Jim Baudino - Breaking Down the Most Exciting Category in CPG

Shelf Help: The Tactical CPG Podcast

On this episode, we’re joined by Jim Baudino, the President of Iconic Tonics - a joint venture with Snoop Dogg - and Partner at Harmony Craft Beverages, an incubator focused on cannabis and hemp beverages.

Jim joined Shelf Help to break down one of the most exciting categories in CPG today. From velocity benchmarks and dosing trends to on-premise strategy, retail readiness, and the ever-changing compliance landscape, we dive deep.

We also talk about the state of the market, the misperceptions, what’s overhyped, and what’s actually working for scaling brands.

Episode Highlights:
🍹 Why Minnesota became the blueprint for national hemp drink growth
🏛️ How inconsistent state regs are shaping brand strategy
📦 Why high-dose drinks (10mg) are outselling microdose (2–3mg)
🎤 What makes a celebrity partnership actually work
🧾 What retailers want to see in your pitch (and what they don’t)
🍋 Why lemonade and tea are gaining on seltzers
📈 The future of infused beer, wine, and functional beverages
🤝 Why compliance + ops are your first two hires

Table of Contents:
00:00 – Jim’s background & Harmony/Iconic overview
03:30 – State of the THC beverage market
07:00 – Hemp vs Regulated cannabis channels
10:30 – Why high-dose SKUs dominate today’s sales
14:00 – Overhyped vs underhyped trends
18:00 – Retail distribution & buyer expectations
22:00 – Best-performing sales channels right now
26:00 – Demo strategy & retail tools
30:00 – On-premise + festival performance
34:00 – DTC marketing, Meta strategy, & sampling laws
38:00 – What flavors & formats are resonating
41:00 – Who to hire first & where talent is needed most

Links:
Iconic Tonics – https://www.instagram.com/drinkiconictonics
Follow Jim on LinkedIn – https://www.linkedin.com/in/jimbaudino/
Follow Adam on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg
Check out https://www.kitprint.co/ for CPG production design support