Former Navy SEAL Teams Up with THC-Infused Beverage Company

NEW YORK – Robert J. O’Neill, the retired Navy SEAL widely recognized for his role in the 2011 Operation Neptune Spear, has entered a partnership with hi Seltzer, a brand offering hemp-derived, THC-infused beverages with zero calories, zero sugar, and zero alcohol.

O’Neill described the collaboration as aligned with his personal experience moving away from alcohol. “Alcohol nearly destroyed my life,” he said in the statement. “Stepping away from it forced me to be honest about what I was using and why. For me, THC has been a healthier alternative, one that doesn’t lead to the same destructive outcomes. hi Seltzer represents a modern, responsible way to socialize without alcohol, and that’s something I genuinely believe in.”

The partnership follows O’Neill’s earlier entry into the Cannabis space. In 2025 Rob co-founded Operator Canna Co., a veteran-focused microbusiness in New York State that produces regulated Cannabis products and emphasizes alternatives to alcohol and opioids for issues like PTSD.

hi Seltzer positions its drinks as clean, lab-tested options for adult recreation, using nano-emulsified ingredients for clarity and quick effect. The brand secured national distribution through Total Wine & More in late 2024, reflecting broader retail availability for hemp-derived THC beverages.

The partnership arrives as THC-infused drinks gain shelf space in liquor stores and tap into consumer trends toward non-alcoholic options with mild psychoactive effects. Market observers note rising demand for these products as alternatives to traditional alcohol.

Yet, the segment remains subject to federal hemp regulations, state-by-state rules on THC limits, and ongoing scrutiny over intoxicating hemp-derived products. Whether this collaboration drives meaningful sales or broader acceptance will depend on consumer response and regulatory stability in the months ahead, regardless of any single brand or prominent figure like Rob O’Neill.