Cheech and Chong Ink Distribution Deal with Breakthru

LOS ANGELES – Cheech and Chong’s Global Holding Company has entered a strategic partnership with Breakthru Beverage Group to bring its line of hemp-derived THC drinks to a much broader audience across key U.S. markets.

The agreement pairs the comedy duo’s branded beverages with one of the country’s largest alcohol and beverage wholesalers. Breakthru Beverage Group, which operates in 16 U.S. markets and generates more than $8.6 billion in annual revenue, will handle Cheech and Chong’s fast-acting THC seltzers, High Teas and Rolling Loud Punch products.

Distribution begins in Minnesota and is scheduled to roll out to additional markets in the weeks ahead. The move follows Breakthru’s broader entry into the hemp THC category earlier this month, when the distributor said it would take a measured “test and learn” approach limited to THC-infused products at 10 milligrams or less.

Brandon Harshbarger, president of Cheech and Chong’s Global Holding Co., said the partnership reflects growing confidence in the segment. “When a distributor like Breakthru enters the Delta-9 THC beverage space, it tells you everything about where this category is going,” he stated in the release. “This is how it moves from emerging to established – through real distribution, real infrastructure, and real scale.”

Tommy Chong, co-founder of the holding company, pointed to the brand’s long history:

“We’ve spent more than 50 years helping change the conversation around Cannabis,” he said. “To see products like ours showing up in more places and reaching more people… that’s how you know things are really changing.”

Cheech Marin added that the deal centers on access:

“What excites me most is access,” he noted. “When partners like Breakthru get involved, it means more folks can find products they trust.”

Drew Levinson, vice president of new business at Breakthru Beverage Group, described the arrangement in similar terms:

“We’re excited to partner with Cheech & Chong to expand access to Delta-9, hemp-derived THC beverages in a thoughtful and responsible way,” he said. “Our scale, strong customer relationships, and operational excellence position us well to help build this emerging category alongside trusted, culturally relevant brands like Cheech & Chong.”

The hemp-derived THC beverage market, currently valued at roughly $1.1 billion in the United States, has drawn interest from major retailers like Circle K and Target even as it faces potential federal restrictions set to take effect in November unless Congress acts.

The partnership underscores a practical shift in how established beverage distributors view hemp THC products. Breakthru’s decision to work directly with heritage Cannabis brands such as Cheech and Chong, alongside others like Seth Rogen’s Houseplant, indicates that large-scale wholesalers are prepared to test the category under controlled conditions. The initial step places more compliant, low-dose options within reach of conventional distribution channels. Regulatory outcomes and retailer uptake will ultimately shape how far and how fast this category expands nationally. For now, the deal widens shelf space in a segment still finding its footing.