THC Drinks Go Boom!

*By Javier Hasse*

She was done with the headaches, acid reflux, nausea, dry mouth, dizziness
and the dreaded next-day bathroom roulette. Enough was enough. After too
many groggy mornings, Anna, a self-proclaimed “sober curious”
thirty-something, started looking for a better way to unwind. That’s when,
on a routine grocery run, she spotted hemp-derived THC seltzers nestled
between the kombucha and oat-milk lattes. Maybe this was it—the buzz
without the baggage.

Anna isn’t alone in seeking “hangover-free” drinks. Many industry watchers
predict the global THC-beverage market will climb into the billions by the
decade’s end. Brightfield Group pegged hemp-derived beverage sales in the
hundreds of millions last year, with room to double soon. Meanwhile,
CivicScience suggests 16% of US adults older than 21 already consume
cannabis drinks, and more are eager to try. For many, microdosed THC in the
fridge is no longer a fringe novelty; it’s everyday life.

Jake Bullock, co-founder of Cann, one of the leading brands in the space
(backed by celebrities including Gwyneth Paltrow and Rebel Wilson), sees
this cultural pivot as the logical outcome of people wanting gentler ways
to unwind. “The biggest reason we encounter for why folks don’t already
drink THC drinks is an apprehension around THC,” he says. “They don’t want
to get ‘too high’ or embarrass themselves in front of their friends.
Microdosed drinks solve that problem by giving drinkers the control and
ensuring they’ll have a positive experience.”

Cann isn’t alone. The market teems with beverage startups and cannabis
mainstays rolling out low-dose seltzers, mocktails and functional tonics. A
rising sober curious movement—especially among younger consumers—amplifies
the trend. Meanwhile, large beverage companies tiptoe in, often hesitating
over federal legal ambiguity. Boston Beer Co. (Sam Adams) tested
cannabis-infused teas in Canada but isn’t ready to launch hemp THC drinks
stateside. Pabst Labs in California has dabbled with THC seltzers, stopping
short of nationwide expansion. Big Beer remains on the edge, waiting for
clarity or a reliable path to scale.

For many consumers, though, the future is already chilling in a colorful
can. Once confined to dispensaries, low-dose beverages now sit on
mainstream shelves and appear on delivery apps, bridging the gap between
socializing and a headache-free morning.

Behind the cultural surge lies a mountain of data. Brightfield Group
research estimated $382 million in hemp-derived beverage sales last year,
predicting them to near $750 million by 2029. Another forecast from
Grandview Research projects a possible rise to $2.65 billion for the global
THC-beverage market by 2030. On a generational level, younger adults are
stepping away from alcohol in record numbers.

Evan Eneman, CEO of Iconic Tonics (a holding company owning multiple
beverage brands), points to data showing Boomers, Gen X and Millennials
each spend $23–$25 billion on booze per year, while Gen Z hovers near $3
billion. “That’s an almost 90% drop off!” he exclaims. Drawing on years in
the cannabis world—where he’s incubated beverage lines and partnered with
Snoop Dogg—Eneman sees an enormous opening.
Snoop Dogg has partnered with Iconic Tonics – a cannabis beverage brand.

“We’ve been in this for the right reasons from the start—to help people
make better decisions in their lives while building something that lasts,”
he says. “We care more about the success of the category than we do about
any single brand. We have been prioritizing building high-quality beverages
that meet consumers where they are.” That includes seltzers, mocktails and
ciders that might otherwise be overshadowed by beer or wine.

Even as Big Beer wavers, corporations such as DoorDash and Total Wine &
More embrace THC beverages. “Since 2020, DoorDash has been expanding to new
verticals beyond restaurant delivery, including grocery, alcohol, retail
and more to meet evolving consumer needs and expectations of convenience,”
a spokesperson explains. Early pilot data shows demand for gummies,
seltzers and infused honey sticks.

But rather than replacing alcohol, these products seem to be enhancing the
category. “We see hemp-derived products as complementary to the alcohol
category—driving larger orders, higher sales and more repeat customers for
the SMB merchants we support,” says a DoorDash spokesperson. The numbers
reflect this: The order value of baskets containing hemp products from
alcohol retailers are two-thirds hemp, one-third alcohol: a sign that
consumers are experimenting with both, rather than making a hard switch
away from booze.

Some call this blend of trends a “beverage revolution,” fueled by the 2018
Farm Bill, which allows hemp-derived THC (<0.3% delta-9 THC by dry weight)
to bypass dispensaries and ship nationwide. Yet it’s also a regulatory
puzzle, with states applying different rules to anything considered
“intoxicating.” Brands betting on national reach could see huge payoffs if
federal laws ease.
Crescent 9 THC seltzers are another cannabis beverage brand joining the
ranks.

But “hangover-free” marketing doesn’t mean zero risk. Certain retailers
stock high-potency drinks—50mg or more—that can stun novices. That’s why
industry advocates like Bullock recommend people “start low and slow.”
Meanwhile, established names—from Curaleaf, with its Select Zero Proof
Seltzer, to Snoop Dogg, betting big on Iconic Tonics’s 7
brand-portfolio—hope to widen acceptance with well-funded branding.

All told, the numbers suggest a market ripe to break free from “stoner
culture,” positioning THC beverages as a nuanced alternative to booze.
Should these sales trends and generational shifts hold, cannabis drinks
might redefine how people toast at weddings, concerts or laid-back
gatherings.

Major cannabis MSOs and longtime beverage giants also see untapped
potential. Trulieve, based in Florida, debuted its Onward THC-infused
cocktails under what CEO Kim Rivers calls a “crawl, walk, run approach.”

“We’re approaching it with an eye towards growing an actual product line in
a business within Trulieve,” she says, underscoring a measured approach to
hemp-derived drinks aimed at reaching those who might otherwise grab a beer
or cocktail.

Big Beer, in contrast, remains tentative. Boston Beer Co. launched TeaPot
in Canada but hasn’t taken the plunge in the US yet. “If we saw that the
opportunity was there where we felt we could scale a profitable business in
that space in the US, we’re prepared to do so. We just haven’t seen that at
this time,” said Michael Spillane, the newly appointed CEO of Boston Beer
Co., in an investor statement. The hesitation reflects broader industry
caution—AB InBev once partnered with Tilray but pulled out in 2022, and
Pabst Blue Ribbon tested cannabis seltzers in California without expanding
nationwide. Meanwhile, smaller upstarts—not weighed down by corporate red
tape—continue pushing forward.
Nano-emulsified THC brand Calexo offers a replacement to alcohol.

That split between hesitant corporations and agile startups also highlights
a deeper regulatory divide. Hemp-derived THC drinks use a Farm Bill
loophole to bypass dispensaries while high-THC cannabis remains
state-regulated. But for consumers, the line is still blurry. A can may say
it contains <0.3% THC by weight but still offer a noticeable dose. Harvard
Health warns that “people are less familiar with the effects of cannabis in
general,” especially when it comes to beverages, than they are with the
effects of alcohol. Tales of overindulging on potent drinks pepper
publications like The Cut, highlighting the need for labeling, consistency
and caution.

Many in the industry want regulations akin to alcohol’s. “We also believe
that the alcohol supply chain is very capable at delivering adult beverages
to adults and not minors and should do the same for low potency hemp
drinks,” says Bullock, pushing for a systematic framework. “We agree, bans
are never the answer. The most important regulations are 21+ age
verification, clear packaging and labeling guidelines and product testing.”
DoorDash, for its part, touts “multiple redundancy points” for verifying
recipients’ age and sobriety, hinting at further expansions should high-THC
gain broader legality.

Then there’s Snoop Dogg, who—through Iconic Tonics—is planting a stake in
the future of “social consumption.”

“He’s helping shift perceptions around cannabis,” says Eneman. “We can
envision a future with less repercussions from substances we consume.” It’s
a bold strategy: offering a portfolio that mirrors beer, wine or cider
options without the dreaded hangover.
PBR’s venture into the cannabis beverage space.

As observers look ahead, more cross-pollination seems inevitable. DoorDash
data suggests users don’t ditch alcohol entirely; they bundle it with
hemp-derived THC. Cann views microdosing as an on-ramp to mainstream
acceptance. Snoop’s multi-brand venture with Eneman underscores the idea
that no single product can satisfy every taste. From “hangover-free”
slogans to the “start low and slow” mantra, this sector merges a rebellious
streak with a focus on wellness. Federal policy uncertainty remains, but
one truth stands out: These beverages have arrived and more people than
ever are swapping IPAs for THC seltzers, curious about a reinvented happy
hour that might forever change how we drink.

*Javier Hasse* is a reporter with over a decade of experience focused on
cannabis, hemp, CBD and psychedelics. He has been a *Forbes* contributor
since 2019 and currently serves as an advisor at *Benzinga* and CEO of the
Spanish-language news site* El Planteo*, which he co-founded.

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