Tilray Brands chairman and CEO Irwin Simon had a message for Wall Street during the company’s full-year fiscal year 2026 earnings call: “We are no longer defined by one category, one market or one regulatory outcome.”
THC beverages reached $239 million in the 52 weeks ending April 4 2026, up 135% versus the prior year, and despite a looming ban, there’s thirst for more.
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.
Despite a looming regulatory ban, hemp beverages are booming. The category grew 133% year-over-year between 2024 and 2025, according to a new report by the Hemp Beverage Alliance.
A collective of hemp beverage stakeholders and interest groups is attempting to unite the fractured industry under a new bill that could stave off the restrictions set to take effect in November and bring clarity to future regulation.
Cann is the latest brand to iterate out of cannabinoid-infused drinks while also doubling down in the months leading up to Congress’s November ban.
Four Loko-maker Phusion Projects has licensed some of its brand assets to Chuck It LLC for use on intoxicating hemp beverages.
Hemp industry advocates are celebrating the inclusion of pro-hemp language in a recent White House letter to Congress regarding a supplemental budget request.
Despite functional ingredients that can get consumers high, BRĒZ is a prime example of a company with lofty growth hopes getting dragged down by the financial realities of scaling efficiently. But they’re working on it.
Daizy’s Social Soda founding partner Jill Johnson, Southern Crown Partners Chief Administration Officer Justin Ashby and Diana Eberlein, Chair of the Coalition for Adult Beverage Alternatives spoke at BevNET Live NYC last week to discuss what’s next for intoxicating hemp.
Restaurant owners have thrown their weight behind the hemp beverage debate, asking Congress to enact a two-year delay on an impending Nov. 12 ban on intoxicating hemp usage in food and beverage products.
Dad Grass was crowned the champion of New Beverage Showdown 31, joining an elite cohort of well-known beverage brands such as Health-Ade and Poppi that have previously claimed victory in the bi-annual pitch competition.
Day Two of BevNET Live Summer 2026 featured more insights from venture capital investors, entrepreneurs, embracing AI in branding strategies and deep dives into the relaxation and intoxicating hemp drink categories.
JuneShine Brands isn’t stressing about November’s federal ban on hemp-derived THC products, which could wipe out its fast-growing Willie’s Remedy+ brand.
Facing an ever-increasing likelihood that hemp THC beverages will be outlawed this fall, Nowadays is preparing for the long-run with its latest innovation: Nowadays Extra Light, a low-dose RTD line designed to be compliant with the upcoming regulatory requirements by using just 0.4 mg of THC and 5 mg of CBD per 12 oz. can.
Senator Rand Paul (R-KY) proposed legislation last week that would allow states to respectively determine the future of hemp-based product sales within their own borders.
Wisconsin’s Eagle Park Brewing & Distilling has acquired SoulBoxer Cocktail Co., setting the stage for Eagle Park’s further expansion into canned cocktails spanning alcoholic, non-alcoholic and THC-infused formats.
