Gigli: A Breakthrough in Cannabis Beverage Market with Natural Ingredients
The cannabis drink market has witnessed explosive growth over the last decade. What was once a niche category has become one of the most thrilling segments in the beverage market. With consumers increasingly abandoning alcohol for non-alcoholic alternatives, THC- and CBD-infused beverages have taken the world by storm, providing a functional and pleasurable alternative. This transformation has driven the fast-paced growth of brands that serve health-aware consumers who are keen on great-tasting, wellness-oriented beverages.
Gigli has become a leader in this category, refining cannabis drinks through its dedication to high-quality, natural ingredients and complex flavor. Under the leadership of entrepreneur Kam Talebi, the company is rewriting the script on what cannabis beverages are capable of. With a diverse entrepreneurial history, Kam brings strategic acumen and keen knowledge of the market to Gigli—motivating the brand's drive to produce cannabis drinks that are as healthy as they are tasty.
Let's dig in on how Gigli is at the forefront of wellness-oriented, low-sugar cannabis drinks for the mindful consumer of today.
Kam's path to developing Gigli is anything but typical. With a wide range of entrepreneurial experience, his professional career started in the technology sector, where he developed and sold several companies, including joint ventures with industry leaders such as Microsoft and Cox Enterprises. This background provided him with worthwhile expertise in market innovation, customer requirements, and trend analysis.
His entry into the restaurant business—owning and managing more than 20 restaurants and banquet halls across the Midwest—played a key role in defining what would ultimately become Gigli. Kam observed a trend in his restaurants: classic alcoholic drinks were fading out, but healthier, non-alcoholic options were on the rise.
This movement was further highlighted by the growing enthusiasm for cannabis, especially CBD and THC. Seeing an opportunity, Kam envisioned a way to produce a new category of functional drinks—one that blended wellness benefits with great taste.
Kam continues, "Having founded tech firms and branched into hospitality, I began to notice changes in consumer habits. There was an increasing demand for non-alcoholic drinks, and with the increasing interest in CBD and THC, I realized I could merge my expertise with my wellness passion and create a line of cannabis-infused beverages that were both pleasant and health-conscious."
The Rise of Non-Alcoholic Alternatives
The ascendancy of Gigli is a direct reaction to this shift in consumer desire. As people increasingly cut back on or eliminated alcohol consumption, Kam saw the opportunity in cannabis drinks—particularly in the context of a larger wellness revolution. Consumers today want beverages that provide mental clarity, relaxation, and focus, all of which are possible without the negative aspects of alcohol.
This realization was further supported when Kam co-founded Nuleev, a CBD shopping brand with a flagship store at the Mall of America. Kam and his cofounder brought THC-infused drinks to market through Nuleev. Although the reception was resoundingly good, one problem became readily apparent: flavor and sugar levels.
Looking back on this, he remembers, "As we launched THC drinks with Nuleev, we were immediately seeing them catch on. But we were hearing the same thing from consumers—they didn't taste very good and had lots of sugar in them. We knew we had to flip that script."
A New Vision for Cannabis Beverages
Customer input was the catalyst for the creation of Gigli. Kam wanted to create a lifestyle brand that brought cannabis drinks that were about overall well-being—crafted with all-natural, low-sugar ingredients, great taste, and functional effects.
To get there, Gigli chose to use high-quality, all-natural ingredients and steer clear of preservatives and artificial additives. The result: beverages that not only taste great but also support health and mindfulness.
"What differentiates us is the high quality taste of our products and the fact that they are all-natural with no preservatives, low sugar, and low calories," he confirms.
Apart from taste, Gigli drinks contain functional ingredients such as Ashwagandha, which reduces stress and delivers mental clarity, and Ginseng, which maintains energy levels and immune system health.
Kam emphasizes, “We want our drinks to be more than just a THC experience. They should uplift the body and mind, offering true wellness benefits.”
Creating a Lifestyle Brand
Gigli is more than a cannabis beverage company—it’s a lifestyle brand designed around positive experiences and customer connection. From day one, Kam envisioned a brand that resonates emotionally with consumers. Gigli’s identity centers around creating joy, fun, and memorable moments.
The logo of the brand—created to symbolize happiness—captures this philosophy.
"Gigli is not just a drink—it's a way of living that elevates your mood. Our logo has been created to induce a smile, to make our customers happy," he says.
Kam's hospitality experience is reflected in all touchpoints. Gigli doesn't simply sell drinks—it crafts an experience. Every product is designed to deepen the connection with the user, making drinking a cannabis beverage an inspiring, wellness-infused experience.
Since its launch, Gigli has always broken new ground through innovation. Kam and his team recognize the need to stay ahead in a rapidly expanding and competitive market. Beginning with a daring range of THC cocktails, Gigli soon branched into new categories to address changing consumer needs.Â
They added zero-calorie seltzers, offering a cool, sugar-free alternative. Next were non-carbonated Gigli Teas—a smoother, more laid-back drink appealing to an even wider audience.
As he explains, "Following on the affection for our bold cocktail lineup, Gigli is transforming once more! We began with our flavor-full THC cocktails and then added lighter, calorie-free seltzers. We didn't rest there—we heard from our customers and added smooth, non-carbonated teas to fulfill even more demands.
Through continuous feedback loop with consumers, Gigli makes its products adapt to shifting consumer trends. The company is even looking into THC-infused edibles and other new and innovative flavor combinations—setting the brand up for long-term success and future growth.
The Future of Cannabis Beverages
In the future, Kam envisions enormous room for growth within the cannabis drinks industry, particularly with the growing popularity of the sober-curious movement. With more and more consumers looking for alternatives to alcohol, he foresees cannabis drinks as the go-to beverage for social consumption—a healthier, more conscious approach to enjoying.
Kam predicts, “THC beverages are on track to become the go-to choice for social drinkers moving away from alcohol, especially with the rise of the sober-curious movement. We’re not just seeing a trend; it’s a cultural shift toward wellness and moderation.”
To prepare for this shift, Gigli is working toward mainstream distribution—expanding beyond dispensaries and into liquor stores, grocery stores, convenience shops, and major retailers like Walmart and Target.
"We don't view Gigli as just another cannabis brand to dispensaries—our eye is on mainstream distribution. We want our products to be available everywhere," he continues.
Entrepreneurial Tips for the Cannabis Beverage Industry
Kam's venture into the cannabis beverage market has been one of challenges and learning experiences. To those thinking of emulating him, he has this to say: concentrate on genuine differentiation.
"The cannabis beverage market is expanding very quickly, with comparatively few entry barriers, so it's a very competitive space," he admits. "If you want to succeed, you have to concentrate on genuine differentiation. Whether through distinctive flavors, functional benefits, or compelling brand position, find a means of differentiation."
He cautions that without an apparent, distinct identity, it's hard to gain consumer attention and loyalty. For long-term success, creating a differentiated, memorable brand is crucial.
"Without a definite point of differentiation, gaining consumer attention and establishing enduring loyalty will be a tough climb," he advises.
Popular Flavors and the Gigli Experience
Gigli’s most popular flavors reflect the brand’s focus on delivering vibrant, refreshing options for every type of palate. From the zesty Blueberry Lemonade to the tropical Pineapple Mojito, each drink offers a sophisticated, full-flavored experience—without the downsides of alcohol.
“Our most popular flavors are our Gigli Cocktails—Blueberry Lemonade, Blood Orange Margarita, Pineapple Mojito, and Raspberry Mojito,” he notes.
These drinks have become favorites among fans due to their flavor balance, wholesome ingredients, and wellness benefits infused in each bottle. They represent the Gigli mission: to create tasty, health-minded cannabis beverages that enhance both mood and experience.
As Gigli continues to expand and evolve, Kam Talebi’s vision remains steadfast—crafting high-quality, great-tasting cannabis beverages that promote wellness, offer real functional benefits, and redefine what it means to enjoy a drink—mindfully.
