Target is testing the sale of THC-infused drinks at a small number of stores in Minnesota, according to executives from cannabis drink companies involved in the rollout.
The retail giant, headquartered in Minnesota, is reportedly stocking around a dozen different THC drink brands in ten stores across the state. The soft launch signals a growing acceptance of hemp-derived THC products at large retail chains, even as lawmakers in Washington debate new restrictions on such products.
Jason Dayton, founder of Trail Magic, one of the participating brands, called Target’s decision “a huge milestone.” He noted that amid the national discussions over hemp regulation, this partnership highlights how sensible oversight and legal frameworks can help the industry grow responsibly.
“We’re all in favor of more structure, not less,” Dayton said. “Things like age restrictions, proper testing, and clear rules are what helped the alcohol business become a massive, well-regulated industry worth hundreds of billions of dollars.”
The initial lineup of THC drinks reportedly includes Cann, Birdie, Gigli, Indeed, Hi Seltzer, Señorita, Surly, Stigma, Trail Magic, Wyld, Wynk, and Wonder.
Cantrip CEO Adam Terry expressed disappointment that his company wasn’t part of the initial rollout but acknowledged the importance of the step. “It’s still a huge win for the industry,” he said, congratulating those involved.
Mindset Capital CEO Aaron Edelheit noted that major retailers and distributors have been cautious about joining the hemp beverage space. “We’ve seen regional players and big alcohol retailers like Total Wine explore it, but never a national chain on the scale of Target.”
Whether the limited test will evolve into a national rollout is still uncertain. For now, it’s being viewed as an early indicator of how mainstream retailers might embrace cannabis-infused products in the future.
Target’s move reflects a broader trend among major U.S. companies as they adapt to changing cannabis laws. Home Depot, for instance, recently removed marijuana from its employee drug screening process and stopped pre-employment testing for most positions.
Amazon has also shifted its stance. The company has supported both Republican- and Democratic-led efforts to legalize and regulate marijuana nationwide. In 2021, the company stopped testing most employees for marijuana use, aligning its policies with the push for federal reform.
In another development, the Veterans of Foreign Wars (VFW) organization has partnered with a hemp company in a licensing deal that promotes marijuana drinks as alcohol alternatives. The beverages will soon be available at VFW posts nationwide, with proceeds supporting veteran programs and services.
Enterprises like Tilray Brands Inc. (NASDAQ: TLRY) (TSX: TLRY) will be watching how the regulatory landscape in the U.S. evolves and how hemp firms and marijuana businesses react to any changes to the applicable laws at the federal level.
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