At Theory House, we specialize in helping beverage brands break through at retail – and we know that real growth often comes from bold moves. We’ve seen this firsthand in the BevAlc space, where craft brewers are stepping beyond beer to meet the evolving tastes of younger, wellness-driven shoppers. Now, with hemp-derived THC drinks gaining legal and commercial traction, a new frontier is emerging – one that smart brewers, guided by the right retail strategy, are poised to own.
Craft brewers have long thrived by adapting quickly to consumer tastes – but many stopped at the boundaries of their traditional category. While a few tested the waters with hard seltzers or hop waters, most merely watched the rise of THC-infused beverages from the sidelines. That’s starting to change.
Thanks to a loophole in the 2018 Federal Farm Bill, a new wave of hemp-derived THC beverages is hitting shelves across the U.S. – and it’s reshaping the fight for space in the cold box. For progressive brewers, this moment presents a rare opportunity: leverage existing brand equity and retail relationships to step confidently into a high-growth adjacent category.
Brewers aren’t just observing anymore – they’re moving. They’re evaluating how their current assets (like taprooms) and brand loyalists can give them a leg up over start-up THC beverage brands. As one industry source put it: this could very well be the era of the brewer-turned-cannabis-drink-maker.
From a retail marketing perspective, Theory House sees this as a textbook example of “Passion to Purchase” in action. Gen Z is drinking less alcohol, and wellness-minded shoppers are gravitating toward products that are lower in calories, sugar – and yes, hangovers. THC drinks check all those boxes. In fact, some now sit directly beside beer on store shelves, a testament to how far the category has come (and how fast).
Big players are already taking notice. AB InBev’s 2023 move to sell off a swath of brands to Tilray signaled a willingness – even an eagerness – to blur category lines. That’s not just a business decision. It’s a signal to retailers that the next battleground isn’t beer vs. cannabis – it’s about who owns the next generation of relaxing, social, and flavorful beverages.
Legal nuances remain. As of now, 24 states allow certain hemp-derived THC drinks, while others cap potency or ban them outright. But with the 2018 Farm Bill set to expire this fall, all eyes are on how legislators might respond – and whether they’ll close the “loophole” or further legitimize this fast-moving segment.
Regardless of the outcome, the momentum is clear. Analysts project hemp-derived THC beverage sales will hit $5 billion by 2028 – growing tenfold from 2024. For breweries already feeling the pinch of slowing beer sales, this isn’t just a trend – it’s a lifeline.
Brands like New Realm Brewing Co. are already staking their claim with THC-infused SKUs like Higher Realm and Liquid Weed. And at Theory House, we expect many more to follow suit. Because in a competitive retail environment, the winners won’t be those who defend tradition – they’ll be the ones who reimagine it.
