Cannabis Drinks Spark a High-Stakes Battle Over America’s Tap

Driven by consumers seeking hangover-free buzzes, the rapid surge in hemp-derived THC beverages has triggered a high-stakes civil war across the US alcohol landscape. 

Traditional brewers and distillers—reeling from a historic downturn in conventional booze sales—are aggressively lobbying for strict regulatory caps as low as 0.4 mg of THC per beverage to shut down competition, while liquor distributors and retailers fight to protect a booming category that generates over $1 billion annually and threatens to slice up to 20% off their bottom lines if outlawed. 

As mainstream liquor store shelves increasingly swap out craft beer and spirits for rapid-acting seltzers, alcohol heavyweights find themselves sharply divided: some push to force all cannabinoid drinks behind dispensary counters, while conglomerates like Tilray lean into the disruption by producing both craft beer and THC cocktails to meet evolving consumer tastes.

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