Core Insights - JP Brand Advisors and Canopy USA have formed a strategic partnership to enhance the distribution of Wana Wellness's hemp-based beverages and gummies in the U.S. market [1][3] - The partnership highlights the growing focus on hemp-based functional beverages, which are gaining traction due to increasing consumer demand for wellness-oriented products [2][4] Company Overview - JP Brand Advisors acts as an outsourced sales and strategy partner for beverage alcohol and emerging functional beverage brands, providing market coverage and distributor management [5] - Canopy USA is a holding company with a significant interest in the U.S. cannabis market, owning Wana Brands, a leader in North American edibles, and other cannabis-related entities [6] Market Trends - There is a rising interest among U.S. retailers and distributors in non-alcoholic, functional, and hemp-infused beverages, driven by changing consumer preferences and clearer regulations in key markets [4]