Cann, the trailblazing THC-infused beverage company known for its microdosed cannabis drinks, has announced the appointment of Jeff Chassner as its new Vice President of Sales. This strategic hire marks a significant milestone in the company’s growth trajectory as it aims to deepen its footprint in the rapidly evolving cannabis beverage market.
Jeff Chassner joins Cann’s executive leadership team with a wealth of experience in both legacy beverage giants and high-growth disruptor brands. With a career that spans leadership roles at MillerCoors, SweetWater Brewing Company, BeatBox Beverages, and most recently New Realm Brewing, Chassner brings a proven track record of sales transformation, distribution optimization, and brand scaling. His appointment signals Cann’s aggressive push to expand into traditional retail channels and to accelerate its presence nationwide.
Chassner’s arrival at Cann comes at a pivotal time. The THC beverage category is undergoing a surge in consumer interest and retailer attention, driven by shifting attitudes toward cannabis consumption, increasing legalization across U.S. states, and growing demand for low-dose, socially consumable cannabis products. Cann, which pioneered the microdosed THC beverage space, currently has its products available in over 5,000 retail doors across 30 states and offers direct-to-consumer shipping in more than 35 states.
In his new role, Chassner will be responsible for overseeing and scaling Cann’s retail sales operations throughout the United States. This includes deepening partnerships with existing retail distributors, developing strategic sales plans for key markets, and leveraging data-driven insights to optimize performance across retail channels.
“As the pioneer of microdosed THC beverages, Cann has experienced multiple waves of retail expansion since its founding. However, the next chapter in our growth will be the most critical as we move into mainstream retail,” said Jake Bullock, Co-Founder and CEO of Cann. “Retailers are increasingly realizing the demand and profitability of THC-infused beverages, and Jeff is exactly the leader we need to harness this momentum. His success in driving adoption at innovative beverage brands like BeatBox and New Realm demonstrates his ability to not only scale but do so with intention and impact.”
Chassner brings over two decades of beverage industry experience to Cann, with a portfolio that spans both the alcoholic and non-alcoholic segments. At New Realm Brewing, where he served as Chief Sales Officer for over five years, Chassner played a pivotal role in doubling the company’s off-site distribution sales. His strategic focus on data-informed decision-making, cross-functional collaboration, and channel-specific activation helped transform New Realm’s footprint across key markets.
Prior to New Realm, Chassner held the position of Vice President of National Sales at BeatBox Beverages, a high-energy, ready-to-drink alcoholic beverage company targeted at millennial and Gen Z consumers. Under his leadership, BeatBox saw an explosive 15x increase in revenue over just three years. He also oversaw a complete overhaul of the company’s distribution network, enabling more streamlined operations and opening the door to a broader national retail presence.
“Joining Cann is a full-circle moment for me,” said Chassner. “I’ve been an admirer of the brand since it hit the market. It’s rare to see a product that so seamlessly blends innovation, cultural relevance, and consumer appeal, especially in a highly regulated space like cannabis. I’m honored to bring my experience to the table and help Cann capitalize on what is clearly a major inflection point for the THC beverage category.”
Cann’s approach to cannabis beverages is unique in its focus on microdosing—offering drinks that contain just 2mg of THC and 4mg of CBD per can. This low-dose formulation appeals to a broader demographic, including wellness-oriented consumers, cannabis newcomers, and individuals seeking a lighter, social buzz without the intensity of traditional edibles or smokables. The brand has also positioned itself at the intersection of health, lifestyle, and inclusivity, working with a wide range of celebrity backers, including Gwyneth Paltrow, Rebel Wilson, and Darren Criss.
With a rapidly growing base of loyal consumers and a first-mover advantage in the THC beverage space, Cann is poised for continued expansion. The addition of Chassner is expected to accelerate that growth by refining Cann’s retail execution strategy, deepening distributor relationships, and identifying white space opportunities in emerging cannabis markets.
In the short term, Chassner’s priorities will include evaluating Cann’s national retail performance, identifying opportunities for geographic expansion, and building a high-performing sales team aligned with the brand’s mission. He will also work closely with marketing and operations to ensure cohesive go-to-market strategies across markets with varying regulatory frameworks.
“In a nascent industry like cannabis, agility, creativity, and execution are everything,” added Chassner. “My goal is to ensure Cann continues to lead—not just in product innovation, but in how we engage with consumers, educate retail partners, and build lasting value in this category. There’s so much opportunity ahead, and I’m excited to help write Cann’s next chapter.”
As THC-infused beverages gain traction among health-conscious and socially engaged consumers, industry analysts expect the category to reach new heights. Cann’s leadership in the space, combined with Chassner’s operational expertise and growth mindset, position the company to seize a larger share of this emerging market.
