The intersection of cannabis culture and celebrity entrepreneurship has found a new champion in Miami. Rick Ross, the Grammy-nominated rapper whose business acumen rivals his musical prowess, is expanding his empire once again—this time through a groundbreaking partnership that promises to transform how consumers experience relaxation and indulgence.

On Oct. 22, Ross announced his collaboration with South Beach Brewing Company, a Miami-based craft beverage maker known for its commitment to quality and innovation. The venture introduces a sophisticated line of cannabis-infused drinks designed for those seeking alternatives to traditional alcohol, positioning itself at the forefront of the rapidly evolving wellness beverage market.

A New Era of Cannabis Beverages

The partnership unveils two signature cannabis-infused offerings that blend therapeutic benefits with refreshing flavors. Slack Tide delivers a balanced 5 milligrams each of THC and CBD, combining watermelon juice with crisp mint notes for a revitalizing experience. For those seeking a more pronounced effect, High Tide doubles the potency at 10 milligrams of both cannabinoids, infused with blueberry and strawberry juices that create a berry-forward flavor profile.

These non-alcoholic beverages represent a growing trend among consumers who prioritize wellness without sacrificing enjoyment. The carefully calibrated THC and CBD ratios aim to provide relaxation and stress relief while maintaining clarity—a departure from the intoxicating effects associated with traditional alcoholic drinks.

Lorenzo Borghese, founder of South Beach Brewing Company, emphasized the synergy between Ross’s brand and the company’s vision. The collaboration seeks to capture Miami’s distinctive energy—bold, vibrant and unapologetically luxurious. Every element, from ingredient selection to packaging, reflects an attention to detail that appeals to discerning consumers who view beverages as lifestyle statements rather than mere refreshments.

Beyond Cannabis: Spirits With Soul

The partnership extends beyond cannabis-infused drinks. December will bring ready-to-drink spirits to market, including Party Punch, a Caribbean rum-based concoction infused with tropical flavors that evoke Miami’s sun-soaked beaches and electrifying nightlife. This expansion demonstrates Ross’s understanding that today’s consumers crave variety and convenience without compromising on quality or taste.

Ross brings considerable cannabis industry expertise to this venture. His 2021 launch of Hemp Hop smokables and his 2020 partnership with Cookies to create the COLLINS AVE cannabis brand established him as a serious player in this space. Unlike celebrities who lend their names to products without meaningful involvement, Ross has cultivated deep knowledge of cannabis culture, market trends and consumer preferences—credentials that lend authenticity to his latest endeavor.

Craftsmanship Meets Celebrity

South Beach Brewing Company’s reputation for excellence provides the perfect foundation for this collaboration. The brewery’s commitment to using genuine fruit juices and premium ingredients aligns seamlessly with Ross’s insistence on quality. Their award-winning portfolio—including Blood Orange Sunset IPA and Strawberry Orange Mimosa—has already earned recognition among craft beverage enthusiasts, and this partnership promises to elevate the brand’s visibility while maintaining its artisanal standards.

The emphasis on craftsmanship distinguishes these products in an increasingly crowded market. As cannabis beverages proliferate, consumers have become more selective, gravitating toward brands that prioritize flavor complexity and ingredient transparency over gimmicks or celebrity associations alone.

The Ross Business Philosophy

Ross‘s entrepreneurial journey extends far beyond recording studios and cannabis. His ownership of multiple Wingstop franchise locations and his recent appointment as Global Ambassador for Bitfortune.com illustrate a diversification strategy that many entertainers attempt but few execute successfully. Each venture reflects his personal brand—aspirational yet accessible, luxurious yet grounded in authenticity.

This multifaceted approach to business embodies what Ross calls living the “Boss life”—a philosophy that emphasizes ownership, quality and strategic partnerships. Rather than simply endorsing products, he integrates them into a cohesive lifestyle brand that resonates with fans and consumers who share his values.

Market Implications and Future Outlook

This collaboration arrives at a pivotal moment for cannabis beverages. As legalization expands and social attitudes shift, the market for THC and CBD-infused drinks continues its explosive growth. Industry analysts project the cannabis beverage sector will reach billions in value within the next few years, driven by consumers seeking functional alternatives to alcohol.

Ross’s entry into this space with a Miami-based partner creates a compelling regional identity while positioning the brands for national expansion. The strategic timing—launching wellness beverages as health-conscious consumption patterns accelerate—suggests this venture could capture significant market share among millennials and Gen Z consumers who prioritize both experience and well-being.

The partnership between Rick Ross and South Beach Brewing Company represents more than another celebrity business venture. It signals the maturation of cannabis beverages as a legitimate category that can compete with traditional spirits and craft beer while offering distinct benefits. As Miami continues to evolve as a cultural and entrepreneurial hub, this collaboration positions both Ross and South Beach Brewing at the center of innovation, luxury and lifestyle transformation.