The beverage industry is experiencing a significant transformation as consumers increasingly seek alternatives to traditional alcoholic drinks. A growing interest in health-conscious lifestyles and mindful consumption has propelled the popularity of THC-infused beverages, positioning them as a compelling option for relaxation and socialization without the drawbacks of alcohol.Beverage Information Group
Angus Rittenburg, co-founder and CEO of Wynk, observes a notable shift in consumer behavior: “We’re seeing a significant shift in how people approach relaxation and socializing. Consumers are increasingly mindful of what they put in their bodies, and many are actively seeking alternatives to alcohol. It’s not just about getting high anymore — it’s about control, consistency, and a better overall experience.”
This sentiment is echoed by Will Spartin, COO of Triple High Seltzer, who notes, “Recreationally, cannabis is increasingly mainstream as people are looking for beverages for their social occasions — absent common downsides one can often feel the next day.”Beverage Information Group
The appeal of THC beverages lies in their ability to offer a controlled and predictable experience. Advancements in infusion technology have enabled faster onset times, with effects typically felt within 10 to 15 minutes, compared to the longer wait associated with traditional edibles. This rapid effect, coupled with a shorter duration, provides consumers with a manageable and enjoyable experience .BevSource
Market data reflects this growing trend. According to BDSA, cannabis-infused beverages accounted for $54 million in sales between Q2 2023 and Q2 2024, marking an 8% increase. Notably, “Shots” have emerged as a rapidly growing subcategory, with sales nearly doubling in the same period, particularly in states like Illinois, Massachusetts, and Ohio.
The demographic shift is also significant. Younger consumers, particularly Gen Z and Millennials, are driving the demand for cannabis beverages. Their preference for health-conscious choices and the desire to avoid the negative effects of alcohol, such as hangovers, have made THC-infused drinks an attractive alternative.
Industry leaders are responding to this demand with innovative products. Curaleaf’s 2.5 mg Select Zero Proof Seltzers, available in flavors like Black Cherry, Grapefruit, and Watermelon, cater to consumers seeking low-dose options. These beverages are designed to provide a subtle and enjoyable experience without the intensity associated with higher THC concentrations.
Darnell Smith, founder and CEO of MXXN, highlights the evolving consumer mindset: “These beverages offer a fresh alternative to traditional methods and sidestep the stigma associated with smoking. I am a big proponent of the plant, beyond the most well-known cannabinoids, such as THC and CBD.”
As the market continues to expand, the presence of cannabis in everyday life becomes more normalized. Boris Jordan, chairman and CEO of Curaleaf, notes, “Consumers and patients are more educated than ever and have increasingly diversified preferences as far as the role that cannabis plays in their lives.”
The convergence of health-conscious consumer behavior, technological advancements, and evolving societal attitudes suggests that THC-infused beverages are poised to become a staple in the beverage industry, offering a viable and appealing alternative to traditional alcoholic drinks.
Dabbin-Dad Newsroom
