A New Generation Finds "The Answer": Allen Iverson's Cultural Influence Powers a Growing Beverage Business

Naomi Osaka's US Open tribute spotlights Iverson's enduring appeal as Horticulture Co. reports No. 1 hemp THC beverage dollar sales at Circle K and plans Bubba Chuck functional beverage expansion.

NASHVILLE, Tenn., Sept. 10, 2026 /PRNewswire/ -- Allen Iverson's influence is finding a new audience—and his beverage business is giving that audience a new way to connect. As Naomi Osaka's Iverson-inspired appearance at the 2026 US Open brings his impact on sport, style and self-expression back into the global spotlight, Horticulture Co. is highlighting the commercial momentum behind Iverson Alternative Craft Soda and its ambitions for a broader international beverage platform.

Osaka's tribute, from her braids and headband to her arm sleeve, brought Iverson's unmistakable identity onto one of tennis's biggest stages. For the fans who grew up watching him, the moment affirmed an influence that has endured for decades. For a new generation of adult consumers discovering him through fashion, music and today's athletes, it offered another introduction to the individuality that made him an icon.

That connection is also delivering at retail. According to Horticulture Co., Iverson is the No. 1 hemp THC beverage brand by retail sales dollars within Circle K's hemp THC beverage program. The company identifies Circle K as the largest U.S. convenience-store chain participating in the hemp THC beverage category, making the brand's performance an important indicator of its appeal in the convenience channel.

For Horticulture, the significance extends beyond recognition: Iverson's cultural relevance is translating into consumer purchases in an everyday shopping environment. The Circle K relationship has become central to the brand's growth, connecting a globally recognized personality with the retail access needed to build a category-leading business.

"We're excited to build an Iverson consumer product universe beyond beverages. His fans span generations and cultures, and new audiences keep discovering him. Allen is the ultimate statement of self-expression—the world's first true rockstar athlete. That enduring originality gives us an extraordinary foundation to build on," said Saf Sadiq, CEO and co-founder of Horticulture Co.

Iverson recently brought that ambition to convenience-industry leaders during his keynote fireside conversation at CSP's Outlook Leadership conference. In Horticulture's account of the discussion, he spoke about expanding the business and making it as big as it can be, while giving Circle K a special acknowledgment for the trade partnership helping elevate his brand to a leadership position in the category.

The conversation also reflected the personal meaning behind the business. According to Horticulture, Iverson discussed his sobriety from alcohol and the positive role he believes alternatives can play in people's lives. He described family and friends embracing alternatives to alcohol for occasions such as unwinding in the evening and spending time together. His perspective places personal choice and connection at the center of the brand's purpose.

The next chapter will broaden that vision through Bubba Chuck, a planned core line of non-THC functional beverages named for Iverson's longtime nickname. Horticulture intends to carry the personality and authenticity of the Iverson brand into products designed for everyday occasions, extending its reach across additional consumers, channels and markets.

Asia is a focus of that exploration. Horticulture sees Iverson's longstanding popularity in the region as a foundation for a non-THC functional beverage business. The company says its strategic partnership with principals of one of Japan's largest Coca-Cola bottlers could help inform market development and commercial opportunities. Specific markets, products and launch timing remain under evaluation.

Together, the retail performance, renewed cultural attention and planned functional beverage expansion point toward Horticulture's broader ambition: to build an enduring global beverage business around an athlete whose impact continues to cross generations, categories and borders.

About Iverson and Horticulture Co.
Iverson Alternative Craft Soda brings Allen Iverson's distinctive identity to adult hemp THC beverages. Horticulture Co. develops alternative and functional beverage brands, including Tempter's, Iverson and Sunbaby, with a focus on product innovation, cultural relevance and retail execution.

Learn more: www.drinkiverson.com 

Company Contact
Saf Sadiq
President
Tempters Drink
[email protected]

Communication Contact
Taylor Foxman
Founder and CEO
The Industry Collective
[email protected]
609-432-2237

SOURCE Horticulture