While the cannabis and alcohol industries have frequently been at odds, a surge in popularity of THC-infused drinks has ushered in a new era for companies that make alcoholic beverages.
Over the past year, sales of beer, wine and spirits have experienced localized declines. Beer sales dropped by 6%, while wine and spirits sales decreased by 5.6% and 9%, according to reports from Reuters. THC-infused drinks, however, have proven to be a profitable industry, with sales expected to reach $1 billion this year alone.
Beer companies like Heineken, Pabst Blue Ribbon and Lagunitas have introduced THC-infused beverages to accompany their alcoholic products.
In 2023, Total Wine & More started selling THC-infused drinks, made possible by the laws in the 2018 Farm Bill. As long as a hemp product had 0.3% THC or less, it was legal under federal law.
Similarly, Tilray Brands, a craft beer distributor, has recently expanded its production of THC-infused beverages, which are available for purchase in over 10 states.
The company has also focused on expanding research regarding the benefits of medicinal cannabis and published a study on the pharmacokinetics of THC and CBD in June.
Pharmacokinetics, which studies how the body processes and eliminates a drug after consumption, could provide a comprehensive view of how THC and CBD can be safely used for medicinal purposes.
In a press release, Denise Faltishchek, chief strategy officer and head of international at Tilray Brands Inc., said, “This pioneering research exemplifies our commitment to advancing the science of medical cannabis. By deepening our understanding of cannabinoid pharmacokinetics, we strive to enhance the therapeutic potential of our products, ultimately improving the quality of life for patients globally.
“Our goal is to continue driving innovation and providing patients with safe, effective, consistent and reliable medical cannabis solutions for patients around the world.”
Although there is proposed legislation that would effectively make the production of all hemp illegal in 2026, hemp-derived products continue to grow across industries. This highlights the confusing nature of the legal landscape of cannabis products; one that seems to shift as culture and policy evolve. Cannabis is clearly a profitable industry, and it appears the liquor industry has realized that as well.
This article appears in Jul 24-31, 2025.