Who We Are

Over the years, as our company has grown and evolved, one thing has never changed – the passionate mission that drives us. The mission to bring you better quality experiences that taste better and are better for you.

To make this happen we’ve had to find new and better ways to create our products. That’s why we are pioneering the unique, premium space where craft quality meets innovative bioscience to bring to market the world’s most progressive alcohol-free and cannabis-infused products.

Our mission began with Hill Street Beverages’ extraordinary alcohol-free wines. Using only the finest craft ingredients and a proprietary process to remove alcohol, we created products like no others: all the flavour, savour & splendour you expect from fine wines without the alcohol.

Today, our mission continues with the innovative products of Hill Avenue Cannabis, created to satisfy the explosive global demand for superior, cannabis-infused products and commercial ingredients. Powered by DehydraTECH™ patented technology, Hill Avenue Cannabis is committed to consistently delivering fast, predictable onset, naturally masking unwanted taste and odor (so no need for added sugar and sweeteners!) and extending shelf-life and potency.

Better taste…better experiences…better for you: That’s the Hill Street promise!
A promise made at the corner of Hill Street and Hill Avenue.


Craig Binkley


Former President PRØHBTD
CEO Northstar Global Research
CMO Coca-Cola Mexico
Global VP Diet Coke and Minute Maid

Matthew Jewell


Mr. Jewell was the first full-time employee at Next Green Wave and led the company as its CFO from its inception until its eventual sale in a transaction valued at approximately $100M. In addition to his highly relevant background in cannabis and CPG, Matt brings to the role more than a decade of experience in emerging industries where he provided strategic input to the executive team and board of directors, and guided companies in financial reporting, financial planning, HR, legal and operations.

Pearl Chan


Experienced public company in-house counsel with expertise in a wide range of industries including cannabis, psychedelics, technology, CPG, and energy. Recently served as General Counsel at public cannabis company Origin House prior to its ~$1B acquisition by US multi-state operator Cresco Labs Inc.

Reuban Nadesan, CPA, CA


Former VP Finance at Leap Tools
Extensive M&A and CPG experience at KPMG LLP

Bowen Hou


Seasoned cannabis sales & marketing experience across multiple Canadian LPs
Extensive CPG background at PepsiCo and Church & Dwight

Board of Directors

Jack Fraser

Partner of BDC Capital
Former Head of Finance SSENSE
COO, CFO of brands iTravel2000, Bookit.com & Travel Zest PLC

Kevin Ruddle

VP Operations & Partner, VinFirst Innovative Packaging
25+ years experience in wine and spirits product and packaging innovation

Frank Vizcarra

20+ years with McDonald’s USA in positions spanning Strategy, Innovation, Franchise relations & field operations across multiple international markets

Lori Senecal

Member of the Board of Directors since 2018.
Former Global CEO Crispin + Porter + Bogusky.
Global CEO of Kirshenbaum Bond Senecal.
President NY & Global Chief Innovation Officer McCann Worldwide.
Fast Co. Top 50 Executive.

Craig Binkley

Member of the Board of Directors since 2016.
Appointed CEO in December 2021.