As the cannabis industry continues to mature across North America, one category is bubbling to the top: THC-infused beverages. Once a novelty item, these drinks are now a growing sector within legal cannabis markets, offering an alternative for both recreational users and the "canna-curious" seeking smoke-free consumption options.THC beverages—ranging from sparkling seltzers to teas and even non-alcoholic beers—are infused with tetrahydrocannabinol (THC), the psychoactive compound found in marijuana. Unlike edibles, which can take over an hour to kick in, many THC drinks are formulated for faster onset, offering effects within 10 to 30 minutes. “People want a social and discreet way to consume cannabis,” said Lisa Hurwitz, CEO of Happi, a Michigan-based cannabis beverage company. “Drinks offer that ‘hangout’ experience similar to alcohol but without the hangover.”
According to a 2024 report by BDSA, a leading cannabis analytics firm, cannabis beverages accounted for over $300 million in U.S. sales in 2023—a 21% increase from the previous year. The market is projected to exceed $500 million by 2026. This growth is partly driven by health-conscious consumers who are cutting back on alcohol. A 2023 survey from CivicScience found that 31% of U.S. adults between 25 and 40 are actively reducing their alcohol intake, with many exploring cannabis as an alternative.Historically, THC was difficult to infuse into beverages due to its fat-soluble nature. However, innovations in nanoemulsion technology—where THC is broken into microscopic droplets—have allowed for better water solubility, faster absorption, and more consistent effects. “This isn’t your old-school pot brownie in a can,” said Dr. Jeffrey Chen, former executive director of the UCLA Cannabis Research Initiative. “New infusion techniques allow for predictable dosing and a smoother consumer experience.” Regulation around THC beverages varies widely depending on the state or country. In legal U.S. markets like California, Colorado, and Michigan, drinks are capped at 10mg THC per serving. Canada, where THC beverages have been legal since 2020, limits servings to 10mg per container, regardless of volume. In contrast, states without recreational cannabis laws still consider THC drinks illegal under federal law. As of May 2025, cannabis remains a Schedule I substance in the United States, though rescheduling efforts are underway.
Despite their promise, THC drinks face hurdles: limited retail distribution, consumer education gaps, and stigma around cannabis use. Many retailers still prioritize flower and vapes, where profit margins are higher. “There’s a lack of shelf space and knowledge in dispensaries,” said Andrew DeAngelo, cannabis consultant and co-founder of Harborside. “But once people try these drinks, they often come back for more.” With increased acceptance of cannabis and changing consumption habits, THC beverages are carving out a new cultural niche—somewhere between beer, wellness drinks, and functional beverages. Whether at backyard barbecues or high-end wellness retreats, these cannabis-infused drinks might just be the toast of the future.
Uphorial.
