October 16, 2025
Suppliers and retailers have a huge upside to selling THC beverages in their stores. Before that nirvana can be reached though, they will need to wade through minefields of state legislation, education and understanding the products.
Two presenters in Wednesday’s “Cracking Open the Potential for THC Beverages” provided a playbook of do’s and don’ts. Diana Eberlein, chair and founder of the Coalition of Adult Beverage Alternatives (CABA), shared the stage with Rebekah Stevenson, head of packaged beverages at Circle K. CABA’s goal is to unite the alcohol and intoxicating hemp beverage industries to establish a unified voice for sensible regulation and policy for low-dose THC beverages.
[Read “A Seed of Opportunity” from NACS Magazine]
THC beverages are projected to bring in more than $800 million in 2025. “Expect it to be a $5 billion market in a few years,” Eberlein said. “THC is the fastest-growing category in adult beverage.”
Although the numbers are compelling, the rollout will likely be uneven.
“We are lobbying at the state level, explaining to legislators that these are treated the same as 21-plus,” Eberlein said. “You guys check IDs more than TSA does, even during shutdown,” she joked. “Go to your state chapters and encourage them to represent.”
Getting THC to market will require much more than a traditional supplier-retailer approach. Education and relationships are key in this emerging category, and suppliers and distributors have to do some lifting. “Have your pitch when you come in. The more you bring ready for us to process and use, the better,” she said.
She also discouraged suppliers from sending samples without asking specific questions. “I don’t have the storage space,” she said, noting that she has spent hours pouring products down the drain.
And most importantly, “don’t put down alcohol to sell your product. Although the alcohol category is down, it is still very strong for retailers,” she said.
Some do’s for suppliers, according to Eberlein and Stevenson: invest in regional sales reps, look out for your partner and err on the side of caution, hire a lawyer or consultant, and keep your retail partners informed.
For retailers, Stevenson encouraged them to educate themselves about the category—the products, what they are and who is buying them. Learn how to stock, display and educate around this category. And get started now by advocating for the right to sell these products.