THC-infused beverages are emerging as a popular alternative to alcohol as younger Americans embrace a “sober-curious” lifestyle, seeking social experiences without hangovers or inflammation.
At a Glance
- 40% of Americans are adopting a “sober-curious” lifestyle according to a Mintel survey, with THC beverages becoming the fastest-growing drink category in some states
- Brands like Cann and Pamos offer low-dose THC beverages that provide a similar buzz to alcohol without the negative effects
- THC-infused drinks take effect faster than traditional edibles (15-30 minutes) thanks to nano-emulsion technology
- The industry is projected for significant growth, with Pamos expecting $40-50 million in sales by 2025
- Benefits include being smoke-free, low-calorie, discreet, and allowing for controlled micro-dosing
The Sober-Curious Movement
A significant shift is happening in American drinking culture, particularly among younger generations. A Mintel survey reveals that 40% of U.S. respondents now follow a “sober-curious” lifestyle—a mindful approach to alcohol consumption that could potentially reduce alcohol-related diseases. This trend is especially prevalent among Gen Z and millennials, who are reshaping perceptions of alcohol and seeking healthier alternatives for social gatherings and relaxation.
The 2021 Gallup poll confirms this trend, indicating a decrease in alcohol consumption among U.S. adults from 65% in 2019 to 60% in 2021. As traditional alcohol consumption declines, THC-infused beverages are stepping in to fill the market gap, offering the social experience without the physical downsides associated with alcohol.
Sober-curious for the summer? THC-infused beverages are on a high https://t.co/ueh96eWAuV
— FOX Business (@FoxBusiness) June 13, 2025
THC Beverages: The New Social Alternative
Companies like Cann and Pamos are at the forefront of this emerging market, creating low-dose THC beverages designed to provide a mild buzz similar to alcohol. These products typically contain hemp-derived THC and CBD in carefully controlled amounts, allowing consumers to enjoy social settings without worrying about hangovers or inflammation the next day. The beverages are rapidly gaining popularity for summer activities and social events where consumers want to remain clear-headed.
“The explosion that we’ve seen in growth within THC beverages is going to come with some twists and turns, but I think the most important thing is, the consumer demand is what’s driving a lot of this.”, said Pamos and Mac Brands CEO David Mukpo.
These drinks employ nano-emulsion technology, which allows the THC to take effect within 15-30 minutes—much faster than traditional edibles. This quicker onset makes them more comparable to alcoholic beverages in terms of experience timing, enhancing their appeal as a direct replacement. Brands are also focusing on creating diverse flavor profiles that mimic popular alcoholic drinks, further easing the transition for those looking to reduce alcohol consumption.
Market Growth and Consumer Demographics
The THC beverage market is showing impressive growth potential. Pamos is targeting consumers aged 35-45, primarily female, while Cann’s customer base spans a more diverse demographic. Pamos expects to reach $40 to $50 million in sales by 2025, while Cann reports that their sales have doubled year-over-year. THC beverages are now the fastest-growing drink category in several states, securing significant retail space as their popularity continues to rise.
“It’s absolutely just the beginning. You have beer, you have wine, you have spirits, and now you have THC. I think we’re in the very, very early innings of what will be a massive rollout over the next sort of three to five years.”, Cann co-founder and CEO Jake Bullock said.
The industry remains in its nascent stages, with significant growth potential as more venues adopt THC beverages. Currently, specialized retailers and dispensaries are the primary points of sale, but mainstream adoption is increasing. Many consumers are discovering these products through word-of-mouth as friends and family members share positive experiences with THC beverages as an alcohol alternative.
Health Benefits Driving Adoption
One of the primary drivers behind the growing popularity of THC beverages is their perceived health benefits compared to alcohol. These drinks are typically low-calorie, contain no added sugars, and don’t cause inflammation or hangovers. For health-conscious consumers, this represents a significant advantage over traditional alcoholic beverages. Additionally, the ability to micro-dose allows for more precise control over consumption levels.
“People wake up without inflammation. Our 70-plus population talks about this all the time, how much alcohol hurts them physically in the mornings if they consume it the night before… young parents don’t want to be parenting hung over.”, Cann’s CEO added.
Beyond THC beverages, the market for alcohol alternatives has expanded to include non-alcoholic distilled spirits from brands like NKD LDY, dealcoholized CBD-infused wines from Vino Herb, and various mocktail ingredients from companies like Abstinence Non-Alcoholic Spirits. This diversity of options provides consumers with numerous ways to participate in social drinking culture without alcohol, further supporting the sober-curious movement gaining momentum across America.
