REGULATORY UPDATES

“ Federal rescheduling marks a long-overdue shift toward treating cannabis as the medical, economic and community issue it truly is— not a criminal one,” says Jasmine Johnson, CEO of GŪD Essence.“ This change opens the door for real scientific research, fairer taxa-tion and more sustainable operations for licensed operators who have been building re-sponsibly despite outdated federal barriers.”

CANNABIS RESCHEDULING OPENS DOORS FOR MANY

While cannabis rescheduling alone is not the finish line, it’ s a critical steppingstone that propels the industry and policymakers toward ending prohibition and establishing a comprehensive federal framework.

“ The industry’ s focus pivots to the next phase of reform in Congress, prioritizing descheduling and federal regulation, ensuring access to banking and capital markets, and importantly ensuring criminal justice reform,” says Shawn Hauser, partner at Vicente LLP.“ Leveraging both the rescheduling action and evolving federal scrutiny on hemp-derived THC products, the industry will press Congress to deliver a single, science-based regulatory model for all THC products. This is

necessary to end the fragmented system, ensure public safety and protect legal markets.”

“ For decades, federal cannabis policy has been untethered from medical evidence and economic common sense,” adds Paula Savchenko, Esq., founding partner of Cannacore Group and PS Law Group.“ Schedule III status aligns federal law more closely with how cannabis is actually used in medical practice, research and regulated markets across the country. This shift opens the door to expanded clinical research, clearer regulatory pathways and a more rational national framework.”

Rescheduling cannabis to Schedule III is not just a cannabis policy shift, it is a pivotal moment for the industry.

Shawn Hauser, partner at Vicente LLP.

Paula Savchenko, Esq., founding partner of Cannacore Group and PS Law Group.

by KRYSTINA SKIBO

Chicago’ s iconic United Center has entered a new multi-year partnership with Chicago-based brands Señorita and RYTHM to make THC beverages available at concerts and live events, expanding consumer options for attendees 21 and over.

United Center guests can now enjoy Señorita and RYTHM hemp-derived THC drinks at the majority of concerts, shows and special events throughout the year with multiple points of sale throughout the venue, according to the company, including grab-and-go stations, bars and a dedicated Señorita mobile branded bar.

“ This partnership is a major milestone for the city of Chicago, and we are proud to partner with the United Center to offer Illinois’ leading THC beverages,” said Ben Kovler, RYTHM, Inc. chairman and interim CEO, in a news release.“ Bringing Señorita and RYTHM to the United Center reflects a simple truth: consumers want non-alcoholic options, and leading venues are responding. The United Center is one of the world’ s premier venues and continues to set the standard for live entertainment with the introduction of these modern, responsible options.”

Señorita and RYTHM will officially kick off this historic partnership at the beginning of February with special giveaways and non-infused samples at two shows: The New Edition Way

Tour with New Edition, Boyz II Men, and Toni Braxton on February 4, and the Life Is a Highway Tour with Rascal Flatts, Lauren Alaina, and Chris Lane on February 6, according to the company. The partnership will continue to take the main stage throughout the year with branded elements in the venue, in addition to ongoing product sampling and branded giveaways at select events.

“ We are excited to introduce Señorita and RYTHM to the live entertainment space,” said Joe Myhra, chief operating officer, United Center, in the release.“ As we continue to evolve offerings for our guests, RYTHM’ s Chicago roots made its beverage line a natural fit for the United Center experience.”

The initial lineup will include four 5 mg hemp-derived THC options. Señorita will be available in three flavor-driven classics: Lime Jalapeño Margarita, Mango Margarita and Grapefruit Paloma, according to the company. RYTHM offerings will include its uplifting Sativa beverage, pairing mandarin orange with natural caffeine for a crisp, energizing boost.

22 Beverage Wholesaler • Spring 2026 www. beveragewholesaler. com