IN THE SPOTLIGHT
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.”
CANNABIS BEVERAGES BRINGING CONSUMERS IN-STORE
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.
Minnesota has become a hotbed for THC innovation in beverage alcohol retail stores, led by the Minnesota Municipal Beverage Association. Executive Director Paul Kaspszak said during a panel at the NABCA Administrator’ s Conference in October that some liquor stores have begun selling edibles as well, everything from gummies to cookies. Edibles now represent about 27 % of THC sales for Minnesota beverage alcohol stores that carry them. But the big draw remains drinks.
“ Liquor stores have become the largest seller of THC drinks,” Kaspszak said.“ You can still buy them at dispensaries, but people gravitate towards the liquor stores because you have the larger selection there.”
The category has proven so successful that the Minnesota
Cornbread Hemp’ s THC seltzers are available in 5mg and 10mg THC doses, suitable for multiple consumer preferences.
Municipal Beverage Association has even canned their own house brand, Muni Sota. Additionally, consumers can now buy THC beverages at certain on-premise businesses.
“ It’ s not widespread yet, but it has saved numerous craft breweries,” Kaspszak said.“ A lot of them have started to produce THC drinks. It’ s keeping them afloat.”
Target stores in Minnesota have even begun testing sales of hemp-derived THC drinks. Sales began in early October, with brands such as Cann, Wynk, Señorita and Wyld, among others, available in select Target locations in the state. The beverages are capped at 5mg per serving.
“ There are some studies out there that suggest that THC is not necessarily a replacement for alcohol. It can be a supplement and a compliment to consumers’ alcohol choices,” says Jim Higdon, CCO and co-founder at Cornbread Hemp.“ Consumers are just adding THC beverages to their menu of options.”
The reality is that consumers are purchasing these infused beverages, and by selling them at on- or off-premise beverage alcohol locations, it can greatly enhance your bottom line.
SKYROCKETING IN POPULARITY
The rising popularity of cannabis-infused beverages can be largely attributed to the“ sober curious” movement among younger consumers( Millennials and Gen Z), a growing preference for wellness and low-calorie options and game-changing advancements in nanoemulsion technology that deliver a fast, predictable onset time.
The Cannabis Policy Institute at the University of Nevada, Las Vegas released a report looking into the popularity of cannabis-infused beverages, titled, A Review of the Present THC Beverage Market. Report author Tyler Klimas says the
Wana’ s infused beverages are blended with THC, CBD and CBG to offer consumers a different type of buzz.
26 Beverage Wholesaler • Winter 2025 www. beveragewholesaler. com