Let's Talk about T.H.C
Let's talk about all the good things, and the bad things.
April 15th, 2025: A week ago, I attended the So Curious Conference in Chicago to speak on the Let’s Go Shopping panel, focused on how brands are adapting to shifting consumer behavior. But what the conference was really about was The Future of Drinking—and the growing momentum behind THC beverages as a new frontier in social consumption.
While I was thrilled to share my insights on stage, I was equally excited to connect and learn from other leaders pushing the boundaries of the beverage space—those reimagining what it means to “have a drink.”
Let’s Talk About T.H.C.
THC beverages are drinks infused with Delta-9 THC (the primary psychoactive compound in cannabis), derived either from hemp (federally legal in small amounts) or cannabis (regulated state-by-state). They’re often carbonated, lightly flavored, and come in a range of doses.
For new consumers: start low and go slow. A 2.5MG THC beverage is a smart starting point—roughly equivalent to a glass of wine or a light beer in terms of effect.
Adult beverage alternatives are having a major moment. And while they can offer a safe and consistent experience, it’s important to stay informed and intentional.
✨ The Good Things: Why People Are Reaching for THC Beverages
1. A Different Kind of Buzz
THC offers a gentler, more euphoric alternative to alcohol—without the hangover. It's a mood lift, not a mood shift.
2. Mindful Dosing
The best brands prioritize “low and slow,” offering 1.5–5mg options ideal for casual sipping, stacking, or staying in control.
3. Alcohol Alternative with Wellness Appeal
THC drinks don’t dehydrate you, spike your blood sugar, or disrupt your sleep the way alcohol often can. They're perfect for the sober-curious, health-conscious, or simply alcohol-weary.
4. Social Without Sloppy
People are drawn to the idea of a “buzz” without the belligerence. THC beverages often lead to relaxed conversation, creativity, and connection—without the chaos.
5. Innovation in Flavor and Format
From botanical sparkling waters to sophisticated tonics, brands are getting creative. Taste, aesthetics, and ritual still matter—and many THC drinks deliver on all three.
6. A Controlled High, On Your Terms
You choose your dose, you control the vibe. In a culture that values personalization and intentionality, THC beverages are a compelling new option.
⚠️ The Bad Things: A Not-So-Feel-Good Side
1. Delayed Onset → Easy to Overdo
Unlike alcohol, THC takes longer to kick in—sometimes up to 90 minutes. That lag makes it easy to overconsume, especially for new users.
2. Variable Effects
THC affects everyone differently. While some feel mellow and lifted, others may feel anxious, dizzy, or overly sedated—especially with higher doses or unfamiliar blends.
3. Mixing Risks
Mixing THC with alcohol (or other substances) can heighten impairment and lead to an unpredictable, often unpleasant experience.
4. Motor Skill Impairment
Even at low doses, THC can affect coordination, focus, and judgment. It’s subtle, but real—definitely not ideal for driving.
5. Regulatory Gaps
The Coalition for Adult Beverage Alternatives (CABA) is working to support consumer education and push for sensible regulations. But right now, labeling, potency, and age verification can be inconsistent—especially in hemp-derived products sold outside dispensaries.
So Where Does This Leave Us?
The rise of THC beverages signals a bigger shift: away from alcohol-as-default and toward more flexible, functional, and intentional drinking.
But with innovation comes responsibility. Education, transparency, and thoughtful consumption need to evolve right alongside the products themselves.
As someone passionate about reimagining what it means to “have a drink,” I don’t see THC beverages as a replacement—but as an expansion. A new chapter that invites curiosity, connection, and care.
Message me for recommendations and insight into brands leading this category, or share a THC beverage you have tried and loved!