More consumers are swapping traditional alcoholic beverages for cannabis-infused alternatives across the United States. These drinks, often packaged like seltzers, teas, or sodas, contain tetrahydrocannabinol (THC)—the psychoactive compound in marijuana—and sometimes cannabidiol (CBD), a non-intoxicating ingredient said to ease stress and discomfort.
The rise in marijuana beverages comes as fewer Americans report drinking alcohol. A Gallup poll released in July found that the share of adults who consume alcohol has dropped to 54 percent, marking the lowest rate since the organization began monitoring drinking habits in the late 1930s. Public attitudes toward alcohol have also shifted, with a growing number of people viewing even moderate intake as unhealthy.
Industry analysts say marijuana drinks are increasingly being positioned as substitutes for beer, wine, and cocktails. Data from Whitney Economics indicates that THC beverage sales could rise from approximately $1.1 billion in 2024 to $5.6 billion by 2035. The consultancy notes that this surge reflects both consumer curiosity and broader acceptance of hemp-derived products.
The U.S. market now hosts hundreds of marijuana beverage brands, ranging from regional start-ups to nationally distributed labels. Many promote their products as nonalcoholic, low-calorie, and sugar-free options for social occasions. Retail interest is also growing, with some large chains testing THC drink sales in states where they are permitted.
Analysts say the strongest growth is coming from women in their 30s and 40s who want an alternative that fits a health-conscious lifestyle.
While the products are gaining popularity, health professionals continue to caution about potential side effects. Medical experts say that marijuana, whether inhaled or consumed through edibles and beverages, can influence brain function, heart rate, and coordination.
Short-term effects may include slower reaction times, memory lapses, or impaired focus, which can increase risks in activities like driving. Prolonged or heavy use, especially among younger individuals, may lead to long-lasting cognitive challenges or dependency.
Despite varying state laws, cannabis drinks are now legal in 44 states, with 37 allowing them to be sold outside marijuana dispensaries. They’re showing up in bars, restaurants, and even major retail chains. In Georgia, for example, Scofflaw Beverage Company, a former brewery, revived its business by selling hemp-derived THC seltzers. “It’s been a huge change in what people want,” said co-founder Matt Shirah, noting that the new product line could outgrow the company’s beer sales.
Major retailers are taking notice too. Target confirmed it is testing THC beverages at select liquor stores in Minnesota, joining others like Total Wine and More in exploring the category. Industry groups estimate there are approximately 750 marijuana beverage brands in the U.S., though only about 30 have a national reach.
These shifts in consumer interests are likely to be watched by marijuana companies like Cresco Labs Inc. (CSE: CL) (OTCQX: CRLBF) as they could provide insights to help shape the companies’ future strategies.
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