In the emerging adult non-alcoholic segment, we’ve seen retailers like Sèchey and Boisson make the jump from online to brick-and-mortar stores in search of a wider audience. It’s a smart strategy – but can it be reverse engineered for another new and disruptive category: THC infused drinks?
Several major multi-state operators seem to think so. Following Curaleaf’s announcement of TheHempCompany.com in June, Wana Brands recently became the second cannabis company this summer to launch an ecomm platform capable of shipping THC and CBD-infused products to customers across the country. Named Wanderous, the online store will feature D9 THC products and CBD gummies from six brands: Cann, Happi, Charlotte’s Web, Martha Stewart CBD and MXXN, as well as Wana’s own new line of cannabinoid-infused RTDs, which come in three 7.5 oz canned SKUs. Canopy’s approach is something of a shift from its previous position: the Canadian company has mainly focused its attention on developing its drinks business at home, where cannabis has been federally legal since 2018. Like other large brands operating outside the U.S., Canopy is lobbying regulators while preparing for the country’s laws to change; recall it committed $3.4 billion for the right to acquire New York-based multi-state operator Acreage Holdings when marijuana is legalized (with an out-class included if that doesn’t happen by sometime in 2027). But patience is probably more of a Canadian virtue, in this sense anyway. Like it or not, D9’s U.S. presence is too big to ignore at this point, and Canopy and others’ big bets on non-intoxicating CBD a few years back didn’t yield the bonanza some expected. Amidst a flood of hemp-derived THC products ranging from high-end tinctures to pre-rolls sold at gas stations, beverages are amongst the most accessible, best branded and intuitive of the lot – but for how long? This past summer states like Massachusetts and Iowa have taken steps to rein in the market, sparking lawsuits and promising more further legal gridlock before resolutions can be found. In that context, a DTC option that circumvents normal distribution – think of the rapid growth of Brez – makes sense to chase while it’s still available. As noted in the press release, Wondrous is designed in part to “reach entirely new audiences in non-legal states who are also in need of solutions for sleep, stress, pain or sheer enjoyment, but simply don't have easy access to safe, legal products.” Yet it’s no sure thing. For beverages specifically, it’s placement in retail venues – particularly stores that also sell alcohol, like bars and liquor stores – that has generated the most attention: just ask businesses in Minnesota who are seeing D9 drinks pick up the slack from sagging beer and spirit sales. Also, this isn’t a new concept: Canopy launched a similar platform in 2020 for its CBD products, which is no longer active, and the brands sold on Wanderous are available elsewhere. Selling third-party brands may be a way to attract customers and add credibility, but likely the goal for both Canopy and Curaleaf is driving sales to their own branded items. The scene is reflective of the market’s growing pains: hemp-infused drinks have opened the market and confirmed its viability, but simply continuing to patch together individual rules state-by-state is an unsustainable path. In lieu of action from federal regulators and lawmakers – a non-starter until after the presidential election, at best – these publicly traded companies may be eager to show shareholders they aren’t missing out on whatever money is to be made during this tenuous, transitional period. In any case, THC beverage makers may now be perfectly positioned to capitalize with the right domain… just yesterday Pot.com became available for acquisition. Go Deeper: Hemp-Derived Satisfies Consumer Thirst for THC Beverages | 
