It's Time to Admit Alcohol Is Paying ALOT of Attention
Beverage does not need to replace alcohol to matter. It only needs to capture one occasion per week. When ritual shifts, categories follow.
First Principles · February 24, 2026
The Quiet Entry: What Tobacco & Alcohol Already Know About Cannabis
Tobacco and alcohol are quietly building cannabis IP, infrastructure and data. It's not if they enter — it's when the rest of us notice.
First Principles · November 20, 2025
Before Target and DoorDash, Edible Arrangements
Edibles.com quietly built one of the most intriguing cannabinoid access platforms in the country. Consumers can now shop by experience, not just by brand.
First Principles · November 12, 2025
Vertical Integration Isn't Strategy — It's a Trap
Cannabis runs six or seven businesses at once, in multiple states, every supply chain locked to one state. Most of it is solved next door.
First Principles · September 22, 2025
THC Is Just an Ingredient — How Schedule III Will Reshape Cannabis, Pharma & Hemp
What if cannabis operators had to buy cannabinoids from GMP-licensed manufacturers instead of retrofitting facilities? The supply chain flips overnight.
First Principles · September 15, 2025