THC beverages are redefining social drinking beyond dry January

Dry January is not just a month of alcohol abstention.

With more Americans seeking alcohol alternatives year-round, January is the launchpad for THC-infused beverages – the cannabis industry’s most aggressive move into the mainstream.

“We’re seeing increasing interest in recalibrating one’s relationship with alcohol, but that doesn’t mean recalibrating one’s relationship with society,” said Christopher Lackner, president of Colorado-based Hemp Beverage Alliance, a lobbying organization for the product sector.

“You still want to be part of the community, and that means consuming a beverage. Whether it’s a one-month opportunity or a totally new calibration, these hemp beverages help make that happen.”

Dry January means an increase in THC beverage sales

Makers of intoxicating hemp beverages say they see a bump in sales leading up to and throughout January.

Denver-based High Spirits saw a 10% increase in direct-to-consumer sales this January. But the bigger bump was in November when its retail customers ordered 50% more hemp beverages as they prepared for the Dry January spike, co-founder and CEO Chris Fontes said.

“Folks across the board are coming around to the concept that cannabis is not this big scary heroin thing that it was shown as in the 80s and 90s,” Fontes told MJBizDaily.

Consumers are using intoxicating hemp products in two ways: beverages as a replacement for the post-work cocktail or glass of wine and gummies as a daily supplement, Fontes said.

“It’s a can, you’re drinking it. It feels more normal,” he said, adding that even “red state” crowds who avoid “weed” are embracing THC-infused drinks.

Crescent Canna, a Louisiana-based intoxicating hemp beverage maker, has seen steady growth in recent years, with sales up 50% year-over-year from 2024 to 2025, Crescent co-founder and Chief Marketing Officer David Reich said.

While Dry January doesn’t always create a sales spike, Reich said he’s noticed growing interest in alcohol alternatives during the month. Crescent Canna had nearly 1,000 customers participate in the Dry January promotion it ran on its website – nearly five times as last year, he said.

“I don’t know that you can say this promotion is driving sales any more than another promotion – it’s hard to attribute this to Dry January – but all the trends line up with that,” Reich added.

Crescent’s success reflects a broader trend. Millennials and Gen Z are drinking less alcohol, but the movement isn’t limited to younger generations. Older consumers are exploring options like hemp beverages and low-dose THC products, often for health and wellness reasons.

Increased THC beverage consumption linked to reduced alcohol consumption

The rise of hemp-derived THC beverages comes as Americans reevaluate their relationship with alcohol – and it appears there’s a symbiosis at play.

According to Gallup, just 54% of U.S. adults say they drink alcohol  – the lowest level in the nearly 90 years the polling firm has tracked Americans’ drinking behavior.

And a recent University of Buffalo study, published in the Journal of Psychoactive Drugs, suggests cannabis-infused beverages could help reduce alcohol intake. Nearly 63% of respondents to a survey said they’d reduced or stopped drinking alcohol after starting cannabis beverages. Average weekly alcohol consumption dropped from 7.02 drinks to 3.35 drinks.

The findings bolster the potential of cannabis beverages as a tool for alcohol harm reduction, especially as more Americans try to cut back on drinking.

“It’s remarkable that people who use cannabis beverages report an even greater reduction in alcohol than those who use other types of cannabis products,” Daniel Kruger, co-author of the paper and research associate professor at UB’s School of Public Health and Professions, said in a statement.

The evolution of THC beverage sales

THC beverage sales surpassed $1 billion in 2024, according to a September report from Whitney Economics. Though a looming federal ban on hemp-derived THC raises serious questions, for now drinks are legal in 28 states.

More than 500 brands are competing nationally, with top brands exceeding $10 million in annual sales.

Sales of THC-infused beverages at Minneapolis-based Top Ten Liquors were up 30% in 2025 compared to the previous year, said Jon Halper, owner and CEO of the retailer.

“It feels like those that don’t drink, don’t drink,” he said. “There’s less participation in Dry January but continued growth in ‘Cal dry January.’”

THC-infused beverages account for 7% of sales at Sinkers Beverages in Nashville, Tennessee, a level that’s remained steady throughout the year, said Alex Stradel, the retailer’s beer and THC buyer.

“I feel like there was more of a buzz around it last year when it was newer and still in the honeymoon phase,” Stradel said. “People have settled into what they know, what they like and routines – that gold rush feels like it’s starting to slow.”

Aaron Nosbisch, founder of California-based intoxicating hemp beverage maker Brez, said Dry January feels different this year.

While Breze sales remain strong, the dramatic boost seen in previous years has moderated.

“It’s still a thing, but it’s turning into less of a thing,” Nosbisch said. “People are not just being dry for January – they are becoming more lifestyle-conscious and seeking more balance.”

As people become more aware of alcohol’s negative health impacts, they are choosing to check themselves constantly rather than waiting for the new year, he added.

“Alcohol is declining rapidly because people aren’t consuming belligerently anymore,” he said.

Margaret Jackson can be reached at margaret.jackson@mjbizdaily.com.