Green Thumb Industries [CNSX: GTII]

Carrie Kroll is Trade Marketing Director, Beverage at Green Thumb Industries (GTI), where she leads shopper and trade strategy for the companys THC Beverages including Se±orita THC margaritas and Rhythm THC beverages line. She began her career in 2013, following her graduation from business school. She spent more than a decade at E. & J. Gallo Winery in roles focused on brand management, innovation and commerce marketing. Since joining GTI, Kroll has focused on building new beverage brands at retail, shaping in-store execution, education and trial-driven activation.

Through this interview, Kroll shares practical insights on navigating changing consumer behavior, building clarity at the shelf and using trade marketing to support both retail partners and long-term brand growth.

Educating a New Category While Winning the Shelf

One of the clearest shifts shaping trade marketing now is a steady pullback in alcohol consumption. That change is not a trend at the edges. It is opening meaningful space for non-alcoholic and functional beverages, including THC drinks. Growth looks real, yet it comes with a responsibility many categories never face at launch. Education sits at the center of success.

Experience has shown that confidence drives adoption. Retailers need to believe in both the product and the playbook before committing shelf space and energy. Consumers need clarity before they take a first sip. Demos and tastings remain the most effective bridge between curiosity and trust. Trial always matters in beverages. It matters more when a category is new and unfamiliar. Showing up in stores with people, time and consistency signals seriousness. Retail partners notice that commitment and shoppers respond to it.

Sampling alone does not carry the message. Every tasting must explain context. Simple guidance on dosing, what a five-milligram experience feels like and how to consume responsibly removes hesitation. Clear take-home materials extend education beyond store walls. Confidence grows when expectations feel concrete rather than abstract. That confidence brings repeat purchase.

As the category expands, shelf pressure will rise. Winning will depend on relevance, not volume. Uniform programs fail because no two retailers share the same shoppers or priorities. Effective trade marketing begins with listening, followed by creating programs tailored to each environment. Merchandising, promotions and in-store education must align with local goals and shopper behavior.

Success in THC beverages will belong to brands that stay disciplined and visible while remaining transparent. Education will remain a growth lever, not a launch tactic. Trust will define leaders as competition intensifies.

Where Consumer Behavior Is Forcing Trade Marketing to Adapt

Beyond category education, shifts in consumer behavior are redefining how trade marketing earns attention and drives action. Shoppers approach purchases with sharper scrutiny. Price sensitivity runs high and spending choices feel deliberate. That reality has reinforced one core belief. Value must be clear the moment a shopper reaches the shelf. Packaging, displays and messaging now carry a heavier weight, especially in functional beverage categories where benefits must register fast and feel credible.

Observations across markets indicate that younger consumers are accelerating this change. Gen Z and Gen Alpha make choices through a values lens. They reward brands that align with personal beliefs and are locally relevant. That mindset fuels renewed interest in neighborhood retailers and community-driven stores. Convenience still shapes behavior. Platforms such as DoorDash and Gopuff seamlessly integrate into daily routines, expanding how discovery and trial occur. Direct-to-consumer and convenience-led channels are no longer secondary; they are now primary. They form part of a blended path to purchase.

Execution inside physical spaces remains decisive. Strong presentation across shelves, coolers and displays influences both trial and repeat behavior. On-premise exposure adds another layer of momentum. A first encounter in a bar or restaurant often becomes a cue for later retail recognition and purchase.

Authenticity ties every channel together. Consumers quickly spot misalignment, especially on platforms like Instagram and TikTok. Selective partnerships and thoughtful presentation protect trust. That discipline will continue to separate brands that grow from those that merely appear visible.

Turning a Tentpole Moment into Measurable Impact

One initiative that stands out is our first central tentpole activation for Señorita THC margaritas, coinciding with Cinco de Mayo. The brands I support are still early in their lifecycle, so much of my work centers on building an activation calendar from scratch and identifying moments that feel authentic in-store. Cinco de Mayo emerged as a natural fit. Margarita consumption peaks around that occasion and Señorita offers a relevant alternative for consumers who are not drinking alcohol or who identify as California sober.

That insight shaped our first fully integrated point-of-sale program. We aligned in-store execution with social and paid media, anchoring creative around a higher expression of Cinco de Mayo that paired a familiar ritual with a new option. Dedicated cold-box displays reinforced visibility at retail, while a sweepstakes extended engagement beyond the shelf.

"Experience has shown that confidence drives adoption. Retailers need to believe in both the product and the playbook before committing shelf space and energy. Consumers need clarity before they take a first sip. Demos and tastings remain the most effective bridge between curiosity and trust."

Over 3,500 consumers entered across twelve markets, most through QR codes. We doubled our DTC email list and strengthened enthusiasm among retailers and distributors. The activation confirmed a belief I hold strongly. Well-timed trade moments can build lasting value when relevance leads execution.

Advice for Building a Strong Trade Marketing Career

For anyone building a career in trade marketing, one principle guides every decision they make. Put the consumer first. Shifts in spending and consumption have made empathy a core skill, not a soft one. I evaluate creativity through a simple test. Can a shopper understand it in five seconds from five feet away? If the message, value and action are not clear at a glance, the work is not finished. That discipline keeps trade marketing grounded in reality rather than being driven by internal preference.

Strong programs extend beyond retail walls. In-store execution works best when it seamlessly integrates with digital, social and PR efforts, creating a unified experience rather than isolated touchpoints. Paying attention to early behavioral signals and projecting how they will shape shopping habits in the coming months helps programs stay relevant, rather than reactive.

Customer relationships complete the picture. Growth in distribution and velocity comes from winning with key accounts through tailored programs that reflect their priorities. Follow-through matters. Clear recaps that show results, engagement and learning build credibility. That consistency separates capable execution from trusted partnership and defines where trade marketing is headed.