THC Beverage Sales Surge During Dry January and Maintain Momentum Year-Round

THC-infused beverages are rapidly gaining traction among consumers looking for alternatives to alcohol, particularly during the popular Dry January campaign. According to industry leaders, January serves as a significant springboard for these cannabis-infused drinks, but demand continues well beyond the first month of the year. Christopher Lackner, president of the Hemp Beverage Alliance, emphasized the social appeal, stating, “We’re seeing increasing interest in recalibrating one’s relationship with alcohol, but that doesn’t mean recalibrating one’s relationship with society.”

Sales data from leading producers reveal a notable uptick in both direct-to-consumer and wholesale purchases around Dry January. Denver-based High Spirits reported a 10% rise in direct sales during January, with a more dramatic 50% increase in wholesale orders from retailers preparing for the seasonal surge. Chris Fontes, CEO of High Spirits, observed, “Folks across the board are coming around to the concept that cannabis is not this big scary heroin thing that it was shown as in the 80s and 90s.” He also noted that THC beverages are being embraced even in traditionally conservative markets, as consumers discover that drinking a cannabis beverage “feels more normal.”

The appeal of THC beverages extends across generations. Crescent Canna, a Louisiana-based brand, saw its sales grow by 50% from 2024 to 2025 and recorded nearly five times as many participants in its Dry January promotion compared to the previous year. Co-founder David Reich explained that while it’s hard to attribute all the growth to Dry January promotions, broader trends show increasing consumer interest in alcohol alternatives for health and wellness reasons. “I don’t know that you can say this promotion is driving sales any more than another promotion – it’s hard to attribute this to Dry January – but all the trends line up with that,” Reich said

Research supports the idea that cannabis beverages may help reduce alcohol consumption. A University of Buffalo study published in the Journal of Psychoactive Drugs found that nearly 63% of surveyed users reduced or stopped drinking alcohol after switching to cannabis-infused beverages, with average weekly alcohol intake dropping by more than half. Daniel Kruger, co-author of the study, noted, “It’s remarkable that people who use cannabis beverages report an even greater reduction in alcohol than those who use other types of cannabis products.” This shift aligns with Gallup data showing that only 54% of U.S. adults now drink alcohol, marking a historic low

The market for THC beverages is robust, with sales surpassing $1 billion in 2024 and over 500 brands competing nationally, according to Whitney Economics. Retailers in states like Minnesota and Tennessee report consistent growth, with Top Ten Liquors in Minneapolis seeing a 30% sales increase in 2025. However, some industry insiders suggest the initial 'gold rush' may be leveling off as consumers establish routines. Aaron Nosbisch, founder of California-based Brez, commented, “People are not just being dry for January – they are becoming more lifestyle-conscious and seeking more balance.”

From the OG Lab perspective, the rise of THC beverages highlights a broader shift in consumer habits and the normalization of cannabis as a social alternative to alcohol. This trend is significant for the industry as it signals sustained demand for innovative, low-dose products that fit into wellness-focused lifestyles. As regulatory uncertainty looms for hemp-derived THC, industry players and policymakers alike will be watching closely to see if this momentum can withstand potential federal changes. For now, cannabis beverages are carving out a lasting place in the evolving landscape of social consumption