Hemp THC Brand Howdy Drives Gains For Bayou City Hemp Co.
April 1, 2025As consumer interest in hemp-derived THC continues to grow, Houston’s Bayou City Hemp Co. is balancing growth and innovation across its portfolio of beverages and gummies. The company’s portfolio consists of three brands: Howdy, a line of hemp THC infused drinks (and gummies) ranging from 2.5mg to 10mg; 5mg seltzer brand Beach Break; and 8th Wonder, a non-alcoholic cannabis spirit at 4mg of THC per 1-ounce serving.
Led by Howdy, the company is in growth mode, says new senior vice president of commercial and business development Jeremy McKnight, a veteran of RNDC. “Howdy is by far our lead in our portfolio right now and all of our SKUs are doing well,” he says. “We’ve got some innovation planned for it and Beach Break as well as our Wonder Water brand, which will launch in about 60 days.”
Bayou City, says McKnight, is eschewing the DTC-led strategy pursued by many other hemp-derived brands. “We’re 99% retail. We’ve built these brands to follow more of your traditional beverage route to market,” he says. “What I look to bring over to Bayou City is helping connect those dots out in the market, helping our route to market for these brands.”
McKnight, along with new acting COO Joanna Desjardins, is joining at a time of expansion for Bayou. In addition to bolstering its leadership team, Bayou is preparing to break ground on a new four-acre, multimillion-dollar Houston production facility, continuing the brand’s vertically-integrated structure as it grows. McKnight joins Bayou from RNDC, bringing two decades of experience in beverage distribution to Bayou. Desjardins comes to her role with more than 20 years of operations experience.
In the off-premise, 5mg doses are leading the way for Howdy, though McKnight notes that Bayou City has a 10mg format for consumers looking for added potency in a canned THC drink. Beyond Howdy, McKnight says the company is seeing positive reception for 8th Wonder’s cannabis spirit, Ocho Verde. “We’re also looking to expand on Ocho Verde, the multi-serve option line, here in the next 90 to 120 days as well,” he says. “We’re taking it in stride to grow in specific channels within the beverage space that we think are right.”
While the brand competes head-to-head with other hemp-derived drinks on retail shelves, Bayou City, says McKnight, has an edge in the on-premise: kegs. The company offers select Howdy, Beach Break, and Wonder Water SKUs in 2.5mg doses for bars and restaurants. “Consumer curiosity is definitely driving us right now along with the sober-curious ideas that are out there,” he says. “Some people are looking for alternatives to alcohol right now. We’ve had great success filling that gap.”
In addition, Bayou City is investing in Wonder Water, a hemp THC seltzer in the 8th Wonder family. Currently, the release is only available in a single lime-flavored SKU, but, according to McKnight, Bayou City will be adding three new flavors within the next few months.—Shane English
Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning. You will also receive the Cannabis edition as part of your subscription.Tagged : 8th Wonder, Bayou City, cannabis, Howdy, Wonder Water
