By Javier Hasse
She had enough of the migraines, acid reflux and nausea. Dizziness was also gone, as well as the dry mouth. The enough was over. Anna, who describes herself as “sober and curious”, a thirty-something woman, began looking for an alternative to her groggy mornings. She spotted the hemp-derived THC flavored seltzers in a grocery store, nestled amongst kombucha, oatmilk lattes, and other drinks. Maybe this was it—the buzz without the baggage.
Anna’s not the only one who wants “hangover free” drinks. Several industry observers predict that by 2020, the THC-beverage global market will be worth billions. Brightfield Group estimates hemp-derived beverage consumption in the millions of dollars last year. With room for growth, this number is likely to more than double by 2020. CivicScience says that 16 percent of US adults aged over 21 have tried cannabis drinks and many more want to. The idea of microdosed THC being kept in the refrigerator isn’t a new thing for most people.
Jake Bullock is the co-founder and CEO of Cann. Cann has been endorsed by Gwyneth, Rebel Wilson, Gwyneth, Paltrow, as well as other celebrities. Bullock sees the cultural shift that’s taking place in response to people seeking a more gentle way of unwinding. The biggest obstacle we see is people’s fear around THC, says Bullock. “They don’t want to get ‘too high’ or embarrass themselves in front of their friends. The microdosed drink solves this issue by allowing the user to control their drinking and ensure a good experience.
Cann isn’t the only one. There are many beverage startups as well as cannabis giants releasing low-dose seltzers. mocktails and 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.’s (Sam Adams), which tested marijuana-infused teas on Canadian soil, is not yet ready to release hemp THC beverages in the US. Pabst Labs California experimented with THC seltzers before deciding against a national expansion. Big Beer is still on the brink, waiting for clarity and a path that will allow it to grow.
The future of many consumers is chilling already in a can. Low-dose drinks, once only available in dispensaries and on apps for delivery, are now widely available on shelves. They bridge the gap between socializing with friends and having a pain-free morning.
The cultural boom is backed by a wealth of data. Brightfield Group Research estimated hemp-derived beverage revenues of $382 millions last year. They predict they’ll be near $750 in 2029. Grandview Research also predicts that the market for THC beverages could reach $2.65 billion by 2030. Younger adults have been shunning alcohol at record levels.
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. This is a drop of almost 90%! 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.
“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 are more concerned about the growth of a category rather than a single brand.” “We have prioritized building high-quality drinks that meet the consumers wherever they are.” This includes ciders, seltzers and mocktails which would otherwise be outshone by wine or beer.
Even as Big Beer wavers, corporations such as DoorDash and Total Wine & More embrace THC beverages. DoorDash, a restaurant delivery service, has expanded to include grocery, alcohol and retail in order to satisfy the evolving needs of consumers. The early pilot data indicates that consumers are interested in gummies and seltzers, as well as honey-infused sticks.
Instead of replacing alcohol, it seems that these products are enhancing this 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. Numbers show that hemp-based products are complementary to alcohol, driving larger orders, higher sales and more repeat customers for the SMB merchants we support.
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. It’s a puzzle of regulations, as each state has different laws for anything deemed “intoxicating”. If federal laws are relaxed, brands that bet on an international reach may see massive rewards.
But “hangover-free” marketing doesn’t mean zero risk. Certain retailers stock high-potency drinks—50mg or more—that can stun novices. Bullock, an industry advocate, recommends that people start low and slowly. 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.
Overall, these numbers indicate a market ready to move away from the “stoner” culture and position THC drinks as an alternative to alcohol. If these trends in sales and the generational shifts continue, cannabis beverages could redefine how people toast weddings, concerts, or casual gatherings.
The untapped potential is also seen by major cannabis MSOs as well as long-time beverage companies. Trulieve of Florida launched its Onward THC infused cocktail under what CEO Kim Rivers called a “crawl-walk-run approach”.
She says that Trulieve is taking a calculated approach in developing hemp drinks to reach those who would otherwise choose a cocktail or beer.
Big Beer is a bit more confident. Boston Beer Co. introduced TeaPot to Canada but is yet to launch it in the US. If we see an opportunity where we can scale up a profitable US business, then we are ready to take the plunge. Michael Spillane the recently appointed CEO of Boston Beer Co. said that they have not seen it at this point. 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.
The split between corporates who hesitate and startup companies that move quickly also highlights the deeper division in regulation. Hemp THC drinks bypass dispensaries by using a loophole created in the Farm Bill, but high-THC marijuana remains state-regulated. For consumers, however, this line remains blurry. A can may say it contains <0.3% THC by weight but still offer a noticeable dose. Harvard Health cautions “people know less about the effects cannabis has in general, especially with beverages than with alcohol.” The Cut and other publications are full of stories about people who have consumed too much potent alcohol. This highlights the need for consistency, labeling and caution.
Many people in the hemp industry are calling for regulations similar to alcohol. Bullock, calling for a systemic framework to regulate hemp-based drinks with a low level of potency says that the alcohol industry is capable of delivering high quality adult beverages and not just minors. We agree that bans never work. Most important are the 21+ age requirement, guidelines for packaging and labels and product tests. DoorDash’s website touts the “multiple redundancy” of its verification points for age and intoxication.
Then there’s Snoop Dogg, who—through Iconic Tonics—is planting a stake in the future of “social consumption.”
Eneman: “He is changing perceptions of cannabis.” “We are able to imagine a future where we will experience less negative consequences from the substances that we consume.” The bold move is to offer a portfolio of beer, cider or wine options with no hangover.
As we look to the future, it seems that more cross-pollination will be inevitable. DoorDash data indicates that consumers don’t completely give up alcohol; they mix it with hemp THC. Cann sees microdosing to be a way of gaining mainstream acceptance. Snoop’s collaboration with Eneman, a multi-brand company, underscores that no product is perfect for everyone. This sector combines a rebellious spirit with an emphasis on health. From slogans like “hangover free” to “start low, slow”, this industry fuses a rebellious flair and a focus of wellness. There is uncertainty about federal policy, but this one fact stands out. More people than ever before are switching from IPAs to THC seltzers. They’re curious about a reinvented Happy Hour that could forever change the way we drink.
Javier Hasse He is an experienced reporter who has spent over 10 years covering cannabis, hemp CBD, and psychedelics. He is a Forbes Currently serving as an adviser at Benzinga The CEO and founder of the Spanish language news website El Planteo.