- THC beverages offer a versatile, discreet way to enjoy cannabis that appeals to a broad range of consumers.
- Providing a variety of potencies and flavors will cater to different consumer preferences and boost repeat business.
- Educating your staff and customers is crucial for building trust and driving sales in this emerging market.
Imagine this: your store is stocked with a solid variety of edibles, vapes, and flower, but recently, you’ve noticed a new buzz—THC-infused beverages. They’re popping up in trend reports and making waves among consumers who want to enjoy cannabis without the intensity of smoking or vaping. You’re probably wondering if these products are worth dedicating shelf space to. The short answer is absolutely.
THC beverages are carving out their niche, offering a lighter, more social experience that appeals to a broader range of customers. As Saf Sadiq, Executive Vice President of CÜRE Brand, explains, “THC beverages offer a functional, approachable way for consumers to enjoy cannabis. It’s a chance for retailers to give their customers something different—something that fits into their everyday lifestyle.”
In this blog, we’ll break down why cannabis beverages are quickly becoming a staple in the industry and why you should seriously consider adding them to your lineup.
The Growing Popularity of Cannabis-Infused Beverages
THC beverages are gaining traction, not just with seasoned cannabis users but also with those looking for a more controlled, social high. Over the past few years, they’ve become a multi-million-dollar industry driven by the desire for alternatives to smoking and edibles.
In 2024, the cannabis beverage sector grew by +8% between Q4 of 2023 and Q2 of 2024, contributing $54 million in sales across key legal markets, according to a report by BDSA. What’s fueling this growth? It’s simple: consumers are looking for ways to integrate cannabis into their lives in a more seamless, familiar way.
“People aren’t just looking for the strongest product anymore,” says Sadiq. “They want something that fits into their lifestyle and is functional. THC beverages provide that.”
Why THC Beverages Appeal to Consumers:
- Mellower High: Perfect for those who want a lighter, more controlled buzz.
- Familiar Format: Resembling craft beers or sparkling waters, these drinks offer a sense of normalcy for newer users.
- Discreet Consumption: THC beverages can be enjoyed casually in social settings without drawing unwanted attention.
For retailers, this presents an exciting opportunity to cater to a wider audience and offer a product that provides a familiar, easy-to-integrate experience.
Why Retailers Should Stock THC Beverages
While THC beverages may have started as a niche product, they’re rapidly becoming an essential category in dispensaries. As consumers explore new ways to experience cannabis, beverages stand out for their versatility and approachability. Plus, they appeal to a broad range of users—from curious newcomers to experienced enthusiasts.
THC beverages also give retailers a chance to increase their average transaction size. Displaying these products near the checkout counter or alongside other high-selling items encourages impulse buys. And because these beverages cater to social and discreet consumption, they offer something for everyone, whether for a party or a quiet night in.
According to Sadiq, “We’ve seen a shift in consumer behavior—people are looking for alternatives to smoking, and beverages are becoming the go-to choice.”
By adding THC beverages to your store, you’ll diversify your product range and appeal to a broader customer base. Plus, the growing popularity of these products means you can drive more sales with minimal effort.
Customizing the THC Beverage Experience for Your Customers
One of the key advantages of THC beverages is their ability to be tailored to different consumer needs. Unlike traditional edibles or flower, THC beverages offer flexibility in terms of potency, flavors, and even strain-specific effects. This allows retailers to provide a more personalized experience, helping customers find the exact product that fits their preferences.
Retailers can stock a wide range of THC beverage options to cater to every type of consumer, whether they’re looking for a mild experience or a stronger psychoactive effect.
Sadiq puts it simply: “Infusion gives us the flexibility to enhance certain terpenes and adjust potency levels. This customization is a game-changer for both retailers and consumers.”
Offering a variety of THC beverage options—including low-dose for new users and higher potency for seasoned consumers—not only helps build customer loyalty but also boosts repeat business.
Boost Sales By Educating Your Customers
For many consumers, THC beverages are still relatively new. While they may have heard of them, not everyone knows how they work or how they compare to other cannabis products. This is where education becomes vital. By empowering your customers with knowledge, you’re building trust and driving sales.
Retailers should focus on educating both their staff and their customers. A well-informed staff can guide curious customers through their first THC beverage purchase, explaining everything from dosage to effects. It’s important to highlight that THC beverages often provide a more gradual onset of effects, making them an excellent option for those who want a more controlled experience.
Sadiq notes, “Retailers need to be prepared to guide customers who may be trying these products for the first time. Having knowledgeable staff and accessible educational materials can make a huge difference in turning curiosity into sales.”
Investing time in consumer education is critical as the cannabis beverage market grows. In fact, according to Brightfield Group Research Agency, the cannabis beverage market will account for $1 billion in US sales by 2025, making this a category you don’t want to overlook.
How Retailers Can Stay Ahead of THC Beverage Trends
The cannabis-infused beverage market is evolving fast. With the global cannabis beverage market projected to reach $3.8 billion by 2030 (according to Grand View Research), the potential for growth in this category is enormous.
Source: MJBizDaily
Retailers who want to stay ahead should focus on diversifying their THC beverage offerings and staying on top of emerging trends. Sadiq believes the future of THC beverages lies in their ability to offer a more controlled, social, and discreet way for people to consume cannabis. “Beverages allow for a more customizable, social, and discreet way to consume cannabis, which is why we believe they will continue to be a popular choice among a variety of consumers,” he says.
Staying ahead means:
- Offering a range of doses, from microdose options to higher THC beverages, to cater to varying consumer needs.
- Stocking innovative products, such as strain-specific beverages or those formulated with minor cannabinoids like CBG and CBN, to target specific effects.
- Ensuring staff are well-versed in THC beverage trends so they can offer recommendations based on the latest consumer preferences.
By staying informed and responsive to trends, retailers can position themselves as leaders in the cannabis beverage space.
Make THC Beverages Work for Your Store
Adding THC beverages to your product line is an excellent way to diversify your offerings, attract new customers, and stay competitive in a rapidly evolving market. Whether you’re looking to cater to new consumers or give your existing customers something fresh and exciting, THC beverages provide the perfect solution.
This is just Part 1 of our three-part series on integrating THC beverages into your cannabis retail business. Stay tuned for Part 2, where we’ll explore the logistics of managing and marketing THC beverages effectively. And don’t forget to watch the full High Profit episode featuring Saf Sadiq for more insight.
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Tyana Daley
