About LURE: The Story Behind Our Premium Alcohol Alternatives

Functional THC Drinks Crafted with Purpose. Designed for Presence.

Born from a desire to reimagine what it means to unwind and connect, LURE was created as a purpose-built alternative to alcohol. Unlike traditional THC drinks designed to mimic cannabis consumption, LURE is crafted for the modern social experience, light, functional, and refreshingly different.

At LURE, we’re changing the way people drink. Not by telling them what not to do, but by giving them something better.

Our mission is simple: offer a delicious, functional, cannabis-infused beverage that feels just right. Something refreshing you can sip socially, enjoy on your own, or use to unwind at the end of the day. A modern option that supports your body and your mind, without alcohol and without the baggage.

LURE is a new kind of drink, created for people who want to feel more connected, more at ease, and more in control of their social experiences.

The LURE Difference: Functional THC Drinks with a Vision Behind the Vibe

Why are there so many THC drinks that focus on the THC only?

Why aren’t there more options for alcohol alternatives that look and feel uplifting?

What if there was something you could bring to brunch, take to the beach, or enjoy before dinner that felt elevated and elegant, not recreational or medical?

The result is a carefully formulated line of non-alcoholic functional THC drinks that look great, taste amazing, and give you a clear, calm, euphoric lift. We call them craft mocktails with benefits.

Each can contains:

20mg full-spectrum hemp, naturally occurring. No semi-synthetics.

4mg Delta-9 THC for effect
4mg CBD and 4mg CBG for enhanced balance
Real citrus juice, botanicals, and natural flavors
50 calories or less

We use full-spectrum hemp because the plant works better when its compounds work together. That’s the difference between just drinking THC and drinking something designed to support mood, presence, and connection.

A Sober Curious Experience Built by Experts in Wellness and Flavor

Behind LURE is a team of industry experts who’ve combined decades of knowledge in food science, who believe in the power of cannabis as a wellness tool for brighter and happier social settings.

Jeff Koenigs

Creative mind behind “Powered by Peerless Canna”

A professional engineer with over 35 years of experience in the food and pharmaceutical industries, Jeff brings unmatched expertise in cannabis science, product development, and manufacturing technology. His work ensures that every LURE product delivers safe, consistent, and effective results powered by Peerless Canna’s full-spectrum formulations.

Jennifer Dahm

Creative mind behind LURE branding

An accomplished entrepreneur and creative strategist, Jennifer has over 20 years of experience in branding, digital marketing, and design. She’s the force behind LURE’s bold, beautiful identity—responsible for everything from its eye-catching packaging to its customer-focused brand story.

Larry Wu

Creative mind behind the flavors & formulations

With over 40 years of experience in R&D and product innovation, Larry is the flavor architect behind iconic products like the Pumpkin Spice Latte, Frappuccino, and Crystal Light. Now applying his genius to the cannabis space, Larry ensures that LURE delivers a delicious, repeatable experience backed by scientific innovation and real culinary craftsmanship.

Our Mission: Create Functional THC Drinks for the Way You Actually Live

We designed LURE to fit seamlessly into real life. Whether you're sober curious, alcohol-free, or just looking for something new to try, LURE gives you options.

You can sip it before dinner to ease into the evening. Pour it over ice and serve it like a mocktail. Keep one chilled for after work. Bring it to the party. Enjoy one or two while cooking and dancing in your kitchen.

We wanted to make a drink that helps people feel just a little more:

Relaxed, without being sleepy
Sociable, without being loud
Present, without being anxious
Elevated, without being altered

We’re not just disrupting beverages—we’re reshaping culture. LURE exists to help people drink less and feel more, offering a functional, non-alcoholic option that supports relaxation, connection, and well-being without compromise.

From the citrus pop of Sparkle Rita to the warming spice of Green Dragon, each LURE flavor is crafted to be memorable, balanced, and satisfying.

We don’t believe in one-size-fits-all. That’s why we offer a variety pack for first-time sippers, low-dose THC so you can build your own vibe, and a lineup that’s equally at home in a bar glass or a beach cooler.

You deserve a beverage that meets you where you are mindful, modern, and craving something better.

Our core customers are:

Wellness-minded adults seeking calm and balance without alcohol
Health-conscious Millennials (21+) reducing alcohol in favor of cannabis-forward options
Curious, casual consumers looking to enjoy cannabis in a more controlled, social, and approachable way

Alcohol Alternatives that Let You Take Control: Discover Your Flavor. Create Your Ritual.

Alcohol Alternatives for the Modern Drinker:
Why We Do
What We Do

The drinking culture is changing. More people are choosing alcohol alternatives that let them socialize and unwind without compromising how they feel, sleep, or perform.

We believe cannabis beverages deserve the same level of intention and craftsmanship as a great wine or a premium spirit. That’s why we designed LURE from the ground up, not only as an alternative to alcohol, but to offer a better experience entirely.

LURE is for anyone asking:

What should I drink instead of alcohol?
What’s a good cannabis drink that isn’t overwhelming?
Can a mocktail actually help me relax?
Is there a better way to feel good socially without the hangover?

We made LURE to answer all of those questions.
It’s functional. It’s flavorful. And it works.

This is Just the Beginning

Live the Moment. Skip the Hangover. Choose LURE.

As hemp-infused beverages gain traction in a projected $4.1 billion market, LURE is setting a new standard—one crafted to captivate the senses, enhance life’s moments, and make every sip meaningful.