From Alcohol to Cannabis: Jackie McAskill’s Journey and Insights on Cannabis Beverages and Co-Founding Sheesh Hash Cola
Welcome to episode 264 of “Bite Me,” where we dive deep into the world of cannabis edibles and beverages. In this episode, Margaret is joined by Jackie, co-founder of Sheesh Hash Cola, a cannabis beverage company. Jackie brings a wealth of experience from her 11-year tenure as a senior buyer at the Liquor Control Board of Ontario (LCBO). Together, they explore Jackie’s transition from the alcohol industry to the cannabis space, the similarities between wine and cannabis, and the challenges she faces as a female entrepreneur in a burgeoning industry.
Jackie’s Transition from Alcohol to Cannabis
Personal Experience with Cannabis
Jackie’s journey into the cannabis industry was sparked by a personal back injury. Initially skeptical due to the stigma surrounding cannabis, she found significant relief through CBD. This experience led her to research the plant further, ultimately inspiring her to shift her career focus from alcohol to cannabis.
Frustration with the Alcohol Industry
Jackie’s decision to leave the LCBO was also driven by her growing frustration with the lack of innovation in the alcohol industry. She was inundated with requests for similar products, like vodka spritzers, which stifled her creativity. In contrast, the emerging cannabis industry offered a fresh landscape for innovation, especially as Canada was leading the way in national legalization.
Similarities Between Wine and Cannabis
Provenance and Terroir
Jackie draws fascinating parallels between cannabis and wine, particularly in terms of provenance—the sense of place and the story behind the product. Just as wine varietals can vary significantly based on where they are grown, so too can cannabis strains. This connection highlights the importance of understanding the origins and characteristics of the products we consume.
Rituals and Sensory Experiences
Both wine and cannabis have rich rituals associated with their consumption. Jackie emphasizes the importance of these rituals, whether it’s pouring a cannabis beverage over ice or savoring a fine wine. These experiences enhance the enjoyment and appreciation of the product, making consumption more than just a quick fix.
Challenges in the Cannabis Industry
Marketing and Communication
One major hurdle Jackie faces is the difference in marketing and communication strategies between the alcohol and cannabis industries. While alcohol has a long-established market presence, cannabis is still navigating its way through legal and societal barriers. This requires innovative approaches to reach and educate consumers.
Stigma and Misconceptions
Jackie often encounters stigma when discussing her work in cannabis, especially among her wine-loving peers. She addresses misconceptions, such as the belief that hash is synonymous with hardcore drugs, by drawing parallels between cannabis and familiar concepts like ice wine. This helps demystify cannabis for those unfamiliar with it.
Male-Dominated Industry
Surprisingly, Jackie finds the cannabis industry to be more male-dominated than the alcohol market. She emphasizes the importance of supporting female entrepreneurs in cannabis and fostering collaboration over competition. This is crucial for creating a more inclusive and innovative industry.
Sheesh Colas: A Unique Approach to Cannabis Beverages
Quality Ingredients
Jackie’s experience in the alcohol industry has shaped her approach to launching Sheesh Colas. Her beverage line is unique in that it uses live rosin hash, setting it apart from other cannabis beverages that typically rely on distillate. This ensures a richer and more satisfying taste, maintaining the integrity of the cannabis plant.
Sessionability
Jackie introduces the concept of “sessionability,” which refers to the ability to enjoy multiple drinks over a period. Unlike alcoholic beverages, consumers are more likely to indulge in a single cannabis beverage, allowing for a more enjoyable experience without the drawbacks of excessive sugar or calories.
Flavor and Innovation
Jackie’s meticulous process of selecting ingredients, such as the perfect tangerine puree from 18 different options, reflects her developed palate and commitment to quality. This attention to detail ensures that Shish Colas offers a unique and enjoyable experience for consumers.
The Future of Cannabis Beverages
Growing Market Share
While the market share for cannabis beverages is still small, there is a growing trend of consumers using them as alternatives to alcohol, especially during events like Dry January. As stigma around cannabis continues to diminish, Jackie anticipates that cannabis beverages will gain popularity, mirroring trends seen in the alcohol industry.
Educating Consumers
Jackie’s upcoming book, Chill: The Wine Lover’s Introduction to Cannabis, aims to bridge the gap between wine and cannabis, educating readers and reducing stigma surrounding cannabis use. Empowering individuals with knowledge is crucial for the continued growth and acceptance of cannabis beverages.
Links & mentions for this episode
- Jackie McAskill on LinkedIn
- Sheesh Hash Cola
- Call the Sheesh Pot Line 1-(833)-POTLINE
- Sheesh on Instagram @sheeshsodas
- Jackie’s book Chill The Wine Lovers Guide To Cannabis is available now.
- You might also like these interviews:
- Warren Bobrow The Cocktail Whisperer
- Matt McGinn Founder of Matt’s High Soda & Uncle Arnie’s High Tea
- Elizabeth Rice Wine Sommelier & Certified Ganjier
- Dan Klomstra – Recipe developer with Tea Pot Iced Tea
- Zack Squier Founder of Squier’s Elixirs
- Jamie Evans – Wine Sommelier turned cannabis beverage expert
That’s it for this week friends. Please email me any questions, comments, pictures of your creations or anything else, I love hearing from listeners! Direct messages to [email protected] or the podcast hotline.
You can also support the show by subscribing, sharing episodes, leaving a review or buying me a cookie! Whatever way you choose, I’m grateful that you’re listening.
Stay high,
Margaret
Timestamps
Introduction to the Episode (00:00:10)
Margaret introduces the episode and guest Jackie, highlighting their backgrounds in cannabis and alcohol.
Jackie’s Background in Alcohol (00:01:27)
Jackie shares her extensive experience as a senior buyer at the LCBO, focusing on beverage alcohol.
LCBO Overview (00:02:00)
Margaret explains the significance of the LCBO as one of the largest alcohol buyers globally.
Transition from Alcohol to Cannabis (00:02:25)
Jackie discusses her decision to switch industries, motivated by personal experiences with cannabis.
Defining Moments for the Switch (00:02:42)
Jackie recounts her back injury and the positive effects of CBD, prompting her industry change.
Stigma and Research (00:03:41)
Jackie reflects on overcoming stigma about cannabis while researching its benefits and dynamics.
Excitement for Cannabis Innovation (00:04:54)
Jackie expresses her enthusiasm for cannabis innovation compared to stagnation in the alcohol sector.
Similarities Between Wine and Cannabis (00:05:56)
Jackie highlights surprising parallels between the cannabis and wine industries, focusing on provenance.
Understanding Terroir in Cannabis (00:06:53)
Margaret and Jackie discuss how cannabis, like wine, is influenced by its growing conditions.
Translating Wine Knowledge to Cannabis (00:07:30)
Jackie explains how her wine expertise helped her understand cannabis varieties and effects.
Challenges in the Cannabis Industry (00:08:48)
Jackie identifies three main challenges transitioning from alcohol to cannabis, including industry norms.
Industry Understanding and Marketing (00:09:39)
Jackie contrasts the established alcohol market with the emerging cannabis industry’s unique challenges.
Battling Stigma in Cannabis (00:10:48)
Jackie discusses the social stigma she faces as a female entrepreneur in the cannabis space.
The Boys Club in Cannabis (00:11:57)
Jackie addresses the gender imbalance in cannabis, comparing it to her experiences in alcohol.
Future of Gender Equality in Cannabis (00:14:14)
Jackie expresses hope for increased female representation as the industry matures.
Cultural Changes Affecting Cannabis (00:16:07)
Margaret and Jackie discuss the slow but ongoing cultural shifts in the cannabis industry.
Influence of Alcohol Experience on Cannabis Beverages (00:16:36)
Jackie explains how her alcohol industry background shaped her approach to cannabis beverages.
Unique Approach to Cannabis Beverages (00:17:19)
Jackie introduces her beverage line, emphasizing quality and provenance in her products.
Quality and Ingredients in Cannabis Beverages (00:18:37)
Jackie highlights the use of natural ingredients and local sourcing in her cannabis beverages.
Consumer Connection to Provenance (00:20:33)
Jackie emphasizes the importance of knowing the source of ingredients in her beverage line.
Quality Ingredients in Cannabis Beverages (00:20:46)
Discussion on the importance of quality ingredients for better tasting cannabis beverages.
Market Landscape of Cannabis Beverages (00:21:44)
Overview of the number of cannabis beverages available in Canada and their market appeal.
Challenges in Cannabis Beverage Development (00:22:14)
Jackie shares insights on why popular beverage types haven’t resonated in the cannabis market.
Sugar Content and Consumption Patterns (00:23:40)
Exploration of how sugar content affects consumer choices and beverage consumption.
Surprising Discoveries in Cannabis Use (00:24:00)
Jackie reflects on her unexpected integration of cannabis into her lifestyle.
Mixing Cannabis and Alcohol (00:25:12)
Discussion on the sensory enhancement cannabis provides when paired with wine.
Health Impacts of Alcohol vs. Cannabis (00:26:20)
Comparison of the health effects of alcohol and cannabis in daily life.
Creating Rituals Around Cannabis Beverages (00:27:12)
Importance of making cannabis consumption a ritual, similar to wine enjoyment.
The Story Behind ‘Sheesh’ Name (00:28:02)
Jackie shares the creative process and story behind naming her beverage ‘Sheesh’.
Consumer Education on Cannabis Products (00:34:34)
Jackie recounts a friend’s misunderstanding of cannabis, highlighting the need for education.
Trends in Cannabis Beverages (00:36:36)
Discussion on the potential growth and market trends for cannabis beverages.
The Enjoyment of Cannabis Beverages (00:39:25)
Jackie discusses the experience of savoring cannabis beverages, comparing it to enjoying cocktails or wine.
Transition from Edibles to Beverages (00:40:01)
Jackie explains her decision to focus on beverages before exploring edibles in her product line.
Developing a Palate for Flavors (00:41:01)
Jackie shares her experience in wine tasting and developing a refined palate for cannabis products.
Surprising Background: Military Service (00:42:55)
Jackie reveals her past in the military, surprising many with her infantry reserve experience.
Exciting Upcoming Projects (00:44:53)
Jackie announces her upcoming book and new product innovations in the cannabis beverage space.
Addressing Cannabis Stigma (00:46:24)
Discussion on the stigma surrounding cannabis and how education can empower consumers.
Closing Thoughts and Gratitude (00:47:05)
Margaret thanks Jackie for the conversation and highlights where to find her online.
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