Craft brewers getting in on hemp-derived THC beverage market

As more consumers shift away from alcohol, craft brewers seeking new avenues for growth are venturing into producing hemp-derived THC beverages.For many craft brewers, the move into THC-infused drinks is a logical extension of their expertise.

ADVERTISEMENT “Alcohol has slowed down a lot, especially beer,” said Jacob Virgil, president of Charlotte, North Carolina-based NoDa Brewing Co.“Consumer trends and habits – people are shifting to nonalcoholic.” The no-alcohol beverage market is expected to grow by 7% through 2028, according to IWSR, a London-headquartered global-drinks data provider.

According to Gallup, 62% of adults younger than 35 say they drink, down from 72% two decades ago.While beer remains NoDa’s core business, the brewery has created nonalcoholic beverages to satisfy consumer preferences.

Instead of developing a nonalcoholic beer, NoDa launched a hop water, Hop20.And the brewer’s most recent nonalcoholic offering is hemp-derived THC seltzers under the brand Happy Bird.

Happy Bird, which emphasizes wellness, comes in three flavors: Grapefruit hibiscus with 10 milligrams of THC.Lavender lemon with 5 milligrams of THC.

Ginger lime with 5 milligrams of THC.Learning the industry Jason Pickle, whose Volunteer Botanicals supplies water-soluble emulsions of cannabinoids, has witnessed the trend firsthand.

The Tennessee-based company recently launched its Beverage Accelerator Program, which provides brewers, distillers and other beverage manufacturers with the resources and information they need to develop, produce and distribute new nonalcoholic beverages in as little as three months.“Within the last six months, I’ve seen as many or more customers coming out of alcohol than hemp,” Pickle said.

Established craft breweries are looking to diversify their product lines now that beer and liquor distributors are carrying THC beverages. ADVERTISEMENT ...