We’d love to hear the story about how Fable started?
When Colorado legalized Cannabis in 2016 it gave Kristin and I an insight into a social tension. You had the smokers, and the drinkers. Alcohol drinkers at garden parties would complain about the smell, or smoke, and there was no identifiable way of bringing cannabis indoors, without it being imposing to those that didn’t smoke. Yes, there were gummies, but a gummy is consumed in 30 seconds. We set out to give drinkers a chance to enjoy Cannabis and in doing so, relieve the social tension around public consumption.
For the first 6 months, Kristin and I distilled vinegar from the basement of our Denver home. We knew we wanted to make an adult drink from the very beginning, so we focused a lot in the early days exploring organic ingredients that would provide a natural bite/burn akin to that of alcohol. Vinegar was a test that
failed in seeking solutions to that goal.
Making a drink that somebody would put a fine Sauvignon Blanc or Gin & Tonic down for was always our aspirational goal on the product development front. Getting there took 6 years but recent success at the WSWA24 and the Aspen Food and Wine Classic provide some reassurance that staying the course was
worth it.
You have 3 multi award-winning, wonderful flavors. Can you share more about your unique cocktails?
Fable is unique and original. I’m very proud of this. We are not trying to imitate pre-existing alcoholic drinks (like margaritas, mules or old fashions).
It took us 4 years to formulate Fable as a line of 8 initial drinks (to be released in phases). We put an enormous amount of focus into replicating the consumption experience of an alcoholic drink, with focus on mouthfeel, viscosity and a layered natural flavor ark. We use natural ingredients to recreate the bite or burn you experience with alcohol. This means people sip Fable, versus slam it like a seltzer. This is intentional when looking at our target audience, and their inexperience with THC. Familiar and predictable is key.
Our recent showing at The Food & Wine Classic was a real stamp of approval (we were also the first THC infused beverage to show at the vent in their 40 year history) and a foundation to build upon when it comes to how Fable can amplify experiences around food and hospitality. I’m excited by the conversations we had in Aspen around food pairing so stay tuned!
You use real ingredients! How differentiating is that?
We realized early that to pull Fable off, we needed a product development team. They explored international food trends, studied the spices that best complimented the taste of THC and solved for how to bring a natural burn to the drinks, sans alcohol. They worked with chefs, mixologists and food scientists to create the final formulations.
Due to the complex and original ingredients in Fable, we undertook 12 months of stability testing with our emulsion partner, Vertosa. Nobody had put real blended blackberry, honey or orange peel into a beverage with Cannabis before, so nobody knew quite how those ingredients would react. This was 2018. The landscape looked very different.
Every ingredient in Fable is very intentional. The drinks taste fresh, and they really do breathe, and change as you drink them. Nightflight is bold and juicy on the front with the Blackberry and Hibiscus. The ginger brings heat and then the mint you taste 10, 15 minutes after consumption. We don’t artificially sweeten anything, so you aren’t left with that bittersweet aftertaste coating your mouth.
What would you tell someone who’s curious about trying a Fable?
We believe that familiarization is key to Fable, such that fable looks, tastes and smells like an adult cocktail. We want somebody to feel reassured that Fable tastes good, because we use high quality ingredients. We want to be clear that Fable gets you Tipsy. It’s a 21+ product. We never want to mislead anyone.
We tell our consumers to “drink intentionally” which is our way of saying, take your time with Fable, get a nice glass, make sure its chilled. Drinks shouldn’t just be vehicles to get THC into somebodies’ system. The beverage itself should be an experience in consumption.
What are you most excited about going forward?
It’s taken a long time to get to this point so I’m most excited about seeing the public’s reaction when they get to try Fable. For our target audience, the concept of a THC drink is largely new. To see people graduate from skeptical taste to 3-5 cans a week is appreciated.
At the Aspen Food and Wine Classic, we were in the grand tasting pavilion with hundreds of fine alcoholic products, but people still wanted to try Fable. Alcohol brands wanted to taste Fable. People started arriving at the booth because their friend told them they should come try Fable. These little moments are reassuring. A nod of approval goes a long way at this stage and in that tent in Aspen, we held our own alongside some fine beverages.
The gradual opening of “big alcohol” sales channels like Total Wines changes the business. It puts Fable in an environment designed for beverage distribution and sales and therefore provides a real pathway to scale, within a regulated (3 tier) system. The alcohol system is perfect for THC infused beverages to scale.
Where can Fable be purchased?
Today, fable can be bought through the alcohol distribution channels in Colorado, Delaware, Florida, Georgia, Minnesota, Missouri, Nebraska, New Jersey, New York, North Carolina, North Dakota, Tennessee, Texas, Wisconsin, Ohio and Iowa. State regulation permitting, Fable is available via our website www.drinkfable.com where folks can get it shipped straight home.
Updated: August 2025
GET 20% off your first order with our exclusive THC Drink Reviews code REVIEWS20 (just visit www.drinkfable.com and enter the code at checkout)
Enjoy reading our Fable THC drink reviews:
Fable Best Zest Review | Fable Into The Woods Review | Fable Night Flight Review
