Weed In A Can: How Cannabis Drinks Are Changing The Ritual Of Drinking
Hemp Beverage Alliance board member Will Spartin was interviewed in Forbes on the growth of the hemp beverage marketplace:
Can This Market Keep Growing?
By nearly all measures, yes. California alone saw monthly cannabis beverage sales jump from $2.8 million in March 2024 to over $4 million by March 2025, according to Hoodie Analytics. Brands like Ray’s Lemonade and Ayrloom continue to lead in velocity, while smaller players like Sips and Soganja are also gaining ground.
On the national scale, mainstream alcohol retailers like Total Wine & More and ABC Fine Wine & Spirits are expanding their hemp-derived offerings. “We believe there’s growing interest among our alcohol partners in expanding their DoorDash offerings to include hemp-derived THC and CBD,” a company spokesperson confirms.
At the same time, operators are bracing for increased regulatory scrutiny, as Congress debates a new Farm Bill that could redefine the legal boundaries for hemp-derived THC—and as multiple states consider outright bans. Rather than resist the shift, many in the industry are actively pushing for smarter, more consistent oversight.
“We have no interest in a wild west approach,” says Triple COO Will Spartin, who also sits on the board of the Hemp Beverage Alliance. “We are advocating for positive regulation that balances between a free market approach and the need to protect consumer safety.”
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