Fool Me Once: A Practical Joke in a Segment Where First Impressions Really Matter

Last week, a hemp beverage brand claimed their 10mg THC-infused sodas would soon be served on Virgin Atlantic flights between Los Angeles, San Francisco, New York, and Miami. The announcement included a video spot and a letter from the airline’s CEO celebrating what they called a first in the space.

Industry accounts and major publications picked up the story, but within hours Virgin Atlantic told BevNet, “We have no plans to partner with this brand.”

The announcement was completely fabricated by Drippy, the brand behind it, as a way to draw attention to how much alcohol passengers can be served on a flight while THC drinks remain unavailable. The posts have since been removed, and for a category still working to gain regulation and legitimacy, the move should be remembered as a cautionary tale.