The American bar and restaurant industry is no stranger to disruption—craft beer, premium spirits, and the rise of low- and no-alcohol adult beverages have all reshaped how operators think about menus and margins. Now, cannabis-infused drinks—particularly those containing tetrahydrocannabinol (THC) and cannabidiol (CBD), both naturally occurring cannabinoids found in cannabis plants—are emerging as another transformative trend.
Once confined to dispensaries and private consumption, these products have been steadily making their way into mainstream hospitality conversations, redefining what it means to “go out for a drink.”
For operators, the implications are significant: New revenue streams, evolving guest expectations and a regulatory and insurance landscape that demands careful navigation. For consumers, it represents a broader cultural shift toward choice, moderation and “mindful consumption.”
A New Kind of Social Drinking
One of the most consistent themes among industry experts that Bar & Restaurant News spoke with is that cannabis beverages are not simply replacing alcohol—they’re broadening social gatherings.
“We’re seeing THC and CBD beverages expand the overall occasion rather than replace alcohol,” said Brandon Hanson, co-founder of Goodmellow, a ready-to-drink beverage brand that offers fruit, botanical, hemp-derived cannabis and adaptogenic infusions. “Consumers are looking for more options that let them stay social and choose how they want to participate in the moment.”
Having a variety of options or flexibility at bars and restaurants is especially appealing to younger consumers, who are increasingly exploring alternatives to traditional drinking habits.
According to Thomas Winstanley, executive vice president and general manager at Edibles.com—a marketplace for high-quality THC products and ready-to-drink infused beverages—this shift is already well underway.
“Consumers are already embracing these products at home, so it’s a natural progression to see demand extend into on-premise environments,” explained Winstanley. “Today’s consumer wants choice—particularly options that feel healthier and more inclusive in social settings. While alcohol consumption may be moderating, adoption of THC and CBD beverages continues to grow, signaling a broader shift in how people approach social drinking.”
For many guests, that means moderating alcohol intake—or avoiding it altogether—without sacrificing the social ritual of going out.
Jasmine Johnson describes it as a move toward “mindful consumption.” She has significant experience in the hospitality and cannabis industries and is the founder and CEO of GŪD Essence, a Black woman-led cannabis company focused on cannabis wellness, research, and community education.
“Many guests still want a social beverage experience but are looking for alternatives to alcohol that feel lighter, more functional, or wellness-oriented,” said Johnson. “THC and CBD beverages are beginning to fill that gap by offering a controlled, sessionable experience similar to cocktails, but without the aftereffects of alcohol.”
Bringing Guests Back to the Bar
Perhaps most compelling for operators is the category’s ability to attract guests who might otherwise stay home.
“The impact is showing up most clearly in guest behavior, particularly among the 28 to 45 years of age demographic,” said Jason Ashton, CEO and co-founder of Last Rep, a THC-infused, RTD cocktail brand. “A meaningful share of regular bar customers are cutting back on alcohol or eliminating it entirely, while still wanting to participate in the social experience.”
Rather than impacting alcohol sales, Ashton argued, cannabis beverages are helping to re-engage lapsed customers.
“Operators are seeing traffic increases on slower nights from guests who previously wouldn’t have gone out,” added Ashton. “Instead of cannibalizing alcohol sales, the category is bringing back consumers who had opted out of the bar scene entirely.”
This aligns with a broader industry trend: the rise of the “sober-curious” consumer, who still values social interaction but is more selective about what they consume.
How Operators Are Incorporating Cannabis Beverages
As the category grows, successful operators are learning that presentation and positioning are critical with cannabis-infused drinks. “The operators doing it well are treating these as a dedicated menu category, not a footnote,” Ashton explained. “Placing them at the bottom of a beer list doesn’t work—they get ignored.”
Instead, Ashton recommended creating a standalone section—labeled something like “Alternative Social Drinks” or “THC Alternatives”—complete with clear descriptors about effect profile: relaxing vs. energizing, onset time, dosage, etc.
Hanson, of Goodmellow, agreed that simplicity is key. “Most operators are positioning these beverages alongside non-alcoholic or functional options rather than mixing them into cocktail programs,” he said. “That keeps expectations clear for both staff and guests.”
Johnson, of GŪD Essence, noted that the most effective menus go even further, framing cannabis beverages in familiar hospitality language. “We’re seeing them positioned as low-dose social beverages—similar to beer or spritzers, alcohol-free cocktail alternatives, [and] wellness-forward functional drinks featuring CBD or adaptogens,” she said. “Menus often include clear dosing information and suggested experiences, similar to how restaurants describe wine or cocktail profiles.”
Meanwhile, Edibles.com’s Winstanley pointed to a more advanced evolution: Cannabis mixology.
“The operators succeeding in this category are going beyond ready-to-drink offerings and applying a true mixology approach,” he said. “The same principles that define a great cocktail—balance, flavor and experience—apply here.”
Five Key Trends Driving Growth
Per the experts that Bar & Restaurant News spoke with, several trends are shaping the cannabis beverage landscape, many of which mirror broader shifts in the beverage industry. They include:
- Low-Dose, Sessionable Formats. Across the board, experts emphasize the importance of low-dose products that allow for multiple servings in a social setting. “The biggest trend is low-dose, sessionable beverages that prioritize the experience over intensity,” said Hanson.
- Functional Ingredients. Cannabis-derived ingredients are increasingly being paired with other functional ingredients. “There’s also a clear shift toward functional ingredients—adaptogens, electrolytes, and nootropics—which gives staff something substantive to discuss beyond simply saying, ‘It contains THC,’” noted Ashton of Last Rep.
- Improved Product Quality. Winstanley highlighted advancements in formulation and consistency. “Product quality continues to improve across the board—from flavor and formulation to onset time and consistency,” he shared.
- Culinary and Mixology Influence. Johnson pointed to the growing role of chefs and mixologists in product development, noting that these industry leaders are focusing on “flavor-forward” products.
- Hemp-Derived Innovation. Hemp-derived THC and THC-free alternatives are gaining traction due to fewer regulatory hurdles. “We’re also seeing strong momentum behind hemp-derived THC and THC-free functional alternatives like Goodmellow Glow, which remove a lot of regulatory friction while still delivering a calming, social effect,” said Hanson. “The category is moving quickly, but regulation continues to shape how it evolves.”
The Business Opportunity
For operators, cannabis beverages represent more than a trend—they’re a potential revenue driver.
“The biggest opportunity is expanding the beverage category itself,” said Johnson. “Cannabis beverages attract a demographic that might otherwise skip alcohol entirely—including wellness-focused consumers, younger guests, and those seeking alternatives to traditional drinking culture.”
Hanson echoed that sentiment: “The opportunity is really incremental revenue. These products bring in consumers who might not otherwise order alcohol and expand the range of options for existing guests. For bars and restaurants, that means new revenue streams without cannibalizing alcohol sales, as many guests are simply adding these beverages into their rotation.”
Ashton broke it down into three key benefits:
- Attract new, sober-curious customers
- Higher check averages, particularly on slower nights
- A strong marketing differentiator for owners and operators who are early adopters
“Being one of the first establishments in an area with a legitimate THC beverage program is a marketing story operators can use,” said Ashton.
Winstanley also pointed to expansion beyond traditional bars and restaurants. “We’re seeing expansion across multiple channels—from retail to bars and restaurants, and increasingly into venues like music and performance spaces,” he said. “These are natural environments for social consumption, and their adoption is accelerating normalization. Seeing even nonprofit arts venues embrace the category is a strong signal of where this is heading.”
Operational and Regulatory Challenges
Despite the upside, entering the cannabis beverage space is not without challenges.
“The biggest challenges are regulatory complexity and supply chain consistency,” said Johnson. “Because cannabis laws vary widely by state, operators need to ensure compliance with local rules around distribution, labeling, and serving.”
While cannabis laws vary significantly by state—and remain a bit unclear at the federal level—operators must do their homework.
“Operators need to understand the legal risks in their specific market and be prepared for potential shifts in availability, if enforcement tightens or distributors pull back,” advised Winstanley. “For those new to the category, these are important considerations before making a meaningful investment.”
Paula Savchenko, an attorney and founding partner of Cannacore Group, emphasized that the regulatory environment is still evolving. She regularly consults with and advises owners and operators about competitive licensing, compliance across multiple states, and navigating the legal landscape surrounding cannabis products.
“My biggest advice to operators considering THC or CBD beverages is to approach the category as a highly dynamic regulatory space, not a settled market,” said Savchenko, noting the possibility of federal restrictions on hemp-derived cannabinoids in the near future.
Savchenko added that at the federal level, there’s possibility that cannabinoid products could face new restrictions in the future. “Operators should be building with that risk in mind today, not reacting to it later, or working to minimize the risk if possible,” she said. “If a federal legislative change is not feasible, then state-by-state and intrastate frameworks are critical. States are imposing their own regulatory frameworks and restrictions on cannabinoid type, potency, serving size, distribution channels, and age gating. Many states are moving toward alcohol-style regulatory models, and operators need to ensure their products and distribution strategies align with each specific jurisdiction.”
Supply chain and labeling considerations are also critical. Ashton advised operators to vet suppliers carefully and ensure proper labeling and testing. “Labeling compliance is non-negotiable—any product going on the menu should have a current Certificate of Analysis and clear per-serving dosage labeling,” he said.
Insurance and Liability Considerations
Insurance is another critical area, where operators may want to tread carefully.
“This is one of the most overlooked pieces of the conversation,” Ashton said. “Operators should not assume existing general liability or liquor liability policies cover THC beverages.”
Ashton pointed out that many policies include exclusions for cannabis-related products, even hemp-derived ones. The solution: Proactive communication with insurance brokers.
“The right move before adding any of these products is an explicit conversation with the broker about whether a cannabis-adjacent products endorsement is needed—or whether a carrier that specifically addresses it makes more sense,” said Ashton. “That coverage exists and is not prohibitively expensive, but operators have to ask for it by name.”
Hanson agreed, calling it “one of the biggest watchouts” for operators entering the category: “In working with partners, we’ve seen that a lot of traditional policies don’t clearly cover cannabis-related impairment. Operators need to confirm coverage upfront and understand where the gaps are, especially if they’re thinking about serving THC alongside hemp-derived products like Goodmellow.”
Responsible Service: A New Learning Curve
Serving cannabis beverages introduces a different set of challenges compared to alcohol.
“The core challenge is that staff has been trained to recognize alcohol impairment—slurred speech, impaired balance, aggression—and those indicators don't map cleanly onto THC overconsumption,” explained Ashton, who said THC overconsumption may present as anxiety, withdrawal, or disorientation, rather than the more familiar signs of intoxication.
Onset time is another complicating factor.
“THC beverages typically take 15 to 45 minutes to fully take effect, meaning a guest can feel fine after one and order another before the first has peaked,” shared Ashton. “Staff training needs to cover dosage literacy, onset timing, the interaction risk of combining THC with alcohol and a clear protocol for guests who appear uncomfortably impaired. Written policies are important both for operations and liability management. Many operators now set a house limit of one to two THC beverages per guest per visit as a standard guideline. By comparison, bars have been serving high-proof alcohol shots for decades with little discussion around dosing.”
Experts agreed that education is the foundation of responsible service.
“Operators should implement clear serving guidelines, dosing transparency, and staff training similar to alcohol service,” said Johnson.
Many establishments are also setting house limits—often one to two THC beverages per guest—and clearly communicating dosage information.
Preparing for the Future
Looking ahead, many of the experts that Bar & Restaurant News spoke with believe cannabis beverages will become a permanent fixture in hospitality—though not uniformly across all markets.
“I believe cannabis beverages will eventually sit alongside beer, wine, and cocktails as a fourth major beverage category in hospitality,” said Johnson.
Ashton predicts a similar trajectory. “Within three to five years, this is likely a standard menu category in any forward-leaning bar or restaurant—the same trajectory craft beer followed in the 2010s,” he said. “The operators who are ahead of it now are building supplier relationships, training their staff, and learning what their guests actually respond to.”
So, what should an operator consider today?
Ashton suggested operators pick one or two quality products, put them on the menu with proper context, train staff, and track what moves for 60 days. “Don't wait for a major distributor to bring this to the door—by the time that happens, competitors who moved earlier will already have the customer relationship,” he said.
Johnson suggested: “The businesses that approach cannabis beverages with the same level of professionalism as traditional beverage programs will be best positioned to succeed.”
A Category That Demands Strategic Intent
While the opportunity is clear, experts caution against treating cannabis beverages as a novelty.
Candace MacDonald, co-founder and managing director of hospitality-focused creative agency CARBONATE, highlighted the importance of strategy.
“My advice to operators is to approach the category with curiosity, but also with discipline,” encouraged MacDonald. “The opportunity to use cannabis beverages to replace decreased alcohol revenue is real, but hospitality operators shouldn’t treat them like a trend item you can just drop onto a menu. Success will come from thoughtful curation, staff education, clear guest communication, and a real understanding of the legal and operational landscape in your state. Like any new menu item or category, making the selection intentional and connected to your brand story and concept is key.”
In other words, cannabis beverages require the same oversight and dedication as any other part of a well-run beverage program.
Big Picture: The Next Evolution of Social Drinking
Cannabis beverages are not just another product category—they represent a broader cultural shift in how people socialize, relax, and define a “night out,” according to the experts. For some guests, they offer a way to stay engaged without alcohol. For others, they complement existing drinking habits. For operators, this category can open the door to new audiences, new revenue streams, and new ways of thinking about hospitality. However, with this new opportunity comes responsibility: navigating regulations, training staff, ensuring safety, and building trust with guests.
As the category continues to evolve, one thing is clear: The future of on-premise drinking will be more diverse, more personalized to what customers want, and more intentional than ever before. And for operators willing to embrace that change thoughtfully, cannabis beverages may prove to be a significant—and profitable—shift for the industry.
Aaron Kiel is an award-winning journalist and PR professional with more than 20 years of experience in the beverage, tea, coffee, hospitality, and technology sectors. He contributes to Questex’s Bar & Restaurant News as a reporter/writer, and he was previously the editor of Questex’s World Tea News, as well as the Specialty Coffee Association’s member journal, The Chronicle, among other editorial roles. His work with Bar & Restaurant News has earned multiple accolades, including the 2025 Folio: Eddie & Ozzie Award for “Range of Work by a Single Author – B2B” and the 2024 award for “Best Single Article, Culture & Community – B2B.” He also received a Gold Northeast Region Award in the American Society of Business Publication Editors’ (ASBPE) Azbee Awards under the “Diversity, Equity & Inclusion” category for best single article. In addition, Kiel was named a recipient of the 2024/2025 ASBPE Diversity Fellowship Award, which supports and recognizes diversity in the field of B2B journalism. Connect with him on Instagram @adventurer_explorer or visit akprgroup.com.