A new type of drink is making its way into U.S. bars. Beverages infused with hemp-derived THC, which were once only sold in bottles and cans, are now being served straight from taps in several states, including Wisconsin, Minnesota, and South Carolina.
While some states have drawn firm lines around hemp-derived THC products, others permit them not only in liquor stores but also in restaurants and bars. The result is a new drinking experience that feels familiar—grabbing a pint at a bar—while skipping alcohol altogether.
Pharos Brands is one of the companies leading the charge. Each pour contains about 5 milligrams of THC, offering a light, approachable effect. For bar owners, this helps make use of empty taps while pulling in new customers who are curious about marijuana.
Currently, Pharos sells its kegs only in Wisconsin. Co-founder Mary Bernuth says the state made sense because of its deep beer culture and reputation as the nation’s brewing hub. The kegs are produced in partnership with Upstate Beverage Consultants, a South Carolina company also behind the Rebel Rabbit brand, another THC drink brand.
The partnership comes as alcohol consumption trends downward. Gallup recently reported that 54% of American adults say they drink alcohol, down from 58% in 2024.
Industry research also highlights the potential growth of this sector. The global marijuana beverage market, valued at $1.3 billion in 2024, is projected to more than double by 2030. Wisconsin bars like The Phoenix Taproom in Eau Claire and Orsetta in De Pere are already on board, bringing in customers interested in trying the new trend.
Rebel Rabbit is only available in keg form in a few Carolina bars due to distribution hurdles, though canned versions are sold in more than a dozen states. Its founder, Pierce Wylie, has launched a program allowing customers to suggest flavors and offer feedback. Popular creations can become permanent products, such as Blackberry Lemon, which blends THC with caffeine for a more energized effect. New versions, like a tea-based THC drink, are already in the pipeline.
Despite the enthusiasm, challenges remain. THC doesn’t dissolve in water, which means drinks rely on emulsions to keep the cannabinoids evenly spread. Over time, these can separate, a problem that’s harder to solve with kegs than with bottles. Packaging also creates issues, since some can liners may strip away potency or affect flavor.
Experts are pushing for national guidelines that cover stability, packaging, and even clearer labeling so consumers know exactly what they’re drinking.
Will leading marijuana industries like Green Thumb Industries Inc. (CSE: GTII) (OTCQX: GTBIF) get in on the act? Many factors are likely to come into play, such as regulatory uncertainty around THC drinks made from hemp, so this is a trend that one should keep an eye on.
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