There’s a new exhibit area at the National Restaurant Association this year, one that reflects the changing way consumers are drinking intoxicating beverages.
Welcome to the Hemp Beverage Pavillion, where a half-dozen or so exhibitors were pouring samples of sodas, seltzers, canned cocktails and more during the Show’s first day, all spiked with varying milligrams per can of THC.
Daily users of THC now outpace alcohol consumers, according to data presented at the show by Rick Schepp, general manager of beverages (including new Señorita THC-infused canned cocktails) at Chicago-based Green Thumb Industries (GTI), a large national cannabis operator that has products in more than 100 retail locations.
The sale of hemp-infused beverages is legal on the federal level due to a provision in the 2018 Farm Bill. States, however, have wildly differing regulations around the sale of THC-containing products.
“Over 50% of people under the age of 45 are swapping alcohol for THC at least once a week,” Schepp said. “Which is pretty remarkable.”
And the products coming out today come in a wide range of flavors and formats. There’s Classic Cola, Orange Creamsicle and Root Beer flavored drinks from infused soda company Cloud Cola, all infused with 10mg of THC. There’s fruit-infused seltzers from New Orleans’ Louie Louie in elevated flavors like Satsuma, Hibiscus Cherry, Blackberry Lemon and Ginger Cucumber, all with 5mg THC plus 5mg CBD per can. There are canned cocktails like The Ol’ Fashioned, THC Apero Spritz and THC Margarita from Flyers Cocktail Company, as well as canned cocktails from Senorita in flavors like Grapefruit Paloma and Mango Margarita. And so many more.
Selling Louie Louie at grocery stores like Rouses Supermarkets in New Orleans has helped “destigmatize” the drinks, said Phil Minissale, the company’s national sales manager.
“It’s only going to continue to grow from where it is right now,” Minissale said. “Right now is a telling time because a lot of states are in the midst of their legislative sessions. We’re seeing a shift of how consumers drink.”
Mike Colich, co-founder and president of Minneapolis-based North Canna Co., said cannabis-infused drinks like the ones his company produces have “exploded in the last 12 to 24 months.”
Most of Colich’s business comes from liquor stores in 22 states, but the company is looking to move into more restaurants and bars. Later this summer, North Canna plans to release a THC-infused bottled “spirit” that could be used in cocktails like any alcoholic beverage.
“We’ve just grown so much,” Colich said. “It’s fun. It’s challenging. The hyper-growth, three to four times over a year, is tough to kind of manage inventory. But, overall, we are super excited for the future.”
Flyers Cocktails said its canned THC cocktails will soon become the first THC-infused beverage sold in an airport, when the brand debuts in Atlanta’s Hartsfield-Jackson Airport soon.
“We really want the regulations to be able to create a more legitimate category,” said Craig (Lewie) Lewis, the company’s co-founder and CEO. “We want it to be 21-plus. We want it to be taxed, to even put it in the three-tier model of alcohol and then help sell through distributors into on-prem and restaurants. We’re trying to make sure we have quality, professional production, manufacturing, compliance, quality and consistency to bring a safe product that’s regulated to the market. So we build the market for the long term.”
This story has been updated to correct the spelling of Rick Schepp's name.
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