As regulators continue to debate the future of hemp-derived cannabinoids, one thing is clear: consumers are embracing the drink format. In Q1 2025, 24.8% of hemp-derived THC consumers reported using drinkable products - a stark increase from 14.4% the quarter prior and just 14.1% a year ago.
Part of this success comes from where these drinks are being sold. While hemp-specific retailers remain important, broader distribution through liquor stores, package shops, and even bars has positioned the category alongside alcohol - giving it exposure in channels traditionally closed to THC products.
This shift is evident in the data:
+4 percentage points YoY in liquor/package stores and bars/restaurants
+3 percentage points in convenience stores/bodegas
Who's Drinking Hemp THC Beverages
Consumers of hemp-derived THC drinks skew slightly younger, more male, and more affluent than the broader category average. Nearly 69% are either Gen Z or Millennial, and they over-index in income brackets above $75,000 annually. This group is also more likely to have completed higher education, with elevated rates of both bachelor’s and graduate degrees.
What Matters Most to Hemp Drink Consumers
Relaxation tops the list of desired effects for THC beverages, with nearly 67% of consumers selecting it, mirroring broader trends across the hemp-derived THC category.
Emotional relief and sleep follow closely, each cited by just over 45% of respondents.
Flavor leads the way as the most important purchase driver, edging out cannabinoid content for top consideration.
Repeat Use & Alcohol Replacement
Beyond trial, there’s promising momentum for repeat purchases.
Only 3% of hemp drink consumers in Q1 2025 said they don’t plan to use again
13% remain unsure — leaving the majority open to continued use
And for many, these drinks are doing more than just providing an alternative method of relaxation – they are impacting alcohol consumption for many.
Nearly half (46.7%) of drink consumers that also used alcohol beverages reported that these products have led them to reduce their alcohol intake.
How They Consume
In terms of consumption habits, preferences vary widely. Most consumers opt for moderate consumption, with 42.5% preferring to have two drinks per session, while another 36.5% stop at one.
Roughly one in three consumers prefer a total of 10–19mg THC per session, though there's significant variation—16.5% stay below 4mg, while just over 25% favor a mid-range dose of 5–9mg. Notably, consumers often adjust their usage based on the context - gravitating toward lower doses in social settings and higher ones at home.
As more consumers reaching for THC drinks each quarter, it’s clear the category is gaining traction—not just in cannabinoid outlets, but in everyday retail settings. As these beverages become easier to find, especially in places people already shop for alcohol, their potential reach continues to expand. With favorable regulatory conditions and expanding retail access, the growth we’ve seen is likely just the beginning.
Key Takeaways:
THC drink usage jumped to 24.8% in Q1 2025 — a major leap from previous quarters.
Younger, higher-income, and more educated consumers are leading the trend.
Alcohol retail channels are driving growth, with rising purchases at liquor stores and bars.
Nearly half of drink users say they’re reducing alcohol consumption as a result.
Most consumers favor moderate doses and adjust based on social vs. solo settings.
Updated: 06/10/2025
