Beverages: How Cannabis Drinks Are Changing The Ritual Of Drinking

• Why it is the topic trending:

  • Growing consumer interest in alternatives to alcohol: Consumers are increasingly seeking beverage options that offer a different kind of social experience or relaxation without the negative side effects associated with alcohol, such as hangovers, high calorie counts, and potential health concerns. This shift in preference is driving interest in new and innovative beverage choices.

  • Increasing legalization and accessibility of cannabis: The evolving legal landscape surrounding cannabis, including the federal legalization of hemp-derived THC in the 2018 Farm Bill and the ongoing legalization of recreational marijuana in various states, has made cannabis-infused beverages more widely available to consumers outside of traditional dispensaries. They can now be found in liquor stores, convenience stores, and through delivery platforms, increasing their visibility and accessibility.

  • Product innovation in cannabis drinks: The market for cannabis beverages is experiencing significant innovation, with companies developing a wide array of products that cater to different consumer needs and preferences. This includes variations in dosage (from microdosed options to higher-potency drinks), flavors (ranging from classic options like lemonade to more unique offerings), and formats (beyond just cans, including enhancements or drops). This innovation makes the category more appealing to a broader audience.

  • Celebrity endorsement and mainstreaming: Endorsements and involvement from celebrities and well-known figures help to normalize and popularize cannabis-infused beverages. This makes them more socially acceptable and integrates them into mainstream culture, reducing any stigma that might have been associated with cannabis products in the past.

  • Perceived health benefits: Some consumers perceive cannabis-infused beverages as a healthier alternative to traditional alcoholic drinks. They may be seen as "cleaner," plant-based options that don't come with the calories or hangover effects often associated with alcohol, aligning with growing trends in health and wellness.

• Overview: The article discusses the rapidly growing trend of cannabis-infused beverages, highlighting their transition from a niche product primarily found in dispensaries to a mainstream option available in various retail channels. It examines the current market size, the key factors driving this growth, the evolving preferences of consumers, and the potential implications this trend has for the established alcohol industry and society as a whole.

• Detailed findings:

  • High-dose THC beverage sales are significant in dispensaries: Data from Hoodie Analytics indicates that ready-to-drink beverages containing 100 milligrams of THC generated a substantial $141 million in sales through U.S. dispensaries between March 2024 and March 2025. This significantly outpaced the sales of lower-dose options within the dispensary channel, suggesting a strong demand from certain consumer segments for higher-potency products in this format.

  • Hemp-derived THC drinks are growing outside dispensaries: The article emphasizes that the growth of cannabis beverages isn't limited to state-licensed dispensaries. Thanks to the 2018 Farm Bill, hemp-derived THC beverages (containing less than 0.3% delta-9 THC by dry weight) can be sold in a wider range of retail locations, even in states where recreational marijuana remains illegal. This broader availability is contributing significantly to the overall growth of the category.

  • The global THC seltzer market is projected for substantial growth: According to Grandview Research, the global market for THC seltzers was valued at $344.7 million in 2023 and is projected to exceed $2.6 billion by the year 2030. This significant projected growth indicates a strong belief in the future potential and increasing consumer adoption of this specific type of cannabis-infused beverage.

  • Brands like Brēz show strong revenue: The article highlights the success of emerging brands like Brēz, which reported $28 million in revenue in 2024 and $13 million in the first quarter of 2025 alone. This revenue performance outpaces many longer-established cannabis beverage brands that operate exclusively within licensed dispensary channels, demonstrating the potential for growth in the broader retail market for hemp-derived products.

  • Cannabis drink adoption is happening even in states with illegal recreational marijuana: Interestingly, the article notes that some of the most enthusiastic adoption of cannabis beverages is occurring in Southern and Midwestern states where adult-use cannabis is still illegal. Consumers in these regions are turning to hemp-derived beverages as a legal and accessible alternative to alcohol, highlighting the demand even in restricted markets.

  • Delivery platforms see rising demand: Major delivery platforms like DoorDash have observed a steady increase in consumer demand for hemp-derived THC products delivered directly to their homes. Data from DoorDash indicates that this category is "highly incremental to existing basket sizes" and experiences significant demand spikes around major holidays, suggesting that consumers are integrating these drinks into their broader retail habits and for special occasions.

  • Low-dose "sessionable" drinks are gaining popularity alongside high-potency options: While high-potency beverages currently dominate in terms of dollar sales, there is a clear trend towards lower-dose cannabis drinks designed for social consumption over a longer period. Brands like Triple and Cann are highlighted as pioneers in this "sessionable" category, offering products with lower THC levels that aim to provide a milder and more controllable experience, similar to enjoying a light beer or hard seltzer.

• Key success factors of product (trend):

  • Convenience and familiarity: Cannabis drinks are often packaged in familiar formats like cans and bottles, making them easy for consumers to understand, purchase, and consume, fitting seamlessly into existing beverage consumption habits.

  • Variety and customization: The increasing availability of a wide range of flavors, dosages, and product types (seltzers, lemonades, enhancers) allows consumers to find cannabis beverages that precisely meet their individual preferences and desired experience levels.

  • Perceived positive attributes: Many consumers are attracted to cannabis drinks due to the perception that they offer a healthier or more desirable alternative to alcohol. This includes the lack of hangover, potentially fewer calories compared to some alcoholic beverages, and the plant-based nature of cannabis.

  • Social acceptability: As cannabis use becomes more normalized and accepted in society, particularly with increasing legalization, cannabis-infused beverages are also gaining social acceptance as a viable option for social gatherings and recreational activities.

  • Accessibility: The expansion of retail channels beyond traditional dispensaries, including availability in liquor stores, grocery stores, and through convenient delivery services, makes cannabis beverages much more accessible to a broader range of consumers.

• Key takeaway: Cannabis-infused beverages are rapidly evolving from a niche product into a significant and growing segment of the broader beverage market, providing consumers with a novel and increasingly mainstream way to socialize, relax, and enjoy themselves, often as an alternative or complement to traditional alcoholic beverages.

• Main trend: The pervasive rise and increasing mainstream adoption of cannabis-infused beverages as a compelling alternative and complement to traditional alcoholic beverages within consumer markets.

• Description of the trend: "Canned Calm: The Mainstream Ascent of Cannabis Drinks." This trend describes the notable and accelerating integration of cannabis-infused beverages into mainstream consumer culture and retail landscapes. Once confined to specialized dispensaries, these products, encompassing a diverse range of dosages and flavors, are now becoming readily available in conventional beverage retail channels, including liquor stores and through delivery platforms. This ascent is driven by a confluence of factors, including shifting consumer preferences towards alcohol alternatives, the increasing legal acceptance of cannabis products, and significant innovation within the cannabis beverage industry. "Canned Calm" signifies the accessibility and convenience of these products, often packaged in familiar formats like cans, and the desired effect of relaxation and mild euphoria that they offer, positioning them as a modern choice for social occasions and personal enjoyment.

• What is consumer motivation:

  • Seeking alternatives to alcohol: A primary motivation for consumers is the desire to find alternatives to alcohol that can provide a similar social experience or feeling of relaxation without the associated negative side effects. This includes avoiding hangovers, reducing calorie intake, and potentially mitigating other health risks linked to alcohol consumption.

  • Desire for novel experiences: Consumers, especially younger generations, are often looking for new and interesting ways to socialize and unwind. Cannabis-infused beverages offer a novel option that can provide a different kind of experience compared to traditional alcoholic or non-alcoholic drinks, appealing to those seeking variety and experimentation in their beverage choices.

  • Wellness and health consciousness: With a growing emphasis on health and wellness, some consumers are motivated by the perception that cannabis-infused beverages might be a "cleaner" or more natural alternative to alcohol. The plant-based nature of cannabis and the potential for different formulations (including those with CBD or lower sugar content) align with these health-conscious preferences.

  • Control and predictability of effects: Brands are increasingly focusing on providing clear information about the dosage and expected effects of their cannabis beverages. This transparency and the consistent experience offered by these products allow consumers to have more control over their consumption and the resulting psychoactive effects, which can be particularly appealing compared to the often less predictable effects of alcohol.

  • Social integration: Consumers are looking for beverage options that can seamlessly integrate into existing social rituals and occasions. Cannabis-infused beverages, especially those in familiar formats like cans and with lower dosages, are becoming more socially acceptable and are seen as suitable for gatherings with friends, parties, and unwinding after work, offering a different kind of social lubricant.

• What is driving trend:

  • Changing legal landscape: The evolving legal framework surrounding cannabis is a fundamental driver of this trend. The federal legalization of hemp-derived THC has opened up a national market for these beverages outside of the heavily regulated dispensary system. Additionally, the increasing number of states legalizing recreational marijuana is creating more opportunities for the growth and sale of a broader range of cannabis-infused products.

  • Product innovation: The cannabis beverage industry is characterized by significant innovation in product development. Companies are constantly experimenting with new flavors, formulations that include different cannabinoids (like CBD and CBG), various dosage levels to cater to different tolerance levels and desired effects, and diverse product formats beyond just seltzers, such as teas, lemonades, and even drink enhancers. This innovation keeps the category exciting and attracts a wider range of consumers.

  • Increased accessibility through various retail channels: One of the most significant drivers is the increasing availability of cannabis-infused beverages in a wider variety of retail locations. This includes not only state-licensed cannabis dispensaries but also, particularly for hemp-derived products, liquor stores, convenience stores, grocery stores, and even through online delivery platforms. This expanded distribution network makes these products much more accessible to the general public.

  • Marketing and branding efforts: Strategic marketing and branding play a crucial role in driving the adoption of cannabis beverages. Brands are working to normalize these products, often positioning them as lifestyle choices that align with social connection, wellness, and recreation. They are also using sophisticated marketing techniques to reach target consumer segments through digital channels and social media, building brand awareness and desirability.

  • Shifting social norms around cannabis use: As societal attitudes towards cannabis continue to evolve and become more accepting, the stigma associated with cannabis use is diminishing. This shift in social norms makes consumers more open to trying and incorporating cannabis-infused beverages into their social and recreational routines without fear of judgment or negative perception.

• What is motivation beyond the trend:

  • Mindful consumption: Beyond simply seeking an alternative, consumers are increasingly practicing mindful consumption, paying closer attention to what they ingest and the effects it has on their bodies and minds. Cannabis beverages, with their often lower calorie counts and absence of alcohol's hangover effects, align with this desire for more conscious and deliberate consumption choices.

  • Seeking balanced lifestyles: There's a growing societal emphasis on achieving a balanced lifestyle that prioritizes both enjoyment and well-being. Consumers are looking for ways to socialize and relax without compromising their health or feeling negative consequences the next day. Cannabis beverages are seen by some as a way to achieve this balance, offering a more controlled and potentially less harmful way to unwind.

  • Desire for connection and shared experiences: Beverages have always played a central role in social gatherings and rituals, fostering connection and shared experiences. Cannabis beverages are now offering a new avenue for people to come together and socialize, potentially in a more relaxed and less inhibited manner compared to alcohol-centric environments. This taps into the fundamental human desire for social connection and belonging.

  • Challenging traditional social norms: The rise of cannabis beverages also reflects a broader trend of younger generations and consumers in general being more willing to challenge traditional norms around social drinking and substance use. They are more open to exploring alternatives and are not necessarily bound by the long-established rituals and expectations associated with alcohol consumption. This willingness to try new things and question old conventions is a significant driving force behind the adoption of cannabis beverages.

• Description of consumers article is referring to: The article primarily references consumers who:

  • Age: Belong predominantly to Gen Z and Millennials. The article explicitly mentions Gen Z's redefinition of social drinking. Millennials, known for their interest in wellness and new experiences, are also likely a significant demographic.

  • Gender: The article does not explicitly specify gender demographics, suggesting the appeal is broad across genders.

  • Income: The increasing availability in mainstream retail channels like liquor stores and delivery platforms indicates that these products are likely targeting a wide range of income levels. While higher-potency options may initially appeal to a segment with more disposable income or higher tolerance, the growing focus on lower-dose, accessible options suggests a broader income demographic.

  • Lifestyle: These consumers are generally characterized by:

    • Being health-conscious and seeking "cleaner," hangover-free alternatives to traditional alcoholic beverages.

    • Being socially active and looking for beverages that fit into various social settings and occasions.

    • Being experiential and open to trying new products and experiences in the beverage market.

    • Valuing convenience and appreciating the accessibility of these products through delivery platforms and mainstream retail locations.

    • Being mindful about their consumption habits and seeking more control over the effects of the substances they consume.

• Conclusions: The cannabis beverage market is experiencing a significant and rapid expansion, driven by a confluence of evolving consumer preferences for alternatives to alcohol, the increasing legalization and accessibility of cannabis products, and substantial innovation within the industry. These drinks are no longer a niche offering but are increasingly becoming a mainstream fixture in retail environments and social rituals, presenting both considerable opportunities and potential challenges for the established alcohol industry as well as for regulatory bodies tasked with ensuring consumer safety and responsible marketing practices.

• Implications for brands:

  • Alcohol brands: Should closely monitor the growth of the cannabis beverage market as a potential disruptor and consider strategic responses. This could involve exploring the development of their own cannabis-infused product lines, forming partnerships or acquisitions with existing cannabis beverage companies, or adapting their marketing strategies to acknowledge the shifting consumer landscape.

  • Cannabis brands: Need to prioritize building strong, trustworthy brands by focusing on consistent product quality, accurate and transparent labeling (especially regarding dosage and effects), and consumer education. Expanding their distribution networks to capitalize on the increasing availability beyond dispensaries will be crucial for continued growth and reaching a broader consumer base.

  • Food and beverage brands (non-alcoholic): Should recognize the evolving consumer preferences and explore potential synergies or cross-promotional opportunities with cannabis beverage brands, particularly in the context of social gatherings, relaxation occasions, and alternative consumption habits. Understanding how these new beverages might fit into consumers' overall consumption patterns is key.

• Implication for society:

  • Shifting social norms around substance use: The increasing visibility and consumption of cannabis beverages are likely to contribute to a further normalization and destigmatization of cannabis use within society. This could have broader implications for social attitudes, policies, and research related to cannabis.

  • Public health considerations: As the market grows, public health officials will need to adapt regulations and guidelines to ensure product safety, implement responsible marketing practices that prevent underage consumption, and monitor the potential impact on alcohol consumption patterns and overall public health outcomes.

  • Economic opportunities and challenges: The burgeoning cannabis beverage industry is creating new economic opportunities in terms of business development, job creation, and tax revenue. However, it also presents challenges related to establishing a regulated market, ensuring fair competition, and addressing potential social costs associated with increased cannabis availability.

• Implications for consumers:

  • Increased beverage choices and options: Consumers will benefit from a wider and more diverse range of beverage options available for social, recreational, and relaxation purposes. This increased competition in the market could also lead to more innovation and better quality products.

  • Potential for healthier alternatives to alcohol: For some individuals, cannabis-infused beverages may offer a lower-calorie, hangover-free, and potentially less harmful alternative to traditional alcoholic drinks, aligning with growing health and wellness trends.

  • Need for education and informed decision-making: With the increasing availability of these products, consumers will need access to clear, accurate, and reliable information about cannabis, including proper dosing, potential effects, possible risks, and interactions with other substances. This will empower them to make informed choices about their consumption.

• Implication for Future:

  • Continued exponential market growth: The cannabis beverage market is anticipated to maintain its rapid growth trajectory in the coming years, likely becoming a significant and integral segment of the overall beverage industry, potentially rivaling or complementing traditional alcoholic beverages in certain sectors.

  • Accelerated pace of product innovation: We can expect to see even more diverse and sophisticated cannabis beverage offerings emerge, including new flavors, novel combinations with other functional ingredients (like adaptogens or nootropics), and advancements in delivery methods and consumption experiences.

  • Evolution and standardization of regulations: Regulatory frameworks governing the production, distribution, marketing, and sale of cannabis beverages will likely continue to evolve and become more standardized across different regions and jurisdictions as the market matures and policymakers gain more understanding of its impacts.

  • Deeper integration into mainstream culture and social rituals: Cannabis beverages are expected to become increasingly integrated into everyday social gatherings, celebrations, and personal relaxation routines, further cementing their place in mainstream consumer culture alongside other traditional beverage choices.

• Consumer Trend:

  • Name: Mindful Mixology

  • Detailed Description: This trend embodies consumers' increasing focus on making conscious and deliberate choices about their beverage consumption, particularly in social settings. They are actively seeking options that align with their personal health, wellness, and lifestyle values, often opting for alternatives like cannabis-infused drinks to moderate or replace alcohol. This trend reflects a broader shift towards more thoughtful and intentional consumption habits, where consumers prioritize experiences and well-being over traditional norms.

• Consumer Sub Trend:

  • Name: Sessionable Sips

  • Detailed Description: Within the broader trend of mindful consumption, "Sessionable Sips" specifically highlights the growing preference for low-dose cannabis beverages that are designed for extended social enjoyment. Mirroring the appeal of light beers or hard seltzers, these microdosed options (typically containing lower levels of THC) allow consumers to partake in the social ritual of having a drink over a longer period without experiencing overwhelming psychoactive effects. This sub-trend caters to consumers who want to socialize and relax without the intensity or potential negative consequences associated with higher doses of THC or alcohol.

• Big Social Trend:

  • Name: The Wellness Revolution

  • Detailed Description: This overarching societal trend encompasses a fundamental shift in values towards prioritizing health, well-being, and a more holistic approach to life. Consumers across various demographics are increasingly focused on making choices that support their physical and mental health, driving demand for products and experiences that align with these values. This revolution influences various industries, including food and beverage, where consumers are seeking healthier alternatives to traditional products, creating a fertile ground for the growth of cannabis-infused beverages as a perceived "cleaner" option compared to alcohol.

• Worldwide Social Trend:

  • Name: Decline of Alcohol Consumption

  • Detailed Description: Globally, there is a discernible trend, particularly pronounced among younger generations, indicating a decrease in overall alcohol consumption. This shift is attributed to various factors, including increased awareness of health risks associated with alcohol, a growing interest in healthier lifestyles, and a greater openness to exploring alternative forms of social engagement and relaxation. This worldwide trend creates a significant opportunity for alternative beverage categories, such as cannabis-infused drinks, to gain traction and capture market share in regions where regulations permit.

• Social Drive:

  • Name: The Pursuit of Guilt-Free Pleasure

  • Detailed Description: This underlying social drive reflects the fundamental human desire to experience enjoyment and relaxation without the burden of negative consequences or feelings of guilt. Consumers are increasingly seeking ways to indulge and socialize that align with their values and don't compromise their health or well-being. Cannabis beverages directly tap into this drive by offering a pleasurable alternative to alcohol that is often perceived as less harmful, with the potential for a more controlled and "guilt-free" experience.

• Learnings for brands to use in 2025:

  • Understand the evolving consumer demand for alcohol alternatives driven by health, wellness, and lifestyle choices.

  • Prioritize clear, accurate, and transparent communication regarding product dosage, effects, and ingredients to build consumer trust.

  • Recognize the growing popularity of lower-dose, "sessionable" options and cater to consumers seeking a milder, more controllable experience.

  • Strategically explore and leverage the expanding distribution channels beyond traditional dispensaries, including partnerships with liquor stores and delivery services, while ensuring regulatory compliance.

  • Invest in consumer education to address potential misconceptions about cannabis beverages and guide new users on responsible consumption.

  • Adopt responsible marketing practices that position cannabis beverages as part of a balanced lifestyle and avoid appealing to underage individuals.

  • Continuously monitor the evolving regulatory landscape at both federal and state levels to ensure compliance and adapt business strategies proactively.

• Strategy Recommendations for brands to follow in 2025:

  • Invest significantly in product innovation to develop new and appealing flavors, formulations (including functional ingredients like CBD and CBG), and diverse product formats to meet the evolving preferences of consumers.

  • Develop compelling and authentic brand narratives that clearly communicate the brand's values and the unique benefits and experiences offered by their cannabis beverages, whether it's focused on social connection, wellness, or a specific type of recreational enjoyment.

  • Form strategic partnerships with established players in the beverage industry (alcohol distributors, retailers) and with lifestyle and wellness brands to expand market reach and leverage existing infrastructure and consumer bases.

  • Develop targeted and data-driven marketing campaigns that utilize digital channels and social media to effectively reach specific consumer segments, highlighting the unique attributes and use cases of their products while emphasizing responsible consumption and legal compliance.

  • Prioritize consumer safety and product quality by implementing rigorous quality control measures throughout the supply chain and being transparent with consumers about product sourcing, manufacturing processes, and testing procedures to build confidence and loyalty.

  • Actively engage with industry associations and policymakers to advocate for sensible and consistent regulations that balance a free market approach with the need to protect consumer safety and promote responsible consumption within the cannabis beverage category.

• Final sentence: The "Canned Calm" of mainstream cannabis drinks is reshaping beverage rituals, urging brands to innovate, partner strategically, and prioritize consumer education in 2025 to capitalize on this burgeoning market by developing diverse product lines, leveraging expanded distribution channels, and communicating responsibly with consumers seeking alternatives to traditional alcohol.

• Final note:

  • Core Trend:

    • Name: Mainstream Cannabis Beverage Adoption

    • Detailed Description: The increasing integration of cannabis-infused drinks into mainstream consumer culture and retail availability.

  • Core Strategy:

    • Name: Diversification and Innovation in Beverage Offerings

    • Detailed Description: Brands should strategically expand their beverage portfolios to include cannabis-infused options, focusing on product innovation to meet diverse consumer needs.

  • Core Industry Trend:

    • Name: Convergence of Beverage and Cannabis Industries

    • Detailed Description: The growing collaboration and integration between traditional beverage companies and the evolving cannabis industry.

  • Core Consumer Motivation:

    • Name: Seeking Mindful Alternatives for Social and Recreational Consumption

    • Detailed Description: Consumers are primarily driven by the desire for beverage options that offer social enjoyment and relaxation with potentially fewer negative health impacts compared to alcohol.

  • Final Conclusion: The cannabis beverage market represents a significant and rapidly evolving opportunity within the broader beverage landscape, compelling brands to adapt their strategies to meet changing consumer preferences and navigate a dynamic regulatory environment to achieve success in 2025 and beyond.eeking a novel and responsible way to socialize and relax.

Core Trend Detailed:

Mainstream Cannabis Beverage Adoption signifies the increasing integration of cannabis-infused drinks into everyday consumer culture and their growing availability across a wider range of retail channels beyond specialized dispensaries. This trend reflects a significant shift in consumer preferences, where cannabis beverages are becoming a viable and increasingly popular alternative or complement to traditional alcoholic and non-alcoholic drinks for social, recreational, and wellness purposes. Driven by factors such as evolving legal landscapes, product innovation, and changing societal attitudes towards cannabis, this trend indicates a normalization and broader acceptance of cannabis beverages as part of mainstream consumption habits.

Key Characteristics of the Trend (summary):

• Increased Availability: Cannabis beverages are becoming more accessible in liquor stores, convenience stores, and via delivery platforms, not just dispensaries.

• Product Diversification: A wide range of dosages, flavors, and formats (seltzers, lemonades, teas, enhancers) are available.

• Growing Consumer Acceptance: Decreasing stigma and increasing social normalization of cannabis use contribute to wider adoption.

• Influence of Legalization: Legal changes at federal and state levels are key enablers of this trend.

• Shift in Beverage Rituals: Cannabis drinks are increasingly being integrated into social gatherings and personal relaxation routines.

Market and Cultural Signals Supporting the Trend (summary):

• Significant Sales Growth: High sales figures for cannabis beverages in dispensaries and strong revenue growth for brands focusing on broader retail indicate market demand.

• Projected Market Expansion: Forecasts predict substantial growth in the THC beverage market in the coming years.

• Increased Availability in Mainstream Retail: Expansion of cannabis beverage offerings in traditional alcohol retailers signals industry recognition of the trend.

• Celebrity Endorsements: Involvement of celebrities helps to destigmatize and popularize these products.

• Growing Consumer Interest in Alternatives: A general trend towards mindful consumption and seeking alternatives to alcohol is evident.

How the Trend Is Changing Consumer Behavior (summary):

• Diversification of Beverage Choices: Consumers have more options for social and recreational occasions beyond traditional alcoholic and non-alcoholic drinks.

• Adoption of New Consumption Rituals: Cannabis beverages are being integrated into existing social gatherings and personal relaxation routines.

• Increased Experimentation: Consumers are exploring different dosages and types of cannabis beverages to find what suits their preferences.

• Shift Towards Health-Conscious Options: Some consumers are choosing cannabis drinks as a lower-calorie or hangover-free alternative to alcohol.

• Demand for Convenience: Consumers appreciate the accessibility of these products through delivery and mainstream retail channels.

Implications Across the Ecosystem (summary):

• For Brands and CPGs: Opportunity for beverage companies (especially alcohol) to diversify their portfolios and cater to new consumer segments. Cannabis-focused brands need to scale and build strong brands.

• For Retailers: Need to adapt their offerings to include cannabis beverages, understand regulations, and potentially create new merchandising strategies.

• For Consumers: Increased choice and potential access to alternatives that align with wellness goals, but also a need for education on responsible consumption and product effects.

Strategic Forecast:

The Mainstream Cannabis Beverage Adoption trend is projected to continue its strong growth trajectory. We can expect to see further product innovation, more widespread availability across various retail channels as regulations evolve, and deeper integration into mainstream social culture. Brands that can navigate the regulatory landscape, understand consumer preferences, and offer high-quality, diverse products will be well-positioned to succeed. The convergence of the traditional beverage industry with the cannabis sector is also likely to accelerate.

Final Thought:

The mainstreaming of cannabis beverages represents a significant evolution in consumer preferences and beverage consumption habits, signaling a growing acceptance of cannabis as a recreational and social substance and creating a dynamic new category within the broader beverage market.

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