Major alcohol producers are reportedly searching for a foothold in the THC beverage market as cannabis drinks contribute to sliding alcohol sales.
According to Reuters, several companies including cannabis brands, suppliers and manufacturers confirmed meetings with some of the largest booze brands. Constellation Brands, maker of popular brands like Modelo and Corona, is actively looking into incorporating hemp-derived THC drinks into its portfolio.
Pernod Ricard, maker of Absolut vodka, reportedly met with THC drinks brand Brez about a possible investment, which was confirmed by Brez Founder Aaron Nosbisch.
"They did not invest now but are circling,” he told the publication.
It’s not surprising that beer, wine and spirits makers would be looking to new revenue generators as sales volumes decline. As the report points out, through the first half of 2025, U.S. beer volumes are down 6%, and wine and spirits sales are down 5.6% and 9%, respectively.
In the meantime, major cannabis MSOs like Curaleaf and Trulieve along with brands like Cann and Wynk are helping drive a growing market for THC beverages. Specifically, hemp-derived THC drinks, which are Farm Bill-compliant, meaning they can be sold in the roughly half of U.S. states that haven’t legalized cannabis yet.
But major alcohol producers are likely proceeding with caution as many states like California and Texas are seeking to ban “intoxicating” hemp products and federal lawmakers look to close the Hemp Bill “loophole.”
