The functional beverage space is evolving—fast. What started with protein shakes and vitamin waters has transformed into a sophisticated market…
THC Beverages: The Next Wave in Functional, Recreational, and Wellness-Driven Consumption
The beverage industry is undergoing a quiet revolution—and it’s infused with THC.
From microdosed sparkling waters to hemp-derived Delta-8 sodas, THC-infused beverages are increasingly positioned as the alcohol alternative of the future. But breaking into this space is no small feat. It involves navigating complex regulations, strategic formulation, and high-risk compliance.
This guide is for entrepreneurs, brand owners, and investors interested in launching a THC beverage company—whether Delta-8, Delta-9, or hemp-derived THC.
🔍 Market Overview: How Big Is the THC Beverage Opportunity?
The THC beverage market, once a niche corner of cannabis edibles, is now one of the fastest-growing segments in the cannabis and functional beverage space.
📈 Market Size & Growth
- The global cannabis beverage market was valued at $915 million in 2021 and is projected to reach $19 billion by 2028 (Fortune Business Insights).
- In the U.S. alone, sales of cannabis-infused beverages surged 40% YOY in 2023, especially in legal adult-use states (BDSA).
- Delta-8 beverages have seen exponential growth through online DTC and CBD retail networks, though data is fragmented due to its regulatory ambiguity.
🧠 Why Consumers Are Buying
- Desire for alcohol alternatives (health, sleep, productivity)
- Interest in microdosing and controlled experiences
- Curiosity about cannabis without smoking
- Functional wellness: THC paired with adaptogens, CBD, mushrooms, etc.
🧪 Types of THC Beverages
| Beverage Type | Key Compound | Regulation Level | Sold Where? |
|---|---|---|---|
| Delta-9 THC | Cannabis-derived | Highly regulated (state) | Dispensaries in legal states |
| Delta-8 THC | Hemp-derived | Loosely regulated | Smoke shops, DTC, CBD stores |
| Hemp-Derived D9 | <0.3% Delta-9 by weight | Federally legal (gray zone) | Online, functional retailers |
| CBD drinks | Hemp-derived CBD | FDA scrutiny, legal | Grocers, cafes, health stores |
Note: All must comply with testing, labeling, and potency regulations, which vary widely.
🧭 Step-by-Step: How to Start a THC Beverage Company
Step 1: Choose Your Path (Delta-8, Delta-9, or Hemp-Derived D9)
| Option | Pros | Cons |
|---|---|---|
| Delta-8 THC | No cannabis license needed, sold DTC | State bans, legal uncertainty, weaker branding power |
| Delta-9 THC (weed) | High consumer interest, retail support in legal states | Requires full cannabis licensing, strict rules |
| Hemp D9 (<0.3%) | Federally legal, can be sold online | Regulatory gray zone, pending FDA action |
Step 2: Legal Setup & Licensing
🔒 Delta-9 THC (Cannabis-Derived)
- Requires cannabis license in legal adult-use states (CA, CO, IL, NY, MA, etc.)
- Apply through state cannabis control boards
- Types of licenses:
- Manufacturer/Processor
- Distributor
- Retailer/Dispensary (if vertical)
⚙️ Delta-8 or Hemp-Derived Delta-9
- No cannabis license required—yet
- Common requirements:
- Food/beverage production permit
- Hemp processor license (in some states)
- cGMP certification
- Certificate of Analysis (COA) for every batch
Step 3: Product Development
- Hire a cannabis formulation expert (Vertosa, SōRSE, etc.)
- Use nano-emulsified THC for faster onset and even dispersion
- Decide on:
- THC dosage per serving (2–10mg)
- Cannabinoid blends (CBD, CBN, etc.)
- Flavor profile (fruit-forward, botanical, zero sugar, etc.)
- Shelf life & stability
Step 4: Co-Packing & Manufacturing
- Choose a co-manufacturer experienced with:
- Controlled substances (THC, cannabinoids)
- Infusion tech and emulsions
- State or FDA food compliance (where applicable)
- Popular co-packers:
- Tinley Beverage Co. (CA)
- BevZero
- Industrial Sonomechanics
Step 5: Branding and Positioning
You can’t advertise like a traditional brand due to:
- Facebook/Google restrictions
- FDA warning letters on health claims
So focus on:
- Functional wellness or social alternative
- Microdosed and measured (“Like a glass of wine, but weed”)
- Clean design and compliance-forward packaging
Don’t:
- Use kid-friendly graphics
- Mimic mainstream sodas
- Use slang or recreational overtones in restricted markets
Step 6: Distribution Channels
For Delta-9 THC
- Must go through licensed cannabis distributors
- Only sold in licensed dispensaries
- Strict tracking (seed-to-sale systems)
For Delta-8 & Hemp-Derived D9
- Flexible distribution:
- Direct-to-retail
- CBD and smoke shop wholesalers
- Online ecommerce (age-gated)
- Convenience and health food stores in compliant states
Caution:
- Major chains (Whole Foods, Target, etc.) won’t touch THC drinks yet
- Many DSD distributors won’t carry Delta-8 due to legal risk
🛍️ Who’s Buying THC Beverages?
Understanding your consumer is critical to product positioning, branding, pricing, and choosing the right sales channels. Today’s THC beverage buyer is not a stereotype—they’re diverse, intentional, and rapidly expanding across multiple demographics. Here’s who’s driving growth:
👩💼 Millennials and Gen Z
- Cutting back on alcohol for health and productivity
- Strong interest in microdosing and mood control
- Gravitate toward sleek packaging and low-dose products (2.5–5mg)
- Shop at DTC sites, festivals, curated retail experiences
🧪 “Canna-Curious” Users
- Often first-time or infrequent cannabis users
- Interested in safe, controlled formats like beverages
- Prefer clear labeling, trustworthy branding
- Found in wellness shops, boutique retailers, and online platforms
💁♀️ Women
- Largest growth segment in cannabis
- Use THC beverages for relaxation, PMS, sleep, and stress
- Prefer modern, elegant branding and wellness-aligned formulas
- Shop online, at natural food stores, and curated retail boutiques
🧘 Sober-Curious Consumers
- Avoiding alcohol, but want a social, euphoric experience
- Seek clarity and control, not intoxication
- Respond well to functional blends (adaptogens, nootropics)
- Buy from wellness-focused events, retail collabs, and curated beverage fridges
🌿 Functional Beverage Fans
- Already use CBD, ashwagandha, lion’s mane, or nootropics
- Interested in THC as part of a wellness routine
- Prefer low-sugar, clean-label products
- Shop at Erewhon, Thrive Market, functional DTC brands
🍻 Men 35–55 with Alcohol Fatigue
- Looking for hangover-free alternatives to beer or bourbon
- Prefer 5–10mg formats, straightforward messaging
- Buy at dispensaries, smoke shops, or liquor retailers open to hemp-derived THC
🏬 Top 10 U.S. Retailers Selling THC Beverages
| Retailer | Channel Type | Notable Offerings |
|---|---|---|
| Total Wine & More | National liquor chain | Carries Cann, Select Seltzers, Pamos in compliant states |
| Binny’s Beverage Depot | Midwest liquor chain | Stocks Cann, Lagunitas Hi-Fi, and Crescent Canna |
| Crescent Canna | Grocery, gas, bars, DTC | Hemp-derived Delta-9 drinks across 17+ states |
| Houseplant | DTC + limited retail | Seth Rogen’s THC beverages sold online + high-end partners |
| Curaleaf / Select | Cannabis dispensaries + partners | Hemp-derived drinks distributed in wine and spirits outlets |
| Trulieve (Onward) | Dispensary + DTC | Wellness-themed hemp THC drinks available in 36 states |
| Green Thumb / Señorita | Dispensaries + wellness events | Margarita-style sparkling THC beverages |
| Cann Social Tonic | Liquor + boutique wellness stores | Low-dose sparkling beverages in multiple legal markets |
| Weedmaps Retailers | Online/dispenser locator | Helps consumers find licensed shops with THC drinks |
| Smoke Shops & Gas Stations | National small-format retail | Major channel for Delta-8 drinks and hemp seltzers |
📌 Note: While mainstream supermarkets and chains like Target or Kroger are not yet active in this category, these retail platforms are defining the first wave of THC beverage distribution.
⚖️ Controversies and Legal Challenges
1. Delta-8 THC: Loophole or Trojan Horse?
- Delta-8’s legal status remains unclear at the federal level.
- Critics call it synthetic; regulators warn of lack of oversight.
- Banned or restricted in 20+ states.
2. Lack of Federal Oversight
- No FDA approval process for cannabinoids in foods/beverages.
- Risk of enforcement letters, liability claims, and recalls.
3. Labeling & Dosing Risks
- Inconsistent potency across brands hurts consumer trust.
- Accurate third-party lab testing is critical.
4. Retail Pushback
- Some retailers still view THC as high-risk or too fringe.
- Brands must prove compliance, safety, and sophistication.
📈 Strategic Advice: Build for Long-Term Compliance
Even if you’re launching a Delta-8 or hemp-derived beverage, act like a cannabis company:
- Build GMP processes
- Invest in third-party testing
- Use compliance-forward branding
- Stay updated on evolving state/federal laws
- Prepare to pivot into Delta-9 when national legalization hits
🧠 Experts to Follow and Partner With
- Nancy Whiteman (Wana Brands) – Edibles category leader
- Vertosa – Leading infusion tech company
- CannaCraft / Lagunitas Hi-Fi Hops – Early THC beverage innovators
- MJBizDaily & BDSA – Market research
- NCIA (National Cannabis Industry Association) – Advocacy and updates
✅ Summary: THC Beverage Launch Checklist
- ✅ Decide on Delta-8, Delta-9, or Hemp-Derived THC
- ✅ Ensure legality in each target state
- ✅ Create a compliant formula and dosing strategy
- ✅ Partner with an experienced co-packer
- ✅ Build brand guidelines for age-gated products
- ✅ Get your product tested (every batch!)
- ✅ Sell through approved channels
- ✅ Monitor state and federal regulations weekly
✨ Final Thoughts
THC beverages aren’t a trend—they’re a seismic shift in how people use cannabis. But it’s still early days. Regulation is fragmented. Retailers are cautious. And consumers are just beginning to understand the category.
Whether you’re launching a Delta-9 soda or a hemp-derived mocktail, the brands that plan for compliance, invest in education, and deliver a safe, consistent experience will be the ones that win.
