We recently connected with Jamie Evans and have shared our conversation below.
Jamie, appreciate you making time for us and sharing your wisdom with the community. So many of us go through similar pain points throughout our journeys and so hearing about how others overcame obstacles can be helpful. One of those struggles is keeping creativity alive despite all the stresses, challenges and problems we might be dealing with. How do you keep your creativity alive?
Cannabis has always been my muse. Since joining the industry in 2017, it’s never ceased to inspire me. Despite the challenges of navigating constantly evolving regulations, the space continues to offer endless opportunities for creativity within compliance. Over the years, I’ve been able to channel that creativity into hosting and producing events, writing books, and educating others on the many ways cannabis can be incorporated into daily life, helping to break stigmas and reshape perceptions along the way.
Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
My journey sits at the intersection of cannabis, wine, and the culinary world — three areas that have truly shaped who I am today! I’m a certified sommelier, entrepreneur, and four-time author with a passion for exploring how cannabis can elevate food and beverage experiences.
I launched The Herb Somm as a culinary-meets-cannabis blog and lifestyle brand to highlight the gourmet side of the cannabis industry. When I first started, there weren’t many voices treating cannabis as a sophisticated ingredient. Something that could be paired, infused, and celebrated much like wine! I wanted to change that narrative and help people experience cannabis through the lens of flavor, aroma, and craftsmanship.
Over the years, I’ve become known for my literary work and my signature “wine and weed” experiences. I’ve also had the opportunity to contribute to publications including POPSUGAR, High Times Magazine, MARY Magazine, and The Clever Root, where I focus on lifestyle stories for modern, curious consumers.
In addition to my editorial and event work, I’ve co-edited GoldLeaf’s Cannabis Cooking Journal and authored several books that explore the culinary and beverage side of cannabis: The Ultimate Guide to CBD: Explore the World of Cannabidiol (Fair Winds Press, 2020), Cannabis Drinks: Secrets to Crafting CBD and THC Beverages at Home (Fair Winds Press, 2021), and Let’s Get Baked! High Times: The Official Cannabis Cookbook (Insight Editions, 2023). My newest book, High Times Cannabis Cocktails: Seasonal Sips & High Teas for Every Occasion (Insight Editions, 2024), was released on July 2, 2024.
Most recently, I launched a mobile cannabis bartending business that introduces consumers to the art of crafting high-end cannabis cocktails – an exciting new way to experience the plant socially and creatively. I also serve as one of California’s leading cannabis beverage judges, which allows me to stay closely connected to innovation in this rapidly evolving space.
At the heart of everything I do is a simple belief: cannabis deserves to be celebrated like any fine ingredient. Through education, connoisseurship, and genuine appreciation for the experience it creates.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
Support Others One of the things I’ve always loved about the cannabis industry is the sense of community. For the most part, people here truly want to see each other succeed. When I first joined this space, I quickly realized that helping others, whether by sharing knowledge, resources, or encouragement, always came back in the best ways. If you’re thinking about entering this industry, lead with kindness and collaboration. When you support others, they’ll support you right back.
Collaborate
Some of my favorite projects have been the result of collaboration, teaming up with chefs, edible makers, infused beverage brands, and so many other creative minds. Collaboration is where the magic happens. By working together, you can craft unique programs and experiences that appeal to a wider audience and push the industry forward. In my opinion, collaboration isn’t just fun, it’s one of the biggest keys to success in this space.
Build a Community
Cannabis has this incredible ability to bring people together. Whether it’s through a shared meal, an infused event, or simply conversation, the connections it inspires are powerful. If you want to thrive in this industry, focus on building your community. Nurture it, stay connected, and show up for the people who believe in what you’re doing. That’s where the real growth happens.
If you knew you only had a decade of life left, how would you spend that decade?
Traveling! Travel has always been one of the greatest sources of inspiration in my life. Every time I visit a new place, I’m reminded of how vast and diverse the world is. Not just in scenery or culture, but in flavors, traditions, and perspectives. Traveling opens my eyes to new ways of thinking, cooking, and connecting with people. It keeps me curious and reminds me that creativity often starts with exploration.
Whether it’s tasting local wines in a new region, discovering unique ingredients at a market, or simply sharing a meal with someone from a completely different background, traveling has also been a passion of mine (alongside wine and cannabis, of course).
Contact Info:
- Website: https://www.theherbsomm.com/
- Instagram: https://www.instagram.com/theherbsomm/
- Facebook: https://www.facebook.com/theherbsomm
- Linkedin: https://www.linkedin.com/in/jamie-evans-95a4952b/
- Twitter: https://www.linkedin.com/in/jamie-evans-95a4952b/
Image Credits
Headshot (Michael Moore)
Book Cover (Eva Kolenko for High Times Cannabis Cocktails book by Jamie Evans)
Ice shot (Eva Kolenko for High Times Cannabis Cocktails book by Jamie Evans)
Cocktail shot in pink dress (Eva Kolenko for High Times Cannabis Cocktails book by Jamie Evans)
Terpene display (Untold Creative Agency)
