The Drop the Needle Podcast – Ep. 36

Guest: Joe Guthrie (CEO, PAW Sparkling Water)
Host: Jim Alstott
Date: May 9, 2025
Theme: The Shift from Alcohol – Navigating the World of Alternative Beverages

Episode Overview

This engaging episode of "The Drop the Needle Podcast" explores the societal shift away from traditional alcohol consumption toward healthier, alcohol-free alternatives. Host Jim Alstott welcomes back the podcast's very first guest, Joe Guthrie, CEO of PAW Sparkling Water, to discuss innovations in nonalcoholic and cannabis-infused beverages, the motivations behind consumer choices, health benefits, regulatory shifts, and the exciting future of social drinking.

Key Discussion Points & Insights

The Decline of Alcohol and Rise of Alternatives

• Cultural Shift:
  Joe notes the growing momentum in people consciously reducing alcohol intake, influenced by health considerations and public health announcements.
  "The world is turning away from alcohol, at least in the excesses… people are looking for a healthier way to recreate, a healthier way to socialize…" – Joe Guthrie [03:48]
• Trends:
  Movement propelled by campaigns like Sober October, lifestyle changes post-New Year's, and heightened awareness of alcohol's impact on health (inflammation, bloating, etc.).

Benefits and Functionality of PAW & PAW Plus Beverages

• Health Aspects:
  PAW Sparkling Water is a CBD-infused, nonalcoholic, zero-carb, zero-sugar beverage designed to be incorporated into daily routines.
  "It's just something that's very clean, very refreshing, tastes great, and it's good for you." – Joe Guthrie [08:16]
• Anti-inflammatory Effects:
  Both host and guest share anecdotal benefits, particularly for those with arthritis and joint pain. Jim describes a gradual, cumulative improvement when using PAW.
  "You drink one or two… a week, 10 days later, you're like, huh? It goes away gradually to the point where you don't even notice it any longer…" – Jim Alstott [06:30]

Evolution and Varieties of PAW Plus

• Introduction of THC Products:
  PAW Plus integrates both CBD & THC in a 'golden ratio' (1:1), producing mild effects similar to consuming a sessionable light beer.
• Flavors and Potencies:
  • 2.5mg, 5mg, 10mg, and a newly introduced 20mg THC/CBD drinks (with special Pineapple Express terpenes for the higher-dose variant).
  • Tasting notes on the 20mg: "…really brings out a unique sort of pineappley, tropical...a little bit of dankness to it." – Joe Guthrie [17:24]
• Sessionability:
  Lower-dose cans allow for multiple beverages over a period (akin to light beer), while the higher doses cater to those with developed tolerances.

Understanding ‘Hemp-Derived THC’ and Legal Framework

• Cannabis vs. Hemp:
  Comprehensive breakdown of hemp and marijuana plants, explaining why hemp-derived, Delta-9 THC beverages are legal under the 2018 Farm Bill. "At the end of the day, those two buckets [marijuana & hemp-derived THC] are exactly the same chemically—Delta 9 is THC, THC is Delta 9." – Joe Guthrie [20:21]
• Regulation:
  Anticipated upcoming state regulations (IL) set to treat cannabis beverages similar to alcohol:
  • 21+ age restriction
  • 10mg/can limits
  • Taxation changes
  • Clear labeling and responsible messaging on all PAW products

Quality & Transparency in Production

• Production at Noon Whistle Brewery:
  PAW beverages are made locally with high standards similar to craft brewing.
  • Stringent batch testing for cannabinoid content
  • Transparency and responsible labeling "…we get involved and we're hands-on in every single step of the production, that's all right here behind us." – Joe Guthrie [26:46]

The Social Experience & The Future of Drinking

• Changing Social Norms:
  Beverages like PAW and PAW Plus help people participate in social rituals without alcohol stigma.
  "Welcome to the world of a hangover-free buzz." – Joe Guthrie [30:27]
• Craft 'THC Cocktail' Movement:
  Joe shares his experience at the "So Curious" alternative beverage conference, describing a bar offering made-to-order THC cocktails—like a margarita with a selectable THC dose. "They had cocktails where you could have… a margarita, and… would you like 4 milligrams or 8…" – Joe Guthrie [33:51]
• Expect Emergence of THC-Infused Bars:
  Anticipates Vegas, Chicago, and progressive cities to be early adopters of alternative lounges and craft THC beverage bars.

Notable Quotes & Memorable Moments

• “[The switch from alcohol is] getting more and more pronounced… people are looking for a healthier way to recreate…”
  — Joe Guthrie [03:48]

• “You drink one or two of the pause beverages… 10 days later… little aches and pains go away…”
  — Jim Alstott [06:30]

• “Pause Plus… [CBD and THC] are in a one-to-one ratio… in the industry, they call it the golden ratio.”
  — Joe Guthrie [09:00]

• “We say, ‘Welcome to the world of a hangover-free buzz.’”
  — Joe Guthrie [30:27]

• “THC that we use comes from hemp… made legal by the Farm Bill in December of 2018.”
  — Joe Guthrie [20:39]

• “You haven’t consumed any sugar, any calories, any carbs, and you wake up and you’re good to go.”
  — Joe Guthrie [30:41]

• “[At the So Curious conference happy hour]… the bartender said, ‘Would you like 4 milligrams or 8?’… He poured the 4 mg of THC out of a bottle… shook it up like a cocktail… absolutely delicious.”
  — Joe Guthrie [33:51]

Timestamps for Key Segments

| Timestamp | Segment Description | |------------|---------------------------------------------------------------------| | 03:48 | Joe on cultural shift away from heavy alcohol consumption | | 06:30 | Jim's personal testimonial on healing and social comfort | | 08:16 | Joe on PAW’s health benefits and daily use | | 09:00 | The ‘golden ratio’ of CBD to THC in PAW Plus | | 11:39 | Explanation of “sessionable” beverages and drinker tolerance | | 14:55 | Application for athletes, hydration, and golf courses | | 16:24 | Release and flavor profile of the new 20mg Pineapple Express drink | | 18:30 | Delta-9 THC, hemp, marijuana – legal and chemical explanation | | 21:25 | Regulatory trends and anticipated changes for THC beverages in IL | | 25:46 | The role of Noon Whistle Brewery; transparency and production pride | | 27:08 | Rigorous lab testing for content accuracy | | 29:47 | Overcoming customer confusion—educational challenges | | 30:27 | Hangover-free buzz & responsible socializing | | 33:51 | THC craft cocktails at the So Curious conference |

Resource & Perks for Listeners

• Exclusive Video: Link in show notes to see behind-the-scenes at PAW’s facility.
• Discount Code:
  Use DTN420 for special deals on PAW and PAW Plus products (online only).
  • 4-pack 20mg Pineapple Express now $20
  • 6-pack 5mg now $16
  • 6-pack 2.5mg now $13

Tone and Vibe

Conversational, pragmatic, and enthusiastic, with a spirit of curiosity and genuine excitement about expanding the options for social drinking and daily wellness. Both Jim and Joe balance personal anecdotes, industry insight, and humor (“Oil can!,” golf jokes) with an underlying message of health and empowerment.

If you’re curious about the future of social beverages, hangover-free relaxation, or just want to understand the THC craft drink movement, this episode is a must-listen. And don’t forget the playlist and discount code in the show notes!