Cannabis beverages, whether infused with CBD or THC, are emerging as a key player in the alcohol-free market. These drinks offer a functional “buzz” that traditional alcohol-free drinks lack.
Brands are stepping in to create cannabis-infused beverages that mimic alcohol—but without the hangover.
How Dosage Works
Based in Los Angeles, Pamos Beverage Co. offers THC and CBD drinks in varying dosages. Their drinks range from a micro-dosed spirit with 2mg of THC to higher doses for those wanting more potent effects.
David Mukpo is the CEO and co-founder of Pamos. He explains, “2mg to 3mg of THC is often compared to a glass of wine or a light beer.”
Pamos offers drinks in 2mg, 5mg, and 10mg THC servings.
Mukpo says the drinks are designed to mimic the alcohol experience, from flavor profiles to fast-acting THC. He describes the buzz as light, bubbly, and social, like a glass of wine.
Curaleaf’s Zero Proof Hemp Seltzers
Curaleaf, a cannabis consumer products company, offers Zero Proof Hemp Seltzers. The company launched a 5mg THC seltzer last summer and added a 2.5mg version based on consumer feedback. This lower dosage is marketed as an ideal alcohol alternative for social events.
The seltzers are low-calorie, carbonated drinks with a fast-acting effect.
“Our drink is formulated to be fast-acting, with effects felt in as little as 15 minutes,” says Barnaby Hawken, SVP of Curaleaf Hemp.
He describes the effect as a “bubbly wave of social euphoria,” making it ideal for sporting events, concerts, and other social gatherings.
Because THC is similar to alcohol in that it affects people differently, Hawken advises starting with a lower dose to find the desired effect: “Everyone’s reaction to THC is unique to them.”
Relaxation With CBD
For those seeking relaxation without the psychoactive effects of THC, CBD is a great alternative. UK-based CBD brand Goodrays focuses on this non-psychoactive component. CBD doesn’t produce a “high,” but it helps regulate stress and anxiety.
Victoria Kudawoo, Retail and Data Management lead at Goodrays, explains, “CBD can help regulate stress and anxiety, and the most common experience is one of calm, clarity, and relaxation.”
Goodrays recommends a 30mg CBD dose to help consumers unwind.
Expansion and Challenges
Both the alcohol-free and cannabis beverage categories share some challenges. Educating consumers about the availability and quality of products is key for both sectors. The alcohol-free category must overcome previous poor experiences, while the cannabis beverage industry faces the stigma surrounding cannabis.
Regulation is one major hurdle for cannabis beverages. While alcohol-free drinks face increasing marketing regulations, cannabis beverages operate in a much more complex regulatory environment.
Mukpo of Pamos notes that consumer demand for THC beverages as an alcohol alternative is apparent: “Pamos Spirit 750ml is outselling non-alcoholic spirits in many large-format alcohol retailers.” However, he believes the biggest challenge for THC beverages is education. “Education of regulators, distributors, retailers, and consumers is key.”
The Growing Cannabis Beverage Market
Hawken of Curaleaf Hemp believes the hemp-derived THC market will continue to grow. “The hemp-derived THC market reached nearly $2.8 billion in 2023 and is only growing,” he notes.
While the market remains largely unregulated, Curaleaf ensures safe products by following strict safety protocols.
Richard Pilbeam is the Head of Marketing at Goodrays. He sees the alcohol-free category as an unexpected opportunity for CBD products.
“CBD as a category has been growing for nearly two decades, and it has ramped up in recent years,” he confirms.
Pilbeam points out that Goodrays’ entry into the alcohol-free space was driven by consumer demand: “We are starting to build a community within the ‘nolo’ space as more people realize the benefits of CBD.”
Looking Ahead: The Future of Cannabis Beverages
Whether THC or CBD-infused, cannabis beverages are carving out a new niche in the alcohol-free market. And because these drinks offer quick-acting effects, relaxation, and no hangovers, they are becoming ideal alcohol alternatives. As the market grows, education and product quality will play significant roles in their future success.
