Hemp Derived THC Beverage Maker Becomes First to Join Major Alcohol Trade Group
A Kentucky-based hemp-derived THC beverage company has made history by joining the Wine & Spirits Wholesalers of America (WSWA), marking the first time a producer in the growing cannabis-adjacent market has formally partnered with one of the nation’s most influential alcohol trade organizations.
The company, CannaBuzz, is entering an arena traditionally dominated by beer, wine, and spirits, and is now strategically aligned with alcohol distributors that collectively represent more than 380 companies nationwide. According to industry analysts, this landmark development could signal a turning point for hemp-derived THC beverages as they seek legitimacy, regulatory clarity, and broader consumer access.
Bridging the Gap Between Alcohol and Hemp Beverages
CannaBuzz’s membership underscores the increasingly blurred lines between traditional alcohol consumption and the fast-growing intoxicating hemp beverage category. The Highly Capitalized Network reports that the partnership establishes a direct connection between mainstream alcohol distribution channels and hemp-derived cannabis alternatives, which have been gaining popularity since the passage of the 2018 Farm Bill.
That legislation legalized hemp at the federal level but inadvertently created a legal gray area for intoxicating products like delta-9 THC derived from hemp. Beverage companies have capitalized on this opening, producing formulations that deliver a mild psychoactive effect similar to cannabis but outside the traditional marijuana regulatory framework.
With U.S. spirits sales down by 6% in the second quarter of 2025, the WSWA has expressed interest in diversifying its members’ offerings. Hemp-derived THC beverages present a fresh revenue stream, one that could attract younger consumers shifting away from alcohol while staying within familiar distribution networks.
The broader market for THC-infused beverages has demonstrated strong momentum. Sales surpassed $1 billion nationwide in 2024, with analysts projecting continued growth through at least 2026 as formulations improve, flavor profiles diversify, and access expands across retail channels.
However, challenges remain significant. At least 15 states have tightened restrictions this year on hemp-derived intoxicants, citing concerns over potency, unregulated sales, and potential youth exposure. Some have banned delta-8 and other synthetic cannabinoids outright, while others have imposed new age limits and retail requirements.
This patchwork of state-level restrictions has created an unpredictable landscape for hemp companies. While some view CannaBuzz’s WSWA membership as a breakthrough, cannabis reform advocates worry it could lead to alcohol industry players dominating a market that has so far been largely independent.
A Pragmatic Compromise for Both Sides
Industry watchers say the partnership represents a compromise that benefits both sectors. For alcohol wholesalers, hemp-derived THC beverages provide a way to supplement declining sales without threatening their core liquor business. For CannaBuzz and other hemp beverage brands, established distribution channels offer nationwide reach that independent cannabis operators could not easily achieve on their own.
The WSWA has been outspoken in its push for federal oversight of cannabinoid products, emphasizing the need for testing, labeling standards, and responsible retail frameworks. The trade group has simultaneously opposed blanket bans that would wipe out entire product categories, arguing that responsible regulation is preferable to prohibition.
Recently, the WSWA lobbied Congress to protect consumer access to natural cannabinoids while differentiating them from synthetic alternatives. For CannaBuzz, aligning with such a powerful lobbying entity could prove invaluable as the company navigates ongoing regulatory uncertainty.
Hemp’s Role in the Alcohol Industry
The membership announcement is being watched closely by both the cannabis and alcohol industries, with many considering it a bellwether moment. If successful, CannaBuzz’s move could pave the way for additional hemp beverage companies to join traditional trade organizations, accelerating mainstream adoption and potentially influencing future federal legislation.
Still, the road forward will not be without friction. Cannabis advocates fear that hemp-derived beverages could siphon momentum away from efforts to reschedule marijuana at the federal level, while consumer protection groups continue to press for tighter controls on potency and marketing.
As the hemp-derived THC market matures, partnerships like the one between CannaBuzz and the WSWA may set the tone for how intoxicating cannabis alternatives coexist with and possibly reshape, the alcohol industry.
