With THC-infused and other social beverages entering the mainstream, Listen Ventures set out to host one of the first conferences entirely dedicated to this emerging “fifth beverage category.” The challenge was to create an experience that not only educated and inspired but also reflected the cultural momentum and complexity of the space—regulatory hurdles, retail gaps, evolving drinking rituals, and shifting brand behavior.

Raspatello+Co partnered with Listen Ventures to concept and produce So Curious, helping guide creative direction, logistics, and overall event strategy. We drew on years of expertise in THC sampling, festival activations, and functional beverage launches to deliver a conference that felt both credible and culture-forward. From immersive brand touchpoints—like a THC beverage-themed bodega—to panels on go-to-market strategy, regulation, and festival integration (moderated by our own Joe Lucchese), the event was designed to educate and energize.

So Curious brought together hundreds of founders, marketers, and industry leaders for a first-of-its-kind summit on the future of social drinking. The event received standout reviews for its relevance, tone, and production, helping position Raspatello+Co as a leading experiential partner in the evolving cannabis and social beverage ecosystem. With category momentum building, the conference laid the foundation for continued collaboration and national expansion.