This summer, as Americans gather to celebrate with family, friends, and neighbors, one thing is clear—the beverage alcohol marketplace is more dynamic than ever. From classic cocktails to canned convenience, consumers are embracing variety, premiumization and innovation. And some consumers are moving beyond beverage alcohol into different product categories. At the top of this trend: hemp-derived beverages.
What was once a niche category is now gaining serious momentum. Consumers are curious, the products are evolving rapidly, and producers are rushing to meet demand. But with this excitement comes the need for all players in the supply chain to recognize the risks of these products and to act responsibility.
These beverages often contain intoxicating hemp-derived THC, and the rules governing these products are patchy at best. In many states, these drinks are being sold outside the three-tier system—in convenience stores, gas stations and even online, direct-to-consumers, with little oversight and few if any safeguards. These products could easily be getting into the hands of minors, there is no oversight of whether claims made on the labels are true and there are zero standards around responsible marketing. This should concern everyone, consumers, policy makers, and industry alike.
But other states are taking action. Thirty states considered legislation to regulate intoxicating hemp beverages this year. State legislatures are recognizing that the best model for regulating an adult beverage is the alcohol model, and they are starting to apply that to these products. Minnesota, New Jersey, Kentucky, Alabama, Georgia and Tennessee have all put hemp beverages into the alcohol channel. In Texas the Governor vetoed a ban on intoxicating hemp and, in his veto message, said that the products should be regulated like alcohol.
Legislators are recognizing what everyone in our industry knows, that the alcohol regulatory model is the safest system in the world.
At WSWA, we believe that innovation should not outpace regulation. A thriving marketplace must be matched with smart, comprehensive policies that protect public health and uphold industry accountability. That means empowering states to integrate hemp-derived products into the existing regulatory system for beverage alcohol. It also means ensuring that adult consumers have access to safe, clearly labeled products—just as they do for spirits, wine and beer.
This summer, we’re calling for regulation—not prohibition. Thoughtful, state-led approaches that take into account local needs, evolving products and the importance of consumer safety. We must meet innovation with accountability—because ignoring this growing category or banning it outright only pushes it further underground.
This month, we’re celebrating a summer of spirits – a celebration of consumer choice, entrepreneurial growth and responsible enjoyment. But we can’t take our choice, our growth or our enjoyment for granted. We need a policy environment that reflects today’s marketplace and prepares for tomorrow’s.
If hemp beverages are going to continue to be in the market, then let’s regulate them. Let’s ensure all socially sensitive, intoxicating products, no matter how new or novel, are part of a transparent, safe and responsible system.
Let’s raise a glass to smart policy and spirited innovation. Cheers!