As cannabis-infused drinks gain popularity, a growing number of states in the U.S. are passing laws that allow the sale of THC beverages, positioning them as potential alcohol alternatives.
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Most recently, Hawaii joined the trend, and similar policies have emerged in other states like Minnesota, where THC drinks were legalized for sale in liquor stores.
This shift follows a 2018 farm bill that lifted federal restrictions on hemp products with low levels of delta-9 THC, paving the way for THC beverages to appear on store shelves across the country.
Texas began allowing bars and liquor stores to sell hemp-derived products in 2019, though many chains only took advantage of the rule this year. Connecticut introduced legislation in May that limited THC beverage sales to licensed liquor stores and dispensaries, while other states have yet to establish clear regulations, leaving many retailers, including major chains like Total Wine & More, to offer these drinks without specific legal guidelines.
While alcohol alternatives have grown in popularity in recent years, it remains uncertain whether THC beverages will truly replace alcohol as a long-term choice for social drinking or simply remain a novelty. Meenakshi Subbaraman, a biostatistician at the University of California, Berkeley, has researched cannabis as a substitute for alcohol, finding that cannabis can meet most of the criteria for a substitute medication. However, she points out that using cannabis to replace alcohol is more likely to succeed if individuals are motivated by specific needs such as pain relief or reducing alcohol intake, rather than seeking a similar social experience.
Despite the challenges, THC beverage companies are pushing to steer consumers toward cannabis drinks. According to a recent poll, more U.S. adults use cannabis daily than consume alcohol at the same frequency. Aaron Nosbisch, the founder of Brez, a hemp-derived beverage company, believes the culture is ready for an alternative. However, he found that early THC seltzers were too relaxing to replace alcohol, prompting him to add lion’s mane extract to his drinks in an attempt to enhance energy and focus.
One of the major hurdles for cannabis beverages is the delayed onset of effects. Unlike alcohol, which produces an immediate impact, THC drinks can take over an hour to take effect. To address this, manufacturers are working on developing nanoemulsion technology to speed up the process. Additionally, removing the distinctive taste of cannabis from beverages is a challenge. Cynthia Salarizadeh, the founder of House of Saka, which makes THC-infused wine, notes that creating these drinks is an expensive process, as they first remove the alcohol and then add flavors to mask the cannabis taste.
Another challenge for the cannabis beverage industry is safety, particularly when it comes to intoxicated driving. As more cities allow cannabis consumption lounges, the risk of impaired driving could become a significant issue. At The Artist Tree in Southern California, staff monitor customers’ intake and intervene if they appear too intoxicated, even helping arrange transportation if necessary. However, cannabis lounges face stricter regulations than bars, including early closing times and higher taxes.
Price is another potential barrier for consumers seeking to replace alcohol with cannabis. A six-pack of THC-infused drinks typically costs $30 or more, making it unlikely that they will become a popular choice for everyday events like tailgating. Despite the hurdles, the cannabis beverage market is growing, with companies eager to capture a share of the alcohol alternative space.
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