⊳ Stationed in Chicago, Moreno’ s Liquors sells a wide variety of THC beverages, including the brand Cheech & Chong.
Due to their popularity, Moreno’ s Liquors has an entire endcap dedicated to THC beverages.
THC BEVERAGES:
Beloved by Consumers, Despised by Lawmakers
by KRYSTINA SKIBO
Over the past few years, the traditional happy hour has undergone a seismic shift. What was once a space for friends to get together and have a few beers has evolved into consumers spending time with others while holding a“ socially sessionable” beverage.
Driven by an expanding consumer demand for alternatives to traditional alcohol, cannabis-infused beverages have taken the lead in this category, with the global cannabis beverage market projected to climb from $ 3.57 billion in 2025 to nearly $ 15 billion by 2035, according to Precedence research.
The alcohol industry is no longer just watching from the sidelines— it is evolving to survive. From craft breweries pivoting to hemp-derived infusions to big-box retailers like Target testing the waters, the line between the liquor aisle and the cannabis cafe is blurring, permanently altering the DNA of how the world toasts to the weekend.
THE MERGING OF TWO INDUSTRIES
Conversations of the infused beverage market have filtered through conferences such as the National Beer Wholesalers Association’ s 88th Annual Convention and the National Alcohol Beverage Control Association’ s Administrator’ s Conference, among others. Cannabis beverages aren’ t going anywhere anytime soon, and bev-
erage alcohol companies and organizations are working hard to make sure both industries can come together seamlessly.
Rebecca Maisel, outgoing chairwoman for NBWA, shared during a General Session just how hard wholesalers have worked to adapt to this new market during the organization’ s 88th Annual Convention.
“ We’ ve seen growth in RTDs, nonalc’ s and hemp-based THC beverages,” she said.“ We’ ve also seen newer entrants to the beverage arena, like wellness-focused functional beverages containing nootropics and adaptogens. The good news is that wholesalers are adapting, diversifying and expanding our capabilities to offer retailers the best and safest products.”
While many beverage alcohol companies were uneasy about cannabis drinks when they first started becoming mainstream, they now see the advantages that these products can offer the industry.
Consumers want cannabis beverages, and they’ re going to liquor stores in legal states to buy them.
Mike Moreno, co-owner, Moreno’ s Liquors in Chicago, IL, says the store has an entire endcap dedicated to THC
24 Beverage Dynamics • Spring 2026 www. beveragedynamics. com