The New Chardonnay: The Unlikely Story of How Marijuana Went Mainstream

by Heather Cabot

“The inside scoop on how marijuana landed on Main Street . . . and why it’s coming soon to a city near you.”—Katie Couric From gleaming dispensaries stocked with elegantly wrapped edibles to the array of CBD lotions and oils for sale at your local drugstore to tastemaker Martha Stewart cooking up marijuana munchies on prime-time television, one thing is Pot has fully shed its stoner image.In this deeply reported journey into the new world of legal cannabis, award-winning reporter Heather Cabot takes readers on the road with Snoop Dogg and his business partner Ted Chung as they roll out the star’s own brand of bud; to California wine country, where chefs and vintners are ushering in a new age of elevated dining; on wild adventures with marijuana mogul Beth Stavola, for whom fending off shady characters is just another day at the office; and to rural Canada to meet the Willy Wonka of Weed.Drawing on exclusive interviews with some of the biggest names in the world of cannabis, Cabot’s book explores the confluence of social, economic, and political forces that have brought marijuana into the mainstream. Among them, outrage over the racial injustice of U.S. drug laws, the booming self-care industry catering to stressed-out professionals and busy parents in search of better sleep and more sex, seniors clamoring for natural alternatives to opioids to manage their aches and pains, and tens of millions of investor dollars fueling a frenetic “green rush” mentality.The story of an astonishing rebranding, The New Chardonnay explores how a plant that was once the subject of multimillion-dollar public service announcements came to spark new culinary trends; inspire new uses for health, beauty, and wellness; and generate hundreds of thousands of jobs and untold tax revenue—all while remaining federally illegal in America.

Genres: Nonfiction, History

288 pages, Kindle Edition

Published August 11, 2020

About the author

HEATHER CABOT is an award-winning journalist, adjunct professor at Columbia University Graduate School of Journalism, angel investor and contributor to Women@Forbes. She is a former ABC News correspondent and anchor of World News Now/World News This Morning. Cabot jumped into the digital revolution when she was hired to serve as the Web Life Editor for Yahoo! in 2007. During her tenure, she reported on how the Internet was transforming everyday lives as a regular guest on Today, GMA, CNN, MSNBC, Fox, nationally syndicated talk shows and dozens of local TV and radio stations across the U.S. and Canada. She advises several women-led startups and is a managing director of Golden Seeds and member of Pipeline Angels and Plum Alley. Cabot first started investigating the gender gap in tech as a researcher on the 1995 PBS documentary “Minerva’s Machine: Women and Computing,” which profiled female tech pioneers, including U.S. Navy Rear Admiral Grace Hopper. Cabot resides in the NYC area with her husband, tween twins and their goldendoodle named Midnight. More at http://www.geekgirirising.com & http://www.heathercabot.com

Reviews

[Ryanne Wolfe · Rating 2 out of 5]

I couldn’t finish. Didn’t hold much interest for me ... how the richest of the rich got richer by expanding the pot industry.

[Barbara · Rating 5 out of 5]

I didn’t know much about the business of cannabis when I decided to read this book. What works really well is Cabot’s combination of journalistic style along with her great storytelling ability. The book has everything from celebrities like Snoop Dogg and Martha Stewart to unknown entrepreneurs who go from zero to billions. Really engaging stories. I listened to the audiobook which made it even better.

[Stacy Weddle · Rating 5 out of 5]

One of the best book clubs ever! Discussing Heather's book, as the well mentioned "chardonnay moms" that we are, and opening up to new possibilities to help with being very busy working women! The anxiety is out of the ballpark and we are loving these new and healthier possibilities instead of more wine! Fascinating stuff and enlightening as far as the many ways to use the plant and I was especially intrigued by JeffThe420Chef and what he can do with a full course meal and lil drops added here and there or making green butter......I do love seeing how it heals many illnesses and without all the side effects as man-made drugs! Makes sense when compared with alcohol that weed comes out ahead as being safer and easier for body to recover.

[Andrea Hessekiel · Rating 5 out of 5]

Heather Cabot makes the story of how marijuana has gone mainstream into a surprisingly gripping tale. What will happen to each character? Will they survive the challenges they face? And do you know people like them? You probably do, which makes their stories even more interesting. She takes a topic that most of us don't know that much about and pulls back the covers so we can see how the sausage is made--to mix up all my metaphors!!!! This is an informative book that is a joy to read.

[Claire L · Rating 5 out of 5]

Review of “The New Chardonnay,” by Heather Cabot
I had a lot on my mind, the past 6 months, what with Covid-19, publishing poetry chapbooks, finishing 3 paintings and starting a new job. So I was reading The New Chardonnay by my friend Heather Cabot, for purely recreational purposes, you understand. I’m reading along and reading along, in the evenings, after work. Reading about a housewife/professional woman with a personality and a bank account I’ll never have. And I’m reading about some vague company, Tweed, in Canada – how they got their start and all the mistakes they made, when I got to page 98. Holy shit.
Tweed went IPO (listed in the Canadian stock market) as Canopy. Then I remembered. About 3 years ago, with a nothing investment portfolio, I sat down and thought hard about the future. I decided that the future of even the conservative United States was headed towards marijuana. Why? Because look at the way Middle America embraced on-line gambling! When people want it, it becomes legal. After several months of intense study – who grows it, who packages it, who sells it - I logged into ‘alientrader.com’ and put a not-too-shabby percent of my wieny investment portfolio into 12 marijuana companies, mostly Canadian.
And then I forgot about it. Why? Because it’s a long-term investment, I expected them to bounce around in value, and life does not stand still, as I mentioned before, I have Other Things on my mind. [Here on New Jack City TV you can see Snoop Dog drinking beer on a beach. Next year - weed !] I rushed to check if I owned Canopy. Hell, yes !
The New Chardonnay is the second in a (hopefully) series of digestible, eminently readable history books about aspects of American culture that would never show up in standard American classroom histories.
The first book, which Ms. Cabot co-authored, documented the rise of women as CEOs of Silicon Valley Hi Tech companies. Her current book, “The New Chardonnay”, solely authored by Ms. Cabot, records the slow rise, acceptance and gradual legalization of the marijuana industry. This industry has many key female owners and managers. Don’t expect Tolstoy. The author is a veteran of ABC Broadcasting which means that her mind is trained to the 30 second news slot. (The History of Pot on Speed Dial) That’s not such a bad thing. After all, it’s unlikely that you want to read 700 pages about cannabis. She even brought in Jewish descriptions where appropriate. So much writing (e.g. Phillip Roth?) never explains Jewish holidays or dietary rules for what they are. The only annoying thing I can say is her habit of describing women (and not men) by their looks, and designer wardrobes. Who cares ?
Nevertheless, both books are valuable commentary on the immense cultural changes going on, “soto voice”/ under the radar in American culture.
There are 3 areas which Ms. Cabot is actually tracking:
1. The businesses which underlie seismic shifts in American culture
2. Unusual career paths
3. New and different opportunities for women

The future has been founded (in Canada and the western US). It has not yet migrated to the entire US. And with Covid-19, the Disaster called Trump, and the effects of self-induced climate change, we have Other Things on our minds and in the news. However, if you want to understand an important future US industry, read this book. Whatever version of this business America finally adopts, it will have a unique and slightly twisted American flavor.
Claire L. Frankel, Author

[Claire Elizabeth · Rating 5 out of 5]

Great book club read!

[Jennifer Schultz · Rating 3 out of 5]

Read if you: Want a greater understanding of how the commercial marijuana/CBD industry became more mainstream.

This is an entertaining and intriguing overview of how marijuana/marijuana products became more "trendy" and accepted.

More examination of how criminialization of marijuana has affected African-American and Latino communities would have created a better balance; it's mentioned, but not to any great extent.

Librarians/booksellers: With marijuana becoming legalized in more states (at various levels) and CBD products available at grocery stores, this is a good purchase for readers interested in the business side of legalization.

Many thanks to Currency and Edelweiss for a digital review copy in exchange for an honest review.

[Romina · Rating 2 out of 5]

I was expecting a book on how the image of weed has changed over time in the eyes of the public and how its average user has changed. I also expected a reflection on how this now "fun and chill" image of the pot-consumer clashes with some its previous criminal image that has brought millions to jail.
Instead, this book follows the stories of how some rich people got in the weed business and became richer. Not particularly fascinating in my opinion, hence 2 stars.

[Rosemary · Rating 4 out of 5]

Arizona has an initiative on the ballot in November to legalize adult recreational marijuana, so I wanted to better understand the history of legalization by other states and implications for AZ if the initiative passes. Heather Cabot did a thorough job of making the learning fun. Her choice of influential people to profile gave a rounded picture of the industry and things to come. I had hoped to see more information about how the growing industry could include and benefit those who have been disproportionately incarcerated or adversely affected by marijuana prohibition laws. I have passed the book to an interested neighbor had have 3 more on the wait list.

[Becky Wallerick · Rating 5 out of 5]

Informative book about marijuana in America. For this DARE graduate, this book challenged many of the things I have been taught about pot and its effects on the body. I’m not ready to give up the Chardonnay for a THC gummy, but this author makes the case for a different way to relax.

[Corey Morris · Rating 4 out of 5]

A great look into the industry!

[Tracy McLean · Rating 4 out of 5]

An informative read.

[Renee Gibney · Rating 4 out of 5]

For a nonfiction book, this book had a nice story line that kept my attention and kept me wanting to read more!

[Mary · Rating 4 out of 5]

An interesting read. Very informative without being dry.

[Deana · Rating 5 out of 5]

This book is NOT what you think . It is a page turner depicting spicy characters in a world that was once uncharted territory . Cabot does a brilliant and affective job in showing the reader how cannabis has become a multi million dollar industry .

[Amelia Wyckoff · Rating 5 out of 5]

Informative, engaging, and fun to read! You'll read a variety of fascinating interviews, stories, and characters all woven together to make a thrilling narrative. Highly recommend this book whether you're already interested in the topic or just want to learn more!

[Kelly Jahn · Rating 4 out of 5]

I learned so much I never knew! And the story telling style made this really interesting.

[Christine · Rating 3 out of 5]

The re-branding of pot because of outrage over the racial injustice of US drug laws, the catering to stress out professionals and busy parents. Rich people getting richer.

Former Jeffries equity sales VP Beth gets in on ground floor in AZ, various hip hop stars.

[Tracy J · Rating 5 out of 5]

Love this book. Entertaining and informational

[Zibby Owens · Rating 5 out of 5]

"The New Chardonnay" draws on exclusive interviews with some of the biggest names in the world of cannabis. It explores the social, economic, and political issues that have brought marijuana to the forefront, like U.S. drug laws, our "self-care" industry, seniors looking for medical alternatives, and more. This is a complicated and controversial topic that touches on everything from business to politics, science, medicine, and social justice.

The author wrote this book in such a narrative way that you almost forget somebody had to report it. Ted Chung became one of the book's main characters, and we follow him throughout his teenage years to being an Asian American. We also learn about how Snoop and his business partner had the incredible foresight to create a venture capital firm, not to invest in growing or even selling marijuana, to invest in the software and technology behind the industry. We also learn about the recreational use, medical use, and growth of CBD. I am not advocating anything with this review; I am simply learning and putting out information so others can decide for themselves.

To listen to my interview with the author, go to my podcast at:
https://zibbyowens.com/transcript/hea...

[Aubrey · Rating 2 out of 5]

Although there were a few specific people and aspects of this book that were interesting, a large portion of the book was difficult to slog through. I had hoped to learn more about how the perception of Marijuana usage has changed among mainstream Americans. (Possibly due to its merit as a therapeutic agent, or even just that as a vice it may be no different, or even less harmful, than alcohol or other legal substances). Unfortunately, most of this book was focused on the growth of business markets among the wealthy who are using the opportunity to market a brand that basically consists of being wealthy and chill. For me this book did very little to convince me of the merits of Marijuana usage beyond past categorizations of "stoners," or that producers/growers are anything more than opportunists.

[Joy · Rating 2 out of 5]

I tried listening to the book initially but couldn’t get into it. I tried reading instead but still couldn’t get into it. This book is written for boomer finance CEOs and is boring and lacks continuity and flow. Everyone has smoked or smoked marijuana, we don’t need the culture and problematics explained to us like we’re 2 or 80. No one in my book club could finish or get more than a few chapters in.

[Michele · Rating 5 out of 5]

The New Chardonnay gave me a strong foundation for understanding not only the history of cannabis, but also how it has become a money making enterprise. Shares the stories of many individuals who were instrumental in developing an unfamiliar industry. Thoroughly enjoyed!

[Avril Lyons · Rating 3 out of 5]

I did not like this book. It gets 3 stars because it was decently written and clearly had been well researched but outside of that, this book was almost one star for me.

I’ll start with the format. I did not live the bouncing between stories/backgrounds, especially since the players didn’t ever totally connect. When a fragmented narrative like this never connects, it leaves the whole experience feeling fragmented.

Now the stories themselves…wow, just a massive amount of wealth worship and political corruption. I could not believe the story focused on this couple of stories while never talking about the scores of people who contributed to por growth as consumers.

The absolute worst though was the disdain exhibited for pot smokers. Every time a new person was introduced, the authors made it clear that the person defied expectation of what “potheads” were. It felt like, “don’t worry, I’m writing about weed but only including the story of people who would never smoke weed” It felt instantly judgmental and also approving of making weed more expensive for the wealthy. There was token mention of minorities and the way that legalization could positively affect that community but it felt thrown in and haphazard. The only exception was Snoop and I don’t know that the author had a choice to exclude him.

I just felt like this was a book about weed from someone who doesn’t like weed and about people who are already wealthy using that wealth to become more wealthy.

[Devesh Soni · Rating 4 out of 5]

Interesting read on marijuana legalisation & key players who build businesses around this emerging opportunity.
A lot of these companies were at peak when the book was published in 2019 & have crashed dramatically since then. Couldn't help but draw comparisons with the current hype of AI. Markets (and people) have a tendency to put ideas on a pedestal, only to abandon them at the slightest sign of discomfort.

[Abby Stopka · Rating 5 out of 5]

Very informative book if you want the history of home marihuana went mainstream and the different businesses involved.

[Halley · Rating 2 out of 5]

I really tried to give this book a chance and although it states it's an interesting story... I couldn't get interested enough to finish this. This book just isn't for me.

[Michael · Rating 2 out of 5]

This read like an article from Vogue. The timeline at the beginning of the book was the most interesting part, albeit out of date.

[Katie · Rating 4 out of 5]

Interesting but boring? Is that possible?

[Dayna · Rating 3 out of 5]

Interesting read confirming that legalization rigs the industry in favor of people with means. Licenses for local dispensaries in my state were awarded to the politically & financially well-connected; the out-of-town celebrity applicants didn't stand a chance. But I suppose that would happen in all business ventures, where big corporations steamroll mom-&-pop businesses. I received a Kindle edition from a Goodreads giveaway.