Why THC Beverages Are Creating New Cannabis Consumers
A familiar CPG category is bringing an entirely new kind of consumer into the cannabis fold.
For years, the conversation around cannabis beverages has centered on a simple question:
Are THC drinks taking share from alcohol?
The latest research suggests we may be asking the wrong question.
According to MRI Simmons' National Cannabis Study, 28% of U.S. adults have tried a cannabis-infused beverage. More notably, nearly half of those consumers don't use THC in any other form. In fact, 48% of THC beverage triers are not smoking, vaping, or consuming edibles.
That finding challenges one of the most common assumptions about the category.
48% of THC beverage triers don’t consume THC in any other form.
The Beverage Effect
For decades, cannabis consumption was largely tied to formats that carried varying levels of complexity, stigma, or unfamiliarity. Consumers needed to understand dosage, navigate dispensaries, or adopt consumption habits that felt different from their everyday routines.
Beverages change that dynamic.
As Emily Williams, Research Manager at MRI Simmons, explained during a recent webinar with Dry Atlas:
"They're making THC accessible to consumers who may have never considered themselves a cannabis consumer in the first place, through a format that is familiar and comfortable and socially accepted."
THC Beverages at a Crossroads: A Data Read on a Segment in Flux
Consumers already know how to enjoy a drink. Whether it's at a backyard gathering, a concert, a restaurant, or simply unwinding at home, the beverage ritual is deeply embedded in American culture.
The Opportunity Is Bigger Than Cannabis
The implications become even more significant when looking at future demand. While current adoption is substantial, the opportunity ahead may be even larger.
MRI Simmons found that 50% of U.S. adults are interested in trying a cannabis-infused beverage. That's approximately 130 million adults. Even more striking, 58% of those interested consumers do not currently consume THC in other forms.
In other words, the growth ceiling for THC beverages may not be defined by the size of the cannabis market at all. It may be defined by the size of the beverage market.
As Williams noted:
"The addressable market for THC beverages now looks much larger than the cannabis market itself. It increasingly just looks like the overall beverage market."
Why This Matters for Marketers
For brands, agencies, and media companies, this shift changes how audiences should be viewed.
Traditional cannabis targeting strategies often focus on known cannabis consumers. But if THC beverages are bringing new consumers into the category, marketers need a broader lens.
The opportunity extends beyond cannabis behavior alone.
It requires understanding:
- Consumers interested in wellness and moderation
- Alcohol reduction audiences
- Beverage explorers and early adopters
- Functional beverage buyers
- Consumers seeking new ways to relax and socialize
These audience groups may have little or no history of cannabis consumption, yet they represent a meaningful source of future category growth.
Turning Insight Into Activation
Understanding who these consumers are is only the first step.
The real advantage comes from identifying them at scale and activating against them across media channels.
MRI Simmons' National Cannabis Study helps brands uncover the attitudes, behaviors, motivations, and media habits shaping today's cannabis and cannabis-curious audiences. Combined with MRI Simmons Audience Activation solutions, marketers can move beyond demographic assumptions and connect directly with consumers showing interest in cannabis-infused beverages and adjacent categories.
As the cannabis beverage market continues to evolve, one thing is becoming increasingly clear:
The next wave of growth may not come from cannabis consumers.
It may come from people who simply want a different kind of drink.
Ready to activate your next campaign?
MRI-Simmons has a full library of syndicated audience segments ready for activation through leading programmatic platforms.
Learn more about our Alcohol & Cannabis consumer audiences.
Source: MRI-Simmons 2026 National Cannabis Study
