THC drinks are redefining social drinking beyond Dry January

Dry January is not just a month of not drinking alcohol.
With many Americans looking for a variety of alcohol year-round, January is a springboard for the introduction of THC-infused beverages — the marijuana industry’s most radical move into the mainstream.
“We’re seeing a growing interest in reframing the relationship between the individual and alcohol, but that doesn’t mean reframing the relationship between the individual and society,” said Christopher Lackner, president of the Colorado-based Hemp Beverage Alliance, an industry advocacy group.
“You still want to be part of the community, and that means having a drink. Whether it’s a one-month opportunity or a new balance, these hemp drinks help make that happen.”
Dry January means increased sales of THC drinks
Hemp spirits producers say they are seeing a bump in sales leading up to and throughout January.
Denver-based High Spirits saw a 10% increase in direct-to-consumer sales this January. But the biggest bump was in November when its retail customers ordered 50% more hemp drinks as they prepared for the Dry January spike, founder and CEO Chris Fontes said.
“People across the board are coming around to the idea that marijuana is not the big scary heroin thing that was portrayed in the ’80s and ’90s,” Fontes said. MJBizDaily.
Consumers consume alcoholic hemp products in two ways: drinks as part of an after-work cocktail or a glass of wine and gummies as an everyday supplement, Fontes said.
“The can, you drink it. It feels normal,” he said, adding that even “red-state” crowds who shun “weed” are embracing THC-laced drinks.
Crescent Canna, a Louisiana-based alcoholic beverage maker, has seen steady growth in recent years, with sales up 50% year over year from 2024 to 2025, said Crescent founder and Chief Marketing Officer David Reich.
While Dry January doesn’t always create a sales spike, Reich said he’s seen increased interest in other brews during the month. Crescent Canna had nearly 1,000 customers participate in the Dry January promotion available on its website — about five times as many as last year, he said.
“I don’t know if you can say that this promotion is driving sales more than any other promotion – it’s hard to say that this is because of Dry January – but all the trends are in line with that,” added Reich.
Crescent’s success reflects a broader trend. Millennials and Gen Z drink less alcohol, but the movement is not limited to younger generations. Older consumers are exploring options such as hemp drinks and low-dose THC products, often for health and wellness reasons.
Increased consumption of THC beverages related to decreased alcohol consumption
The rise in hemp-derived THC drinks comes as Americans are reevaluating their relationship with alcohol — and it appears there’s a symbiosis at play.
According to Gallup, only 54% of American adults say they drink alcohol — the lowest rate in the nearly 90 years the polling company has tracked Americans’ drinking habits.
And a recent study by the University of Buffalo, published in the Journal of Psychoactive Drugs, suggests that marijuana-infused beverages may help reduce alcohol consumption. About 63% of survey respondents said they reduced or stopped drinking alcohol after starting cannabis drinks. Average weekly alcohol consumption decreased from 7.02 drinks to 3.35.
The findings reinforce the potential of cannabis beverages as a tool to reduce alcohol harm, especially as more Americans try to cut back on drinking.
“It is noteworthy that people who use cannabis beverages report greater reductions in alcohol consumption than those who use other types of cannabis products,” said Daniel Kruger, the paper’s author and associate research professor at UB’s School of Public Health and Professions, in a statement.
The emergence of the sale of THC drinks
Sales of THC beverages will surpass $1 billion by 2024, according to a September report from Whitney Economics. Although the upcoming ban on THC found in hemp raises serious questions, the drink is currently legal in 28 states.
More than 500 brands compete nationally, with top brands exceeding $10 million in annual sales.
Sales of THC-infused beverages at Minneapolis-based Top Ten Liquors were up 30% in 2025 compared to the previous year, said Jon Halper, owner and CEO of the retailer.
“It’s like those who don’t drink, don’t drink,” he said. “There’s less to do with Dry January but to continue growing through ‘Cal Dry January.’”
THC-infused beverages make up 7% of sales at Sinkers Beverages in Nashville, Tennessee, a level that has remained steady throughout the year, said Alex Stradel, a beer wholesaler and THC buyer.
“I feel like there was a lot of buzz around it last year when it was new and in the honeymoon phase,” Stradel said. “People have settled into what they know, likes and habits – that gold rush feels like it’s starting to slow down.”
Aaron Nosbisch, founder of California-based hemp beverage maker Brez, said Dry January feels different this year.
While Breze sales remain strong, the impressive growth seen over the years has been reduced.
“It’s still a thing, but it’s becoming less of a thing,” Nosbisch said. “People don’t just get thirsty in January – they start to pay more attention to lifestyle and want to be fit.”
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As people become more aware of the negative effects of alcohol on health, they choose to check themselves regularly rather than waiting for the new year, he added.
“Alcohol is decreasing rapidly because people are no longer forced to drink it,” he said.
Margaret Jackson can be reached at margaret.jackson@mjbizdaily.com.



