IN THE SPOTLIGHT
Cannabis Beverages are the New Happy Hour
by KRYSTINA SKIBO
The global beverage alcohol industry is currently undergoing a significant transformation, driven by an expanding consumer demand for alternatives to traditional alcohol. At the forefront of this shift is the explosive rise of cannabis-infused beverages.
Once a niche novelty limited to state-regulated cannabis dispensaries, these drinks— ranging from sparkling seltzers and non-alcoholic beers to craft tonics infused with CBD and THC— are rapidly becoming a mainstream category. And beverage alcohol innovators are taking note.
Conversations of the infused beverage market have been filtering 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 beverage alcohol companies and organizations are working hard to make sure both industries can work together seamlessly.
Rebecca Maisel, outgoing chairwoman for NBWA, shared during a General Session just how hard wholesalers are working to adapt to this new market during the organization’ s 88th Annual Convention.
“ We’ ve seen growth in RTDs, non alc’ s and hemp-based THC beverages,” she said.“ We’ ve also seen newer entrants to
Wynk THC seltzers are now being sold in Target stores throughout Minnesota. www. beveragewholesaler. com Winter 2025 • Bevearge Wholesaler 25