THC Beverages Surge as Sober-Curious Trend Gains Momentum

As summer approaches, many Americans are exploring choice ways to unwind, and THC⁤ beverages are emerging as a popular choice. executives from leading brands like Cann and Pamos say the sober-curious movement is driving significant growth in the cannabis-infused drinks market.

david⁢ Mukpo, ⁣CEO of ⁣Pamos⁢ and Mac Brands, notes the increasing⁢ consumer demand for THC beverages. “The consumer demand ⁢is what’s driving a lot of this,” Mukpo told Fox News Digital.

Jake Bullock,⁤ Cann’s ⁢co-founder and CEO, echoes this sentiment, emphasizing the long-term potential. “We’re ⁢in the very, very early innings of what will be a‍ massive rollout over the next sort⁢ of three to five years,”⁢ Bullock said.

Data suggests that younger generations, notably Gen Z and millennials, ⁣are at the forefront of this shift. A 2023 National Survey on Drug Use and Health indicates a change⁣ in attitudes‍ toward alcohol among young adults.

A Harvard Public Health study, citing a Mintel survey, revealed that 40% of U.S. adults are either closely ⁢or ⁢occasionally following a sober-curious lifestyle. This trend suggests that reduced alcohol consumption could lead to a decline⁤ in alcohol-related health issues.

Both Mukpo and ⁤Bullock, who have backgrounds in the cannabis industry, ⁢founded their companies to normalize and innovate cannabis consumption. Their‍ beverages feature low-dose, ⁣hemp-derived tetrahydrocannabinols and cannabidiols.⁢ They emphasize that sober curiosity doesn’t require complete abstinence.

Mukpo explains that consumers are seeking more diverse beverage options. “People are‍ becoming much more dynamic with⁢ how they consume beverages,” he said,noting ⁣that consumers are not necessarily abstaining from alcohol altogether.

Bullock adds that many ⁣Cann ⁢customers are using the product to ‍reduce their alcohol intake. “Instead of having four drinks tonight, [they] have one,” ⁤he said, noting that consumers can achieve⁣ a similar buzz with fewer negative side effects.

THC-infused beverages are available in major retail locations, including Total Wine and ABC⁣ Fine Wine ‍& Spirits, even ⁣in states where recreational ⁣cannabis is not legal.this is made possible by the 2018 farm Bill, which allows products with 0.3% or less THC content by dry weight to be sold nationwide.

The absence of hangovers is a significant selling point,aligning⁢ with the growing interest in health-conscious⁤ and sober-curious lifestyles. Bullock notes that older consumers appreciate the reduced physical discomfort compared to ⁣alcohol, while young parents⁤ value being able to parent without ‍a‍ hangover.

Mukpo⁣ highlights the importance of dispelling misconceptions about THC. “This isn’t something that has to be‍ scary,” he said, suggesting consumers start with ⁤a low dose to achieve a similar buzz to alcohol and improve sleep.

Liquor retailers report that THC beverages⁢ are ⁢among the fastest-growing categories, occupying significant shelf space. ⁣pamos’s target demographic is 35-45 years old, with a 60% female skew, while Cann’s customer base is more diverse but ‍united by a “common frustration with alcohol,” according to Bullock.

Mac Brands, Pamos’s parent company, projects $40 to $50 million in sales for 2025. Cann reports sales doubling year-over-year since‍ the pandemic.

both‍ CEOs beleive‍ the sober-curious trend is just beginning. ⁣Bullock says he is now more mindful about when he chooses to⁣ have an alcoholic drink or a Cann.

Mukpo envisions THC beverages becoming a standard ⁣offering ⁣at bars and other venues, signaling a new level of sophistication for the industry.