On Tap THC-Infused Drinks Redefine the Bar Experience

The familiar ritual of pulling a pint at the bar is undergoing a transformation. Hemp-derived THC beverages, once confined to cans and bottles, are now flowing from tap lines in select taverns, offering consumers a new alternative to alcohol. From Wisconsin to South Carolina, the arrival of THC kegs signals a cultural shift in how people socialize and unwind.

Cannabis on Tap: A Natural Evolution of the Beverage Market

Until recently, cannabis drinks were largely packaged in single-serve formats for retail sales. Now, companies like Pharos Brands are pioneering the move to kegs, bringing THC-infused beverages directly into bars and restaurants. Each pour contains 5 milligrams of hemp-derived THC, a mild and approachable dose designed for social settings.

The format bridges familiarity with novelty. Consumers accustomed to ordering a beer on draft can now choose a cannabis beverage without leaving the comfort of a barstool. For taverns, this innovation provides an opportunity to fill unused tap lines at a time when beer sales are slipping nationwide.

Why Wisconsin Was First

Pharos launched its keg program in Wisconsin, a state with a deeply entrenched beer culture. Co-founder and president Mary Bernuth explained the decision: Wisconsin’s reputation as a beer capital made it the perfect proving ground for a THC draft option.

Produced in partnership with South Carolina-based Upstate Beverage Consultants, the kegs reflect a deliberate strategy to integrate cannabis beverages into traditional drinking environments. The move is also a nod to cultural habits—meeting consumers where they already gather to relax and connect.

A Boost for Taverns Facing Slumping Alcohol Sales

Alcohol consumption in the U.S. has been steadily declining. According to Gallup, only 54% of Americans reported drinking alcohol in 2025, compared with 62% just two years earlier. That trend has left many bars and restaurants with underused taps and shrinking profits.

Pharos’ THC beverages offer a fresh revenue stream. “Tavern operators are finding this to be a potential opportunity as tap lines from beer sit empty,” said Jerry Zavorka of Badger Cannabis, the distributor for Pharos.

With the global cannabis beverage market projected to grow from $1.3 billion in 2024 to $3.1 billion by 2030, taverns tapping into this trend may position themselves at the forefront of a booming industry.

Consumer-Driven Flavor Innovation

While Pharos is focused on Wisconsin, Rebel Rabbit—a brand launched by Pierce Wylie and also supported by Upstate Beverage Consultants—has been experimenting with flavor development through consumer engagement. Its Lab Rabbit Innovation Program allows customers to vote on which flavors should become permanent offerings.

The program has already produced hits like Blackberry Lemon, a beverage with 10 milligrams of THC and 40 milligrams of natural caffeine, which transitioned from limited release to a full-time SKU after positive feedback. The next iteration, TeaHC, will blend tea-based caffeine with THC to provide a balanced, energizing option for social occasions.

This consumer-driven model highlights the experimental nature of cannabis beverages and their potential to compete directly with traditional alcohol products in terms of variety and customization.

Technical Challenges of THC Beverages

Despite the excitement, significant hurdles remain. Hemp-derived cannabinoids are not water soluble, requiring emulsions to distribute THC evenly in beverages. These emulsions can break down over time, causing separation that is difficult to correct in large keg formats.

Darwin Millard, technical director at Cannabis Safety & Quality, is leading efforts through ASTM International to create standards that ensure product safety, stability, and quality. His initiatives aim to establish specifications for emulsion stability, packaging compatibility, and dosage accuracy.

Packaging presents another obstacle. Aluminum cans, while convenient, use liners that can strip cannabinoids and flavor compounds from beverages, reducing both potency and taste. While kegs avoid some of these issues, they introduce new challenges related to long-term stability.

A Push for Standards and Consumer Confidence

Industry leaders argue that the long-term success of cannabis beverages depends on creating frameworks similar to those used in the alcohol industry. That could include clear labeling, potency scales, and even standardized color coding to help consumers understand what they are consuming.

Millard stresses that these steps are not just about compliance but about building consumer trust. “As we fix these problems, we’re not just improving the product—we’re ensuring the long-term success of this market,” he explained.

A New Era for Social Drinking

As THC beverages flow from taps in Wisconsin and beyond, the potential for cannabis to redefine social drinking culture is becoming more tangible. Bars and restaurants now have a chance to expand beyond alcohol, tapping into a growing consumer preference for wellness-oriented, non-alcoholic alternatives that still offer a mild buzz.

While regulatory uncertainty and technical challenges remain, the combination of innovation, consumer demand, and shifting social norms suggests that on-tap cannabis beverages may become a permanent fixture in taverns across the country.

For now, the sight of a THC-infused pint being poured next to a traditional beer is a glimpse into a future where cannabis plays an increasingly central role in the American bar experience.