South Beach Brewing Company is making a calculated leap from “local brewery brand” to “multi-lane beverage platform,” and it’s doing it with a headline partner: Rick Ross. The Miami-based company announced a new collaboration with the rapper and entrepreneur to launch a line of non-alcoholic THC/CBD-infused beverages, positioning the drop as equal parts lifestyle product and modern alternative to traditional alcohol occasions.
For retailers, the most immediate takeaway is clarity of the initial SKU story. The launch centers on two variants designed to merchandise given today’s dose-conscious shoppers: Slack Tide (5mg THC / 5mg CBD) built around watermelon juice with mint, and High Tide (10mg THC / 10mg CBD) featuring blueberry and strawberry juices. The brand’s messaging leans into “South Beach vibe” cues—flavor-forward, premium-leaning, and meant for social settings where consumers want a controlled experience without alcohol.
The Rick Ross factor is more than celebrity gloss—it’s distribution leverage and earned media. Local coverage in South Florida framed the collaboration as a Miami-first launch with public-facing activations, including a launch event on South Beach timed as a consumer-facing rollout moment. That kind of event-driven demand can matter at shelf: it primes shoppers to ask for the product by name, which helps stores justify cooler space and early reorders.
Operationally, the category’s biggest retail variable is compliance—especially in Florida’s fast-evolving hemp marketplace. Florida statute defines hemp by a delta-9 THC concentration not exceeding 0.3% on a dry-weight basis, a threshold that shapes how hemp-derived THC beverages are formulated and labeled for mainstream retail. Retailers also have to track state enforcement priorities, as Florida regulators have signaled increased scrutiny around testing, labeling, and compliant sales practices for hemp-derived consumables.
From a merchandising perspective, South Beach Brewing is signaling line extension discipline. Alongside the THC/CBD beverage rollout, the company has previewed future ready-to-drink offerings while continuing to market its core beer lineup—an approach that allows accounts to cross-promote within one brand universe. For retailers, that opens the door to endcaps and bundle storytelling, tying together “Miami-made,” “no-alcohol occasions,” and “flavor-led functional beverages” rather than isolating THC drinks as a novelty item.
The broader retail bet is that Florida shoppers—already trained by seltzers, energy drinks, and functional wellness beverages—will treat THC/CBD drinks as a new “better night out” option. With a recognizable Miami partner, a clear dose ladder, and a launch strategy rooted in local buzz, South Beach Brewing Company and Rick Ross are positioning this collaboration to deliver what retailers ultimately look for: consistent foot traffic, repeat purchases, and reliable cooler velocity.