Ayrloom, the New York adult-use cannabis brand affiliated with Beak & Skiff Apple Farms, reported selling more than 5 million units in the trailing twelve months — up 85.0% year over year — while expanding licensed dispensary distribution to more than 600 doors statewide, nearly double its count from a year ago. The numbers, confirmed across BDSA, LitAlerts, Pistil, and Headset retail data sets, place ayrloom at the top of the NY adult-use market across beverages, all-in-one (AIO) vapes, tinctures, and topicals. For food and beverage operators watching the low-dose THC category, the velocity and distribution footprint here are meaningful benchmarks.
The Governor's Ball Signal
The most tactically relevant development for hospitality and event operators is ayrloom's completed pilot as the first hemp-derived THC beverage brand at Governor's Ball music festival. Over the three-day event, the brand distributed more than 1,000 three-ounce samples of its 1mg micro beverage during daily "flower hour" activations, plus more than 3,000 full cans through festival concessions and a dedicated brand footprint on-site. The format — 1mg doses sold and consumed alongside beer, wine, and non-alcoholic options — is precisely the kind of occasion integration that beverage buyers, festival programmers, and venue operators have been watching for. It is no longer theoretical. Ayrloom ran it, measured it, and is reporting results.
Mack Hueber, President of ayrloom, framed the Governor's Ball pilot plainly: "Being welcomed as the first hemp-derived THC beverage brand at Governor's Ball, putting our 1 milligram beverages in people's hands right next to every other drink, showed me exactly where this category is headed."
What Operators Should Track
The product portfolio expansion running alongside this distribution growth matters for procurement and menu planning. Ayrloom launched a premium 2-gram AIO vape line, extended its infused pre-roll offering (currently the #1 infused pre-roll brand in New York), and relaunched its de-alcoholized Rosé — produced entirely in-house from the brand's own orchard. The company also completed a 25,000-square-foot facility upgrade, which signals it is building for sustained volume rather than managing a growth spike with constrained production. That kind of capacity investment is a useful signal for buyers evaluating whether a cannabis beverage supplier can actually fulfill at scale.
For operators in states where hemp-derived THC beverages are legal, ayrloom's trajectory points to a few things worth monitoring: the low-dose format (1mg THC) is the on-premise entry point most likely to earn placement alongside traditional beverage SKUs; music festivals and outdoor events are the fastest-moving trial channel; and brands anchored in existing agricultural or beverage operations — ayrloom draws on a 115-year-old apple farm heritage and the 1911 est. hard cider brand — are arriving with supply chain credibility that pure-play cannabis startups often lack.
Distribution growth from roughly 250 doors to 600 in twelve months also tells a retail velocity story. That pace suggests ayrloom is winning reorders, not just trial placement. For category buyers at multi-unit operators or specialty retailers, reorder rate is the metric that separates a trending SKU from a durable shelf fixture. Operators building out beverage programs that include hemp-derived THC should be asking suppliers for equivalent sell-through data before committing shelf space.
See also: How Low-Dose THC Beverages Are Entering On-Premise Programs and Brand Launch Considerations for Cannabis-Adjacent Beverage SKUs.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
