In the 80s, only about 10% of adults said they didn’t drink alcohol. But this generation? That number is closer to 40%! And there are a lot of reasons for this. For example, many people say they cut back to try to sleep better, reach fitness goals, and improve their mental health. All good things!
But, as drinking habits have shifted, so has the entire alcohol industry. As a result, THC-infused beverages have been gaining popularity as the new alternative—one that still feels social and exciting without the hangover or health risks of alcohol.
That’s how we came across Cann, now one of the most recognizable THC beverage brands in the country. Known for its low-dose formulas and elevated branding, it stands out in a space that hasn’t always felt approachable. At the center of it all is Jake Bullock, the co-founder and CEO of Cann. In this post, we’re breaking down who he is and why his leadership matters in today’s evolving beverage industry.
Who Is Jake Bullock? Meet the Co-Founder and CEO of Cann
Jake Bullock represents a new generation of founders building brands in highly regulated industries. He’s more than just the CEO of Cann. He’s a strategic operator and impressive self-starter, shaping how THC products fit into modern culture.
For the full story on Cann and its founder, listen to the Jake Bullock podcast with TSC. It’s definitely a conversation worth paying attention to as social cannabis becomes more and more popular. But, in the meantime, here’s what you should know about this innovative leader:
Who Is Jake Bullock?
Jake Bullock is a business executive and the co-founder/CEO of the cannabis beverage brand Cann. It’s a THC-infused social beverage company that seeks to make cannabis more approachable, intentional, and mainstream.
Jake Bullock Early Life and Education
Jake grew up in Colorado, so he was no stranger to recreational cannabis. As one of the first states to legalize recreational marijuana, Colorado gave Jake a front-row seat to how quickly the cannabis space was evolving. At the time, most cannabis products were inconsistent, unrefined, and extremely potent, making THC far from consumer-friendly.
Though he had this early exposure to the cannabis market, it didn’t immediately lead him into the industry. Instead, Jake attended Duke University and later earned his MBA from Stanford Graduate School of Business. He studied finance and initially followed a more traditional corporate career path.
Jake Bullock Career Before Cann
Before becoming the founder CEO of Cann, Jake built a strong foundation in finance and business strategy. After graduating from Duke University, he began his career in investment banking and later moved into management consulting. There, he developed a deep understanding of how companies grow and operate.
He then transitioned into private equity, working at firms like Bain Capital, where he focused on investing in consumer brands. This experience gave him a behind-the-scenes look at what makes products successful. He learned everything from positioning and branding to distribution and long-term growth strategy.
While this traditional career path offered stability, Jake knew he’d find building something of his own more fulfilling. With a strong background in private equity and consumer investing, Jake easily identified the right time and place to start a business in the cannabis space. This ultimately led him to create Cann.
The Founding Story of Cann
Jake’s inspiration for launching Cann came after he recognized that most cannabis products on the market were far too strong for everyday use. Instead of something you could casually enjoy, they often led to overwhelming experiences. At the same time, as fewer people began turning to alcohol, he saw an opportunity to create a modern alternative to social settings.
Though it’s a recreational cannabis product, Jake considers Cann a wellness brand. His team has formulated each drink with just a low dose of THC, typically around 2 milligrams. This allows for a mild, controlled effect that feels more like having a glass of wine than consuming a traditional edible. And, as a result, this approach makes it easier to relax, unwind, and socialize without the intensity or next-day effects often associated with alcohol or high-dose cannabis.
The idea of “social cannabis” quickly gained traction after Jake launched Cann, attracting early investors like Gwyneth Paltrow and Kate Hudson. They saw huge potential in a more elevated, wellness-forward approach to cannabis consumption—and their intuition was spot on! Because today, Cann is one of the most recognizable brands in the cannabis beverage space. They’ve helped completely redefine how people think about drinking, socializing, and taking the edge off after a long day.
To hear more, listen to Jake himself discuss the birth of the brand on The Bossticks. And, if you’re struggling with drinking and hoping to find a new, healthier vice, try switching to Cann! You can also check out our post on alcohol addiction and recovery.
What are Cann THC Beverages?
Jake and his team make all Cann tonics with sparkling water, all-natural flavor, 100% agave nectar, fresh citrus juice, and high-quality THC and CBD. Unlike most social beverages, Cann tonics are clean and natural, supporting a refreshing experience without the heavy aftereffects of alcohol. Cann also focuses on microdosing, but potency varies depending on your preference. You’ll find 2, 3.5, 5, and 10 mg THC beverages on their site.
Here are some of their most popular options:
- Cann: The original, low-dose line (typically ~2 mg THC per can). Ideal for beginners or anyone who wants a light, social buzz without feeling overwhelmed.
- Roadie: A compact, portable version of Cann designed for convenience. Easy to take on the go, whether you’re heading to a picnic, beach day, or small gathering.
- Hi Boy: A higher-dose version (around 5 mg THC) for a more noticeable effect while still keeping things balanced and approachable.
- Hi’ER Boy: The strongest option (around 10 mg THC), made for more experienced users who want a more elevated experience.
- Spritz Bottle: A larger-format option designed for sharing or multiple servings. Think of it like a THC-infused sparkling beverage you can pour over ice, perfect for hosting.
Jake Bullock Leadership Style and Vision
Jake Bullock takes a unique approach to cannabis. Instead of placing Cann in the cliché “stoner” category, he positions it as something more refined, mainstream, and wellness-oriented. He calls it “a social beverage brand,” with the goal of having Cann tonics show up anywhere you’d normally reach for wine or beer.
His leadership style reflects that same clarity and focus. As a first-time CEO, Jake leans into adaptability and prioritizes people who are motivated, curious, and willing to learn. He values a strong team culture and uses humor to keep things grounded, even in high-pressure moments.
That combination of clear vision and flexible leadership drives everything. From branding to product development, the focus stays on making cannabis feel approachable, controlled, and easy to integrate into everyday social life.
To hear more about his leadership style and vision, here’s Jake talking about learning to lead as a new CEO on The Bossticks.
We think Cann will be the leader in social beverages in no time.
As the way we drink continues to evolve, brands like Cann feel less like a passing trend and more like a shift in how we think about social rituals. It’s not just about replacing alcohol, but redefining what it means to kick back, connect, and enjoy the moment. And if Jake’s vision continues to gain traction, Cann could play a major role in shaping the future of the casual drinking scene.