Pioneering Study Explores Impact of THC-Infused Beverages on Consumer Well-being

In an innovative collaboration, Love Yer Brain, a functional brand co-founded by Wayne Coyne of The Flaming Lips, and MoreBetter, a leader in Real-World-Data collection, have embarked on a pioneering study to examine the effects of THC-infused beverages on consumers' mood, quality of life, and alcohol consumption patterns. This study is timely, as it aligns with the growing consumer shift towards 'better-for-you' alcohol alternatives, especially during social gatherings and summer activities.

The research will involve around 2,000 qualified consumers who will provide daily feedback over three weeks regarding their consumption of infused beverages and alcohol, alongside completing standardized self-assessments on their overall quality of life. Lifeblood by Love Yer Brain, among other brands from the Iconic Tonics portfolio, will supply participants with the infused beverage products for the study.

Kevin Provost, CEO of MoreBetter, emphasized the importance of understanding consumer experiences with infused beverages, stating the goal is to help consumers answer how these products make them feel. Evan Eneman, CEO of Iconic Tonics, highlighted the value of Love Yer Brain's participation in the study, noting the brand's unique perspective on exploring new sensations and their impact on daily life.

This study represents a critical step in advancing the THC-infused beverage sector responsibly and data-driven, offering insights into consumer behavior and the potential lifestyle impacts of these products. With immediate openings for other Iconic Tonics brands to join the study, the research underscores the industry's commitment to understanding and enhancing consumer well-being through innovative beverage options.