{"id":15403,"date":"2023-12-12T02:24:51","date_gmt":"2023-12-12T07:24:51","guid":{"rendered":"https:\/\/dryatlas.com\/staging\/?p=15403"},"modified":"2024-04-30T17:23:46","modified_gmt":"2024-04-30T21:23:46","slug":"trend-compass-thc-as-an-alcohol-alternative","status":"publish","type":"post","link":"https:\/\/dryatlas.com\/staging\/articles\/trend-compass-thc-as-an-alcohol-alternative\/","title":{"rendered":"Trend Compass: THC as an Alcohol Alternative"},"content":{"rendered":"<p>Alcohol consumption among younger generations is on the decline, but this doesn&#8217;t equate to a complete rejection of recreational substances. THC is emerging as a popular alternative, particularly among Gen Z consumers. According to a <span style=\"text-decoration: underline; color: #000080;\"><a style=\"color: #000080; text-decoration: underline;\" href=\"https:\/\/global-uploads.webflow.com\/596691afde3c5856d866ae50\/649e3c6c4d057991525a76ad_Q2%2723_Raising%20the%20Bar%20for%20Beverages_Summer%202023.pdf\" target=\"_blank\" rel=\"noopener\">Brightfield Group report<\/a><\/span>, 37% of this demographic now prefer it over alcoholic drinks. This trend aligns with <span style=\"text-decoration: underline; color: #000080;\"><a style=\"color: #000080; text-decoration: underline;\" href=\"https:\/\/news.gallup.com\/poll\/509690\/young-adults-drinking-less-prior-decades.aspx\" target=\"_blank\" rel=\"noopener\">Gallup&#8217;s findings<\/a><\/span>, which show a significant reduction in alcohol consumption among young adults, paralleled by an increasingly favorable view of marijuana.<\/p>\n<p>Beverage brands like <span style=\"text-decoration: underline; color: #000080;\"><a style=\"color: #000080; text-decoration: underline;\" href=\"https:\/\/dryatlas.com\/staging\/beverages\/?prod_name=artet\" target=\"_blank\" rel=\"noopener\">Artet<\/a><\/span> and <span style=\"text-decoration: underline; color: #000080;\"><a style=\"color: #000080; text-decoration: underline;\" href=\"https:\/\/dryatlas.com\/staging\/beverages\/?prod_name=cann+-\" target=\"_blank\" rel=\"noopener\">Cann<\/a><\/span> are carving out a unique niche in the THC market, appealing not just to regular cannabis users but also to those seeking ways to decompress without alcohol. Anecdotally, I\u2019m seeing THC beverages attract demographics not historically associated with the category, like 30-something mothers with executive-level jobs. As THC legalization (and normalization) continues to spread, it seems to be broadly reshaping consumption habits and cultural norms for socializing and relaxation.<\/p>\n<p>While THC beverages are enjoying a surge in popularity, they\u2019re also encountering challenging regulations. Recent regulatory scrutiny is creating a complex landscape for these brands, which must navigate a patchwork of state-specific laws. I wonder if this is why <span style=\"text-decoration: underline; color: #000080;\"><a style=\"color: #000080; text-decoration: underline;\" href=\"https:\/\/dryatlas.com\/staging\/beverages\/product\/brez-lemon\/\" target=\"_blank\" rel=\"noopener\">Brez<\/a><\/span> just <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7140367515590811649\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline; color: #000080;\">announced<\/span><\/a> their first non-THC beverage, which is based on lion\u2019s mane mushrooms. The evolving regulatory environment underscores the tension between growing consumer demand for THC products and the need for clear, standardized legal frameworks to govern their sale and consumption.<\/p>\n<h2><span style=\"font-size: 14pt;\">Implications:<\/span><\/h2>\n<ul>\n<li><strong>Market Expansion Opportunities:<\/strong> Non-alcoholic beverage brands can explore collaborations or product extensions into the THC space, tapping into the growing consumer interest in recreational substances besides alcohol.<\/li>\n<li><strong>Consumer Education:<\/strong> There&#8217;s an opportunity for consumer education about THC as an alcohol alternative. Brands can engage consumers through informative campaigns and experiential marketing.<\/li>\n<li><strong>Regulatory Navigation and Advocacy: <\/strong>Brands entering the THC space must stay informed and adaptable to the evolving regulatory landscape. Active participation in advocacy for standardized regulations could benefit the industry and ensure responsible growth.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><i><span style=\"font-weight: 400;\">For more from Victoria, connect with her on <\/span><\/i><a href=\"https:\/\/www.instagram.com\/tory.watters\/\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline; color: #000080;\">Instagram<\/span><\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Dry Atlas is a media company focused on alcohol alternatives. We deliver non-alcoholic beverage news, insights, and recs to over five million people annually. To stay up to date on all things non-alc, <\/span><\/i><a href=\"https:\/\/mailchi.mp\/dryatlas\/subscribe\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline; color: #000080;\">subscribe to our weekly newsletter<\/span><\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alcohol consumption among younger generations is on the decline, but this doesn&#8217;t equate to a complete rejection of recreational substances. THC is emerging as a popular alternative, particularly among Gen Z consumers. According to a Brightfield Group report, 37% of this demographic now prefer it over alcoholic drinks. This trend aligns with Gallup&#8217;s findings, which [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":15408,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[225],"tags":[],"class_list":["post-15403","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.6 (Yoast SEO v23.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Non-Alc Trend Compass: THC as an Alcohol Alternative<\/title>\n<meta name=\"description\" content=\"Discover the shift in young adults&#039; recreational preferences from alcohol to THC, as highlighted in a Brightfield Group report, where 37% of Gen Z now favor THC over alcoholic drinks. This article delves into the rise of THC beverages, championed by brands like Artet and Cann, and their appeal to diverse demographics, including high-level professionals. Explore the challenges and opportunities in this evolving market, including regulatory hurdles, market expansion, and the need for consumer education and advocacy in the THC industry.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Trend Compass: THC as an Alcohol Alternative\" \/>\n<meta property=\"og:description\" content=\"Discover the shift in young adults&#039; recreational preferences from alcohol to THC, as highlighted in a Brightfield Group report, where 37% of Gen Z now favor THC over alcoholic drinks. This article delves into the rise of THC beverages, championed by brands like Artet and Cann, and their appeal to diverse demographics, including high-level professionals. 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