Dry January isn’t just a month of alcohol abstention.
With extra Individuals looking for alcohol alternate options year-round, January is the launchpad for THC-infused drinks – the hashish trade’s most aggressive transfer into the mainstream.
“We’re seeing rising curiosity in recalibrating one’s relationship with alcohol, however that doesn’t imply recalibrating one’s relationship with society,” stated Christopher Lackner, president of Colorado-based Hemp Beverage Alliance, a lobbying group for the product sector.
“You continue to wish to be a part of the neighborhood, and meaning consuming a beverage. Whether or not it’s a one-month alternative or a very new calibration, these hemp drinks assist make that occur.”
Dry January means a rise in THC beverage gross sales
Makers of intoxicating hemp drinks say they see a bump in gross sales main as much as and all through January.
Denver-based Excessive Spirits noticed a ten% improve in direct-to-consumer gross sales this January. However the greater bump was in November when its retail prospects ordered 50% extra hemp drinks as they ready for the Dry January spike, co-founder and CEO Chris Fontes stated.
“Of us throughout the board are coming round to the idea that hashish will not be this huge scary heroin factor that it was proven as within the 80s and 90s,” Fontes informed MJBizDaily.
Customers are utilizing intoxicating hemp merchandise in two methods: drinks as a substitute for the post-work cocktail or glass of wine and gummies as a every day complement, Fontes stated.
“It’s a can, you’re ingesting it. It feels extra regular,” he stated, including that even “crimson state” crowds who keep away from “weed” are embracing THC-infused drinks.
Crescent Canna, a Louisiana-based intoxicating hemp beverage maker, has seen regular development lately, with gross sales up 50% year-over-year from 2024 to 2025, Crescent co-founder and Chief Advertising Officer David Reich stated.
Whereas Dry January doesn’t all the time create a gross sales spike, Reich stated he’s seen rising curiosity in alcohol alternate options in the course of the month. Crescent Canna had almost 1,000 prospects take part within the Dry January promotion it ran on its web site – almost 5 instances as final 12 months, he stated.
“I don’t know which you can say this promotion is driving gross sales any greater than one other promotion – it’s onerous to attribute this to Dry January – however all of the tendencies line up with that,” Reich added.
Crescent’s success displays a broader development. Millennials and Gen Z are ingesting much less alcohol, however the motion isn’t restricted to youthful generations. Older customers are exploring choices like hemp drinks and low-dose THC merchandise, usually for well being and wellness causes.
Elevated THC beverage consumption linked to decreased alcohol consumption
The rise of hemp-derived THC drinks comes as Individuals reevaluate their relationship with alcohol – and it seems there’s a symbiosis at play.
In keeping with Gallup, simply 54% of U.S. adults say they drink alcohol – the bottom degree within the almost 90 years the polling agency has tracked Individuals’ ingesting conduct.
And a latest College of Buffalo research, revealed within the Journal of Psychoactive Medication, suggests cannabis-infused drinks might assist scale back alcohol consumption. Practically 63% of respondents to a survey stated they’d decreased or stopped ingesting alcohol after beginning hashish drinks. Common weekly alcohol consumption dropped from 7.02 drinks to three.35 drinks.
The findings bolster the potential of hashish drinks as a instrument for alcohol hurt discount, particularly as extra Individuals attempt to in the reduction of on ingesting.
“It’s exceptional that individuals who use hashish drinks report an excellent larger discount in alcohol than those that use different sorts of hashish merchandise,” Daniel Kruger, co-author of the paper and analysis affiliate professor at UB’s Faculty of Public Well being and Professions, stated in a press release.
The evolution of THC beverage gross sales
THC beverage gross sales surpassed $1 billion in 2024, in response to a September report from Whitney Economics. Although a looming federal ban on hemp-derived THC raises severe questions, for now drinks are authorized in 28 states.
Greater than 500 manufacturers are competing nationally, with high manufacturers exceeding $10 million in annual gross sales.
Gross sales of THC-infused drinks at Minneapolis-based Prime Ten Liquors had been up 30% in 2025 in comparison with the earlier 12 months, stated Jon Halper, proprietor and CEO of the retailer.
“It looks like people who don’t drink, don’t drink,” he stated. “There’s much less participation in Dry January however continued development in ‘Cal dry January.’”
THC-infused drinks account for 7% of gross sales at Sinkers Drinks in Nashville, Tennessee, a degree that’s remained regular all year long, stated Alex Stradel, the retailer’s beer and THC purchaser.
“I really feel like there was extra of a buzz round it final 12 months when it was newer and nonetheless within the honeymoon section,” Stradel stated. “Individuals have settled into what they know, what they like and routines – that gold rush feels prefer it’s beginning to sluggish.”
Aaron Nosbisch, founding father of California-based intoxicating hemp beverage maker Brez, stated Dry January feels completely different this 12 months.
Whereas Breze gross sales stay sturdy, the dramatic enhance seen in earlier years has moderated.
“It’s nonetheless a factor, nevertheless it’s turning into much less of a factor,” Nosbisch stated. “Individuals are not simply being dry for January – they’re changing into extra lifestyle-conscious and looking for extra stability.”
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As individuals grow to be extra conscious of alcohol’s damaging well being impacts, they’re selecting to verify themselves continually fairly than ready for the brand new 12 months, he added.
“Alcohol is declining quickly as a result of individuals aren’t consuming belligerently anymore,” he stated.
Margaret Jackson might be reached at margaret.jackson@mjbizdaily.com.
