Recently, a group of THC beverage brands is recruiting thousands of adults to participate in an “observational study” on cannabis-infused drinks, alcohol consumption, mood, and quality of life.
According to reports, these cannabis beverage companies are currently seeking “up to 2,000 eligible participants” who will receive free samples of cannabis drinks. Participants are required to log their daily alcohol and cannabis beverage consumption habits and complete self-assessments on their overall quality of life.
The study will last three weeks, including one week of abstaining from cannabis drinks for feedback. Afterward, participants will consume cannabis beverages during the final two weeks of the program.
The study was announced on Thursday by MoreBetter, a cannabis industry data collection and research company. Its press release stated that the research is sponsored by “multiple leading cannabis beverage brands,” which “collectively provide free beverage products to participants throughout the study.” MoreBetter described this “groundbreaking” study as “the world’s first functional cannabis beverage research,” aiming to “explore THC beverages as a healthier alternative to alcohol.”
Tyler Dautrich, Chief Operating Officer of MoreBetter, said in a statement: “By collecting reported outcomes from thousands of cannabis beverage consumers over consecutive weeks, we will provide brands and industry advocates with the real-world data they need to understand how infused cannabis beverages can impact consumers’ quality of life.”
THC beverage brands supporting the study include BRĒZ, Nowadays, Cantrip, Death Row Records’ Do It Fluid, Iconic Tonics, Hippie Water, STIIIZY, and others. Adam Terry, CEO of Cantrip, stated in the press release: “The cannabis plant deserves better research. As acceptance, access, and consumption of cannabis beverages expand across the U.S., we hope this study is just the first step in understanding how these products can improve people’s lives.”
The study focuses on THC-infused sparkling water beverages. However, MoreBetter noted that it will also “research 750ml bottles for mixers, dry powder blends, and 1.5–2 oz ‘shot drinks’ to examine how different dosages and forms affect consumers’ perceived experiences.”
Aaron Nosbisch, Founder and CEO of BRĒZ, said: “Our mission has always been to offer a healthier, more mindful way to enjoy social moments. We believe this study will help better understand and validate the positive impact of our products.”
Evan Eneman, CEO and Co-Founder of Iconic Tonics, added: “This pioneering study reflects Iconic Tonics’ commitment to reshaping the future of adult beverages—offering functional, great-tasting, high-quality alcohol alternatives that meet current trends. As more consumers explore healthier lifestyles, real-world data like this is crucial to understanding how THC beverages can enhance quality of life and shift social norms. Our collaboration with MoreBetter isn’t just about validating our brand but leading cultural change with integrity, innovation, and style.”
The press release noted that the study comes at a “critical time,” as alcohol sales decline while consumer interest in trying “healthier” alcohol alternatives grows.
In fact, the announcement coincides with the alcohol, hemp, and cannabis industries closely monitoring consumer behavior regarding cannabinoids and alcohol. A Bloomberg Intelligence (BI) report last year stated that cannabis poses a “significant threat” to the alcohol industry, citing survey data indicating that an increasing number of people are using cannabis beverages as substitutes for alcohol like beer and wine. The report predicted that declining wine and spirits sales “may continue indefinitely,” primarily due to increased consumer access to “legal cannabis” and other alternative products.
“Cannabis usage among consumers is rising, and we believe it is replacing alcoholic beverages,” BI analysts wrote. “We also expect that increased access to recreational cannabis in the U.S. will pose a major threat to all alcoholic beverages, especially beer and wine, given their lower price points compared to spirits.”
Meanwhile, in November last year, a beer industry trade group released a set of guiding principles to address the so-called “largely unregulated proliferation of intoxicating hemp and cannabis products,” warning consumers and communities about the risks of THC consumption. The Beer Institute also recommended in the document that federal lawmakers impose excise taxes on hemp and cannabis products, “with rates higher than the highest tax rates for any alcoholic beverage product.”
Earlier last year, the Wine & Spirits Wholesalers of America (WSWA) called on Congress to establish a regulatory framework for intoxicating cannabinoids rather than imposing an outright ban as previously proposed. The association stated: “We strongly advocate for clear federal regulations that legally define intoxicating hemp compounds and grant states the authority to regulate these products within their jurisdictions.”
Growing evidence suggests that frequent cannabis consumption in the U.S. is now more common than regular alcohol use. A recent study found that more Americans consume cannabis daily than drink alcohol daily. Since 1992, per capita daily cannabis consumption in the U.S. has increased nearly 15-fold.
A multinational investment bank’s 2023 report stated that cannabis has become a “strong competitor” to alcohol, predicting that regular cannabis consumers will grow by nearly 20 million over the next five years, while alcohol consumers will shrink by millions. The report projected that U.S. cannabis sales would reach $37 billion by 2027 as more state markets emerge. A Gallup poll last August also found that Americans perceive cannabis as less harmful than alcohol, cigarettes, e-cigarettes, and other tobacco products.
As for hemp-derived cannabinoids, a hemp industry expert told lawmakers earlier this week that the U.S. hemp market is “begging” for federal regulation of hemp products. Kentucky Republican Congressman James Comer mocked the FDA’s inaction, stating that it doesn’t take “countless work-from-home bureaucrats” to regulate cannabinoids like CBD.
The U.S. hemp industry continues to face unique regulatory hurdles. In the absence of FDA oversight, states from California to Florida are pushing for sweeping changes to laws governing consumable hemp products. While the focus remains primarily on intoxicating products, federally legal CBD businesses also find themselves caught in the crossfire between lawmakers, stakeholders, and advocates debating various hemp proposals.
Post time: Apr-17-2025