Broad Demographics Behind The Hemp THC Drinks Boom
September 2, 2025The U.S. market for hemp-derived THC drinks is rapidly growing. In 2020, it was $400,000, and last year it reached $382 million, according to the consumer insight and market research firm Brightfield Group. For 2025, the market is expected to approach $600 million. Hemp-derived THC drinks face regulations on a state-by-state basis and potential federal restraints if the U.S. Congress closes a loophole in the 2018 Farm Bill. That measure established a distinction between hemp (0.3% or less THC by dry weight) and marijuana (more than 0.3% THC) and removed hemp from the list of controlled substances, even though it may contain other psychoactive cannabinoids.
Drinks retailers say the consumers driving the category represent a wide range of demographics. At three-unit chain Sal’s Beverage World in the Chicago suburbs, owner Vince Liotta observes that THC beverage consumers generally range in age from 21 to 65. “Some older folks have told me it helps them with their arthritis and back pain,” he says. “The main categories hurting the most are wine and domestic beer. Those drinkers are looking for alternatives.”
“Many of our THC beverage customers have either cut down their beer consumption or quit altogether,” agrees Mark Notarius, co-owner of specialty grocer Premier Gourmet in Amherst, New York. “We get people from 21 up to 80 years old. This category seems to perform especially well among millennials and baby boomers.
“Our craft beer sales have declined a bit over the past couple years,” Notarius continues. “Based on the huge increase in hemp THC beverage sales, we know these products are taking away from alcohol sales, including beer.”
While all demographics appear interested in THC products, Melissa Surdyk, owner of Surdyk’s Liquor & Cheese Shop in Minneapolis, sees an increase in the older population beginning to consume. “Many consumers enjoy the specific varieties promoting ‘sleep’ and/or an ‘active’ experience,” she says.
“Most of our THC consumers purchase in all categories,” Surdyk notes. “We’ve seen a lift in non-alcohol and THC products when consumers switch or take a break from alcohol.”
Surdyk expects THC beverage brands, flavors, and 12-pack offerings to increase. “Consumers are acting on flavor, effects, and price, whichever they value most,” she says. “(Legal) changes could make it more difficult for some producers. However, the motivated ones will make it work with any new rules or regulations. The space is so competitive—the best of the best is what’s selling and what Surdyk’s stocks.”–Kevin Barry
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