Until recently, alcohol was primarily produced from ingredients such as fruits and cereals. However, a new trend is emerging in the industry: some beverage companies are now experimenting with cannabis. Yes, that well-known substance known for its relaxing effects! Major alcohol brands are looking to adapt and retain their market share as innovative companies like Cann and Wynk launch cannabis-infused beverages. Here’s what you need to know about this latest ‘trend’ in the alcobev industry that’s seeing the rise of cannabis drinks.
United States-based beverage brands like Wynk and Cann are entering the alcoholic beverage market with the introduction of THC-infused beverages. These beverages, while replicating the effects of drinking beer, wine, or hard seltzer, also introduce the effects of THC. For those uninitiated, THC is the abbreviation for tetrahydrocannabinol, the primary psychoactive component in marijuana that gives you all the ‘feels’!
While these brands are only available in the United States, alcobev companies around the world are preparing to lay the groundwork for entering this lucrative (yet risky) market.
Drinks containing THC are restricted to licensed dispensaries in 24 U.S. states where recreational use of marijuana is legal. In India, however, it is completely illegal.
While THC is mainly found in marijuana, it is also found in small amounts in hemp, a crop related to marijuana and having multiple beneficial uses (such as rope-making). In many parts of the world, hemp has no restrictions unlike marijuana, and this is the sweet spot that big alcohol companies are eyeing to enter.
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Sources close to Constellation Brands, which brews Corona, report that the company is conducting internal research on hemp-based cannabis drinks.
Aaro Nosbisch, founder of Brez, a brand specializing in THC-derived beverages, said that Absolut vodka distiller Pernod Ricard has met the company as recently as June 2025 to discuss potential investments. He also stated that, “They did not invest now but are circling”. These couple of instances show how big names in the alcobev industry are taking the unconventional route and trying to join the cannabis beverage boom.
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However, it won’t be easy for brands to diversify their offerings and enter into a slightly different category of THC-infused beverages, especially if making their way to India. Global alcohol sales are dropping, thanks to rising inflation and a shift towards a healthier lifestyle, especially after the Covid-19 pandemic.
People are opting for healthier drinks like those containing fruits, vegetables, minerals, probiotics and other gut-friendly bacteria. Some are embracing the sober-curious movement while others are completely ditching alcohol. In such a dynamic market that’s shifting trends at the drop of a hat, introducing cannabis drinks won’t be easy.
Big alcohol companies also now face growing warnings from public health authorities, with studies backing their claims – some say even small amounts of alcohol is associated with at least seven types of cancer!
Moreover, even if cannabis drinks become available globally, it is highly unlikely that they would launch in India. This is because the Narcotic Drugs and Psychotropic Substances (NDPS) Act of 1985 prohibits the cultivation, possession, sale, and consumption of cannabis.
Cannabis beverages are poised to become the next major trend in the alcohol industry if big alcohol companies succeed. These companies are investing more and more in research and development to make cannabis-infused drinks available on liquor store shelves. Even if this comes with certain challenges, it is expected that cannabis drinks could potentially sell just as much as (or even more than) beer, wine, or other spirits.
