Beverages: How Cannabis Drinks Are Changing The Ritual Of Drinking

Why it is the topic trending:

• Growing consumer interest in alternatives to alcohol, as people seek options with fewer negative side effects like hangovers and fewer calories.

• Increasing legalization and accessibility of cannabis, making these beverages available in more retail locations beyond just specialized dispensaries.

• Product innovation in cannabis drinks, leading to a wider variety of flavors and dosage options to suit different preferences.

• Celebrity endorsement and mainstreaming, helping to destigmatize and popularize cannabis-infused beverages among broader audiences.

• Perceived health benefits, with some consumers viewing them as a cleaner, lower-calorie, and plant-based alternative to alcohol.

Overview: The article discusses the rapid growth of cannabis-infused beverages, charting their shift from a niche dispensary item to a mainstream alternative to alcohol found in various retail settings and increasingly in everyday use.

Detailed findings:

• High-dose THC beverage sales in dispensaries reached $141 million between March 2024 and 2025, demonstrating significant demand for potent options within that specific market.

• Hemp-derived THC drinks are growing significantly outside dispensaries, spurred by the 2018 Farm Bill's federal legalization of hemp and its derivatives.

• The global THC seltzer market is projected to surpass $2.6 billion by 2030, underlining the substantial future potential of this specific beverage category.

• Brands like Brēz show strong revenue, even outpacing revenue figures of longer-established brands that focus their sales efforts solely on dispensaries.

• Cannabis drink adoption is high in Southern and Midwestern states where recreational marijuana is still illegal at the state level, with consumers seeking legal hemp-derived alternatives to alcohol.

• Delivery platforms like DoorDash are experiencing increasing consumer demand for the convenience of having hemp-derived THC beverages delivered directly to their homes.

• Low-dose "sessionable" drinks are gaining popularity alongside higher-potency options, indicating a widening consumer base with varied preferences for strength.

Key success factors of product (trend):

• Convenience and familiarity, as they are often packaged and consumed similarly to standard soft drinks and alcoholic beverages.

• Variety and customization, offering a diverse range of flavors and precisely controlled dosage levels to cater to individual needs.

• Perceived positive attributes, such as being plant-based and not causing the typical hangover associated with alcohol consumption.

• Social acceptability, driven by the increasing normalization of cannabis use in mainstream culture and media.

• Accessibility through expanded retail channels, making them available in regular stores in addition to licensed cannabis dispensaries.

Key takeaway: Cannabis-infused beverages are quickly establishing themselves as a significant and expanding segment of the broader beverage market, providing consumers with a readily available alternative to traditional alcoholic drinks.

Main trend: The rise of cannabis-infused beverages as a mainstream alternative and increasingly popular complement to alcohol within the wider consumer market.

Description of the trend: "Canned Calm: The Mainstream Ascent of Cannabis Drinks," effectively capturing the growing popularity and wider availability of these beverages in typical retail environments and their easy-to-consume format.

What is consumer motivation:

• Seeking alternatives to alcohol for social experiences, desiring a similar sense of relaxation without the often-negative health and social consequences.

• Desire for novel experiences and new ways to relax and socialize, looking beyond traditional beverage choices for something different.

• Wellness and health consciousness, driven by a perception that cannabis drinks are a cleaner, more natural, and potentially lower-calorie option.

• Control and predictability of effects, enabled by clear labeling and consistent dosing of THC levels in each product.

• Social integration, as consumers are seeking beverages that can seamlessly fit into various social gatherings and everyday occasions as alternatives to alcohol.

What is driving trend:

• Changing legal landscape, including the federal legalization of hemp and the growing number of states legalizing cannabis for recreational use.

• Product innovation leading to a diverse range of appealing flavors, product formats like seltzers and teas, and varied dosage options.

• Increased accessibility through expanded distribution networks including liquor and convenience stores.

• Marketing and branding efforts that are increasingly normalizing and actively promoting cannabis beverages to a wider consumer demographic.

• Shifting social norms around cannabis use, resulting in greater consumer acceptance and a growing curiosity to try these new products.

What is motivation beyond the trend:

• Mindful consumption, reflecting a broader societal focus on being more conscious about what substances are ingested and their effects.

• Seeking balanced lifestyles that prioritize personal well-being and health alongside opportunities for social enjoyment and relaxation.

• Desire for connection and shared experiences, with new beverage options potentially fostering different and perhaps more relaxed social interactions.

• Challenging traditional social norms surrounding alcohol consumption, particularly among younger generations who are more open to alternatives.

Description of consumers article is referring to: Primarily individuals from Gen Z and Millennials, who likely span a diverse range of income levels, and are characterized by being health-conscious, socially active in various settings, open to new and different experiences, valuing convenience in their purchasing options, and generally mindful about their consumption choices.

Conclusions: The cannabis beverage market is undergoing substantial growth, propelled by evolving consumer preferences, increasingly favorable legal changes, and continuous product innovation within the industry, leading to a significant impact on both the established beverage sector and broader societal norms around consumption.

Implications for brands:

• Alcohol brands should closely monitor this trend and consider entering the cannabis beverage market as a proactive measure to maintain competitiveness and appeal to evolving consumer tastes.

• Cannabis brands need to focus on maintaining high standards of product quality and safety, establishing clear and trustworthy branding that resonates with consumers, and strategically expanding their distribution reach.

• Food and beverage brands beyond alcohol should explore potential collaborations or synergistic opportunities with cannabis beverage companies to tap into new and emerging consumer segments and potentially diversify their offerings.

Implication for society:

• Potential shift in social norms around cannabis use, leading to greater acceptance in social settings and possibly influencing public perception over time.

• Public health considerations necessitate the development and implementation of appropriate regulations to ensure product safety, responsible marketing practices, and prevent underage access.

• New economic opportunities are emerging from the growth of a dynamic new segment within the broader beverage industry, offering possibilities for job creation and revenue generation.

Implications for consumers:

• Increased beverage choices and options, providing more variety for different occasions and catering to a wider range of personal preferences and needs.

• Potential for healthier alternatives to traditional alcoholic beverages, which may align better with individual wellness goals and lifestyle choices.

• Need for education on cannabis consumption, emphasizing the importance of understanding dosage, effects, and responsible use.

Implication for Future:

• Continued rapid market growth and maturation of the cannabis beverage industry as it becomes more established.

• Accelerated product innovation and diversification, leading to an even wider array of sophisticated and appealing options for consumers.

• Evolution and standardization of regulations at various levels of government to provide clearer guidelines for the industry.

• Deeper integration into mainstream culture and social rituals, potentially becoming a common and accepted beverage choice in various social settings.

Consumer Trend:

• Name: Mindful Mixology

• Detailed Description: Consumers are increasingly making intentional beverage choices that align with their personal health and wellness goals, proactively seeking out alternatives like cannabis-infused drinks that they perceive as cleaner or healthier.

Consumer Sub Trend:

• Name: Sessionable Sips

• Detailed Description: There is a noticeable and growing preference among consumers for low-dose cannabis beverages that are specifically designed for extended social enjoyment over longer periods, much like the appeal of light beers or hard seltzers.

Big Social Trend:

• Name: The Wellness Revolution

• Detailed Description: Society as a whole is undergoing a significant shift towards placing a greater emphasis on overall health, well-being, and adopting more holistic approaches to living and making lifestyle choices.

Worldwide Social Trend:

• Name: Decline of Alcohol Consumption

• Detailed Description: Globally, and particularly evident among younger generations, there is a discernible trend indicating a reduction in overall alcohol consumption rates across various demographics.

Social Drive:

• Name: The Pursuit of Guilt-Free Pleasure

• Detailed Description: Individuals are actively seeking out ways to enjoy social experiences and achieve relaxation without experiencing negative consequences or feelings of guilt associated with their choices.

Learnings for brands to use in 2025:

• Understand the increasing consumer demand for healthier and novel alternatives to traditional alcohol, focusing on their motivations around wellness and unique experiences.

• Emphasize clear and consistent product information, paying particular attention to transparent details regarding dosage levels and potential physiological effects.

• Recognize the rising popularity of low-dose options designed for social settings and extended periods of consumption, catering to a growing segment of the market.

• Strategically utilize the expanding distribution channels that are now available beyond traditional dispensaries, including opportunities in mainstream retail locations.

• Invest in comprehensive efforts to educate consumers about their product offerings, promoting responsible consumption practices and building product knowledge.

• Adopt responsible and ethical marketing practices that align with evolving social norms and adhere to all relevant legal and regulatory guidelines for the industry.

• Continuously monitor and adapt to the ever-changing regulatory landscape surrounding cannabis beverages to ensure ongoing compliance and identify new market opportunities.

Strategy Recommendations for brands to follow in 2025:

• Invest in ongoing product innovation to continually create new and exciting flavor profiles, explore novel and beneficial formulations, and develop a diverse range of product formats.

• Develop strong and authentic brand narratives that effectively resonate with the core values and desired lifestyles of their target consumer demographics.

• Form strategic partnerships with established entities in the broader beverage industry, as well as with companies in adjacent sectors like wellness and lifestyle.

• Develop highly targeted digital marketing campaigns that effectively reach desired consumer segments, emphasizing responsible use and highlighting the unique benefits of their products.

• Prioritize consumer safety and build unwavering trust by implementing rigorous quality control measures and maintaining transparent product information practices.

• Actively engage with relevant industry associations and policymakers to advocate for the development of sensible, standardized, and consumer-protective regulations.

Final sentence (key concept) describing main trend from article and what brands & companies should do in 2025 to benefit from trend and how to do it: Cannabis-infused beverages are swiftly and steadily entering the mainstream beverage market, strongly urging brands and companies to proactively innovate their product lines, forge strategic alliances with key industry players, and prioritize comprehensive consumer education initiatives throughout 2025 to effectively capitalize on this rapidly expanding market segment by offering diverse and appealing product options through increasingly accessible distribution channels and by implementing responsible and informative marketing strategies.

Final note:

• Core Trend:

  • Name: Mainstream Cannabis Beverage Adoption

  • Detailed Description: Cannabis drinks are increasingly becoming a standard and readily accessible choice for consumers in their everyday beverage selections.

• Core Strategy:

  • Name: Diversification and Innovation in Beverage Offerings

  • Detailed Description: Beverage companies should actively expand their product portfolios to thoughtfully include a variety of appealing cannabis-infused products, placing a significant emphasis on the continuous development of new and innovative options to meet evolving consumer needs.

• Core Industry Trend:

  • Name: Convergence of Beverage and Cannabis Industries

  • Detailed Description: Traditional beverage companies and the rapidly growing cannabis industry are increasingly engaging in collaborations and partnerships to leverage shared expertise and market opportunities.

• Core Consumer Motivation:

  • Name: Seeking Mindful Alternatives for Social and Recreational Consumption

  • Detailed Description: Consumers are primarily driven by the desire to find and enjoy beverage options that offer social enjoyment and recreational relaxation while potentially providing fewer negative health impacts compared to traditional alcohol.

• Final Conclusion: The substantial growth of the cannabis beverage market presents a significant and timely opportunity for forward-thinking brands that are prepared to adapt their strategies, embrace innovation in product development, and effectively navigate the evolving regulatory landscape in response to changing consumer demands and preferences.

Core Trend Detailed:

Mainstream Cannabis Beverage Adoption signifies the increasing integration of cannabis-infused drinks into everyday consumer culture, indicating a shift towards broader acceptance. Their growing availability across a wider range of retail channels beyond specialized dispensaries means they are becoming more accessible to the general public. This trend reflects a significant change in consumer preferences, where cannabis beverages are emerging as a viable and increasingly popular alternative or complement to traditional alcoholic and non-alcoholic drinks for various occasions like social gatherings, recreational activities, and even wellness pursuits. The trend is propelled by factors such as evolving legal landscapes that are becoming more permissive, continuous product innovation leading to more appealing options, and changing societal attitudes towards cannabis, resulting in greater normalization and acceptance of its consumption in beverage form.

Key Characteristics of the Trend (summary):

• Increased availability in mainstream retail locations, such as liquor stores, grocery stores, and convenience stores, making them easier to purchase.

• Significant diversification of product types, flavors, and dosages, offering consumers a wide range of choices to suit their preferences.

• Growing social acceptance and normalization of cannabis beverage consumption, reducing previous stigmas associated with cannabis use.

• Strongly influenced by evolving legal frameworks at various levels of government, which are becoming more favorable towards cannabis products.

• Integration into existing social drinking occasions and personal relaxation routines, positioning them as alternatives to traditional beverages.

Market and Cultural Signals Supporting the Trend (summary):

• Robust sales growth in both dispensary and general retail channels indicates strong consumer demand and market viability.

• Strong market projections indicating significant future expansion suggest confidence in the continued growth and adoption of these products.

• Increased presence in mainstream alcohol and convenience stores signifies that traditional retailers are recognizing and catering to this trend.

• Growing celebrity endorsements and media coverage help to normalize and popularize cannabis beverages among wider audiences.

• Rising consumer interest in healthier and novel beverage alternatives points to a shift in preferences that cannabis drinks can satisfy.

How the Trend Is Changing Consumer Behavior (summary):

• Consumers have a wider array of beverage choices for different occasions, expanding beyond traditional alcohol and non-alcoholic options.

• New social consumption rituals are emerging around cannabis beverages, as people incorporate them into gatherings and celebrations.

• Increased experimentation with various types and dosages of cannabis drinks allows consumers to discover their preferred products and experiences.

• A shift towards potentially healthier, lower-calorie alternatives to alcohol for some individuals seeking wellness-focused options.

• Greater demand for convenience and accessibility through diverse retail options, making it easier for consumers to purchase these beverages.

Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary)):

• For Brands and CPGs: Opportunity for traditional beverage brands to diversify their portfolios and for cannabis brands to expand their reach beyond dispensaries to a broader consumer base. Success will depend on innovation in product development, clear and effective branding, and careful navigation of complex regulations.

• For Retailers: Need to adapt their product offerings to include cannabis beverages in appropriate sections of their stores, develop a strong understanding of and comply with varying regulations at different levels of government, and potentially invest in educating their staff and consumers about these products.

• For Consumers: Greater choice and access to a wider range of beverage options, including potential alternatives to alcohol that align with health and wellness trends and offer novel experiences. This also necessitates consumer education on responsible use, understanding product differences, and being aware of local regulations.

Strategic Forecast:

The Mainstream Cannabis Beverage Adoption trend is expected to continue its rapid expansion, driven by increasing consumer acceptance and evolving regulations. We will likely see further product diversification with more sophisticated formulations and flavors, along with broader retail availability as more states and potentially the federal government refine their cannabis policies. Expect to see greater integration into mainstream social culture, where cannabis beverages become a more commonplace and accepted alternative to alcohol in various social settings. Brands that prioritize innovation, maintain high standards of consumer safety and product quality, and effectively adapt to the evolving legal landscape will be best positioned to thrive in this dynamic market.

Final Thought:

The mainstream ascent of cannabis beverages signifies a notable and potentially transformative evolution in consumer beverage preferences, indicating a growing acceptance of cannabis as a recreational and social substance, and ultimately creating a dynamic and expanding market that will continue to shape how people socialize, relax, and make beverage choices in the years to come.

Source: https://www.forbes.com/sites/javierhasse/2025/05/19/how-cannabis-drinks-are-reshaping-booze/