Herb Light urges Americans to buy their congressperson a round of Herberts in support of reasonable THC beverage legislation

The super-low dose THC beverage brand launches “Cheers Against Prohibition” ahead of the upcoming federal ban with the support of the Hemp Beverage Alliance.

CHICAGO, IL, October 21, 2026 - With the December 11th deadline for the potential federal prohibition looming, the hemp beverage industry is approaching a critical moment. Many brands and distributors face an uncertain future with the possibility of a prohibition of beverages containing more than 0.4MG of hemp-derived THC from retail and online sales.

But Herb Light, the non-alcoholic cannabis brew with just 1MG of THC, is launching a campaign with the endorsement of the Hemp Beverage Alliance, speaking on behalf of the category to urge Americans to take action to prevent that. With Herb Light’s Cheers Against Prohibition initiative, when you buy a 12-pack of Herb Light, you can add on a six-pack of Herb Lights that Herb Light will send to your congressperson, along with a letter on their behalf encouraging Congress to pass the bipartisan Beverage Regulatory Parity Act which supports reasonable THC beverage legislation. The initiative will be available nationwide in states that currently allow THC beverages to be purchased.

Staying true to their nostalgic 80s vibes, the brand launched the campaign with a film in the vein of Ronald Reagan’s famous 1984 political ad celebrating “Morning In America,” only this version celebrates the hangover-free morning after a night drinking a non-alcoholic THC beverage, and how tomorrow’s morning is uncertain if the upcoming December regulatory deadline prohibits the sale of THC beverages. The film drives viewers to HerbLight.com/CheersAgainstProhibition to purchase a round of Herb Lights for themselves and their congressperson, which the film depicts with a bald eagle dropping Herb Light into an “AI congressman’s” hands that he cracks open with in the Washington Monument reflecting pool.

“Most consumers don’t even know there’s a federal ban in the works - much less that it goes into effect in a matter of weeks - so we wanted to call attention to that for the entire category,” says Gordy Sang, Co-Founder of Herb Light. “It’s like we’re doing a prohibition sequel, even when the first prohibition movie was awful. Zero stars.”

Adapting to state and federal bans will be relatively easy for Herb Light, as the super-low dose brand is currently producing a 0.4MG version to sell once the bans commence. But it won’t be easy for other higher-dose brands, the majority of which will only be able to be sold in dispensaries.

“While it makes sense for a super-low dose beverage like Herb Light to offer an even more super-low dose 0.4 MG version, it doesn’t make as much sense for brands with higher doses,” says Jon Schiff, Co-Founder of Herb Light. “Instead of banning it completely and eliminating an entire multi-billion dollar industry that creates hundreds of thousands of jobs and gives adults a safer/healthier beverage alternative to socialize with, just regulate it responsibly.”

For more information on the upcoming bans, the bipartisan Beverage Regulatory Parity Act and how to support it, visit the Hemp Beverage Alliance website.

About Herb Light

Herb Light is a Chicago-born, easy-to-drink, super-low-dose non-alcoholic THC beverage with the crisp, refreshing taste of a classic light beer at just 45 calories, zero sugar and 1mg of THC per can. Herb Light delivers a smooth, low-dose experience built for sipping all day with no hangover the next one. Founded by award-winning creative ad agency Quality Meats co-founders Gordy Sang and Brian Siedband, alongside business partner Jon Schiff, Herb Light launched in summer 2026 with a fully realized 1980s light-beer world: retro packaging, throwback commercials and an Instagram dripping with '80s-era nostalgia. The brand joins the exploding category of function-forward, mindful beverages built around moderation over intensity. Herb Light is currently available at Binny's Beverage Depot, the Midwest's largest wine, spirits and beer superstore with 46 locations throughout Illinois, as well as off-premise locations across Chicago including Foxtrot Market and Beer Temple, and select on-premise partners including the legendary Sluggers Bar, Bub City and Joe’s, along with shipping to 28 states online at drinkherblight.com. Visit the “Low-High Hills” at @drinkherblight.