Story by Dave Eckert / Intro photo courtesy of Plift / Avaana Medi
Earlier this year, I explored the growing category of non-alcoholic, or NA, beverages. Today, I delve into a completely different category of NA options – THC-infused adult beverages. Yes, THC, as in tetrahydrocannabinol, the psychoactive compound in cannabis that results in a high.
The drinks come in a number of forms: zero-calorie seltzers, tropical lemonades, a variety of mixers, and more. THC-infused drinks are often marketed as an alternative to alcohol, the so-called ‘buzz without the booze.’ Some contain only THC, while others blend in cannabidiol, or CBD, a non-intoxicating compound, to help balance the effects. But whatever the blend or the level of THC, this category is soaring to new heights, fueled by a younger generation of educated urbanites with disposable income.
Usage Stats
- 35-44 year olds represent 32% of THC beverage consumers in the US, with 28% weekly usage rate.
- 62% of THC beverage buyers are millennials (born 1981-1996), preferring low-dose options.
- 48% of consumers aged 25-34 tried THC beverages in 2023, up from 22% in 2021.
- Urban dwellers comprise 70% of THC beverage market, with 40% repeat purchase rate.
- Average THC beverage consumer income is $75,000-$100,000 annually, 65% college-educated.
I wondered if Kansas City was following these national trends? Cellar Rat Wine Merchants owner Kevin Hodge told me emphatically “Yes! A lot of people want to experiment with THC beverages without having to go to a dispensary and get pot, or gummies, or whatever. Because these beverages are derived from hemp rather than marijuana, people view them as safer,” Hodge shared.
Not everyone agrees. There is a movement – locally, regionally, and nationally to have THC beverages banned, or have their sales restricted. Hodge contends that a ban isn’t the answer-regulation is. “It’s not a difficult concept. Let adults be adults and make their own decisions. Just have some parameters around it,” Hodge stated.
Photo courtesy of Boulevard Brewing Company
Kansas City resident Jeremy Danner is a 20-year veteran of the craft brewing industry, having worked in brewing, packaging, management and marketing roles at 75th Street Brewery, the Power Plant Restaurant & Brewery, and Boulevard Brewing Company. Currently, Danner is the digital marketing manager and a brand ambassador for 4 Hands Brewing Company, based in St. Louis.
“It’s been something we’ve wanted to do for a long time. In fact, our president and founder sent me a possible label for a cannabis label, like, five years ago. So, as soon as it became legal, we leaped at the opportunity,” Danner shared.
Interestingly, 4 Hands launched its THC drinks line around the same time Boulevard Brewing launched theirs. But rather than view it as competition, Danner sees it as an opportunity. “So, you have the two largest craft breweries in the state, one in St. Louis and one in Kansas City, getting into this market. That gives both Boulevard and us the opportunity to use our tenure, our quality, and our customer loyalty and trust to help grow the entire category here in Missouri,” Danner said.
Photo courtesy of 4 Hands
Fellow Kansas City resident Todd Harris is one of the founders of Plift, a big dog in the THC drinks market. I wanted to learn all about that, but first, I wondered what’s up with that name? “Plift is intentionally missing just one letter in the word uplift. That letter is u (you),” Harris shared. “Whoever you are, Plift wants to help on your journey into THC drinks world. You, the person looking for a social alternative. You who is new to cannabis consumption. You who wants to reduce your alcohol intake. Whoever you are, Plift wants to be there for you.”
Unlike companies like Boulevard and 4 Hands, breweries launching a line of THC products, Plift was created specifically to produce THC beverages. Plift wasn’t an afterthought or a way to generate new sales, it was a company created solely for the purpose of making, marketing, and selling THC infused drinks. It’s working. You can find Plift’s line of more than a dozen THC products in 4,000 stores in 18 states and counting.
I asked Harris what he thinks the future of THC drinks holds. He didn’t hesitate. “We are in the second or third inning of what will be a category-changing ball game. This is already a multi-billion dollar industry, and it’s only going to grow from there,” Harris told me.
Harris says one of the biggest hurdles to achieving that growth is regulation. “We support that because we already do extensive testing of our products to ensure our customers are getting, not just the very best THC beverages available, but ones that are consistent and technically sound. Also, we’re not anti-alcohol. We are pro-choice. We believe adults should have the right to make their own decisions over what they drink,” Harris asserted.
