Seeking the high-life

Mindful drinking prompts growth for THC beverages

Award-winning film star with accolades that include an Academy Award, a British Academy Film Award and a Golden Globe Award, American actress Anne Hathaway is quoted for saying, “Mellow doesn’t always make for a good story, but it makes for a good life.”

Today, with a shift in how people are approaching relaxation and what constitutes living a “good life,” consumer interest in cannabis beverages is on the rise.

Angus Rittenburg, co-founder and CEO of Wynk, Pennsburg, Penn., considers interest in cannabis products to be quickly evolving and at an all-time high.

“We’re seeing a significant shift in how people approach relaxation and socializing,” he says. “Consumers are increasingly mindful of what they put in their bodies, and many are actively seeking alternatives to alcohol. It’s not just about getting high anymore — it’s about control, consistency and a better overall experience.”

Will Spartin, chief operating officer at Triple High Seltzer, Miami, echoes similar sentiments.

“Recreationally, cannabis is increasingly mainstream as people are looking for beverages for their social occasions — absent common downsides one can often feel the next day,” he says. “More than half of all adults now say they’ve tried cannabis with the younger generations at an even higher percentage.”

Darnell Smith, founder and CEO of MXXN, Mill Valley, Calif., says it’s exciting to see those who previously had a “never cannabis” mindset open up to experiencing infused beverages.

“These beverages offer a fresh alternative to traditional methods and sidestep the stigma associated with smoking. I am a big proponent of the plant, beyond the most well-known cannabinoids, such as THC and CBD,” he shares. “I think we’re just scratching the surface of minor cannabinoids, and it’s been awesome to see formulations that start to leverage some of these lesser-known components of the plant.” 

Boris Jordan, chairman and CEO of Curaleaf, Stamford, Conn., notes that with more and more states opening the doors to medical and adult use cannabis markets, the presence of cannabis in people’s everyday lives has become more normalized.

“Consumers and patients are more educated than ever and have increasingly diversified preferences as far as the role that cannabis plays in their lives,” he says. “Because of this expanded consumer base there is a product for everyone looking for support for every need state, in every form factor from flower to beverages to topicals, and everything in between.”

Jordan also notes that the 2018 Farm Bill has opened new avenues through which adults can access hemp-derived THC, including in states where cannabis is not yet legal.

“Those who don’t have access to adult-use or medical dispensary environments can purchase at big box retailers or online, direct-to-consumer,” he says. “In Q1 2025, Curaleaf announced our partnership with Total Wine & More, the nation’s leading retailer of wine, spirits and beer, for the sale of our line of Select Zero Proof Seltzers, which are now on shelves in over 100 brick-and-mortar stores in both 5 mg and 2.5 mg dosage options.” 

In April, Wynk also announced its continued U.S. expansion with the launch of its THC-infused seltzers in Wisconsin, Kentucky, Alabama and Arkansas. Following its successful launches in Georgia, Texas, Illinois, New Jersey, Florida and Connecticut, Wynk’s national footprint also has broadened its reach. 

Wynk’s Rittenburg says that THC beverages are having a substantial impact on the cannabis market and across the broader adult beverage category. 

“Beverages like Wynk are helping to normalize cannabis in social settings, offering an approachable, familiar format that resonates with alcohol drinkers,” he explains. “This category is helping to drive the mainstreaming of cannabis, particularly as consumers gravitate toward options that support mindful drinking and provide a controlled, predictable experience.”

Curaleaf’s Jordan anticipates that beverage products containing THC will be a major part of the next wave of cannabis consumption. 

“Several market forces are converging to support this momentum,” he says. “The hemp-derived THC market reached nearly $2.8 billion in 2023 and continues to grow, offering an accessible entry point for new consumers and expanding use occasions beyond what’s typically expected.

“At the same time, we’re seeing a generational shift in consumption habits,” Jordan continues. “Alcohol usage is on the decline — particularly among Gen Z adults — who are actively seeking healthier, functional alternatives that still support social connection and relaxation. Cannabis beverages are uniquely positioned to meet that demand, offering a familiar format with a fresh twist.”

What THC brings to the table

With interest in cannabis on the rise, brand ambassadors highlight the attributes and benefits THC beverages have to offer.  

“Our consumers appreciate that they can enjoy an adult beverage that provides a buzz without the dreaded hangover,” Wynk’s Rittenburg shares. “Compared to other cannabis forms, beverages are approachable, easy to dose responsibly, and fit naturally into everyday social occasions. Specifically with Wynk, consumers are able to enjoy a relaxing social buzz, without the calories inherent to alcohol.”

Triple’s Spartin also notes that THC beverages can provide a social buzz without the “dreaded next-day hangover”— and high calorie count.

“Low-dose options are also approachable to those who have never tried THC before, and easily sessionable for those who have,” he says. “Triple’s consumer approach is meant to meet that exact demand.”

MXXN’s Smith sharesthat as an alcohol industry veteran, he started drinking cannabis beverages when his lifestyle began to shift after becoming a father. 

“Instead of imbibing alcohol with clients and colleagues, I’d sip on a cannabis beverage so I could still enjoy the social moment without the hangover,” Smith says. “I think a lot of consumers can relate to this shift, whether you are embarking on a wellness journey or just looking to enjoy an alcohol alternative every so often, cannabis beverages give you an option. As bars and restaurants start rolling out on-premise programs for hemp-THC drinks, I’m confident we’ll see more people participating in these social moments.” 

Curaleaf’s Jordan notes that beyond recreation and the broader functional beverage category booming, today’s consumers are seeking drinks with added benefits, making THC beverages suited for the moment.

“From energy to focus to relaxation, consumers are looking for drinks that do more — and cannabis fits right into that mindset,” he says. “That’s what inspired us to launch Select FormulaX, which combines hemp-derived THC with 50 mg of caffeine to offer an uplifting, social buzz without the hangover.” 

Jordan adds that hemp-derived THC offers a level of accessibility that is resonating with women — particularly through direct-to-consumer online platforms and distribution in major national retailers. 

“These channels eliminate many of the barriers that have historically made dispensaries feel intimidating or inaccessible to some consumers, especially women who are new to cannabis or who prefer a more discreet, familiar shopping experience,” he says.

Forecasting the future

As far as what the future holds for THC beverages, brand representatives agree that the future looks bright.

“We see THC beverages becoming a mainstay in the adult beverage space, right alongside beer, wine and spirits,” Wynk’s Rittenburg says, “As more consumers turn to cannabis for social, recreational and wellness purposes, beverages are a key entry point due to their familiarity and ease of use. 

“At Wynk, we’re continually expanding into new retail channels like bars, liquor stores, mainstream grocery, hospitality, and direct-to-consumer — all in response to growing demand,” he continues. “This category is just getting started, and we’re excited to be at the forefront of what’s next.”

Curaleaf’s Jordan anticipates that, as consumers increasingly turn to hemp-derived THC, there is a “tremendous” opportunity to meet their needs with approachable, trustworthy and effective products. 

“The U.S. market is the largest in the world for functional energy and sports drinks, representing around one in every $3 spent. The U.S. also leads the world in per capita consumption of both energy and sports drinks,” Jordan says. “Beverages are an American form factor and it logically follows that consumers look for the same creativity and innovation in their cannabis beverages as they do in their energy drinks, juices, coffee, etc.

“We see cannabis beverages not just as a passing trend, but as a new ritual,” he continues. “As the category matures and more large distributors and brick and mortar stores offer broader consumer access — they’re poised to become a staple in fridges and at gatherings across the country.”

“We see THC beverages becoming a mainstay in the adult beverage space, right alongside beer, wine and spirits. As more consumers turn to cannabis for social, recreational and wellness purposes, beverages are a key entry point due to their familiarity and ease of use.”

– Angus Rittenburg, co-founder and CEO of Wynk

Triple’s Spartin says that, although he doesn’t expect uniform laws across all 50 states, he foresees many states moving toward similar legislation and regulation.

“From the federal government, we also hope for added clarity around hemp-derived THC beverages like Triple,” he says. “As we continue to work toward clearer legal regulations, we see THC beverages growing even more — growth in brand extensions, product lines and true innovation to appeal to a broader consumer set.

“For example, new products — The Triple Drop is an innovative, on-the-go social drink enhancer or shot,” Spartin continues. “It’s fast-acting, low-dose, and versatile. Each single-serve packet delivers 5 mg of THC. Importantly, we also offer an innovative packaging design. Instead of a traditional bottle, The Drop comes in a sleek, single-serve 0.5-ounce packet designed for easy use.” 

Looking ahead, MXXN’s Smith also anticipates that brand extensions and innovation will drive growth. 

“The future is bright for THC beverages,” he says. “Consumer demand is high, and this sector will push the boundaries of typical beverage distribution models.

“I hope that THC beverages and alt-beverages in general will be the conduit to change and bring in new players for a more inclusive distribution model,” Smith concludes.