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Gone are the days when cannabis consumption meant smoking or traditional edibles. Today, THC-infused beverages are appearing on shelves at liquor stores, restaurants, and even gas stations across multiple states. But what's driving this shift?
During a recent Qredible Live Broadcast, Paulo Sobral, CEO of Lolli Soda, and Chris Fontes, CEO of High Spirits, shared valuable insights on why cannabis drinks are gaining mainstream acceptance. This discussion highlighted how changing consumer preferences and increasing accessibility are propelling this category forward at an impressive pace.
One of the primary factors driving the growth of cannabis beverages is the general decline in alcohol consumption, particularly among younger generations focused on health and wellness.
"Generally speaking, alcohol consumption is down right across the board. And there's a myriad of reasons for that that we could go into, but I think a big one is just how it makes you feel," explained Chris Fontes. "Not while you're drinking, most people still enjoy that, but the next day, right? And sort of the long-term negative side effects of continued regular alcohol use."
This shift has created a significant opportunity for cannabis beverages to fill the gap left by traditional alcoholic drinks. As consumers seek alternatives that provide social experiences without next-day consequences, THC drinks have emerged as an appealing option.
A major obstacle for cannabis products has traditionally been the limited distribution through dispensaries. Both experts emphasized how the accessibility of these products in mainstream retail environments has been crucial to their growing popularity.
"Why now? I think the answer is accessibility," noted Fontes. "When you can stop at the gas station on your way home, pick up a bag of chips and a four-pack of THC drinks, or you go to the liquor store and you pick up a fifth of whiskey and a 12-pack of THC drinks. Suddenly, this is approachable."
Paulo Sobral expanded on this point: "With companies like Chris’, when we had the USDA Farm Bill of 2018 that permitted hemp cultivation domestically, we had some entrepreneurs that started to put out Farm Bill compliant finished goods. And now just consumers have access to products that improve their quality of life or reduce harm in their life. And they're going to demand more and more access."
Early cannabis beverages were known for inconsistent effects and unpleasant flavors, often described as "grassy" or "bitter." Today's products have overcome these challenges through significant advances in manufacturing and formulation.
Sobral, who worked at Vertosa, a company that supplies emulsions for cannabis drinks, explained the complexity behind creating consistent products: "There's a lot of things that impact potency stability. The base liquid you're in, is your drink high in polyphenols that cannot interact well with some emulsion systems? Manufacturing method, are you subjecting it to high heat through pasteurization? The vessel it's going into."
He emphasized that partnerships with experienced manufacturers have been key to solving these challenges: "It just starts with good manufacturing partners who have a lot of experience and data, and now most of those problems have been solved."
The term "California sober" or "sober curious" has emerged to describe consumers who are reducing alcohol consumption while occasionally using cannabis products. This growing demographic is particularly interested in THC beverages as a social alternative.
"Millennials in particular, they're driving towards these healthier lifestyle choices, which obviously includes this no alcohol option because they're very focused on wellness and nobody wants the hangover the next day," noted Brian Fitzpatrick, host of the Qredible Live broadcast.
Fontes added that THC beverages fit perfectly into this lifestyle: "It provides the same thing a non-alcoholic drink does. It allows you to drink socially, but it gives you a little bit of a buzz, but we'll say an arguably safer, healthier buzz."
While federal regulations remain unclear, individual states establishing clear regulatory frameworks have helped legitimize the category and build consumer confidence.
"When Minnesota set their regulations, now you had big bars, restaurants, big distributors in Minnesota that felt comfortable on a state level to play in this category," explained Sobral. "And what Tennessee just did is they wrote clear regulations on a state level. So it's more stringent than farm bill compliance, but that at least legitimizes the category for a lot of people that are in adult beverages."
Perhaps the most visible sign of cannabis drinks gaining mainstream acceptance is their increasing presence in traditional retail environments.
"If you go to Minnesota and sit down at a restaurant, there's a 75% chance there's going to be a THC drink on that menu," noted Fontes, highlighting how normalized these products have become in some markets.
Both industry leaders mentioned their products are now available in multiple states, with Lolli Soda available in Texas, Florida, Tennessee, Minnesota, and Alabama, while High Spirits is in approximately 18 states.
Despite regulatory challenges in some states, both experts expressed optimism about the future of cannabis beverages, particularly as consumer demand continues to grow.
"I think it's the politics and that once the politics sort itself out then there's no stopping it," said Sobral, pointing to increasing consumer validation of these products.
As more states establish clear regulatory frameworks and consumer awareness grows, cannabis drinks are positioned to become an established category alongside traditional alcoholic beverages. The question is no longer if they will gain mainstream acceptance, but how quickly that acceptance will spread across the country.
