Cannabis Beverages Are A Rising Opportunity for Dispensary Operators

Cannabis Beverage Sales Are Climbing in 2024

Cannabis-infused beverages have emerged as a bright spot in an otherwise challenging market. In California, for example, beverages were the only product category to post positive growth (+7.8% year-over-year in June 2024) despite an overall market downturn. Nationwide, the trend is similar: a recent Headset analysis found cannabis beverage revenue grew 11% in the year ending June 2024. While beverages still account for a relatively small slice of total cannabis sales (roughly 1–3% in most markets ), their consistent upward trajectory is turning heads. Headset even hoghlights some newer markets seeing triple-digit annual growth in beverage sales as the category gains popularity .

For dispensary operators, this growth signals a valuable opportunity. As overall cannabis sales plateau in some regions, an expanding beverage segment can drive incremental revenue. Forward-thinking retailers are starting to stock a wider variety of THC drinks, from sodas and seltzers to infused teas, to ride this wave. Adding a curated beverage selection and promoting it well could help a dispensary stand out and capitalize on a growing segment of customers.

Parallels in Alcohol: RTDs and Low/No-Alcohol Booming

The rise of cannabis drinks runs parallel to major shifts in the broader beverage industry. Notably, ready-to-drink (RTD) canned cocktails and seltzers have been booming in recent years. Even as traditional beer, wine, and spirits struggled, RTD alcoholic beverages showed growth – globally, RTD volumes rose about 2% and market value climbed 6% last year. Premium canned cocktails are now a $1 billion market projected to more than double by 2029 . Consumers clearly love the convenience of pop-open-and-enjoy drinks, a trend cannabis beverages directly capitalize on with their familiar single-serving formats.

At the same time, the “No/Low-Alcohol” movement is gaining serious momentum. Health-conscious drinkers are swapping booze for alternatives, driving sales of non-alcoholic beer, wine, and spirits up 31% year-over-year in the U.S., to an estimated $510 million in 2023. Market research from IWSR forecasts the U.S. no-alcohol segment (NA beer, mocktails, etc.) will grow by around 18% annually through 2028. In fact, one in three consumers reports ordering low- or no-alcohol drinks as they seek “wellness” beverages that deliver flavor and social experience without the intoxication.

These alcohol-industry trends create a perfect tailwind for cannabis beverages. The same factors fueling the popularity of RTD cocktails and non-alcoholic beer are at play: people want convenient, sessionable drinks and are increasingly mindful of health, calories, and how they feel the next day. Cannabis-infused drinks tick those boxes by offering a ready-to-drink format and an experience that can substitute for alcohol on social occasions. Just as hard seltzers and virgin cocktails are in vogue, a THC-infused seltzer or “cannabis mocktail” appeals to the modern consumer looking for a new kind of buzz.

Why Consumers Are Thirsty for Cannabis Drinks

Several converging consumer behavior trends help explain why cannabis beverages are gaining ground:

• Convenience & Discretion: Cannabis drinks are as easy to consume as any soda or beer; just grab, open, and sip. There’s no grinding or rolling, no device needed, and no smoke or odor, which makes them discreet. Headset analysts point out that the “convenience [and] discreet consumption” of beverages likely contributes greatly to their rising popularity . For consumers who don’t enjoy smoking or the slow onset of edibles, a drink offers a simple, approachable alternative.

• Social and Familiar Experience: Drinking is an ingrained social ritual, from happy hours to house parties. Cannabis beverages let people partake in that ritual without alcohol. As one beverage manufacturer observed, many more people are comfortable sharing a cannabis-infused drink as part of a social experience than, say, passing around a joint. In practice, popping open a THC-infused sparkling water among friends feels natural; you still have a can in hand, a tasty flavor to sip, and a mild buzz to enjoy together. This familiarity lowers the barrier for new cannabis consumers and fits seamlessly into social gatherings.

• Health & Wellness Orientation: Today’s consumers (especially millennials and Gen Z) are mindful of what they consume. Cannabis beverages attract those who want to unwind or be sociable without taxing their body the way alcohol does. Many of these drinks are low in sugar and calories, and of course they have no hangover. As one 41-year-old consumer explained during Dry January, with THC drinks “you can have the same effects [as alcohol] without the negative side effects, and I really, really hate hangovers.” This sentiment is echoed by others who like that a cannabis beverage can provide a pleasant buzz at night without waking up to a headache the next morning . For the calorie-counting, wellness-focused customer, a 10 mg THC seltzer can look preferable to a 300-calorie craft beer.

• Flavor and Novelty: Gone are the days of one-size-fits-all pot brownies, today’s cannabis drinks come in a spectrum of flavors, potencies, and even functional formulations. From hoppy THC-infused “beers” to fruity sparkling tonics, there’s an element of novelty and fun that draws consumers. Innovative flavors and micro-dosed options (e.g. 2-5 mg THC per serving) invite consumers to curate their experience.

• Increasing Acceptance: Overall public acceptance of cannabis is at an all-time high, which extends to edibles and drinks. A recent study even found that daily cannabis use now outpaces daily alcohol use in the U.S.. While most people aren’t outright replacing beer with THC beverages just yet, there’s a cultural readiness to embrace “an alternative” to alcohol in social life. The stigma around cannabis is fading, and a THC beverage in the cooler can be as unremarkable as a hard cider. This normalization, helped by some celebrity-backed brands and “cali-sober” trends, means consumers are more open than ever to giving cannabis drinks a try.

Synergy: Cannabis Beverages as the New Social Drink

It’s no coincidence that cannabis beverages are surging just as interest in alcohol alternatives swells. The synergy between these trends is creating a new kind of consumption occasion. Consumers seeking a break from booze are discovering cannabis drinks as a one-to-one replacement in many scenarios, whether it’s for “Dry January” or just a weeknight wind-down. Industry observers note that “alcohol alternatives have become increasingly popular in recent years,” and THC drink companies are actively positioning their products as the next big alcohol alternative.

Dispensary owners should recognize that cannabis beverages often aren’t competing with other cannabis products so much as with alcoholic beverages. That 5 mg THC lemonade your customer buys might be taking the place of a hard seltzer or a glass of wine they would have had. This represents a chance to attract new customers who might not be regular cannabis users but are curious about a lighter, more controlled experience. A low-dose (2–5 mg) THC drink can mimic the relaxed “buzz” of a beer but with no alcohol involved; many of these drinks “mimic the buzz of a cocktail but skip the hangover.” It’s a compelling value proposition for the so-called “sober curious” crowd.

Moreover, cannabis beverages allow for “sessionable” consumption in a way traditional edibles often don’t. You can have one or two social drinks over an hour, similar to having a couple of beers, and enjoy a mild, sustained effect. Consumers appreciate this controllability and familiarity. Retailers in states like Minnesota (which recently allowed hemp-based THC drinks in mainstream stores) saw huge adoption; one liquor store chain reported cannabis drinks and edibles quickly grew to over 10% of their revenue, even outselling bourbon and vodka in some stores. The store owner observed that a key demographic was “the soccer mom… not anti-alcohol, but [they] like that they can have this and not wake up the next day with a headache.” This perfectly encapsulates how cannabis beverages hit a sweet spot: providing a sociable buzz that aligns with wellness-minded lifestyles.

Marketing Strategies to Ride the Cannabis Drink Wave

Dispensaries working with DispoJoy are already seeing how targeted outreach can turn cannabis beverages into a consistent traffic driver. By helping brands stay in front of their customers with well-timed texts, emails, and display ads, we make it easy to build awareness around new drinks, seasonal flavors, or THC mocktail events. Schedule a call with our team to learn more!