The study will run for three weeks. The first week, participants won’t get any infused drinks and will provide feedback based on their regular habits. For the next two weeks, they’ll start sipping on the THC drinks and see how it affects their day-to-day life. The goal is to gather real-world data on how these drinks could be a healthier alternative to alcohol.
Who’s Behind the Study?
A bunch of major cannabis beverage brands have teamed up with MoreBetter for this study. Companies like BRĒZ, Nowadays, Cantrip, Iconic Tonics, and STIIIZY are all pitching in, supplying the free infused products to participants. MoreBetter is calling it the “world’s first functional beverage study,” and they hope it will show how THC-infused drinks can improve consumers’ lives.
Tyler Dautrich, COO of MoreBetter, said the study will help give the industry real insights into how these drinks are making an impact. “By collecting feedback over several weeks, we’ll get the real-world data to help brands understand how infused beverages are changing the game for consumers,” he said.
Exploring Different Drink Formats
While the main focus is on THC-infused seltzers, the study will also take a look at other formats like mixers, powders, and concentrated shots. This way, the study can get a broader picture of how different doses and drink types affect consumers’ experiences.
As more people look for alternatives to alcohol, especially with alcohol sales dipping, this research comes at a perfect time. Cannabis-infused beverages are starting to look like a solid option for people who want a more mindful drinking experience.
A Growing Trend: Cannabis vs. Alcohol
The idea of cannabis taking a bite out of the alcohol market isn’t a new one, but it’s becoming more clear that it’s happening. A recent report showed that cannabis is becoming a real competitor to alcohol, especially among younger crowds. The same report predicted that by 2027, marijuana sales could hit $37 billion, with more and more people choosing cannabis over traditional alcohol, especially beer and wine.
Daily cannabis use is growing rapidly, and in some places, it’s outpacing alcohol consumption. This trend has sparked interest from both the cannabis and alcohol industries, with many experts predicting the shift is here to stay.
Regulatory Challenges Ahead
Even with all this growth, the cannabis industry is still dealing with some big challenges—mostly around regulations. While some states are setting their own rules for cannabis, there’s still no clear federal framework for products like THC-infused drinks. This leaves a lot of uncertainty for both consumers and businesses trying to navigate the legal landscape.
For now, the study is a step toward legitimizing cannabis beverages in the wellness and lifestyle markets. If the data supports the idea that these drinks improve quality of life, we could see them become a more mainstream option for those looking for something other than alcohol.
As the industry grows and more studies like this one are conducted, we’ll get a better sense of how cannabis-infused drinks stack up against traditional beverages and whether they can truly reshape social drinking habits.
Dabbin-Dad Newsroom
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