After years of concern that cannabis and THC products could cut into bev-alc occasions, some of the bev-alc industry is starting to view THC-infused beverages as an opportunity. But not everyone is completely on board.
Hemp THC drink makers RYTHM and Señorita have each inked multi-year agreements with the United Center in Chicago.
An influential group of beverage-alcohol retailers and distributors are supporting legislative efforts to keep hemp-infused beverages alive despite their prohibition, slated to take effect in November 2026.
Intoxicating hemp drinks are getting a lifeline in Chicago, despite the outlawing of other hemp-derived THC products.
An Indiana congressman has proposed legislation to push back the upcoming hemp ban for three years, allowing more time to carve out a regulatory framework for hemp products.
New funding could be a sign of optimism from the investor class as hemp-derived THC drinks await regulatory clarity.
Amidst all the fast-growing beverage categories and trends, there’s only one that’s facing a ticking clock towards extinction. The future of the thriving cannabis beverage industry, specifically hemp-derived THC drinks that can be sold outside of adult-use regulated channels, is under intense pressure following November’s decision by Congress to effectively ban all hemp-derived products even… Read more »
Editor’s Note: The below news items were initially reported in the Brewbound Insider Newsletter December 22-26. Not an Insider? Become one today to get earlier access to what’s going on in the industry. CGA: 40% Consumers Plan to Take Part in Dry January; Half of Gen Z to Participate Two-in-five consumers plan to take part… Read more »
President Donald Trump issued an executive order on Thursday directing the U.S. Attorney General to move cannabis from a Schedule I to Schedule III controlled substance, marking a watershed moment in the history of U.S. marijuana policy and a significant step forward for the nascent THC-infused beverage industry.
The past year saw some major M&A deals, and day one of BevNET Live Winter 2025 in Marina Del Rey, Calif., served as the perfect platform to sit down with the leaders of Poppi and Health-Ade Kombucha to learn how they steered their businesses to an exit. The annual beverage industry conference also featured no shortage of panels covering investment trends, startup strategy and the ongoing issues in the space from a looming hemp ban to rising costs.
Tilray Brands CEO Irwin Simon’s visits to college campuses and venues across the U.S. “suggest there’s more price sensitivity” influencing the decline in consumption.
Even for an industry born out of risk and uncertainty, hemp beverages are now officially in uncharted waters. As part of the funding bill to reopen the government signed into law last night by President Donald Trump, hemp-derived products will be required to contain less than 0.4 mg THC per container, as of November 13, 2026. Swept away like a storm in the night, the multi-billion-dollar, hemp-derived THC industry is waking up this morning to the stark reality that, barring the creation of a legal federal framework, they will be virtually extinct within a year.
Bev-alc industry members have been more vocal than ever this week about their stances on intoxicating hemp beverages, and the Beer Institute (BI) was no exception at the trade group’s annual Membership Meeting held Wednesday in Washington, D.C. BI president and CEO Brian Crawford dedicated the majority of his remarks to intoxicating hemp, and the BI’s desire for regulation.
A coalition of 54 beer, wine and spirits distributors are asking U.S. House and Senate leaders to regulate and tax intoxicating hemp products similar to alcoholic beverages, according to a letter sent Wednesday.
The Beer Institute (BI), along with other bev-alc trade associations, has joined the call from Congressional members and attorneys general to ban the sale of intoxicating hemp-derived products.
