Talking Shop: The Future of Cannabis Drinks and Why THC Beverages Are the Next Big Bet

Hey everyone,

Welcome back to another week of Talking Shop. This week, we are focusing on the growing world of cannabis-infused drinks. As the lines between cannabis, wellness, and mainstream consumer packaged goods continue to blur, one category is quietly rewriting the playbook: THC beverages.

For consumers, THC beverages represent a new kind of social experience: the same casual ease as sharing a beer or cocktail, but without the hangover or calories. For retailers, they’re a high-margin innovation that fits seamlessly into existing adult beverage sets. And for investors, they mark a rare opportunity to get in early on a category poised for exponential growth. FoodStuff just released a new issue that covers the THC drink industry amongst other things. The TLDR: THC beverage sales are expected to grow from $1.1 billion to $5.6 billion over the next 10 years. This rise in THC drinks is being driven by a specific group of people. Parents of 3-5 year olds, specifically women aged 30-40, are the fastest-growing population of this trend.

To share their insights, I’m talking to:

• Find Wunder, CEO Alexi Chialtas

• Justin Buchanan, CEO of Reframe Beverage

  

Below they talk about the category as it is today, misconceptions for investors and the state of the investment landscape now, how to navigate regulations and so much more about the future of this CPG space.

Let’s get into it. Drop me a comment or email if you want to keep talking about this. Thanks for reading.

How do you define the THC beverage category today? Is it competing with alcohol, CBD, or traditional cannabis?

Alexi Chialtas: THC beverages are the most socially acceptable way to consume THC. In the U.S., caffeine and alcohol see wider adult adoption than THC (roughly 70% and 50% vs. THC at ~22%). The category is early but developing quickly, and the clearest consumer substitution is alcohol because it sits at the center of many social rituals. THC beverages deliver a different emotional, social, and functional experience.

At the execution level, Find Wunder competes for space and attention within adult beverage sets. Most distribution runs through alcohol wholesalers, products sit next to other adult beverages, and with limited bandwidth and shelf space the practical competition is adult beverages.

Justin Buchanan: Coming from the beverage alcohol world, I’ve seen a lasting shift as people drink less, driven by wellness priorities, generational change, and a desire for more intentional experiences. We don’t view THC beverages as competition to alcohol, but rather as an expansion of the available options. Consumers still want something that helps them relax and connect; they’re just exploring new opportunities. It’s early, but the most common shopping pattern we see includes both alcohol and THC purchases, which shows these categories can comfortably coexist.

Compared to CBD, which lives more in the functional wellness space, hemp-derived THC delivers a clearer and more noticeable effect. In the long term, I believe the success of hemp beverages will likely drive interest back into the broader functional category, from CBD to adaptogens and nootropics. And unlike traditional cannabis, the low-dose beverage consumer tends to be more “canna-curious” than cannabis-experienced. The beverage format makes THC approachable and familiar, and that accessibility can help destigmatize the category while bridging the gap between cannabis and mainstream CPG.

What’s the biggest misconception among investors or consumers?

Alexi Chialtas: Even in California, people are surprised you can buy THC beverages in bars, restaurants, and grocery stores in other states. The first question we hear is, “Why can’t I do that in California?”

Investors tend to overestimate regulatory risk and underestimate execution risk. For Find Wunder, the hard part is consistent execution across markets, channels, and partners.

Justin Buchanan: For investors, there is some understandable skepticism about the market, especially among those with experience in CBD or cannabis. Many early bets on CBD and cannabis beverages did not deliver, so the category can feel risky. But the landscape has evolved: regulations are becoming clearer, supply chains are stronger, and hemp-derived THC beverages offer a tangible, consistent effect that drives real consumer loyalty. What is especially exciting is the emergence of a new, low-dose customer—someone looking for moderation and mindfulness—that we believe represents far broader market potential.

For consumers, the biggest misconception is that hemp-derived THC is somehow synthetic or artificial. It is the same delta-9 THC found in traditional cannabis, and the difference is purely legal. Hemp and cannabis are the same plant; we are simply using a compliant path to deliver a natural, approachable product in beverage form.

Where is the inflection point for mainstream adoption?

Alexi Chialtas: Retail expansion is the lynchpin. More retail adoption leads to more consumption and faster normalization. 2025 was a breakthrough year, and we expect acceleration in 2026.

Find Wunder has launched with Target, Circle K, ABC Fine Wine & Spirits, Total Wine, The Fresh Market, Lowe’s Market, and others, and the list is growing.

Compared with CBD beverages, which never really materialized as a category on its own, THC beverages show stronger demand, velocity, and margins. That demand is why retailers are expanding shelf space for this category.

Justin Buchanan: I think we are near the inflection point, and in hindsight we may realize it has already happened. Consumers are now buying hemp-derived THC beverages in grocery stores, convenience outlets, and even big-box retailers like Target. When mainstream shoppers are adding THC products to their carts, it is clear the category has moved from novelty to normal. The next step will be education and consistency to keep those new customers coming back.

How are you navigating the patchwork of state regulations?

Alexi Chialtas: This industry is volatile, so Find Wunder prioritizes flexibility to stay nimble. We have been patient about market entry, seeking the right mix of distributor, retail, and regulatory readiness before we scale.

We have also invested in operations to keep the supply chain resilient and to absorb the curveballs that come with evolving regulations. That discipline helps us protect quality and continuity for partners and consumers.

Justin Buchanan: This is one of the most challenging parts of our business. We fully support smart regulations that ensure products are safe and reliable, but the current patchwork of state rules makes compliance a moving target. We work closely with attorneys who track active legislation and provide constant updates, but even then, there are moments of chaos. Recently, a proposed regulatory change would have put our products out of compliance in one state, so we arranged trucks overnight to pull everything from the warehouse. The proposal did not take effect, and we had to unload it all the next day. It was stressful, but it underscored why clear, consistent rules are so critical for responsible operators.

What’s working in your go-to-market strategy?

Alexi Chialtas: Every market is different, and Find Wunder stays tenacious and realistic about what success requires from manufacturing through to the end consumer.

We see strong results in packaged liquor and regional grocery. Education is critical for distributors, retailers, and consumers because THC beverages are new for everyone. It is resource-intensive and everything takes longer than expected, from market launches to product launches.

Justin Buchanan: Our approach has been to build Reframe with the same focus and fundamentals that drive successful beverage alcohol brands. Our team comes from that world, and we are leveraging our experience and relationships within the three-tier system to build Reframe the right way. By building strong distributor partnerships, investing in education, and prioritizing in-store experiences, we have earned early traction with both retailers and consumers. That disciplined foundation has also shaped the kind of investors and partners drawn to our brand.

What have you learned about pricing and positioning versus alcohol and CBD?

Alexi Chialtas: The category is segmenting, and brands are finding distinct audiences at different price points. Find Wunder’s super fans are often 35 to 50 year-old moms who juggle modern responsibilities and prioritize their well-being.

This audience will pay a premium, similar to how consumers pay more for organic or natural products. Our takeaway is to focus sales energy and retail expansion where our core audience already shops.

Justin Buchanan: Because the category is still young, nearly everyone is seeing some level of success, and price points across the market are likely higher than what will be sustainable long term. We are starting to see more entrants and early signs of saturation, but there is still meaningful room for growth in retail distribution and consumer awareness. Pricing pressure will come with maturity, but for now, there’s still runway.

Our focus has been on positioning Reframe around the drinking occasions that matter most to our customer—elevated hospitality settings, intimate gatherings, and comfortable social spaces. We consciously chose a price point that feels premium but accessible, one we believe is durable over the long term and aligned with how people want to experience the brand.

What does the investment landscape look like? Who is most active?