Anna had had enough. The headaches, acid reflux, nausea, dry mouth, dizziness, and unpredictable bathroom trips were no longer worth it. As a self-proclaimed “sober curious” thirty-something, she was tired of waking up groggy and hungover. So, on a routine trip to the grocery store, she decided to try something new: hemp-derived THC seltzers. Maybe this was the solution she had been looking for – a buzz without the negative side effects.
But Anna is not alone in her search for “hangover-free” drinks. Experts predict that the global THC-beverage market will reach billions of dollars by the end of the decade. In fact, last year alone, hemp-derived beverage sales reached hundreds of millions of dollars, with potential to double in the near future. And according to CivicScience, 16% of US adults over the age of 21 already consume cannabis drinks, with many more eager to try.
For many, having a microdose of THC in their fridge is no longer a fringe novelty – it’s a part of everyday life. Jake Bullock, co-founder of Cann, one of the leading brands in the space, believes that this cultural shift is a result of people wanting gentler ways to unwind. “The biggest reason we encounter for why people don’t already drink THC drinks is because they are apprehensive about THC,” he says. “They don’t want to get ‘too high’ or embarrass themselves in front of their friends. Microdosed drinks solve that problem by giving drinkers control and ensuring a positive experience.”
Cann is not the only brand capitalizing on this trend. The market is flooded with beverage startups and established cannabis companies introducing low-dose seltzers, mocktails, and functional tonics. This trend is further amplified by the rising sober curious movement, especially among younger consumers. However, larger beverage companies are still hesitant to fully enter the market, as federal legal ambiguity remains a barrier.
But for many consumers, the future is already here, chilling in a colorful can. What was once only available in dispensaries can now be found on mainstream shelves and delivery apps, bridging the gap between socializing and a headache-free morning. And the data supports this cultural surge – research from Brightfield Group estimates that hemp-derived beverage sales will reach $750 million by 2029, while Grandview Research predicts a possible rise to $2.65 billion for the global THC-beverage market by 2030.
On a generational level, younger adults are also stepping away from alcohol in record numbers. Evan Eneman, CEO of Iconic Tonics, points to data showing that Boomers, Gen X, and Millennials are all drinking less alcohol. This trend is reflected in the rise of low-dose THC beverages, providing a healthier and more enjoyable alternative for those looking to unwind without the negative side effects of alcohol.
