When it comes to forecasting the future of cannabis beverages in mainstream CPG, a history of false dawns and fake-outs have made it about as reliable as astrology. But as we wake up today, it feels like at least one big sign is looking particularly portentous. That's because – according to multiple posts from brand leaders on social media – national liquor retailer Total Wine & More has made the decision to take start selling hemp-derived delta-9 THC drinks in at least some of their 250-plus stores across 28 states, becoming the first big spirits chain to open its doors to the burgeoning new category. The inaugural class of beverages includes Cann, Cantrip, Trail Magic, Keef Brands and Kite Soda. Brands like Cann have long envisioned the day when its product can compete on shelves alongside both alcoholic drinks and the exploding 'adult' zero-proof category (of which it is one of a class of THC-infused protagonists already). And in certain markets, where the retail conditions and regulatory environment are right for watching the experiment play out -- Minnesota being the prime example -- the category is performing: monthly sales of THC-infused beverages in the state are likely topping $1 million, per MJBizDaily. Local grocery chain Cub Foods picked up infused edibles and drinks across its 80 supermarkets earlier this year, helping beat a path for brands further away from the limitations of the adult-use dispensary channel. Getting Total Wine in the game only takes things a step further. The retailer, which picks up annual revenues of over $5.5 billion, has been active in growing its non-alcoholic options as well as expanding its store count, with CEO Troy Rice telling BevNET in September that an additional 15 to 20 stores are set to open each year over the next three years. The brands chosen for Total Wine’s dive into THC drinks also tell a story. Despite the presence of deep-pocketed alcohol players like Boston Beer and Pabst Brewing in the nascent category, the group of THC-infused beverages consumers will encounter at Total Wine is a mix of founder-led startups and established names that helped pioneer the space over roughly the past decade. Some of the same people who first had the vision of what low-dose cannabis drinks could become will now have the chance to test their theories and strategies, a well-earned right they’ve fought hard to gain. One potential knock-on effect to watch for? The impact on hemp-based CBD drinks, many of which have already introduced non-infused products to sidestep the regulatory gridlock. With THC out loud and proud, does CBD alone still inspire excitement? Not for distributor Southern Glazer's, which dropped its portfolio of CBD drinks earlier this year. | 
