IN THE SPOTLIGHT
“ People’ s tolerances can vary greatly with THC, and those trying a cannabis beverage for the first time want to take it slow to see how it impacts them.”
- BEN LARSON, CEO OF VERTOSA. most surprising aspect of the report is just how much these beverages continue to grow in popularity.
“ From the very beginning, my question was always‘ After consumers initially flock to stores to purchase these beverages, will they keep coming back?’ And the answer is they do,” he says.“ Shoppers are now seeing cannabis beverages in a familiar spot next to the traditional adult beverages they buy, so they can easily pick up a 4−pack or 6−pack.”
According to the report, a major driver of the hemp-derived THC beverage market growth is the broad consumer base that it attracts. These ingestible products appeal to cannabis users looking for more options, but more importantly, they have demonstrated an extensive reach outside of the narrow demographic typically observed in traditional marijuana markets.
“ Nineteen percent of cannabis consumers ages 18−34 report cannabis beverages as their preferred product type. This is the largest share among all age groups. Overall, younger users tend to be naive in consumption and are receptive to novelty. This is particularly true if that novelty is conducive to social norms,” the report states.
WHO’ S DRINKING THESE BEVERAGES?
Aside from The Cannabis Policy Institute’ s report, other studies also show a growing interest in cannabis beverages among younger consumers, especially women.
For example, Tilray recently shared their increased investment into their brands favored by their female consumer base, such as Solei Cannabis. One of the reasons why women may be more amenable to the hemp-derived THC beverage markets could be the concept of wellness, especially when compared to traditional consumption methods which require inhalation.
Similarly, Headset data suggests that male consumers make up around 60−66 % of total cannabis sales in the U. S and Canada. Women, however, make up 80 % of the purchasing decisions in the U. S.
And those who are drinking cannabis beverages are choosing lower doses.
Ben Larson, CEO of infused ingredients provider Vertosa, has taken notice of this trend.“ People are still learning their preferred dosage, and the fact is that we need to give consumers the building blocks to find that right dosage. People’ s tolerances can vary greatly with THC, and those trying a cannabis beverage for the first time want to take it slow to see how it impacts them,” he says.
Mike Hennesy, VP of innovation at cannabis beverage brand Wana, suggests the reason that lower-dosed beverages may be more popular is because of heavily shaped state-by-state regulations, which often cap THC per serving or per container.
“ That regulatory framework has created a strong presence for lower-dose formats in many markets,” he says.“ But it’ s important to note that high-potency products remain very popular, especially in markets with high potency per serving limits where experienced consumers drive strong demand for higher-dose options.”
REGULATORY CHALLENGES
Since cannabis is not federally legal, these infused beverages bring forward a myriad of regulatory challenges as they continue to grow in popularity.
Among the challenges is the 2018 Farm Bill, which legalized hemp and its derivatives, provided they contain no more than 0.3 % Delta−9 THC by dry weight. However, this has created a legal " gray area " where psychoactive beverages made from hemp, often with low THC content per serving, are being sold across state lines.
“ I think it’ s good for the hemp beverage industry to look at beverage alcohol as a framework model,” says Cannabis Policy Institute director Riana Durrett.“ Of course, there will be some difficulties with the patchwork among the states, but more uniformity will benefit the industry.”
Wana’ s Hennesy notes that while the regulatory landscape remains fragmented, the direction is clearly toward greater alignment and normalization.“ Federal rescheduling or reform could bring long-awaited clarity around interstate commerce, testing and labeling standards,” he says.
Riana Durrett, Esq., director at UNLV’ s Cannabis Policy Institute.
“ The biggest risk remains regulatory inconsistency between states and between hemp and marijuana classifications,” Hennesy continues.“ However, there’ s also a powerful opportunity in this moment: to come together as an industry around a‘ one plant’ framework that recognizes cannabis as a single species and establishes consistent consumer protection and safety standards.”
Achieving that kind of unified understanding would simplify compliance as well as unlock innovation and research. • www. beveragewholesaler. com Winter 2025 • Bevearge Wholesaler 27