Moving Onward and Upward: The Rise of THC Beverages
A quiet revolution is bubbling up in refrigerators across America. Between the kombucha and sparkling water sits a new category—THC-infused beverages. Infused with legal, hemp-derived tetrahydrocannabinol (THC), beverages like ONWARD and UPWARD offer a delicious, low-calorie, and non-alcoholic approach to relaxation and refreshment.
According to MJBiz, more than $1 billion in THC-infused beverages were sold in the U.S. in 2024, and the success of this category is about more than enticing flavors. It reflects a cultural moment where innovation meets changing political attitudes, evolving wellness priorities, and a generational rethinking of what it means to chill out with a cold one.
The Legal Gateway
The modern THC beverage market owes its existence largely to the 2018 Farm Bill, which legalized commercial hemp production and opened the door for hemp-derived cannabinoids to be infused into consumer products. Today, THC beverages are legal for recreational use in 24 states and for medical use in 39 states, though regulations vary by location.
This legislative shift created a whole new boom for THC, with legal options for canna-curious consumers hitting the market. What’s more, it enabled companies to develop unique beverage formulations with precise, controlled dosages.
Manufacturers are now allowed to create products that contain less than 0.3% hemp-derived THC. THC beverages typically contain anywhere from 2.5 to 10 milligrams (mg) of THC per serving, and how much effect the consumer feels can be easily modified by how much they drink. Knowing how much they're consuming—and what effects a dose has on their experience—lets consumers enjoy THC mindfully and confidently.
A Wellness-Driven Cultural Moment
Alongside legislative updates, cultural factors are driving the rise of THC beverages. As stigma surrounding hemp and cannabis has declined, we're witnessing a dramatic shift in how consumers—especially Millennials and Gen-Z over age 21—approach their relationship to alcohol and wellness.
Growing interest in Dry January, increasingly known as "Cannuary," and the sober-curious movement, reflects a broader reconsideration of drinking habits. In a 2024 study following consumption trends, Harvard Health reported that daily THC use has actually outpaced daily alcohol consumption for the first time in forty years. As consumers seek alternatives, functional beverages like ONWARD and UPWARD offer a different pathway to social lubrication and stress relief. Beyond recreational consumption, functional beverages combine THC, CBD, and other cannabinoids with adaptogens, nootropics, and wellness-enhancing ingredients that are tailored to a range of needs.
Whether you're looking for a morning uplift or an evening unwind, a pre- or post-workout alternative, or a way to celebrate and socialize without the hangover—there's an infused beverage to meet your needs.
Innovation Meets Consumer Demand
Cutting-edge technological advancements are also to credit for the rise of THC beverages. Unlike other hemp-derived products that can take up to two hours to take effect, modern THC drinks like Onward and Upward use innovative nanoemulsion technology to break down THC into tiny, water-soluble particles. This allows for rapid absorption, with many users reporting effects within 10 to 15 minutes.
Fast-acting beverages address one of the biggest challenges with THC consumption: dosing control. Their predictable onset means users can adjust their experience based on how they feel. Starting slow and low and consuming more only as needed to reach their desired effect, this consistency makes beverages an approachable way to experience THC.
The evolution of flavor profiles has also seen a dramatic shift, reflecting a more mature industry targeted to elevated tastes. Gone are the days of basic THC beverages with a strong hemp aftertaste. Today's offerings include craft flavors, functional formulas, and mixologist-inspired recipes, with sophisticated non-alcoholic THC-infused cocktails in a range of flavors.
From the Underground to the Mainstream
Today, major beverage companies that previously focused exclusively on alcohol are now investing heavily in THC beverages. As the industry continues to refine formulations and expand offerings, these beverages are solidifying their place not as a passing trend, but as a legitimate alternative for those seeking a different kind of social experience.
Onward and Upward is leading the THC beverage revolution with responsibility and care. We believe that THC beverages deserve the same care, craftsmanship, and consumer trust as any premium beverage category—and that our infused cocktails and energy drinks can deliver the taste and effect you’re craving.
For those just starting out, the invitation is simple: approach THC beverages with intentionality. Start low, go slow, and listen to your body. In doing so, you're not just trying a new beverage, you're choosing a different way to imbibe, unwind, and socially connect—and that's a movement worth raising a can to.
