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Relationships Over Budget: How Highlandia Built a Hemp Beverage Community | Adam Borson, CMO at Highlandia
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Adam Borson is the CMO for Highlandia, a premium hemp beverage built by Lift & Made, a company that's been in the hemp industry for over a decade. Highlandia went top 5 in Wisconsin within months of launch and expanding into Texas, Florida, and Illinois, but Adam is clear that none of it came from outspending bigger THC beverage competitors - it came from relationships.
Adam rides along with distributor reps himself. He trains liquor stores that have never carried a hemp infusion product before, one conversation at a time. He shows up at Pride Fest in Milwaukee and at…
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