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Insight of the Day: The Rise of Cannabis Drinks in the US


  • The cannabis drinks market, particularly hemp-derived THC beverages, is experiencing rapid growth.

  • Minnesota's legalization of hemp-derived THC products has set a precedent for other states and fueled market expansion.

  • The 2018 Farm Bill has been instrumental in the rise of CBD and hemp-derived THC products.

  • Cannabis drinks face challenges in dispensaries due to consumer preferences and branding difficulties.

Key Takeaway:

  • Hemp-derived THC beverages are projected to reach $4.1 billion by 2028, presenting a significant market opportunity.


  • Growing consumer demand for functional beverages and the declining sales of alcohol create a favorable environment for cannabis drinks.


  • Cannabis beverages have the potential to disrupt the drinks landscape, appealing to a wide range of consumers.

  • Clearer regulations are needed to allow the category to reach its full potential.

Implications for Brands:

  • Brands should focus on product differentiation, targeting specific consumer segments (e.g., "cannacurious" consumers or experienced users).

  • Brands need to adapt to the evolving regulatory landscape and advocate for clearer regulations.

  • There's an opportunity to position cannabis drinks as a healthier and more socially responsible alternative to alcohol.

  • Brands should explore functional benefits beyond intoxication, such as anxiety reduction, stress relief, and energy enhancement.


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