Founder’s Corner: The Real Startup Stuff (and a Pasteurization Panic)
Welcome to Hightail’s behind-the-scenes journal—where we’re getting honest about what it takes to build a low-dose THC beverage brand from the ground up. This entry’s all about the chaos, pivots, and persistence behind making a preservative-free, infused drink that actually tastes good and doesn’t blow up in production.
Entry 1: The Pasteurization Plot Twist
Date: December 20, 2024
Let’s set the stage:
We were weeks away from launch. Cans were designed. Ingredients sourced. The Hightail pre-sale site was locked and loaded. Our small but mighty team was ready to take on the world—one chilled, fast-acting sip at a time.
We had one mission: to create a clean, delicious, fast-acting THC beverage that was free from artificial flavors, colors, or preservatives.
Sounds simple, right?
Enter: The Pasteurization Paradox
Our co-packer casually drops a note: “You’ll need a Process Authority (PA) letter before we run production.”
Cool, no problem. We’re on it.
Except… the consultant comes back with a bombshell:
The heat and time required to pasteurize our formula (read: ensure shelf stability and safety) would melt our can liners, destroy the label artwork, and potentially explode!
Cue some casual screaming into a pillow.
What Would You Do?
Suddenly, our dream product faced a real, high-stakes decision. To stay true to the mission, we had to choose between:
- Adding preservatives (in conflict with our promise to be better-for-you)
- Spiking the acidity (cue reformulation delays)
- Artificial sweeteners (hard pass)
Each option meant compromising the taste, feel, or ethos of the drink we’d spent over 6 months developing.
So... what did we do?
Stay tuned. Entry 2 is coming soon, and we’ll share the real, slightly scrappy pivot that kept us going.
Want to geek out on pasteurization science?
Read this article on CraftMetrics for a great technical breakdown.
Explore More From Hightail:
- Why We Use CBG (and Why It Matters)
- Our Ingredients: What’s In (and What’s Not)
- Behind the Buzz: What Makes Hightail Different
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