Partner Content: LOKI
When LOKI first launched in 2021, the THC-infused beverage category was barely finding its legs. “Infused” meant experimental. “Low-dose” wasn’t yet a mainstream term. And while others focused on milligrams, LOKI asked a different question entirely: What does this drink feel like?
That vibe-over-volume framing helped LOKI carve out its own lane long before the current infused beverage gold rush. Today, as THC seltzers crowd convenience store coolers, LOKI still stands out for one reason: it doesn’t just sell a drink. It sells an experience, and increasingly, a surrounding culture.
From Buzz to Belonging
Plenty of non-alcoholic beverage brands chase wellness, but LOKI has always chased connection. The brand was never built to be a “better-for-you” substitute for alcohol, even if it does offer a hangover-free buzz.
Their philosophy isn’t anti-alcohol, but pro-occasion. This could mean a lot of things: a rooftop jam session, a gallery opening, or a late-night comedy show. No matter the context, LOKI’s goal is simple: to reimagine the types of beverages consumed at social gatherings.
That ethos runs through every element of the brand, but nowhere is it clearer than LOKI Arts, a cultural initiative dedicated to championing creativity in all forms. The program includes collaborations with emerging artists, world-known DJs, music producers, curators, and performers who embody the brand’s sensorial, slightly mischievous energy.
Its latest iteration, LOKI Laughs, launched this fall in Brooklyn with Canceled Comedy at The Annex. The event mixed stand-up talent like Derek Gaines (Netflix Is a Joke, Flatbush Misdemeanors) with a happy hour serving LOKI drinks, plus an after-party that kept the energy rolling late into the night.
Culture as a Moat
The THC-infused beverage space has matured fast. Between new cannabinoids, flavor innovation, and functional crossovers, “infused” no longer feels novel. Many brands are competing on formulation and dosage.
But in 2025, differentiation is less about what’s inside the can and more about how that can shows up in the world. In other words, LOKI’s cultural positioning is now its competitive edge.
Their tagline, “For artists, creatives, collectors, curators, composers, founders, and the friends they make in rooms we all love to hang out in,” isn’t just cool copy. It’s a roadmap that signals a shift from chasing mainstream acceptance to cultivating subcultural belonging.
Defining the Modern Drinking Occasion
For LOKI, this cultural fluency is about rewriting social scripts. The brand’s positioning encourages a more flexible relationship to intoxication, where a drink can be creative fuel, a social connector, or a quiet indulgence, not just a shortcut to escape.
That nuance mirrors the way savvy consumers actually live now. The same person who orders a Negroni on Friday might sip a LOKI on Saturday and a kombucha on Sunday. For that audience, LOKI acts as an expansion rather than a replacement.
And unlike many of its peers, the brand isn’t afraid to acknowledge that overlap. Its founders’ approach, celebrating “enhanced” moments rather than strictly sober ones, goes beyond “alcohol alternative.” They’re defining the modern drinking occasion, one cultural experience at time.
Explore LOKI’s THC experiences for those that define culture.
