Hemp beverage Magic Cactus has partnered with Touch Distribution, serving Southern California retailers such as Whole Foods, Erewhon, Lazy Acres and more.

Founded in 2023 by Jonny Locarni, Magic Cactus features a sparkling prickly pear cactus water base with hemp-derived delta-9-THC, THCV and CBD, as well as potassium, magnesium and L-theanine. The end product is designed to mirror the effects of a single alcoholic beverage without sacrificing function.

Consumers can enjoy two initial varieties: Watermelon Hibiscus & Lavender Raspberry, with a third flavor set to launch this month.

In 2020, Locarni lost his father to alcohol at the age of 58. Shortly after, he dedicated his focus toward a solution: an alternative that can stand in the place of alcohol and is available in as many places as possible. After discovering the opportunity to extract cannabinoids from federally compliant, low-THC hemp, Magic Cactus was born.

"We love alcohol in the moment, but hate what's to come for the next 24-48 hours thereafter and hate the toll it takes on our brain and bodies in the longer term,” Locarni said. “We also loved the idea of replacing alcohol with a healthier alternative, but felt that the majority of cannabis products on the market are unpredictable, unapproachable, and inconsistent. This is why Magic Cactus was created."

The brand launched as a direct-to-consumer offering in October 2023 and had a soft launch in retail in January in partnership with independent retailers across several states. By mid-February, both of the company's SKUs were among the Top 10 products on AirGoods, a wholesale beverage platform where independent retailers can purchase directly from beverage brands.

The product is currently available online for $54 for a 12-pack and $99 for a 24-pack. The site recently sold out of all products and will be restocking at the end of this month. In addition to its current offering, Magic Cactus will also be available at retail via 4-packs