The New Happy Hour: Alcohol vs. Cannabis Drinks

Something fascinating is happening in the adult beverage world.  For the first time in decades, alcohol’s long reign as the drink of choice among adults 21+ is starting to fade. Alcohol consumption, after rising for decades, has declined annually since 2018 (except for a pandemic blip in 2020 and 2021). Alcohol sales are slipping as younger generations turn away from drinking altogether.  Inflation, higher prices and interest rates, stretched wallets, change in life style, and health and wellness concerns are major contributing factors. 

A study published by the National Library of Medicine found that in places where cannabis is legal, alcohol consumption has dropped noticeably. In fact, in some regions beer sales have fallen right alongside increases in cannabis purchases.  Big alcohol companies are paying attention too. Reuters reports that in order to stay competitive, many beverage companies are investing heavily in cannabis beverage brands or developing their own. Cannabis (THC) infused beverages are replacing alcohol beverages, says Dr. Staci Gruber, an associate professor of psychiatry at Harvard Medical School. https://www.health.harvard.edu/blog/cannabis-drinks-how-do-they-compare-to-alcohol-202407153058.

According to a study from New Frontier Data, 69% of people aged 18-24 prefer cannabis to alcohol.  From crisp THC infused seltzers, flavored sparkling water, ice teas, honey crisp, and lemonades, these drinks are rewriting the rules of relaxation and socialization. They bring the same sense of connection and ease that alcohol once promised, without the hangovers, health risks, or next-day fog.

Why Are People Drinking Less Alcohol?

The decline in alcohol use is not just a short-lived trend. It’s a real cultural reset.  A veteran of more than 20 years in the wine industry, wine critic Eric Asimov wrote in The New York Times that the wine industry’s struggles come down to changing values.  The wine industry is facing one of its toughest challenges in decades. See also https://wineinstitute.org/our-industry/statistics/us-wine-consumption/. Younger adults are skipping the Pinot, Prosecco, and beer because they’re looking for balance, health, and clarity.

Rising costs of living and health care is also a contributing factor.  It is no surprise that young adults are exploring alternatives that align with their lifestyle of being and staying healthy.  “Without question, drinking too much is dangerous.”  Alcohol companies face growing warnings from public health authorities who say drinking even small amounts of alcohol is associated with at least seven types of cancer. https://www.reuters.com/business/retail-consumer/big-alcohol-prepares-fight-back-buzzy-cannabis-drinks-steal-sales-2025-07-23/?utm_source=chatgpt.com

Younger drinkers don’t connect with the traditions and exclusivity that once defined alcohol culture. They want authenticity and accessibility. The ritual of “grabbing a drink” is evolving.  Many millennials and Gen Zs want to socialize without sacrificing their focus, their health or fitness goals.  They are also questioning the old assumption that alcohol equals fun.  Cannabis drinks have already found that balance—they’re fun, inclusive, and grounded in the idea that feeling good doesn’t have to mean overindulging and feeling bad the next day.

Cannabis Drinks Are Redefining Social Life

Cannabis drinks are no longer the fringe choice they once were. They have gone mainstream in legal markets and are finding their way into everyday life. https://www.leafly.com/news/strains-products/best-thc-drinks?utm_source=chatgpt.com 

And the market is growing fast.  Jessica DiNapoli and Emma Rumney predict in Reuters that by 2028 cannabis beverages could be as high as 4 billion.  That’s a remarkable rise for a category that barely existed a decade ago. Major cannabis beverage players like Ayrloom, Canna Cantina, and Cann are popping up in dispensary refrigerators, offering all the social sparkle with none of the alcohol’s side effects. https://www.reuters.com/business/retail-consumer/big-alcohol-prepares-fight-back-buzzy-cannabis-drinks-steal-sales-2025-07-23/?utm_source=chatgpt.com

The shift toward cannabis beverages is not just about replacing alcohol. It’s about rethinking what drinking means. For years, alcohol has been tied to escape, excess, and hangovers. Cannabis drinks represent balance, creativity, and connection. People no longer wish to lose themselves – they want to show up fully.

As New York Times points out, alcohol’s future depends on becoming more approachable and less bound by tradition. Cannabis drinks already embody that spirit. They are premium without being exclusive, easygoing without being dull, and social without the cost to your body the next morning.  This new wave of drinking is about being present, joyful, and intentional. Whether it’s a mellow evening with friends or a solo moment of calm, cannabis drinks are proving that the best buzz comes with clarity.

Making Your Own Cannabis Drinks at Home

Creating your own cannabis drinks is easier than most people think. With tinctures and infused water solubles, you can control your dose and flavor in a way that feels personal. https://www.leafly.com/news/strains-products/best-thc-drinks?utm_source=chatgpt.com.  Try stirring a few drops of THC or CBD tincture into a tall glass of iced tea on a sunny afternoon. For something cozy on a cold day, infused your hot chocolate.  If you’re feeling creative, shake up a minty mojito mocktail with lime, sparkling water, and just a touch of Select Squeeze Beverage Enhancer.  See also https://23state.com/blogs/education/thc-infused-mocktails-elevate-your-sip-with-non-alcoholic-classics-from-23rd-state?srsltid=AfmBOooMu9HxDyNgZtaMm28acbq5tU3pcIrKnOPMHvAsQE8ePFfrbJMt

Check out Leafly’s guide to the “Best THC Drinks of 2025” which highlights how brands are experimenting with bold flavors, fast-acting technology, and clean ingredients.  See also https://www.vice.com/en/article/best-thc-drinks/?

If you’re curious to explore what this feels like, check out the curated selection at Stage One Dispensary.  Customer favorites like Ayrloom’s Honey Crisp or Lemonade can add a light, uplifting, happy feeling any time of day.  Tune Black Cherry or Rasberry Lime Seltzers are sure to brighten the mood.   Having a gathering? Add some Canna Cantina Strawberry Watermelon to your party Lemonade to take your guests on a journey out of this world!

For first time users, it is wise to start with a smaller dose: between 5 and 10 milligrams of THC. The goal isn’t to get high—it’s to feel good in a steady, clear-headed way. These drinks fit perfectly into the modern idea of mindful indulgence.  And remember: The new happy hour isn’t about losing control—it’s about finding your personal rhythm.

Sources

•  New York Times (2025, October). What Can Be Done to Save the Ailing Wine Industry? Our Critic Has Thoughts. The New York Times. Retrieved from https://www.nytimes.com/2025/10/14/dining/wine-industry-decline.html
• New Frontier (2022, May).  The Kids Are Alright: Tobacco, Alcohol and Cannabis Use Among Gen Z. Retrieved from https://newfrontierdata.com/cannabis-insights/the-kids-are-alright-tobacco-alcohol-and-cannabis-use-among-gen-z/
• BDSA. (2025, April). 2025 Cannabis Beverage Market: Insights & Trends. Retrieved from  https://bdsa.com/cannabis-beverages-insights-trends/
• Business Research Insights. (2025, October). Cannabis Beverages Market Size, Share, and Forecast 2024–2031. Retrieved from https://www.businessresearchinsights.com/market-reports/cannabis-beverages-market-105405
• Leafly. (2025, June). Best THC Drinks of 2025: 10 Buzzy Beverages to Skip the Booze Over. Retrieved from https://www.leafly.com/news/strains-products/best-thc-drinks
• PubMed Central (2022, February). Patters of Cannabis and Alcohol Co-Use: Substitution Versus Complementary Effects. Retrieved from https://pmc.ncbi.nlm.nih.gov/articles/PMC8855954/
• Reuters. (2025, July). Jessica DiNapoli and Emma Rumney. Big Alcohol Prepares to Fight Back as Buzzy Cannabis Drinks Steal Sales. Retrieved from https://www.reuters.com/business/retail-consumer/big-alcohol-prepares-fight-back-buzzy-cannabis-drinks-steal-sales-2025-07-23/
• Weedmaps. Kyle Jaeger (2025, August). Survey: Millennials and Gen Z Trading Cocktails for Cannabis Drinks https://weedmaps.com/news/2025/08/cannabis-beverages-replacing-alcohol-young-americans/?lid=9mbr79wieyj1&utm_medium=email&utm_source=braze&utm_campaign=merch&utm_content=halloween_2025&utm_term=USA_CAN&utm_date=100325 
• 23rdState.com THC-Infused Cocktails: Elevate Your Sip with Non-Alcoholic Classics. Retrieved from https://23state.com/blogs/education/thc-infused-mocktails-elevate-your-sip-with-non-alcoholic-classics-from-23rd-state?srsltid=AfmBOooMu9HxDyNgZtaMm28acbq5tU3pcIrKnOPMHvAsQE8ePFfrbJMt
• The Hustle. (2025, August). Are Cannabis Drinks Losing Their Buzz? Retrieved from https://thehustle.co/news/are-cannabis-drinks-losing-their-buzz/
• Harvard Health Publishing.  Julie Corliss, Executive Editor, Harvard Heart Letter. Cannabis Drinks: How Do They Compare to Alcohol? Retrieved from https://www.health.harvard.edu/blog/cannabis-drinks-how-do-they-compare-to-alcohol-202407153058