic way yeah THC beverage space looks like in five years from now if you have to make a guess wow if you know anybody who's like selling crystal balls uh I am a liar especially I think all of us at Uncle Arnie's would be it's it's every day is a curveball in in in cannabis um with both on the hemp and the recreational side we've we've endured a lot of change and a lot of um uh you know just with growth just a a massive amount of challenges and so what I would say for sure is what it you know in the next five years I think we're gonna see the proliferation of cannabis um and THC nationwide uh I I do feel like you know whether we use the word legalization um I I like the word normalization I just think that um I've seen so many people who would have never touched THC five years ago who are now semi regular to regular consumers and they're very comfortable with it and they're telling their friends and family about it and so I think the industry if you want to call it that is becoming normalized um within uh American homes and I think that's that's exciting uh you know people who pioneered kind of the legalization movement I think it they wanted this but I'm I'm so pleased and excited that it's actually happening and I would say within five years Adam we see we continue to see this spread and really just become a normal part of our culture yeah yeah the news that I think was you know target is gonna start selling these products in there and like some of these big box retailers that was like a very welcome surprise yeah and not only that they're gonna carry it they're really excited about carrying it yeah yeah yeah totally well cool that's kind of a good level setting on the kind of space overall so let's just dive into kind of kind of packaging design everything in that world just cause really were and remain to be kind of architect behind everything around this brand so just thinking back like what did that kind of brand identity process look like when you're building it out and what were kind of the key variables that were top of mind for you when you were going through the process yeah when the brand started you know we had several kind of tent poles that we leaned on first of all we wanted to be affordable that was that was something we've always tried to be especially in the recreational space to be able to give people an affordable introduction or or even if they were a regular user already a way to consume it um and then quality uh when when beverage cannabis beverage was starting out in California I mean we would go into places where people were literally screwing on the tops of bottles you know after pouring in liquid and just not not done safely not done and so we saw this vision of of you know let's be experts let's be affordable let's be quality and now that brand identity is kind of grown um and I think we've we've continued to really flesh out and as a brand we've also grown um to really wanna be a fun brand I mean we started as a high dose uh in the recreational market we sold 100 milligrams of THC in an 8 ounce drink that was our first drink and uh we did it very inexpensively um and so we we kind of put our stake in the ground as a high dose brand but now we've we've grown far beyond that and and really we've we've developed into a brand who really leans into having fun um and we believe that uh cannabis should be fun uh we feel like it should be it should be tasty it should be an enjoyable experience um and so we we really have started to lean that way and recently we've brought on a new CMO Brian Machesney um he was at Sweetwater Brewing uh he's just been transformative for us too and just rethinking how where we're moving with this but and and how we can be different than other cannabis brands um we've never since day one talked necessarily about you know trying to be the lowest calorie drink or the lowest sugar we we really lean into you know Uncle Arnie's brings the party we are a fun brand we're unapologetic about THC and about having fun and we really want products that that encourage that they taste good they're a good time um so as as time's gone on our brand has evolved and I think we've really reached a a point now where we feel very strong you know we feel very good about who we are and where we're going in the space and just being different from other THC brands and kind of the messaging positioning a visual identity standpoint and kind of packaging yeah I spent time in action sports uh when I was younger and grew up on the West Coast and I have always loved the artwork of Jimbo Phillips and you know Santa Cruz Skateboards and and this kind of 80s 90s um surf skate snow aesthetic with with uh with art and so when we when we started exploring you know what Uncle Arnie's could be the brand um we really wanted to be able to have an Avatar or a character who could one help educate um who could be an Avatar for education uh could also be the guide for the brand the brand who you know we're not necessarily the most important thing um the customer is our our consumers are the people we wanna put the attention on but having a a guide or an Avatar like Uncle Arnie himself to be able to come alongside a consumer educate them help them make decisions he's also all about having fun he's always brewing something something special you know uh in the back of his bus that you you don't know what's next um so the brand is really couched in that idea that we're we're not here to be the hero but we are here to facilitate a really good time and so we created this Avatar Uncle Arnie um and you know he's not a real person he's not somebody who uh who actually exist in real life but he's kind of an amalgamation of like a lot of different influences and people um I think you know early on we're starting we talked a lot about everyone's got that uncle um everyone's got that person in their family who's kind of the odd duck but they're also super interesting and so at Thanksgiving you sneak off with them they've always got something fun to show you or something they're you know something interesting and so we we wanted to like embody that that you know friendly exciting kind of anti mainstream element into our brand and that's that's why we created a mascot in Uncle Arnie so it's both the name of the brand but it's also uh it's also this way that we're able to connect with our customers in you know in a different in a different kind of way than other brands do like decision points or things that were more contentious that you guys like had a had a fair amount of debate internally that ended up getting to where you the brand is today or was everyone like totally pretty aligned with with every component I think any good team has good debate like for sure and we have we Uncle Arnie's has a team of just absolute all stars um the the management team has I think always strive to have really healthy debate and that's created a brand that's super agile that is very much has a mind even today has a startup mindset even with 60+ people on our team now and what not the the mindset is very agile very open to new ideas very open to debate so yeah of course we we had a lot of debate I think when it comes just to brand identity and some of the things that went into the packaging piece the the the pieces you see on the shelf we were really um we were really dead set on being bright being fun and being loud on the shelf and being um a can or a bottle or a shot that when you saw it you instantly recognized it and it stand stood apart um so we from day one we've we've had these really bright gradients um on our products they've uh they've helped us stand apart and they've helped us uh stand out on the shelf totally yeah I'm thinking about launching a brand in this say like tch beverage space or maybe just the broader call it functional beverage space what are just I don't know maybe one or two tips you'd give me or now things you'd say recommend I watch out for that could trip me up along the way yeah I think some of it maybe is best practice but then you know I I like to lean on things that are not uh you can't read on uh how to start your CPG brand online and I think the most important thing is to be differentiated um Uncle Arnie's is a very category or anti category culture we're anti mainstream we're anti homogenist yeah um and we're we're have no problem talking about what we are um we are THC I'm so surprised I guess in a way to see so many brands trying to hide the fact they're THC like they're trying to use other words or they're trying to kind of skirt around it um I think customers you know there's a lot of really smart really savvy customers out there but you also have to be frontal about what you're about and who you are and get to the point people don't have time to to figure out you know some mystery ride about what your brand is or or or what's in the product and so yeah I I think you know being in CPG it's it's important that you're your frontal that you're bright and loud and and again I'm a big fan of just doing what other people aren't doing um be different and and go the other way and and take that risk to a certain extent take that risk totally yeah you know as you touched on at the beginning Uncle Arnie started in the California regulated THC market national hemp market um liquor stores big box retail how consistent or different have you guys found are the audience that buys Uncle Arnie's in a dispensary channel versus the audience that buys Uncle Arnie's in your average yeah yeah I think I mean just to be super honest they're they're very different customers yeah it doesn't mean you can't uh leverage brand value across the two markets but you know we've we've treated them like they're two different lines of of business and markets um I think customers on the dispensary side are um they tend to have had have much more experience with uh cannabis it doesn't mean that they you know that they're the veterans of it but um people who are willing to go in a dispensary tend to be different than someone who might be at the grocery store or are at a liquor store yeah um and so your products in a dispensary are not sitting on a shelf where the customer can usually grab them they're usually you're gonna have a bud tender that's helping them guide through the process in a liquor store on the hemp side it's gonna be right next to all your beer and and liquor and so that right there is a very different experience one as a customer but then two as a brand and how we support the retailers the the retail experience in a dispensary and how it's run and operated is very different than how the three tier system over on the on on the um AB Bev side of things has run so I I think we've we've tried to be strategic on both of those uh but for me as the creative guy as the branding guy as the guy who's doodling um it's important that we're able to have a brand that speaks to both and that people who walk into a dispensary in California after maybe they've had our 10 milligram uh drinks in Georgia they walk into a dispensary in California and see our hundred milligram drinks there's brand consistency there and there's a story that that crosses and people are they identify it in a similar way and so that's been honestly Adam it's been a challenge but also a huge opportunity and we're one of the few brands that are in both markets and we see it as a strength we see it as a we're able to draw um we're able to draw lessons from both markets and then uh help the other side of the business grow as a result so it's yeah it's it's it's been really good for us yeah I know this is kind of but to dive into like a little bit more and more into this hembeb channels uh appeal to that I guess more broad audience and or if you didn't right when you guys expanded to the channel as have you guys along the way made any like pretty consistent along the way in general our new CMO came on board Brian Mescheski and he's he's done a really good job of helping us um zero in especially on the hemp side with with who we are who our messaging is and really nail our brand DNA our our pillars of of who we are um I think now we have a very very focused um strategy and that really to to be able to speak to both that legacy stoner if you want to call them and yeah and maybe the newer uh consumer that's walking into Total Wine um we have kind of four pillars you know we we believe in the 4 twenty lifestyle which is you know that free spirit festivals the park life um you know the getaways the second pillar would be we believe that you know we're the life of the party and I already mentioned that we bring the party um we're big on backyard parties and boats and barbecues and all of that the third pillar we believe in is is you know taking a trip being able to disconnect in a very chaotic world and then the last one is as shown by our art and by our by a lot of our marketing we really believe in outdoor recreation we believe in being able to get outside and enjoy cannabis in a way outside the four walls um I I I don't know I'm a big believer in nature I'm a big believer that um that actually enhances the THC consumption experience for sure um three core product lines in the market so you start I think you have the shots you have the 12 ounce cans and ranging from you know 30 milligrams to down to 3 milligram variations and then you got the soda pop line just kind of curious like order in terms of how you when you introduced each one of those product lines and then I was just kind of curious the thought process behind bringing each to market um have you found there's a pretty significant or a distinct audience or use case for each or is it a pretty broad crossover yeah uh that's that's a good question on the hemp side which are the the products you mentioned from 3 milligrams up to 30 um I know you've had other a lot of other THC uh um industry folks on your your pod and something I've heard time and again is you know you you are at the mercy of the regulations of these states and so in the hemp industry it's it's regulated state by state so one state may say 10 milligram cap another may say we have a 4 milligram cap you know and then there's places like Tennessee right now where we have a 30 milligram drink and so we are limited um just sheer product roadmap a little bit by by what the states are allowing and their own strategies and their own viewpoints on what um is available so we've we've tried to be really flexible uh as strategic as we can going into these states and we try to carry flavors over so we have a lot of the same flavor profiles and all these different dosages mm hmm but um but then meeting people where they are at in their state and what's interesting too is state by state the consumer is very different um and that's partially because of the regulation it might be because you know cultural backgrounds of a state are different than others but very much the states do have different customer profiles and so the product also is is meeting the customers where they're at we're trying to give them uh trying to give them something that uh that they want yeah what's like it do you have an example of a I'm comparing two different states in terms of uh yeah come up mine sure we'll we'll a very you know stark difference I guess would be take Illinois where both hemp and recreational cannabis is legalized and we have drinks in both of those markets in one state um customers in Illinois are a little more experienced because you can you know you can access 100 milligram drinks there you can also access 10 milligram drinks and you can purchase them in a variety of different locations um so the consumer in Illinois tends to be a little more educated tends to have had a lot more exposure to THC beverages and and edibles of all kinds um you go to a different state maybe like Georgia um or or like a New Jersey has a much smaller much lower cap um that that consumer is you know when you talk to them about a 30 milligram drink or 100 milligram drink their eyes you know just melt out of their face like what are you talking about like hundred milligrams I I buy 3 milligram at at the liquor store so exposure to the product is is probably the biggest thing you see state to state that customers have um again if if you're someone who really loves THC and you seek it out and you're educated like that's not the customer I'm talking about I'm I'm talking about the customer who's you know in the hemp space who's being exposed to it you know for the first time in their lives in the last year or two yep a few different skews under each one of those um when you guys bring a new it's individual skew to market or maybe one of these new product categories like within those cans you introduce the 30 milligram kind of category as an example um from a a creative standpoint and stuff that's really kind of in your world are there kind of like a standard set of assets um this is an area where we're growing up fast or we're we're changing quickly I think um especially coming from the wreck market that being our our history standards were very different from retailer to retailer but now that we've entered the hemp space and we're working you know with these large distributors there's obviously these kind of standards that have existed for decades and that's where um we've you know we've recently brought on a lot of really good team members who've got experience in this uh in the hemp space uh in the craft beer space and in abev and we're catching up very quickly and we're starting to build out a lot of POS and assets so that we're able to go to market with a much much better playbook much more pro um look and feel and I I think very quickly we're seeing retailers expect that um yeah and you know we saw a lot of consolidation in the wreck market in in California and in other states uh where there was a lot of brands and then the ones that were able to um serve the retailer's expectations uh they were the ones that won and we saw a lot of consolidation I I think that's what's coming to hemp I think yeah um the brands that really take themselves seriously they help the retailers they meet the retailers with the assets and the tools they need they're going to be the winners as we see consolidation in hemp so we're doing our best um to do that and I'm I'm really excited we're we're we're finally starting to think ahead you know think a year out think of um about these things so that we're able to give retailers um just a lot more tools I think as you and I kind of both know who are the the front line retail people at dispensaries are a pretty important group from a brand building perspective customers walk into a dispensary and the first thing they'll ask or they'll often time ask a bud tender what should I buy and that comes out of that bud tender's mouth and so brands you know invest a lot of time and resources with this group from in terms of education you know samples incentives that kind of stuff what does Uncle Arnie's strategy look like from this bud tender perspective um do you apply kind of a similar strategy to frontline retail employees and like you're asking the brand guy some very like specific sales questions and there's people in our company who are much much smarter and have thought through this better than I have that said I think we have done a good job at trying to engage bartenders and try to one it's all about education again and being able to give them the tools and the education they need to recommend a product that they believe in and buying cannabis at a dispensary I I you know I've been in many many dispensaries and to me it's a very it can be a very personal experience because you're relying on this bud tender to tell you what to buy and and if you are coming in maybe a newer consumer that relationship is even more important so we've tried to support with you know everything from uh you know physical assets like tchotchkes and shirts and merch and all of that but then also um giving them education dosage education how the product works um I think our team does a really good job of of offering um our retailers and our partners as much of that as they'll take um yeah sampling and you mentioned on premise off premise we we do sample events parties events um I think this is an area that you're gonna see grow a lot in uh in cannabis but um especially in Reck there's there's some pretty exciting events I mean one um in Chicago that we went to a year ago the miracle of the mandolin with rise uh it was it was incredible it's like go it was a massive music festival um consumption open air consumption of all kinds um I think there's going to be a lot of opportunities for brands to engage um customers alongside the retailer alongside the bartender um in new ways like that like music festivals yeah and it's it's a way I think that the future is very blue sky and a ton of potential yep totally I'm on the same page there for sure shifting gears a little bit and you guys just closed a Series a pretty sizable Series a seven and a half million bucks or so which is awesome congrats what's this capital infusion gonna do for the business this is where the shout out goes to our high management team um they I'm not responsible for the money at all I'm just the I'm the guy you know scratching out drawings in the back room but yeah we've got we we did raise we've got a really really good partners um investors that believe in the in the the category but then also believe in our team and so it's allowed us to grow pretty quickly into very strategically but we've we've brought on some some incredible talent and I think one of the things we've Learned is you know talent is really what makes or breaks you when you're in an early stage CPG brand like this um so we're investing in talent that's the first thing that's that's uh immediately um noticed but then we're also like we just spoke about we're we're starting to dig into providing the resources to to distributors to retailers um that three tier system that exists in the hemp market um we're gonna we're gonna come correct with those resources as well and then over on the rec side too I mean I our our our team on the rec side has just continued to just crush it and so we've been um bringing in more talent on that side and thinking through some new strategies we're always looking at new states and new partners so I it's a really exciting time for us as a brand um we're we're in a strong position um but we're also we're being careful and um you know with all the changes in hemp that are going on right now we we feel good um we feel like we're positioned well and we can continue to be strategic because you know our partners have put us in a position to do that for some other creative leaders of the world let's just say someone from let's chief creative officer level type role at a cannabis or hemp beverage brand what are they in for what's gonna be the biggest shock and the thing that's gonna feel the most refreshing hmm uh the thing that's gonna feel the most refreshing is the potential the opportunity I think there's enormous opportunity in the industry as far as a shock the regulatory frameworks from state to state and uh nationally all of it is it's a it's constantly changing under our feet um it's just shifting sand so the amount of changes that are needed from um on the packaging side on the operational side are enormous and so it it's very shocking I think if you're coming from beer the kind of changes that we we go through just a on a week to week basis are are things that may not change in alcohol over the course of years yeah a lot a lot more iterations a lot more quick turns basically is what has to happen yes yeah yup yes I I yeah I mean I think it's it's opportunity in some ways because it is hard and yeah I think that's cannabis is is not easy it's not for the faint of heart but it does present a lot of opportunity if if you've got the stomach for it oh yeah Jeff this has been awesome last question for you um you're just so plugged into kind of the brand space in general any any brands or specific brands or just trends in general in the broader kind of CPG world that you've been kind of particularly excited about lately or um yeah I love brand art identity I think in the CPG space um it's been really fun to see the non alc beverage industry um what's happening um you know whether it's on the more health conscious side or um even just you know there's a lot of brands that are that are doing very new innovative things um I I I just am so intrigued and I and I love it it's fun to see um alcohol being given a good run for its money in a way with with the options that people now have to buy and you know even even at a large large scale starting to see just the most I don't know just interesting things pop up I was at Costco last night which I caught Costco whatever it's massive but they had fresh coconuts you know um there's all these brands that you know you have a fresh coconut and you pop you know you you pull out the tab pop your straw in and just drink straight up coconut milk out of the coconut and it's like if you take all the packaging off it's literally a raw coconut that somebody just hacked out and I love seeing the all the I don't know if you call that innovation but the ideas that people are coming with um in the non alc space uh that are just giving consumers a lot more options and if if you're somebody who's health conscious or somebody who cares about you know your body or the environment or everything this is a great time to be alive because I think the amount of options you have um it's it's phenomenal so I I'm pretty excited and pretty um encouraged by by just every time you go to the store it's something new um you know there's always a startup that's kind of challenging the big boys and it's great time to be a consumer totally I 100% agree with that well yeah Jeff this has been awesome you got so many cool things you're working on between Uncle Arnie's and all the other businesses you own and run what's the best place for people to follow along with you and then similarly what's the best place for people to kind of fall along with everything that's going on with with Uncle Arnie's yeah well Uncle Arnie's um Uncle Arnie's dot com um pretty straightforward and I'll give you a code Adam um you can put it in the show notes or whatever for perfect yeah great for a discount um that's the best place to find the brand I'm on Instagram um jfry with some uh underscores in between those letters um but yeah I I I think uh I think the most the most important thing is that people right now in cannabis and just all of us are active especially with the changes happening in hemp that you know if you do have a voice on social or you do have a voice on LinkedIn that you're you're um saying your peace uh because right now cannabis brands really need the industry and our and the consumers to speak up yep totally yeah write your write your congressman it's not not that hard I'm a short note uh make your voice heard is important for sure yes awesome Jeff this has been great um really appreciate the time um I'm just kind of curious from your take um a friend of mine Tiffany Chin she thought that beverages was Uncle Arnie's you know what do you feel like this kind of uh Uncle Arnie's brand identity the early days when you're building up this brand identity how did you envision it would translate from a design standpoint and how it ended up looking were there any if I came to you and told you I'm I resonate with all that um before you guys really expanded into this restaurant or liquor store as an example you might have kind of some kind of answered this as you guys really started focusing and expanding did you guys make any like significant tweaks or yeah I mentioned um this year 2025 I'm on the same page there from a product roadmap product suite standpoint that you introduce at different stages what was the the first and second and third um in this two audiences between two states and one when you guys you got these three product lines what is your kind of typical get playbook look like that you put together um but tenders are you know well I will couch all this by saying yeah uh just took a role as a similar role to you yeah I I mean I love brands and I love uh messaging look and feel the brand to like