THC is Ready to Drink: Hospitality & Hemp-Derived Beverages

Artet THC cocktails, credit Dana Kalachnik

From bars to grocery shelves, the beverage industry is changing before our eyes. Consumer habits around alcohol are shifting fast—driven by younger generations who drink less, favor functional alternatives, and are often just as happy staying in as going out. Demand for non-alcoholic and wellness-focused drinks has surged, while traditional categories like wine struggle to stay relevant amidst a huge diversity of new products. In the middle of this transformation, a powerful new player has emerged: hemp-derived THC beverages.

Thanks to the 2018 Farm Bill (more on that below), these drinks are now widely available in convenience stores, bars, restaurants, breweries—and even on DoorDash. Despite varying state and local regulations, THC-infused beverage sales are growing rapidly, fueled (surprisingly!) by markets where marijuana remains illegal or highly restricted. For foodservice operators, this is more than just an interesting trend—it’s an opportunity.

As alcohol sales decline and consumer preferences shift, THC-infused RTD (ready-to-drink) beverages are poised to become a critical revenue stream.

The question isn’t if the hospitality industry will take notice—it’s how quickly.

Read on to discover:

• How this happened—even in states where cannabis is illegal

• Market potential in monetary terms

• Types of products available from seltzers to spirit alternatives

• The consumer behaviors driving these trends—and how to market them

• Operational considerations

• How to integrate THC beverages into your menu