In a landmark move set to redefine convenience retail, Circle K has announced a groundbreaking national rollout program for THC beverages. This initiative, a collaboration with Horticulture Co. and featuring NBA legend Allen Iverson’s “Iverson” line powered by Viola, will establish Horticulture Co.’s products as the primary THC beverage offerings across Circle K stores nationwide.
A New Era for Convenience Retail
The partnership signifies a major step in integrating cannabis-infused drinks into mainstream convenience store environments. For the first time, consumers can expect to find a dedicated selection of THC beverages as a regular fixture alongside traditional offerings at Circle K locations across the country. Saf Sadiq, CEO of Horticulture Co., highlighted the program’s pioneering nature, stating that it “sets the pace for the industry” and that the company is “beyond excited for the first phase of this partnership” with plans for “more innovation and offerings in the future.”
Culture, Legacy, and Innovation Collide
This collaboration prominently features global icon Allen Iverson and his dedicated product line, which is powered by Viola, a premium cannabis brand founded by former NBA player Al Harrington. The “Iverson” line is designed to embody culture, legacy, and innovation, offering consumers what Iverson describes as “culture in a can.” Al Harrington, CEO and Founder of Viola, emphasized the shared vision, noting that “Allen and Viola have always been about breaking barriers and leading culture.” He added that partnering with Horticulture Co. allows them to “take that same mission nationwide — creating a product that brings wellness and community together in a new way.”
The new cannabis brand is positioned as a plant-powered alternative to alcohol, designed to promote calm, balance, and connection. The debut lineup includes three distinct flavors inspired by Iverson’s career: “Bubba Chuck Berry,” “Cran-Apple Crossover,” and “96 Nectarine.” These offerings blend premium THC with natural fruit flavors for a consistent and controlled consumer experience, catering to a new generation of mindful consumers. The beverages are crafted to provide a unique sensory experience, aligning with Iverson’s influential status in sports and fashion.
Exclusive Offerings and Sneaker Culture
As part of this historic initiative, Circle K will feature exclusive products available only in its stores. Among these is the highly anticipated Allen Iverson “Sneaker Box” Variety Pack. This limited-edition release is designed as a collectible, drawing inspiration from the vibrant world of sneaker culture. Packaged to resemble a premium sneaker box, it merges Iverson’s enduring impact on sports and fashion with cutting-edge beverage innovation. The campaign boldly proclaims, “Circle K Has the REAL AI,” underscoring the authenticity and star power behind the collaboration.
Industry Impact and Future Growth
The national rollout program officially began on October 20th, with products also becoming available at Specs and Total Wine locations nationwide, as well as online at drinkviola.com. This move into major convenience retail signifies a significant expansion for the cannabis beverage market, which has seen rapid growth as consumers increasingly seek alternatives to alcohol. Experts note that convenience stores are a natural and significant channel for these new cannabis products, offering accessibility and normalization for the category.
This partnership between Circle K, Horticulture Co., Viola, and Allen Iverson marks a pivotal moment, solidifying THC drinks as a mainstream retail item and paving the way for future innovations and broader consumer access within the rapidly evolving cannabis landscape. The collaboration highlights a growing trend of major brands embracing innovative cannabis products and consumers seeking new, accessible ways to experience them.
