He Sold His Cannabis Vape Brand For Nine Figures—Now He's Coming For Your Cocktail

Forbes

14-04-2025

Cameron Forni
He built one of the most successful vaporizer‑oil brands in the United States. Then came one of the biggest exits the cannabis industry had ever seen.
Cameron Forni was the driving force behind Select, the premium oil label that once dominated dispensary shelves nationwide. In 2019, its parent, Cura Partners, agreed to an all‑stock sale to Curaleaf, initially valued at nearly $950 million — the largest cannabis deal of its day. When market headwinds arrived, Curaleaf trimmed the share count and tied part of the payout to revenue milestones, cutting the guaranteed price to about $260 million (per independent estimates) and putting the high‑end potential around $650 million, but the transaction still stands as a touchstone brand exit.
'Stepping away from the cannabis hardware space after the Select acquisition was a deeply personal decision,' Forni says. 'It was rooted in my unwavering commitment to quality.'
He describes Select as 'the most successful vaporizer oil brand in history,' attributing that success to a relentless focus on standards. 'Quality was the foundation of that success,' he says. 'When the leadership's vision no longer aligned with that standard, I knew it was time for a new chapter.'
That new chapter began quietly. Pandemic isolation only sharpened what he already sensed: fraying social ties, rising anxiety, a culture searching for gentler rituals. 'I'd been reading about how lockdowns had severed social ties, mental health was in crisis and so many people had lost the support systems that kept them grounded,' he explains. 'It became clear: the world didn't just need another drink. It needed a new kind of experience.'
So he created one. Adaptaphoria, launched through Global Can Beverage, aims to reset, not merely pivot. 'That's where Adaptaphoria and Global Can Beverage were born: from a desire to help people reconnect,' Forni says.
The drinks target what he calls 'high performers.' He explains: 'A high performer isn't just a CEO or athlete. It's the dedicated parent balancing family, the creator pushing through burnout, the person navigating daily stress and still showing up.'
Adaptaphoria
Each 15‑calorie can falls into Energize or Unwind and layers KSM‑66 ashwagandha, rhodiola, GABA, phytonutrients and nano‑emulsified delta‑9 THC from USDA Farm‑Bill‑certified hemp. 'Adaptaphoria offers a way to hang out without the hangover; to find calm in the chaos and to spark deeper, healthier social connection,' Forni says.
The Curaleaf deal changed Forni's life and lens. 'It was a landmark moment , not just for me personally, but for the entire cannabis industry,' he notes. 'The experience changed my life. It gave me the freedom to pursue ventures that align fully with my values and to build Adaptaphoria with zero compromise on quality or mission.'
Select's rise also showed him the downside of hyper-growth. In 2019, Oregon regulators fined the brand's former owner, Cura Partners Inc., a then-record $110,000 for mislabeling cannabis vape products. A class-action lawsuit followed, alleging consumer deception over product contents. 'I learned that fast growth must be matched with operational discipline,' Forni says. 'I saw firsthand the power of brand trust and how fragile it can be if quality slips… The vape crisis and COVID‑19 taught us that resilience and vision are everything.'
That caution shaped Adaptaphoria's two-year R&D slog. 'We've spent two years researching, formulating and listening to our customers to create not just another functional beverage, but the most exceptional, best‑tasting high functional seltzer in the world.' Third‑party validation was non‑negotiable. 'We are incredibly proud to be the first Envirocann‑certified beverage in the world,' he adds, referring to a certification that verifies adherence to rigorous environmental, ethical and quality standards across the supply chain.
Functional drinks are booming—and it's not just hype. Younger Americans are drinking 20% less alcohol than millennials did at the same age, according to consumer polling. Brands like Cann have sold millions of cans already, with others like Keef Cola, St. Ides, Uncle Arnie's, Sip Elixers and Tonic boasting similarly significant numbers. Snoop Dogg even launched a seven-label beverage portfolio earlier this year, betting on hemp-and THC-infused drinks to redefine happy hour. However, Big Beer still remains cautious: Boston Beer's THC-infused teas are limited to Canada and AB InBev walked away from its joint venture with Tilray in 2022.
But Forni feels he can capture a piece of that market share, arguing that Adaptaphoria competes on purpose as much as flavor. 'Our mission is rooted in the desire to end loneliness and support mental well‑being,' he says. 'We're committed to giving back a portion of our revenue to support mental‑health initiatives, directly addressing anxiety, depression and loneliness.'
'Our go‑to‑market strategy is a hybrid approach, beginning with a strong focus on key tastemakers and influencers in the health and wellness space,' Forni explains. A direct‑to‑consumer site lets the team tweak formulas and messaging in real time. 'This allows us to build a direct relationship with our customers, offer exclusive deals and quickly adapt to feedback,' he says.
Brick‑and‑mortar will follow. 'While our initial focus is on DTC and select retail partnerships, we plan to expand our retail presence thoughtfully over the next 12–24 months,' Forni adds. DoorDash, Total Wine & More and other mainstream channels have already opened the door to hemp‑derived THC drinks, hinting at wider acceptance if regulations hold.
He's chasing a wave that shows no sign of cresting. The global functional‑beverage market could reach almost $330 billion by 2030, expanding 7.5 % a year. At the same time, about 14 % of U.S. adults report recent depressive symptoms and approximately 23% experience some form of mental illness, though many may remain undiagnosed.
'Mental health isn't just a cause for us; it's personal,' Forni says. 'Adaptaphoria is about more than just ending loneliness; it's about building a community that supports each other through life's challenges… helping people adapt, thrive and rediscover the joy of genuine human connection.'
If Select was a story about innovation and scale, Adaptaphoria is a story about meaning. 'Ultimately, our growth strategy is about building a movement, not just selling a product,' Forni concludes.
Whether that movement can stand out among well‑funded rivals and whether consumers will trade the familiar buzz of alcohol for a measured dose of delta‑9 THC and adaptogens, is the next test. Forni, once the 'vape king,' is betting his second act on the idea that the future of happy hour tastes a little different.