2026 Hemp Beverage Consumer Report: Louie Louie

How Adults Consume THC Drinks Today

The hemp beverage category has exploded over the past few years, with one in five consumers reporting they’ve tried a hemp product*.  But there's surprisingly little publicly available data about who is actually drinking hemp beverages, and why.

To better understand today's consumers, we surveyed adults who regularly purchase hemp-derived THC beverages about their habits, preferences, and motivations.

The results paint a clear picture: today's hemp beverage consumer isn't necessarily replacing cannabis, they're often rethinking alcohol altogether.

97%

consume hemp beverages at home.

96%

prefer drinking them in the evening.

94%

say hemp beverages leave them feeling calm and relaxed.

72%

say taste is the most important factor when choosing a beverage.

60%

Also regularly consume alcohol

Evening Is the New Happy Hour

Perhaps the strongest trend we observed is when consumers choose hemp beverages.

Nearly all 96% respondents reported consuming them at night, suggesting these products have become part of evening wind-down rituals in much the same way wine or cocktails once were.

Only about one quarter 28% regularly consume them during the day.

Hemp Beverages are a safe alternative to alcohol, however a common misconception is that hemp beverages are only for folks abstaining from alcohol. The fact that 79% of hemp beverage drinkers also consume alcohol means that thc seltzers have become integrated into typical drinking habits, allowing consumers to moderate their consumption based on the occasion.

Taste Still Wins

People often assume effects are the deciding factor when choosing THC beverages.

However, when asked what matters most in a beverage:

• 72% chose taste

• 42% chose mood enhancement

• 26% chose healthfulness

This reinforces an important shift: hemp beverages are increasingly competing with premium sparkling waters, non-alc beverages, and, yes, cocktails—not just other cannabis products.

Today's Consumer Is Health Conscious

Over 60% of respondents said they actively monitor sugar, calories, or both when choosing beverages.

That aligns with broader beverage industry trends toward:

• lower sugar

• better ingredients

• lighter drinking occasions

Consumers aren't willing to compromise on flavor, but they are making more intentional choices. 

Hemp Beverage Consumers Aren't Necessarily Heavy Cannabis Users

One of the more surprising findings was that many respondents don't regularly consume other cannabis products.

While edibles remain the most common secondary format, a meaningful share reported consuming little or no cannabis outside of beverages.

This suggests hemp beverages continue attracting consumers who may not identify as traditional cannabis users, and, oftentimes, a Hemp Seltzer is a consumer’s first foray into THC.

What This Means for the Hemp Beverage Industry

Several themes emerged consistently throughout the survey:

• Taste is more important than potency.

• Evening consumption dominates.

• Relaxation is the desired effect.

• Many consumers aren't traditional cannabis users.

• Hemp beverages increasingly occupy the same occasions once reserved for alcohol.

As the category continues to mature, these insights suggest hemp beverages are becoming less of a niche cannabis product and more of a mainstream beverage choice.