Turning Personal Loss Into Purpose
How Jonny Locarni built a booze-free THC beverage brand rooted in choice, wellness, and support for substance-use recovery
For Magic Cactus founder Jonny Locarni, the decision to create a different kind of beverage was deeply personal. After losing his father to alcohol, Locarni turned grief into a mission: develop an adult beverage that offered an alternative to drinking while helping others affected by substance use.
That mission became Magic Cactus—a booze-free THC beverage made with functional ingredients and designed for adults seeking a different way to relax, socialize, and unwind.
A Personal Story Behind the Brand
The loss of a parent can reshape a person’s view of health, family, and responsibility. For Locarni, losing his father to alcohol created a desire to challenge the role drinking often plays in social culture.
Alcohol is deeply connected to celebrations, nightlife, dining, and everyday gatherings. For people who choose not to drink, however, the available alternatives have historically been limited. Magic Cactus enters this space with a product intended to provide adults with another option—one centered on intentional consumption rather than traditional drinking.
The company’s story is not about simply replacing one intoxicating substance with another. It is about expanding consumer choice and encouraging more thoughtful conversations about what people consume, why they consume it, and how those choices affect their lives.
More Than a THC Beverage
Magic Cactus combines THC with functional ingredients, reflecting a growing movement toward beverages designed around a specific experience. Instead of treating cannabis as an afterthought, the brand places it within a modern, alcohol-free beverage format.
This approach speaks to adults participating in the “sober-curious” movement, moderating their alcohol use, or exploring new ways to enjoy social occasions without drinking. It also reflects a wider shift in cannabis culture—one in which consumers increasingly value transparency, consistency, education, and responsible use.
As cannabis beverages become more visible, brands such as Magic Cactus have an opportunity to help shape healthier conversations around dosage, personal limits, and mindful consumption.
Purpose Built Into the Business
Magic Cactus extends its mission beyond the beverage itself by donating 10% of its profits to organizations that support substance-use recovery.
That commitment connects the company’s business model directly to the personal experience that inspired its creation. Every purchase has the potential to support organizations helping individuals and families navigate recovery, rebuild their lives, and access essential resources.
For Locarni, giving back is not merely a promotional campaign. It is part of the company’s foundation—a way to honor his father while contributing to work that may help other families facing similar struggles.
A New Kind of Social Experience
The rise of booze-free beverages is changing what socializing can look like. Adults are increasingly seeking options that align with their lifestyles without making them feel excluded from the moment. Cannabis-infused beverages are becoming part of that evolving landscape.
Magic Cactus represents a new kind of adult beverage brand: one shaped by personal loss, built around intentional choice, and connected to a larger social purpose.
The company’s message is especially relevant as conversations about alcohol, cannabis, wellness, and recovery continue to evolve. Its story demonstrates how entrepreneurship can transform pain into action—and how a consumer product can become a platform for awareness, responsibility, and meaningful support.
Magic Cactus is not presented as a treatment for substance-use disorder, and THC products may not be appropriate for everyone, particularly people in recovery. Adults should consider their individual circumstances, follow local laws, review product labeling, and consult a qualified professional when appropriate.
For adults who choose cannabis, the brand encourages a more mindful experience: know what you are consuming, begin with a low amount, allow sufficient time before consuming more, never drive while impaired, and keep all THC products securely away from children and pets.
Turning Loss Into Lasting Impact
Magic Cactus began with a painful loss, but its purpose reaches beyond one family’s story. By offering a booze-free THC beverage and dedicating 10% of its profits to substance-use recovery organizations, the company is working to create an impact with every can.
It is a brand born from grief—but built around hope, responsibility, and the possibility of change.
