Cannabis Drinks Face Hurdles: Bad Edible Experiences & Market Challenges
In 2025, cannabis-infused beverages continue to hover on the precipice of widespread adoption, perpetually hailed as the next major trend. Yet, despite their promising attributes, these THC-infused drinks have struggled to capture a significant market share, raising questions about the obstacles impeding their ascent. A key factor, according to industry observers, lies in consumers’ past negative encounters with traditional edibles.
For those already embracing them, the hesitation surrounding cannabis beverages can be puzzling. Proponents highlight the distinct advantages: a pleasant buzz without the dreaded hangover, a perception of being a healthier alternative to alcohol, and a rapidly improving taste profile. If these benefits are so compelling, why aren’t refrigerators across the nation stocked with them?
Several factors contribute to this slow uptake. Some consumers remain loyal to established preferences, such as beer, finding little reason to switch. For others, particularly seasoned cannabis enthusiasts, the typical dosages of 2 mg to 10 mg of THC per can are often too mild to produce a noticeable effect. Beyond individual preferences, a significant hurdle is simply visibility. Cannabis dispensaries, the primary retail points, report that these beverages represent a mere 1% to 1.5% of their total sales. Unlike compact, shelf-stable cannabis products, bulky beverage cans require refrigeration and take up valuable space, making them less appealing for dispensaries to stock in large quantities.
Compounding these challenges is a complex and often contradictory regulatory landscape. The legality of where and when these drinks can be sold remains murky or outright restrictive, even in states where cannabis is otherwise legal. California, for instance, imposes stricter regulations on cannabis beverages, while paradoxically, states like Texas and Florida have emerged as unexpected “hotbeds” for these products due to different interpretations of hemp-derived THC laws.
Despite this patchwork of regulations, the market research firm Brightfield Group projects that sales of hemp-derived THC beverages will reach $756 million by 2029, representing a robust 33% growth. However, this figure remains a fraction of the colossal $117 billion U.S. beer market, which faces its own evolving threats, including a growing sober curious movement among younger generations.
For industry players like Blake Patterson, Chief Revenue Officer at Keef Brands, the future of cannabis beverages hinges on an unlikely demographic: the “reclusive soccer-mom” constituency. This group, often deterred from entering dispensaries by lingering social stigmas around cannabis, might be more inclined to purchase these products from familiar liquor or convenience stores. Patterson suggests that by making cannabis more accessible in mainstream retail environments, these consumers could become “canna-curious,” gradually exploring the broader range of cannabis offerings. Ultimately, the path to mainstream acceptance for cannabis beverages requires navigating consumer perceptions, overcoming logistical hurdles, and adapting to an ever-evolving regulatory environment, all while tapping into new, untapped consumer bases.