Better Buzz ep. 11: THC as an alcohol alternative, with Wynk CEO Angus Rittenburg

Low-dose cannabis beverages could be the next major disruption in the drinking world — and Angus Rittenburg is helping lead that shift.

In this conversation, Angus unpacks how 2.5mg and micro-dosed THC drinks are changing the way historically non-cannabis consumers approach relaxation, socializing, and alcohol alternatives. What began as a technology-driven concept quickly transformed into a passionate mission: creating a more mindful, accessible option to traditional beer and wine.

We break down how an entire market of alcohol consumers has simply never experienced what a truly low-dose cannabis drink feels like — and why that lack of exposure is the biggest barrier to growth (and the biggest opportunity).

We also dive into:
🍹 How a 2.5mg beverage impacts non-cannabis consumers
🧠 Why perception, not product quality, is the real challenge
📚 The critical role of educational marketing in shifting mindsets
🍷 How these drinks compare to the social and emotional experience of wine or beer
🚀 Why availability is the key to mass trial and adoption
🔄 The mindset shift required for true market acceptance
💡 How consumer “aha” moments drive rapid category growth

Angus shares why those who try low-dose beverages are often surprised by the experience — and why that first sip can completely change someone’s perspective on cannabis.

If you’re watching the future of beverages, wellness, or consumer behavior, this is a conversation you don’t want to miss.