THC beverages bite into beer sales, alcohol giants plan counter
THC drinks—infused with the psychoactive compound found in marijuana—are being sold legally across many U.S. states when derived from hemp, a federally legal crop. These hemp-based beverages are increasingly available in liquor stores, convenience shops, and supermarkets, offering a legal workaround to traditional dispensary restrictions.
While leading alcohol companies have largely sat out this boom, a shift is underway. Founders of cannabis beverage brands, ingredient suppliers, and drink manufacturers told Reuters that some big players are now exploring entry points into the market, prompted by declining alcohol sales and growing consumer interest in alternatives.
Constellation Brands has been studying hemp-based cannabis drinks, according to a source familiar with its plans. Pernod Ricard recently met with Brez, a THC beverage brand, to discuss a possible investment. "They did not invest now but are circling," said Brez founder Aaron Nosbisch. Pernod declined to comment.
U.S. alcohol sales have cooled since their pandemic-era spike. Beer volumes dropped nearly 6 percent through May, while spirits and wine declined by 5.6 percent and 9 percent, respectively. Public health warnings linking alcohol to cancer have also pressured the industry.
Meanwhile, hemp-based THC drinks are booming. The market is expected to top US$1 billion in sales this year and quadruple by 2028, according to Euromonitor.
Companies like Tilray are already moving in. Its THC seltzers, sold through existing beer distributors, are now available in 13 states. "There's not a real leader... and that's what we look to do," said CEO Irwin Simon.
Legacy alcohol brands are cautiously experimenting. Boston Beer, known for Sam Adams, is testing a hemp-based version of its THC tea brand Teapot in the U.S., following its rollout in Canada. "This is a source of growth for our organization, flat out," said Paul Weaver, who leads the company's cannabis division.
But challenges remain. State regulations vary widely. California banned hemp-based drinks last year, while other states have imposed taxes or restrictions. Senator Mitch McConnell recently proposed federal limits on intoxicating hemp products to keep them away from children.
Big brewers have also faced past setbacks. In 2022, Anheuser-Busch exited its cannabis joint venture in Canada, and Molson Coors shut its CBD beverage division in the U.S. that same year.
Despite this, retail enthusiasm is strong. Liquor stores report that THC beverages are driving higher margins than beer or spirits. At Top Ten Liquors in Minnesota, they now account for 15 percent of business and could soon rival wine in sales. "The soccer mom has really embraced the category," said CEO Jon Halper.
Distributors, too, are seeing the shift. Southern Horizon Logistics now sells more hemp-based drinks than wine and spirits. Best Brands CEO Ryan Moses said growth in this segment helped avoid layoffs by reallocating staff.
For consumers like Josh Goldberg, who swapped beer for THC seltzers two years ago, the appeal is simple: "It replaces the physical act of drinking with drinking something else."
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Japan Forward
a day ago
- Japan Forward
Redefining Omotenashi: How MOTENAS JAPAN is Shaping Japan's Luxury Tourism
More than a simple gesture of politeness, omotenashi embodies Japan's enduring tradition of selfless hospitality, one that often leaves a lasting impression on visitors from around the world. Amid a sharp rise in inbound tourism, this spirit of omotenashi is being reimagined to resonate with a new generation of Japanophiles. And among those driving this transformation is Hitoshi Aoki, founder and CEO of MOTENAS JAPAN, a startup launched in 2019. In an interview with JAPAN Forward, Aoki reflected on his entrepreneurial journey, the evolving landscape of Japanese tourism, and how his company is adapting to these changes. Excerpts from the interview follow. Inbound tourism only began to recover around 2023 following the COVID-19 pandemic. In recent years, Japan has shifted its tourism strategy from attracting 60 million annual visitors by 2030 to focusing instead on enhancing travel experiences and generating ¥15 trillion JPY ($99 billion USD) in tourism revenue. Terrace with a panoramic view of the Northern Alps at Hakuba Iwatake Mountain Resort in Hakuba, Nagano Prefecture. (Courtesy of Hakuba Iwatake Mountain Resort) The spotlight is also moving beyond the well-trodden "golden route" of Tokyo, Kyoto, Osaka, and Mt. Fuji toward regional treasures. For example, Hakuba, Niseko, and hiking routes like the Shimanami Kaido are being positioned as hubs for luxury and sustainable tourism. Still, Japan faces a delicate balancing act of scaling its tourism economy without diluting the authenticity and charm that make these destinations unique. I began my career at Reuters' Tokyo headquarters shortly after graduating from college, during Japan's bubble economy. Eager to work in an international environment, I joined the company as a systems engineer. Soon after, I was stationed in Singapore as an expatriate, working in the heart of Asia's financial district. That experience proved pivotal. It provided me with a firsthand understanding of what affluent international travelers seek when visiting foreign countries. Kaminarimon Street in Asakusa is bustling with tourists — June 27 afternoon, Taito Ward, Tokyo. (©Sankei by Rei Yamamoto) After returning to Japan, I joined Hitachi, where I was responsible for developing next-generation business initiatives. However, I soon found myself constrained by a rigid corporate culture that left little room for individual creativity. If I wanted to build something meaningful, I knew I had to venture out on my own before it was too late. From the outset, my goal was to build a business centered on inbound tourism. I first tried a B2C model, renting out rooms to travelers. Although it saw some success, the work felt unfulfilling. I also launched a sushi-making experience for tourists in Tsukiji, which proved popular but wasn't financially viable. That's when I realized I had to shift my focus to B2B and think on a larger scale. At MOTENAS JAPAN, we offer premium services tailored to major corporations and organizations that seek experiences beyond typical group tours. Our goal is to provide authentic encounters with traditional Japanese culture and hospitality that are not available through conventional tourism. Scene from Imoseyama Onna Teikin. Minami-za Theatre, Kyoto City (© Shochiku) In Kyoto's Gion district, for instance, we offer private tea ceremonies where guests don full kimonos, creating a serene and authentic introduction to Japanese hospitality. At Kabuki-za in Ginza, our guests experience live kabuki performances accompanied by English commentary, enhancing their appreciation. Across Japan, we curate over 100 unique experiences, ranging from rare sake and whiskey tastings to private gatherings at breweries, along with personalized karate and judo lessons. Traditionally, Japanese cultural events such as kabuki, sumo, and shibai have been confined to large theaters or designated venues. While these settings hold great value, they can sometimes feel distant. We specialize in crafting exclusive and immersive experiences. Take kabuki, for example. Even many Japanese find its storylines and symbolism difficult to grasp. To bridge this gap, we invite professional kabuki actors to lead private sessions where they engage directly with our guests, explain their art, and demonstrate the intricate makeup and costume process up close. Abi (right) defeats yokozuna Hoshoryu on the first day of the Spring Basho in Osaka on March 9, 2025. (©KYODO) During the 2019 Rugby World Cup, we hosted a unique event where sumo wrestlers playfully competed against international rugby players and our clients. Later that evening, those same wrestlers joined the guests on the dance floor for a lively disco party. Another example was a request from a major foreign corporation for a Bushido-themed tour. We secured exclusive access to Kuon-ji Temple and invited expert instructors to lead hands-on experiences in samurai swordsmanship, ninja skills, geisha traditions, taiko drumming, and even ascetic training. It's personal, educational, and genuinely memorable. During the COVID-19 pandemic, our inbound tourism business was severely impacted by travel restrictions and a sharp decline in tourists. Anticipating a prolonged downturn, we decided to pivot and launch an outbound venture. We currently operate two Douyin accounts, TikTok's counterpart in China. One promotes popular destinations, restaurants, and businesses in Japan that cater to foreigners, while the other integrates an e-commerce system. A sushi chef displays a fillet from a 276-kilogram bluefin tuna sold for 207 million yen (about 1.3 million USD), jointly purchased by sushi chain Onodera Group and wholesaler Yamayuki, at an Onodera restaurant following Tokyo's first tuna auction of 2025, January 5. (©REUTERS/Issei Kato) With China's e-commerce market more than ten times the size of Japan's, we provide end-to-end solutions to help clients tap into this vast opportunity, from market research to advertisement and cross-border e-commerce execution. Looking ahead, we plan to expand our presence to other countries, with Asia as our primary focus. There is no shortage of things to admire about Japan. It has a distinctive sense of beauty, rich traditional culture, stunning natural landscapes, deeply rooted social values, safety, cleanliness, and renowned omotenashi. But some of Japan's finest qualities have been rediscovered thanks to overseas engagement. Take Hakuba and Niseko, for example. Both have grown into popular destinations largely due to foreign investment, contributing to the revival of regional tourism. Developing these untapped regional gems is also a personal vision of mine. Author: Kenji Yoshida
Canada News.Net
a day ago
- Canada News.Net
THC beverages bite into beer sales, alcohol giants plan counter
NEW YORK CITY, New York: As cannabis-infused drinks grow in popularity and take over retail shelf space once dominated by beer and spirits, major alcohol companies are preparing for a potential pivot into the emerging category. THC drinks—infused with the psychoactive compound found in marijuana—are being sold legally across many U.S. states when derived from hemp, a federally legal crop. These hemp-based beverages are increasingly available in liquor stores, convenience shops, and supermarkets, offering a legal workaround to traditional dispensary restrictions. While leading alcohol companies have largely sat out this boom, a shift is underway. Founders of cannabis beverage brands, ingredient suppliers, and drink manufacturers told Reuters that some big players are now exploring entry points into the market, prompted by declining alcohol sales and growing consumer interest in alternatives. Constellation Brands has been studying hemp-based cannabis drinks, according to a source familiar with its plans. Pernod Ricard recently met with Brez, a THC beverage brand, to discuss a possible investment. "They did not invest now but are circling," said Brez founder Aaron Nosbisch. Pernod declined to comment. U.S. alcohol sales have cooled since their pandemic-era spike. Beer volumes dropped nearly 6 percent through May, while spirits and wine declined by 5.6 percent and 9 percent, respectively. Public health warnings linking alcohol to cancer have also pressured the industry. Meanwhile, hemp-based THC drinks are booming. The market is expected to top US$1 billion in sales this year and quadruple by 2028, according to Euromonitor. Companies like Tilray are already moving in. Its THC seltzers, sold through existing beer distributors, are now available in 13 states. "There's not a real leader... and that's what we look to do," said CEO Irwin Simon. Legacy alcohol brands are cautiously experimenting. Boston Beer, known for Sam Adams, is testing a hemp-based version of its THC tea brand Teapot in the U.S., following its rollout in Canada. "This is a source of growth for our organization, flat out," said Paul Weaver, who leads the company's cannabis division. But challenges remain. State regulations vary widely. California banned hemp-based drinks last year, while other states have imposed taxes or restrictions. Senator Mitch McConnell recently proposed federal limits on intoxicating hemp products to keep them away from children. Big brewers have also faced past setbacks. In 2022, Anheuser-Busch exited its cannabis joint venture in Canada, and Molson Coors shut its CBD beverage division in the U.S. that same year. Despite this, retail enthusiasm is strong. Liquor stores report that THC beverages are driving higher margins than beer or spirits. At Top Ten Liquors in Minnesota, they now account for 15 percent of business and could soon rival wine in sales. "The soccer mom has really embraced the category," said CEO Jon Halper. Distributors, too, are seeing the shift. Southern Horizon Logistics now sells more hemp-based drinks than wine and spirits. Best Brands CEO Ryan Moses said growth in this segment helped avoid layoffs by reallocating staff. For consumers like Josh Goldberg, who swapped beer for THC seltzers two years ago, the appeal is simple: "It replaces the physical act of drinking with drinking something else."
The Market Online
3 days ago
- The Market Online
Cannabis Report: Who has new products? Who had a record year?
Pharmaceutical company MediPharm Labs Corp., specializing in precision-based cannabinoids, has launched the new Shake & Puff CBN THC Nighttime Inhaler in Canada. This product expands MediPharm's CBN oil product portfolio and builds on the success of the Company's THC Inhaler introduced earlier this year. Source: MediPharm Labs. Click here for the full story. 1 | MTL Cannabis reports Q4 and record full year 2025 financial results 2 | Leef Brands announces C$1 million private placement 3 | 1933 Industries holds important annual general meeting today Top Cannabis Stocks July 18 to July 24, 2025 1. | 7,634 views | Tilray Brands Inc. 2. | 6,198 views | Curaleaf Holdings Inc. 3. | 3,443 views | Medipharm Labs Corp. 4. | 2,554 views | Canopy Growth Corp. 5. | 705 views | Aurora Cannabis Inc. 6. | 549 views | 1933 Industries Inc. The material provided in this article is for information only and should not be treated as investment advice. For full disclaimer information, please click here. Stockhouse does not provide investment advice or recommendations. All investment decisions should be made based on your own research and consultation with a registered investment professional.
