Dry January is not only a month of alcohol abstention.
With extra Individuals searching for alcohol options year-round, January is the launchpad for THC-infused drinks – the hashish trade’s most aggressive transfer into the mainstream.
“We’re seeing rising curiosity in recalibrating one’s relationship with alcohol, however that doesn’t imply recalibrating one’s relationship with society,” mentioned Christopher Lackner, president of Colorado-based Hemp Beverage Alliance, a lobbying group for the product sector.
“You continue to need to be a part of the neighborhood, and which means consuming a beverage. Whether or not it’s a one-month alternative or a completely new calibration, these hemp drinks assist make that occur.”
Dry January means a rise in THC beverage gross sales
Makers of intoxicating hemp drinks say they see a bump in gross sales main as much as and all through January.
Denver-based Excessive Spirits noticed a ten% improve in direct-to-consumer gross sales this January. However the greater bump was in November when its retail prospects ordered 50% extra hemp drinks as they ready for the Dry January spike, co-founder and CEO Chris Fontes mentioned.
“People throughout the board are coming round to the idea that hashish shouldn’t be this large scary heroin factor that it was proven as within the 80s and 90s,” Fontes informed MJBizDaily.
Shoppers are utilizing intoxicating hemp merchandise in two methods: drinks as a alternative for the post-work cocktail or glass of wine and gummies as a each day complement, Fontes mentioned.
“It’s a can, you’re consuming it. It feels extra regular,” he mentioned, including that even “pink state” crowds who keep away from “weed” are embracing THC-infused drinks.
Crescent Canna, a Louisiana-based intoxicating hemp beverage maker, has seen regular progress lately, with gross sales up 50% year-over-year from 2024 to 2025, Crescent co-founder and Chief Advertising and marketing Officer David Reich mentioned.
Whereas Dry January doesn’t at all times create a gross sales spike, Reich mentioned he’s seen rising curiosity in alcohol options in the course of the month. Crescent Canna had almost 1,000 prospects take part within the Dry January promotion it ran on its web site – almost 5 occasions as final yr, he mentioned.
“I don’t know that you may say this promotion is driving gross sales any greater than one other promotion – it’s arduous to attribute this to Dry January – however all of the tendencies line up with that,” Reich added.
Crescent’s success displays a broader pattern. Millennials and Gen Z are consuming much less alcohol, however the motion isn’t restricted to youthful generations. Older shoppers are exploring choices like hemp drinks and low-dose THC merchandise, usually for well being and wellness causes.
Elevated THC beverage consumption linked to diminished alcohol consumption
The rise of hemp-derived THC drinks comes as Individuals reevaluate their relationship with alcohol – and it seems there’s a symbiosis at play.
In line with Gallup, simply 54% of U.S. adults say they drink alcohol – the bottom stage within the almost 90 years the polling agency has tracked Individuals’ consuming habits.
And a current College of Buffalo research, revealed within the Journal of Psychoactive Medicine, suggests cannabis-infused drinks may assist cut back alcohol consumption. Almost 63% of respondents to a survey mentioned they’d diminished or stopped consuming alcohol after beginning hashish drinks. Common weekly alcohol consumption dropped from 7.02 drinks to three.35 drinks.
The findings bolster the potential of hashish drinks as a device for alcohol hurt discount, particularly as extra Individuals attempt to reduce on consuming.
“It’s outstanding that individuals who use hashish drinks report a fair better discount in alcohol than those that use different sorts of hashish merchandise,” Daniel Kruger, co-author of the paper and analysis affiliate professor at UB’s Faculty of Public Well being and Professions, mentioned in an announcement.
The evolution of THC beverage gross sales
THC beverage gross sales surpassed $1 billion in 2024, in line with a September report from Whitney Economics. Although a looming federal ban on hemp-derived THC raises severe questions, for now drinks are authorized in 28 states.
Greater than 500 manufacturers are competing nationally, with prime manufacturers exceeding $10 million in annual gross sales.
Gross sales of THC-infused drinks at Minneapolis-based High Ten Liquors have been up 30% in 2025 in comparison with the earlier yr, mentioned Jon Halper, proprietor and CEO of the retailer.
“It looks like people who don’t drink, don’t drink,” he mentioned. “There’s much less participation in Dry January however continued progress in ‘Cal dry January.’”
THC-infused drinks account for 7% of gross sales at Sinkers Drinks in Nashville, Tennessee, a stage that’s remained regular all year long, mentioned Alex Stradel, the retailer’s beer and THC purchaser.
“I really feel like there was extra of a buzz round it final yr when it was newer and nonetheless within the honeymoon part,” Stradel mentioned. “Individuals have settled into what they know, what they like and routines – that gold rush feels prefer it’s beginning to gradual.”
Aaron Nosbisch, founding father of California-based intoxicating hemp beverage maker Brez, mentioned Dry January feels totally different this yr.
Whereas Breze gross sales stay robust, the dramatic increase seen in earlier years has moderated.
“It’s nonetheless a factor, however it’s turning into much less of a factor,” Nosbisch mentioned. “Persons are not simply being dry for January – they’re turning into extra lifestyle-conscious and searching for extra steadiness.”
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As individuals turn out to be extra conscious of alcohol’s damaging well being impacts, they’re selecting to examine themselves consistently relatively than ready for the brand new yr, he added.
“Alcohol is declining quickly as a result of individuals aren’t consuming belligerently anymore,” he mentioned.
Margaret Jackson may be reached at margaret.jackson@mjbizdaily.com.
