23rd State Selected for MoreBetter Cohort: A New Era of Data-Driven Cannabis Beverage Innovation

When we talk about building products people can trust, we mean it — not just as a tagline, but as a commitment that runs through everything we make. That's why being selected to join the MoreBetter cohort is such a meaningful milestone for 23rd State, and for SHAKE and FRESH PRESS specifically.

This isn't just a third-party validation. It's a signal of where the cannabis beverage industry is heading — and where we intend to lead.

Read the full article here.

What Is the MoreBetter Cohort?

MoreBetter is a research and analytics platform that provides real-world evidence and clinical-grade consumer insights for health, wellness, and beverage brands. Rather than relying on lab studies or controlled environments, MoreBetter collects longitudinal data from everyday consumers — the people who are actually cracking open a FRESH PRESS after work or dropping SHAKE into their sparkling water on a Friday night.

Their rapid 60–120 day study cycles are designed to help brands move from insight to action fast, translating real-world findings into product improvements and evidence-backed claims that hold up to scrutiny.

23rd State is among a select group of forward-thinking brands chosen for this cohort — and we couldn't be more energized by the opportunity.

Why This Matters for SHAKE and FRESH PRESS

Our customers already tell us they love these products. They come back for SHAKE because it makes their drink feel like an occasion. They reach for FRESH PRESS because it's clean, potent, and genuinely different from anything else in the hemp beverage space. That anecdotal feedback is meaningful — but it's not enough.

Through the MoreBetter partnership, we'll be gathering hard data on how SHAKE and FRESH PRESS actually perform in people's lives:

• How and when consumers use these products in their daily routines
• User-reported benefits like mood balance, energy, and satisfaction
• Opportunities to refine formulation, flavor, and packaging based on real behavior
• Scientifically validated claims that we can stand behind in retail and marketing conversations

As Leah Kollross, founder of 23rd State, put it: "We're moving beyond anecdotal feedback to hard data — showing how our products perform in real life, across diverse consumers. It's about transparency, trust, and constant evolution."

The Bigger Picture: Where Cannabis Beverages Are Going

The functional and cannabis-infused beverage category is growing fast — and with that growth comes an increasingly informed consumer. People want to know what they're putting in their bodies. They want to understand the benefits. They want brands that can back up their claims with something more than good packaging and a compelling Instagram grid.

Real-world evidence is becoming the new standard for credibility in this space. Brands that can demonstrate product efficacy through rigorous data collection aren't just building trust with consumers — they're building a foundation for long-term retail partnerships, regulatory conversations, and category leadership.

23rd State has always believed that science and creativity aren't opposites. They're collaborators. SHAKE exists because we asked: what if a functional product could also be genuinely delightful? FRESH PRESS exists because we asked: what does a premium THC beverage look like when precision formulation meets real ingredients? Now we get to ask: what does the data say?

What to Expect Next

The MoreBetter study will track consumer experiences with both FRESH PRESS and SHAKE across a range of outcomes and usage contexts. As we gather findings, they'll directly inform how we evolve our products — and how we communicate their benefits to you.

We'll be sharing more as the research progresses. This is a process we're excited to be transparent about, because transparency is exactly the point.

If you've been a SHAKE or FRESH PRESS fan, your experience matters — and now it's going to help shape what comes next.

Stay tuned.

23rd State was featured on NOSH.com for its selection into the MoreBetter cohort. Read the full announcement here.