One of the biggest bars in the country is changing up one of its beers and cocktails for a different kind of buzz.
Chicago’s United Center will sell hemp-derived THC beverages under a “multi-year partnership” with Chicago-based Rythm Inc., the company announced today.
Since Feb. 4, attendees 21 and older will be able to purchase THC-infused beverages from the Señorita and Rythm brands during many concerts, shows, and special events. Drinks will not be sold at sporting events, such as the NBA’s Chicago Bulls or the NHL’s Chicago Blackhawks.
The agreement establishes Rythm as “the official THC sponsor of the United Center.”
THC is the official sponsor of the largest amusement park in the country
“From our perspective, this is another step in the familiarity and acceptance of these products,” Rick Schepp, general manager of beverages at Chicago-headquartered cannabis company Green Thumb Industries, told. MJBizDaily.
“Many people have tried marijuana through government-controlled programs, but hemp-based products have really opened up.”
GTI launched the Rythm before selling assets to Agrify in August. Agrify was renamed Rythm after the sale and is now publicly listed on Nasdaq.
Ben Kovler, CEO of Green Thumb, is also Rythm’s chairman and interim CEO.
What venues and entertainment venues offer hemp THC drinks?
The move recognizes the growing demand for non-alcoholic options in large entertainment venues – and continued interest in THC-infused beverages despite legal and regulatory uncertainty.
Although not on the scale of the United Center, other venues that sell hemp-based THC drinks around the country include Walker Stadium in Portland, Oregon; and Milwaukee, Wisconsin locations operated by Pabst Theater Group.
“Consumers say they want these products,” Schepp said. “This is the next step. We’re improving access and entertainment.”
The official kick-off will take place between concerts next week: The New Edition Way Tour with New Edition, Boyz II Men and Toni Braxton on Feb. 4, and the Life Is a Highway Tour with Rascal Flatts, Lauren Alaina and Chris Lane on Feb. 6.
“As we continue to develop our offerings for our guests, Rythm’s Chicago roots have made its THC beverages a natural fit for the United Center experience,” United Center Chief Operating Officer Joe Myhra said in a statement.
Hemp THC drinks are available throughout Chicago
To celebrate the launch, the brands are planning special giveaways and will be offering exclusive samples to launch the flavor concerts.
The list of 5-milligram drinks includes the Lime Jalapeño Margarita, Mango Margarita and Grapefruit Paloma from Señorita and Rythm’s mandarin-flavored sativa drink.
Prices, aligned with premium spirit cocktails, will range from $15 to $17.
Rythm and Señorita drinks are currently available at other music venues in Chicago, including Salt Shed, Lincoln Hall, Chop Shop and Empty Bottle. It also offers its products in Georgia and Tennessee locations.
In Chicago, their products are on the shelves of stores like Binny’s Beverage Depot, Woodman’s Food Markets and Foxtrot Market.
Illinois law allows beverages to contain up to 10 mg of THC. Both state and local officials in Chicago are in favor of a ban or stricter legislation, but currently THC hemp is available.
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Why even legal THC hemp drinks are not easy to use
Hemp THC is in a state of uncertainty with the federal ban on many hemp-derived products set to go into effect in November.
Beyond that, Rythm will continue to pursue deals like the United Center in locations across the country, Schepp said. MJBizDaily.
“We will continue to depend because we will follow the buyer, but the law allows us to do that,” he said. “Consumers want these products.”
But even if consumers want it and the laws allow it, the road to getting THC-infused drinks at music and event venues is not smooth. Obtaining liability insurance is one of the major problems holding back the industry’s efforts.
Brand Pamos Beverage Co. based in Los Angeles tried to work with the Florida Panthers hockey team to become the first THC drink sold in an American major league stadium. But getting the credit coverage derailed the deal, according to Christopher Lackner, president of the Colorado-based Hemp Beverage Alliance.
“You need to have insurance,” Lackner said.
“Alcohol policies are readily available, but THC hemp drinks are a different policy. Insurance companies are up to the challenge and are offering it now, but that has been the missing link in places.”
Margaret Jackson can be reached at margaret.jackson@mjbizdaily.com.
