TOTAL WINE & MORE CEO: THE FUTURE HEMP BEVERAGE INDUSTRY COULD BE WORTH $30 BILLION.
David Trone of Total Wine & More had a lot to say about hemp beverages at WSWA’s AccessLive expo in Las Vegas. A couple of highlights:
“The number one thing that a hemp [beverage] customer buys also is Pinot Grigio.
“They’re [also] buying Bud Light, bourbon, tequila, they’re buying a little bit of everything.”
“[The customer] skews a bit female because of low calories and low carbs and want to try something different.
“It’s everybody across the gamut. It’s not the young customers, it’s all demographics way up to seniors.”
“Veterans are are all in. But we also see soccer moms.”
Trone estimated the hemp beverage category as $1.1 billion.
“It’s nascent, it’s the very, very beginning. It’s like when prohibition was just behind us and we’re all just getting started.”
“I think this category [can become'] between $20 and $30 billion.
HEMP BEVERAGE ALLIANCE APPLAUDS REP. GRIFFITH’S BILL TO REGULATE THE HEMP INDUSTRY
(DENVER) – The Hemp Beverage Alliance, the trade association for the hemp beverage industry with more than 375 members in the U.S. and Canada, today announced its support and appreciation for Representative Morgan Griffith’s (R-VA) introduction of HR 7212, the Hemp Enforcement, Modernization, and Protection (HEMP) Act. The bill is co-sponsored by Representative Marc Veasey (D-TX).
Click here to download a copy of the bill.
“The Hemp Beverage Alliance applauds Representative Griffith and Representative Veasey for this bi-partisan effort to create a safe, transparent and thriving hemp industry,” said Christopher Lackner, founder and president, Hemp Beverage Alliance. “We will continue to work with their offices to improve and gather support for this important legislation.”
According to the press release from Rep. Griffith:
[T]he Hemp Enforcement, Modernization, and Protection (HEMP) Act [...] is intended to create the pathway for federal regulation of cannabidiol (CBD) products. The bill creates a first-of-its-kind federal regulatory framework for hemp-derived (or CBD) products intended for human use within the Food and Drug Administration (FDA).
Currently, hemp-derived businesses operate with no federal guidance, causing states to adopt differing regulations of hemp-derived products. This has created a patchwork of state laws, essentially allowing for a wild west market for these products and raising serious public health concerns.
Congressman Griffith’s HEMP Act is designed to create a future for American hemp products. By creating this pathway, it will bring regulatory certainty and allow for safer products to be sold in the United States.
The Hemp Beverage Alliance supports regulatory principles that set sensible limits for THC content, keep products away from children, provide robust product testing, and create tax revenues for the public benefit. These principles can be found on the trade association’s website: hempbeveragealliance.org/principles-overview.
About the Hemp Beverage Alliance
The mission of the Hemp Beverage Alliance is to create a safe and thriving industry through education, advocacy, best practices and partnership. We achieve this by providing consumers, retailers, and distributors with the information they need to better understand the industry; developing best practices to create consistency in labeling and manufacturing; working with elected officials and regulators to encourage common-sense regulation; and collaborating with cannabis and alcohol industries to create a marketplace that benefits everyone. More at hempbeveragealliance.org.
HEMP BEVERAGE ALLIANCE IN NEW YORK TIMES
The gray lady hit the nail on the head:
“High January Is the New Dry January - Sales of beverages containing hemp-derived THC are rising as consumers look for the buzz without the booze. But a new federal law could push them off shelves.”
HBA worked with the reporter on this story, which included quotes and photos of HBA member Drinkin’ Buds.
Read the whole story here (paywall).
REP. MORGAN GRIFFITH INTRODUCES BILL TO REGULATE HEMP INDUSTRY
The much anticipated Griffith bill has been introduced. From the representative’s press release:
U.S. Congressman Morgan Griffith (R-VA), Chairman of the House Committee on Energy and Commerce Subcommittee on Health, and U.S. Congressman Marc Veasey (D-TX) introduced the Hemp Enforcement, Modernization, and Protection (HEMP) Act. This new measure is intended to create the pathway for federal regulation of cannabidiol (CBD) products. The bill creates a first-of-its-kind federal regulatory framework for hemp-derived (or CBD) products intended for human use within the Food and Drug Administration (FDA).
Currently, hemp-derived businesses operate with no federal guidance, causing states to adopt differing regulations of hemp-derived products. This has created a patchwork of state laws, essentially allowing for a wild west market for these products and raising serious public health concerns.
Congressman Griffith’s HEMP Act is designed to create a future for American hemp products. By creating this pathway, it will bring regulatory certainty and allow for safer products to be sold in the United States.
This bill only regulates hemp-derived products and not cannabis. In fact, cannabis is explicitly prohibited from being regulated through this pathway in the draft.
Read the entire press release here. A copy of the bill can be downloaded by clicking here.
HEMP BEVERAGE ALLIANCE COMMENTS TO ALABAMA ALCOHOLIC BEVERAGE CONTROL BOARD (AABCB)
HBA today submitted comments to the AABCB in response to their request for input regarding Proposed Rules – New Rule 20-X-6-.24; New Rule 20-X-36; Amended Rule 20-X-5-.13.
HBA members are encouraged to use this letter as a template for their own public comments.
Read HBA’s comments here. Public comments are due February 4.
HEMP BEVERAGE ALLIANCE SUBMITS COMMENTS ON NEWLY PROPOSED RULES IN TEXAS
Today HBA submitted comments to the Texas Health and Human Service Commission in response to their request for public comments on a series of rules regarding the hemp beverage industry.
CLICK HERE TO READ HBA’S COMMENTS.
This rulemaking implements Texas Health and Safety Code Chapter 443 and responds to Executive Order GA-56, which directs DSHS to prohibit sales to minors, add age verification requirements, update testing requirements, and update record keeping requirements.
HBA supports these objectives and submitted targeted recommendations designed to strengthen enforceability, preserve participation in the regulated market, and reduce avoidable disputes in field enforcement. HBA recommendations include:
Fees. Retain the current fee schedule in this rulemaking. Proposed fee levels have outsized impacts on smaller operators ill-equipped to absorb abrupt annual cost disruptions and reduce the regulated footprint needed for inspection-based enforcement. In the alternative, if any increase is adopted, phase it in and cap multi-location exposure.
Inspections and entry. Narrow written consent requirements to lawful administrative inspection authority and remove property-owner consent as a condition for tenant applicants.
COA access and labeling mechanics. Preserve consumer access to COAs while allowing workable packaging options, including QR codes as an alternative to a printed URL, tied to batch identification.
Testing governance. Maintain predictable compliance expectations through analyte-list version control, defined effective dates, timely notice with minimum contents, and a confirmatory pathway before escalation beyond stop-sale or quarantine.
Transport restriction scope. Refine the inbound transport restriction for ingredients to avoid unintended supply-chain disruption while maintaining diversion controls and finished-product compliance.
Enforcement standards. Use objective conduct standards for inspection interference and remove subjective speech-based triggers that invite inconsistent enforcement outcomes.
Implementation timing. Phase in administrative mechanics requiring build time, while preserving immediate enforcement of age restrictions and safety-based prohibitions.
HEMP BEVERAGE ALLIANCE IN SHANKEN NEWS DAILY
The Hemp Beverage Alliance (HBA), composed of leading hemp THC players across the U.S., is backing the Cannabinoid Safety and Regulation Act in order to save the industry, which has been imperiled by the U.S. government’s new definition for commercial hemp. The bill, introduced by U.S. Senators Ron Wyden and Jeff Merkley, would create a legal market with testing requirements, age restrictions, and other regulations that are broadly supported within the hemp THC industry. HBA members include leading hemp THC brands like Cycling Frog, Cann, Wynk, and Upstate Elevator, among many others.
Read the newsletter here.
HEMP BEVERAGE ALLIANCE HELPS EXTEND TESTING AND LICENSING FLEXIBILITY IN MINNESOTA
The Minnesota Office of Cannabis Management recently issued an updated licensing and testing notice for lower-potency hemp edibles, including hemp beverages, along with revisions to Guidance Memo 2025-03. The update reflects a practical implementation approach that HBA advocated for through written comment and direct, personal engagement with OCM leadership.
The agency recognized that testing infrastructure remains in build-out mode and confirmed that existing hemp businesses can continue operating under Minn. Stat. § 151.72 past January 1, 2026, including continued use of out-of-state testing laboratories. The agency will now wait until March 31, 2026 to issue licenses to hemp manufacturers and wholesalers. OCM also confirmed that compliant products do not need to be pulled from shelves during the transition.
HBA appreciates the Minnesota operators who documented the real-world bottlenecks and stayed constructive in their advocacy. We will continue engaging the Office and policymakers on the remaining statutory issues OCM flagged for legislative consideration.
Click here to read our comments to OCM
HEMP BEVERAGE ALLIANCE IN INDUSTRY NEWS UPDATE
INU covered our support for Sen. Wyden and Sen. Merkley’s bill. Read the whole thing here.
HEMP BEVERAGE ALLIANCE SUPPORTS NEW FEDERAL LEGISLATION TO REGULATE HEMP INDUSTRY
The Hemp Beverage Alliance (HBA) voiced its support for Cannabinoid Safety and Regulation Act (CSRA) introduced today by U.S. Sens. Ron Wyden and Jeff Merkley to establish regulations for hemp beverages across the country.
The following statement can be attributed to Christopher Lackner, president, Hemp Beverage Alliance:
“The Hemp Beverage Alliance applauds senators Wyden and Merkley for championing sensible regulations that keep products away from children, provide robust product testing and transparent packaging information, and provide a pathway for the hemp beverage industry to continue to thrive.”
“Since our founding in 2023, the HBA has advocated for testing, proper labeling, sensible THC milligram levels, and age-gating of products. We look forward to working with congressional lawmakers to promote this legislation and ensure a thriving hemp beverage category in 2026 and beyond.”
“Hemp beverages are incredibly popular with adult consumers who are seeking additional beverage choices. This legislation allows them to continue to enjoy these beverages, while creating a safe, transparent and thriving category.”
Read the bill text here. A one-page summary of the bill is here. A section-by-section breakdown of the bill is here.
The Hemp Beverage Alliance supports regulatory principles that set sensible limits for THC content, keep products away from children, provide robust product testing, and create tax revenues for the public benefit.