The News
Gigli, a hemp beverage company, announced the launch of its "Glow-Up" rebrand with six new flavors. The rebrand reflects the company's vision for the future of the category and includes a refreshed look while maintaining the same great taste. The announcement was made by Kam Talebi, founder of Gigli, who emphasized the brand's focus on creating something people genuinely enjoy.
Gigli’s recent rollout has already shipped over six million cans across 23 states and a network of more than four thousand retail points, setting the stage for its new Glow‑Up line.
Today I’m examining Gigli’s newest move into THC‑infused beverages. They’re rebranding their line as Glow‑Up, introducing six new flavors, and rolling out to more than two dozen states.
Since November 2023, Gigli has shipped more than six million cans—showing its distribution network can back a multi‑state rollout of new flavors. That capacity sits atop an existing footprint of over four thousand retail points across multiple states as of late 2025, giving the brand a ready platform for quick geographic expansion.
Gigli’s rebrand leverages an already robust distribution network, and its existing reach suggests it can weather market volatility. While the release notes uncertainty in the THC market, the company is doubling down; its proven reach can absorb fluctuations without hurting margins.
For distributors, the six new flavors fit within the current portfolio—no new contracts are required to bring them into the shelf lineup. Operators who rely on a single state’s supply chain will need to negotiate fresh distribution agreements if they want these new flavors, because the release does not promise national availability.
The brand’s functional botanicals—ashwagandha and ginseng—give the line a wellness angle that matches broader THC‑beverage trends. Each 12‑oz Glow‑Up can contains 2 mg, 5 mg, or 10 mg of THC and is under 100 calories per serving, appealing to health‑centric consumers.
For on‑premise operators, menu integration looks straightforward—a 12‑oz Glow‑Up can matches the volume of existing THC offerings. Still, rolling out six flavors requires careful pacing; early adopters should track customer reactions to determine which flavor drives repeat business and adjust inventory accordingly.
Distributors already covering the 23 states in the Glow‑Up rollout are well positioned to benefit from this launch; those without that reach should assess whether their existing network can absorb an additional SKU without disrupting current programming.
Original Press Release
The hemp beverage space is in a moment of uncertainty — shifting regulations, tightened budgets, and a lot of brands taking a step back to wait and see what happens next.
At Gigli, we’re choosing to move forward.
We’re launching our Gigli “Glow-Up” — a full rebrand alongside six new flavors that reflect where we’re headed as a brand and where we believe the category is going.
This isn’t just a refresh. It’s a reset. New look, same great taste.
We’ve spent the last year listening — to our customers, to our retail partners, and to the evolving role THC beverages are playing in people’s lives. What’s clear is that consumers are looking for something more intentional: something that feels good, social, and aligned with how they want to show up.
“Our goal has always been to create something people genuinely enjoy reaching for,” said Kam Talebi, Founder of Gigli. “Not just as an alternative, but as something that stands on its own.”
The Gigli Glow introduces a more refined, modern identity — one that better reflects the experience inside the can and how Gigli makes you feel. Bright, balanced, and designed for real-life moments — from low-key nights in to social settings where people want to feel present and connected.
While there’s hesitation across the industry right now, we see this moment differently.
It’s an opportunity to double down. To build something that lasts. To show up with intention and continue earning trust — not just as a THC brand, but as a brand people want to be part of.
We’re currently sold in 23 states and growing. We are seeing strong early traction in new markets driven by sampling and word of mouth. That momentum is what gives us confidence in what’s ahead.
“This category is evolving quickly,” added Kam Talebi. “And the brands that will last are the ones willing to grow with it.”
The Gigli Glow is a reflection of that mindset — not just keeping up, but stepping into what’s next.
Because while the future of hemp beverages may feel uncertain, one thing is clear: We are here to stay.
Sources consulted (web research):
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Source: BevNET