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News, Insights & Reviews of the THC Beverage Market

National Restaurant Association Weighs in on Hemp THC Beverages

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Today, the National Restaurant Association (NRA) threw its considerable weight behind a major industry push, formally calling on Congress to delay a federal ban on hemp-derived THC beverages that is currently set to take effect this November.

What we are seeing right now is a surge of energy and momentum to strategically carve out beverages from the broader, more controversial sweep of hemp regulations. And honestly? This intense focus on the beverage category is probably the industry’s best pathway to regulatory success.

Why Beverages Make Sense to Washington

People (and more importantly politicians) can easily wrap their heads around intoxicating beverages. We’ve had intoxicating drinks since the repeal of Prohibition; this is just a different type of intoxication.

When you compare drinks to the rest of the intoxicating hemp market, the political comfort is obvious:

  • Smokables: They carry the traditional stigma and health concerns associated with smoking.
  • Edibles: They constantly face fierce political push back because they can too closely resemble candy marketed to children.
  • Beverages: They look, feel, and are consumed exactly like beer or ready-to-drink cocktail.

Sean Kennedy, Chief Advocacy Officer for the NRA, summed up the current climate perfectly:

“Consumers have made it clear that they want hemp-derived THC beverages, the only question is whether Washington will create a way they can enjoy them safely.”

By the Numbers: A Reality Check

The NRA released some fresh research alongside their appeal to Congress, and the numbers are fascinating, even if they require a slight grain of salt.

According to their data:

  • 5% of restaurants that serve alcohol currently offer THC beverages. ( I’m highly skeptical of this number, considering how many states prohibit intoxicating hemp).
  • 26% of all restaurants are interested in offering them. (This number I absolutely believe!)

If Washington can figure out a safe, legal pathway, the NRA estimates this represents a staggering $1.6 billion potential annual market for the hospitality sector.

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