In the U . S . alone , the cannabis-infused beverage market is projected to hit $ 1.4 billion by 2025 .
Vermont-based cannabis product manufacturer Upstate Elevator Supply recently partnered with Johnson Brothers and Surly Brewing Co . to introduce a new 10 mg . THC beverage line across the state .
For instance , Tattersall Distilling launched a canned cocktail line last year that was reformulated to have less sugar , fewer calories and a lower ABV of 4.5 %.
Two Roads Brewing also rolled out a hard seltzer line a few years ago , with each flavor featuring an ABV of 4.5 % and coming in around 100 calories .
“ The trend is very clear : Consumers want to stay hydrated and they ’ re moving away from high amounts of alcohol ,” notes Cornbread Hemp ’ s cofounder and CCO Jim Higdon . “ There ’ s the NA beer and mocktail markets , and even zero-proof alcohol . There ’ s so much growth in the alcohol-free and hemp / THC beverage space .”
MAKING ITS WAY DOWNTOWN
Aside from the growing no-proof movement , cannabis consumption has also become more widely acceptable .
People once felt compelled to limit their use to small , private circles . “ Today , cannabis is more acceptable than ever , with nearly half of the nation ’ s states offering medical or recreational programs ,” explains Oui ’ d Marketing ’ s Medina . “ This accessibility has led to more open consumption and less stigmatization of cannabis users .”
The same can be said for the hemp market , with brands able to sell and ship products nationwide . “ Some brands are even carried in national retail chains , building greater consumer trust in the products they purchase ,” Medina says .
In states that have legalized recreational marijuana across the country , a variety of cannabis and hemp-infused beverages can be seen on store and restaurant shelves .
Cultivating Spirits , for example , offers a private dinner party for consumers . The event features a custom-crafted , three-course meal paired with craft cannabis by a cannabis sommelier . With locations in California , Colorado and Nevada , guests can consume cannabis onsite , with strains offered through Cultivating Spirits ’ dispensary partner .
Wake N Bakery , which made its debut in January 2020 , is Chicago ’ s first legal cannabis-infused bakery and coffee shop . Customers can drink cannabis-infused coffees , teas and lemonades while trying the cafe ’ s THC-infused baked goods .
Georgia-based brewery Scofflaw Brewing recently joined the nascent hemp market through the launch of its latest line of THC-infused beverages in August 2024 . The line can be found at Scofflaw ’ s tap rooms , in stores throughout Georgia and shortly throughout the Southeast .
“ As we learn more about everyone ’ s tastes and preferences in this market , we will continue to release new flavors and potentially new lines to adapt as the space evolves ,” says Matt Moore , vice president of sales and marketing at Scofflaw Brewing . “ Also , as regulations allow , there is opportunity to have different levels of hemp dosage to further differentiate our offerings .”
Even beverage alcohol wholesalers are getting in on the action . Vermont-based cannabis product manufacturer Upstate Elevator Supply recently partnered with Johnson Brothers of Minnesota and local brewer Surly Brewing Co . to introduce a new 10 mg . THC beverage line across the state .
“ We ’ re excited to introduce our THC beverages to Minnesota , where sensible cannabis regulations set a model for the nation ,” says Brooke Raap , chief orperating officer of Upstate Elevator Supply .
While some states allow businesses to be innovative with how they sell their cannabis products , other states like Connecticut restrict THC beverages to only be sold in liquor stores and dispensaries . MJBizDaily reported that Connecticut House Bill 5150 , signed into
Because Cantrip beverages are infused with hemp-derived delta-9 THC , they can be shipped to most states across the U . S . to consumers age 21 and older .
22 Beverage Dynamics • Winter 2024 www . beveragedynamics . com