The Future of Fun: THC Beverages Join the Party

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The Future of Fun: THC Beverages Join the Party

Proudly sponsored by the Hemp Beverage Alliance

Recap of Last Week

• Mindful Consumption on the Rise: Dry January's popularity underscores a shift towards non-alcoholic and THC-infused beverages, highlighting a growing trend of health-conscious choices in social drinking.

• Insightful Industry Reports: Studies show a sustained interest in reducing alcohol intake, with 62% of consumers aiming for moderation, driven by health concerns and a rise in wellness culture.

• Laura Beohner Interview: Dive into our enlightening conversation with Laura Beohner of The Healing Rose, exploring her journey in the cannabinoid wellness industry and her innovative approach to organic, infused products.

• High Spirits Awards: Discover the first-ever competition dedicated to cannabinoid-infused beverages, aiming to guide consumers and retailers through the growing market with professionally judged awards.

We stand on the brink of a shift in recreational consumption, an intriguing trend is emerging, signaling the dawn of a new era in the beverage industry. The once-clear lines between the alcohol and THC sectors are beginning to blur, hinting at a future where these two worlds not only coexist but potentially merge through strategic mergers and acquisitions, brand partnerships, and innovative market strategies. This is not about concocting a hybrid drink combining alcohol and THC but rather a strategic and inevitable integration of industries that promises to redefine the landscape of social beverages.

A forward-thinking owner of a major liquor chain in the Twin Cities, has already observed this shift. A THC beverage is poised to break into the top 10 sales items across his stores, outshining traditional favorites and signaling a changing tide. This development speaks volumes about the evolving consumer preferences and the growing acceptance of THC as a mainstream option for relaxation and socialization.

What's driving this trend? A significant factor is the changing habits of Millennials and Gen Z, who are drinking less alcohol than previous generations. They’re seeking healthier, more controlled, and diverse recreational experiences. This desire is steering the market towards alternatives like THC-infused beverages, known for their ability to deliver a different kind of social buzz without the downsides of alcohol.

As these beverages gain traction, we're likely to see big alcohol companies venturing into the THC space, either by developing their own brands or by acquiring established players. This strategic positioning is not just about capturing market share but also about staying relevant in a world where the preferences of younger consumers are increasingly influential.

Moreover, the growing interest in THC beverages aligns with a broader desire for personalization and wellness. These products offer a customizable experience, allowing consumers to choose their desired effects with precision. It's a move towards a more sophisticated and tailored approach to leisure, reflecting a deeper understanding of what today's consumers want from their recreational choices.

As the alcohol and THC industries prepare for a closer relationship, the potential for innovation is boundless. We're not just talking about new products but a new vision for what social drinking can be. This integration signals a future where choice, customization, and wellness are at the forefront of the recreational beverage market.

In essence, the emerging synergy between alcohol and THC is more than a trend; it's a harbinger of a more diverse, inclusive, and innovative future in recreational consumption. As we navigate this changing landscape, one thing is clear: the party scene is evolving, and THC beverages are ready to play a leading role. So, next time you find yourself perusing the aisles of your local liquor store, consider embracing the change. The future of fun is here, and it's greener than ever.

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Interview with Angus Rittenburg

Meet Angus Rittenburg, founder of Wherehouse Beverage, the makers of Wynk and Countdown, who's changing the game with THC-infused beverages. From a mobile canning innovation to creating buzz without the hangover, discover how Angus and his team are crafting the future of social drinking. Click to read our eye-opening conversation.

In My Bar

• Cann: Really digging Cann's Lo-Boys for their laid-back vibe, perfect for unwinding. And for those days when I need a bit more lift, adding a Roadie does just the trick. Score 20% off with HERBAL30, and elevate your chill.

• Wynk: The Mango 5mg cans from Wynk have been my go-to. It’s all about that smooth, tropical flavor that just hits right. Grab yours with HERBAL20 for 20% off and taste the chill.

• Plift: Checked out Plift recently and their approach to mood-boosting seltzers is spot on. It's about enjoying the moment with a touch of flavor and wellness. Head over to Plift.com and use HERBAL10 for 10% off to start your mellow journey.

High Spirits Awards: The first-ever competition exclusively for cannabinoid-infused beverages

The growing number of choices consumers face when shopping for infused beverages can be nothing short of daunting. High Spirits Awards, the first-ever professionally judged competition for cannabinoid-infused beverages, awards medals that help buyers choose the best products in this increasingly complex market.

The seals of approval that HSA’s medals represent aren’t only meant to guide consumers; they also help retailers identify products their customers will enjoy, make for more confident recommendations and buying decisions, and can open doors to investors and media attention, too.

High Spirits Awards has partnered with both the Cannabis Beverage Association and Hemp Beverage Alliance to offer their members a 10% discount on HSA entry fees.

More information about High Spirits Awards, as well as entry forms, can be found on the HSA website. The 2024 deadline for entries is February 21, with an Early Bird deadline of February 1 to enjoy further-reduced entry fees.

High Spirits Awards is open to all cannabis-derived beverage products legally sold in California and all hemp-derived (CBD/alternative cannabinoid) beverages from anywhere in the U.S.

House Keeping

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