The rise of legal THC beverages is reshaping the hemp market in a major way. Brands entering this growing space have a unique opportunity to entice a broad swath of customers looking for a legal, alcohol-free buzz, and set the standards for a regulatory framework.
This article explores the current state of the hemp beverage market, what makes it so popular, and why THC beverage testing is critical for compliance and quality.
What Are Hemp-Derived THC Drinks?
Hemp-derived THC drinks are alcohol-free/non-alcoholic (AF/NA) drinks infused with “legal THC” — that is, THC derived from hemp.
The 2018 Farm Bill defined hemp as any cannabis sativa plant or product that contains less than 0.3% delta-9 THC by dry weight. By meeting these parameters, hemp-derived THC beverages can produce psychoactive effects without crossing the compliance threshold.
The Legal THC Drink Market: Current State and Why It’s Growing
According to data from the Brightfield Group, sales of hemp-derived THC drinks increased 143% in 2023. The firm estimates that these infused beverages brought in $382 million in 2024 and that U.S. sales will grow to nearly $750 million by 2029.
Why are hemp beverages so popular? Industry experts narrow it down to a couple of main factors:
Consumer demand, especially from the sober curious crowd and those opposed to smoking and vaping
Expanded distribution, including national retailers, gas stations, bars, and restaurants
An alcohol and drug alternative
THC that people can drink is a novelty for the adult beverage market. These products offer several notable benefits for diverse customers, whether they’ve tried cannabis or not.
Hangover-free: Brands can position THC drinks as an alcohol-free alternative to traditional cocktails. Cannabis-based beverages deliver consumers an enjoyable experience without the downsides of alcohol. Getting a buzz without the risk of a hangover is a major selling point.
Accessible format: A dose of THC in a beverage puts cannabis in a familiar and delicious format that more people are willing to try. According to the Brightfield Group, many THC drinkers rarely ever smoke cannabis. Additionally, nearly 22% of infused imbibers are new to cannabinoids, indicating hemp-derived THC drinks can serve as an entry point to the market.
Milder effects: THC beverage companies differentiate themselves from traditional cannabis products by promising a sippable, low-speed, relaxing experience for the more mindful consumer. Hemp drinks often have low THC doses between 2 mg and 5 mg per serving, making them easy to market into purposeful lifestyle choices.
Large network of distribution methods
A significant reason hemp beverages have spawned into an almost $400 million industry in the last year is their wider distribution. Recreational and medicinal cannabis products are often limited to state-run dispensaries. However, hemp-derived THC drinks are available via a mixture of retail methods, even many that don’t traditionally sell alcohol or cannabis, including:
Online retailers
Convenience stores and co-ops
Major alcohol retailers, such as Total Wine and ABC Liquors
Apps like DoorDash
Popular THC Drink Brands and What They Offer
In the last year, the number of hemp-derived delta-9 beverage brands has grown exponentially. These companies make products targeted to customers looking for everything from an alcohol alternative to legal THC to healthier choices for weight loss and overall well-being.
Brands making their mark on the THC drink market include:
BRĒZ offers low-dose D9 and CBD “social tonics” fortified with Lion’s Mane mushrooms, giving customers a microdose experience. Currently, BRĒZ is the second-largest THC beverage sold online, tallying $1 million in sales in one month.
Senorita (recently acquired by Agrify Corp., a leader in the cannabis and hemp industries) offers hemp-derived THC (HD9) beverages with premium ingredients like organic Mexican agave, fresh lime juice, and sweet, tangy mango. The brand won the top spot in The High Times Cannabis Cup just one year into sales.
Trulieve, a leading cannabis dispensary, expands into the hemp space with Onward—a line of non-alcoholic mocktails infused with THC and CBD, crafted to deliver a “perfect, low-calorie happy buzz.” The brand appeals to consumers seeking a light psychoactive lift without the next-day drag. Flavorful infused options include mojito, Italian spritz, bellini, martini, and margarita.
Cycling Frog highlights organic ingredients and real fruit juice, making a selection of THC seltzers in flavors like black currant, wild cherry, and ruby grapefruit that taste just like their customers’ favorite hard seltzers but with calming and uplifting effects.
Potential Regulatory Concerns for Legal THC Beverages
THC drinks are available broadly across the U.S. However, state and federal policymakers have sent mixed signals about whether and where it’s legal to sell them. An attempt to control the gray market ushered in by hemp-derived beverages (including a slew of copycat delta-8 food products that don’t meet testing standards) has resulted in restrictions limiting or banning hemp-derived THC sales.
The patchwork of state laws surrounding hemp beverages falls into four general categories:
States that permit and regulate intoxicating hemp products (such as Florida and Minnesota)
States that ban intoxicating hemp products altogether (such as California)
States in litigation over trying to ban or restrict intoxicating hemp products (most recently Virginia)
States that do not specifically address intoxicating hemp but treat it like any other consumer product under the law (such as Wisconsin)
Industry stakeholders are proactively campaigning to ensure more states operate like Florida and Minnesota. For example, the Cannabis Beverage Association (CBA) recently partnered with the University of Maryland Medical Cannabis Science and Therapeutics to help policymakers understand the intricacies of the THC beverage market and how to regulate it, which is good news for the category’s future.
Why THC Beverage Testing Is Important
Amidst regulatory uncertainty, THC beverage testing is essential for brands to guarantee products are Farm Bill compliant and safe to consume. Working with third-party testing labs, like ACS Laboratory, can help beverage brands stay on top of the best practices for:
Packaging and labeling
Safety warnings
Compliance with the Farm Bill and state laws
Cannabinoid content beyond THC levels
Screening for contaminants
Stability testing in water-based drinks, which are highly susceptible to bacteria growth and pH imbalances.
Third-party labs also provide certificates of analysis (COAs) to help brands better market their THC drink products and prove that their labels match the contents.
BRĒZ’s COA below proves it is THC compliant and free from harmful ingredients.
The Bottom Line
Hemp-derived THC drinks are some of the fastest-growing products in the hemp and cannabis industries. Their bold flavors and expanded availability make them appealing to customers, especially those interested in the benefits of cannabis and alcohol without the negative effects. Their broad appeal has led to several traditional “weed” brands to enter the space. However, the conflicting regulations between states over hemp-derived products mean THC beverage companies must work with third-party laboratories to implement best practices.
ACS Laboratory is a leader in infused beverage testing, including nanoemulsions. Contact ACS today to learn more about guaranteeing safety and quality in this expansive new category.
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