Dry January Drives THC Beverage Sales Beyond the New Year

Dry January Reflects a Broader Shift in How Consumers Socialize Without Alcohol

“We’re seeing increasing interest in recalibrating one’s relationship with alcohol, but that doesn’t mean recalibrating one’s relationship with society,” said Christopher Lackner, president of the Colorado-based Hemp Beverage Alliance.

“You still want to be part of the community, and that means consuming a beverage. Whether it’s a one-month opportunity or a totally new calibration, these hemp beverages help make that happen.”

That mindset is helping fuel continued growth in hemp-derived THC beverages, particularly during Dry January but industry leaders say the momentum increasingly extends well beyond the first month of the year.

Dry January Delivers a Predictable Bump in THC Beverage Sales

Manufacturers of intoxicating hemp beverages report a clear sales lift heading into and throughout January as consumers temporarily—or permanently—step away from alcohol.

Denver-based High Spirits recorded a 10% increase in direct-to-consumer sales this January, according to co-founder and CEO Chris Fontes. But the most significant uptick came earlier, when retail buyers prepared for Dry January demand.

Fontes said consumers are using intoxicating hemp products in two primary ways: beverages as a replacement for after-work cocktails or wine, and gummies as a daily wellness supplement.

“It’s a can, you’re drinking it. It feels more normal,” he said, adding that even consumers in conservative states who may avoid traditional cannabis products are increasingly comfortable with THC-infused drinks.

Alcohol Alternatives Gain Ground Across Generations

Crescent Canna, a Louisiana-based hemp beverage maker, reported sales growth of roughly 50% year-over-year from 2024 to 2025, according to co-founder and Chief Marketing Officer David Reich.

While Reich said Dry January doesn’t always produce a dramatic spike, interest in alcohol alternatives clearly intensifies during the period. Crescent Canna’s Dry January promotion attracted nearly 1,000 participants this year—almost five times more than the previous year.

“I don’t know that you can say this promotion is driving sales any more than another promotion,” Reich said. “But all the trends line up with that.”

The shift away from alcohol is especially pronounced among Millennials and Gen Z, but older consumers are also exploring low-dose THC and hemp beverages for health, wellness, and moderation reasons.

Research Suggests THC Beverages May Reduce Alcohol Consumption

The rise of THC-infused beverages coincides with a broader reevaluation of alcohol use in the U.S.

According to Gallup, only 54% of American adults say they drink alcohol—the lowest level recorded in nearly 90 years of polling.

A recent University at Buffalo study published in the Journal of Psychoactive Drugs suggests cannabis beverages may play a role in alcohol reduction. Nearly 63% of surveyed consumers reported reducing or stopping alcohol use after incorporating cannabis beverages into their routines.

Average weekly alcohol consumption among respondents dropped from 7.02 drinks to 3.35 drinks.

“It’s remarkable that people who use cannabis beverages report an even greater reduction in alcohol than those who use other types of cannabis products,” said Daniel Kruger, a co-author of the study and research associate professor at UB’s School of Public Health and Professions.

THC Beverage Sales Mature Beyond Seasonal Trends

THC beverage sales surpassed $1 billion in 2024, according to a September report from Whitney Economics. The category is now legal in 28 states, though the industry faces uncertainty due to the potential for a federal ban on hemp-derived THC.

More than 500 brands compete nationally, with top performers generating more than $10 million in annual sales.

At Minneapolis-based Top Ten Liquors, THC beverage sales rose 30% in 2025 compared to the prior year, said owner and CEO Jon Halper.

In Nashville, Tennessee, THC beverages account for about 7% of sales at Sinkers Beverages, a level that has remained steady throughout the year, according to beer and THC buyer Alex Stradel.

“I feel like there was more buzz last year when it was newer,” Stradel said. “People have settled into routines. That gold rush feeling is slowing.”

From Dry January to Year-Round Lifestyle Change

For some producers, Dry January no longer delivers the dramatic spikes seen in earlier years but that’s not necessarily bad news.

Aaron Nosbisch, founder of California-based hemp beverage brand Brez, said sales remain strong even as January’s influence moderates.

“It’s still a thing, but it’s turning into less of a thing,” Nosbisch said. “People aren’t just being dry for January, they’re becoming more lifestyle-conscious and seeking balance year-round.”

As awareness grows around alcohol’s health impacts, Nosbisch said consumers are making ongoing adjustments rather than waiting for a single reset month.

“Alcohol is declining rapidly because people aren’t consuming belligerently anymore,” he said. “They’re checking themselves all the time.”

Taken together, industry data, consumer behavior and emerging research suggest that while Dry January still matters, hemp-derived THC beverages are increasingly becoming a permanent fixture in how Americans socialize one can at a time.