A coalition of beer makers, led by the Beer Institute, is sounding the alarm: “bad actors” in the hemp‑THC sector are packaging and marketing intoxicating products in ways that appeal to children—and exploiting loopholes in the 2018 Farm Bill to do it.
Game on: the beer industry plays offense
At a recent industry conference, CEO Brian Crawford didn’t mince words. “You will never see a beer ad that features Santa Claus or the Easter Bunny,” he said—an obvious jab at what he perceives to be the youth‑friendly packaging of THC candies or high‑potency sodas.
Beer is heavily regulated: federal agencies oversee labels, formulas, age restrictions—21 + only, ads cannot target minors. But in the hemp‑THC world? Not so much. Crawford says some drinks pack a whopping 200 mg of THC in a 12‑oz can—far beyond many states’ limits and enough to blur the line between adult social consumption and teenage experimentation.
The legal labyrinth
Why is this possible? Because the federal definition of “hemp” is being contested. A proposed amendment in Congress would redefine legal hemp to only include naturally occurring, non‑intoxicating cannabinoids. That means anything made from synthesized THC or transformed cannabinoids might become illegal.
States like Minnesota already allow hemp‑based edibles and beverages. But they’re frustrated—some firms outside the state’s regulatory framework are selling high‑potency items that skirt the law. Minnesota’s Attorney General, Keith Ellison, signed a letter with 38 other AGs urging Congress to step in and close the “loophole” so that “these gross distortions… won’t threaten public health.”
Rising tides: new drinks for a new generation
Meanwhile, in Venice Beach and beyond, entrepreneurs are riding the wave. Cann – a “natural social tonic” infused with hemp‑derived THC – is now sold in dozens of states and in liquor stores alongside traditional beers. Founder Jake Bullock says Gen Z is less bar‑oriented, more house‑party‑oriented, and that many drink his product as an alternative to alcohol—no hangover, same social buzz.
Bullock accepts some regulation—he’s open to THC caps around 5 mg and a ban on synthetic varieties—but warns that overregulation could kill a booming industry that employs 330,000 Americans and has ballooned into a roughly $30 billion market.
What’s the fallout?
- Regulators and alcoholic‑beverage incumbents see the unregulated hemp‑THC space as a wild frontier, with some products going far beyond accepted potency norms and packaging that could attract minors.
- The hemp‑THC sector sees legitimate innovation, adult choice, and an alternative to alcohol, but fears overreach could wipe out a legitimate business.
- The fight is moving from the states to Congress, where ambiguity around the Farm Bill’s hemp language makes the battleground murky.
- For drinkers and regulators alike, the question looms: How do you balance adult access, innovation, and safety—especially when youth appeal is at stake?
Old rules, new players, and the future of the social‑buzz business is anything but settled.
Dabbin-Dad Newsroom
