Cannabis-infused beverages are booming, and brewers across the country have been jumping into the scrum of hemp-derived THC drinks. Technically, they’re less challenging to produce than nonalcoholic beer, and—unless there’s a sudden shift in the legal status quo—they have more upside than hard seltzer.
For now, beverages featuring THC and other cannabinoids appear to offer opportunities to boost revenue, attract new customers, and adapt to the cultural shifts impacting the brewing industry.
“If anyone is qualified to work in the THC-beverage space, it’s craft brewers,” says Katie McNulty, marketing director at Chicago’s Revolution Brewing. Revolution launched its Reverb Splash line of infused drinks in mid-2025, and it quickly added new flavors and dosing options to the fruit-flavored sparkling waters to meet demand. “Brewers are well-positioned to build up the category by doing the things they learned building the craft-beer industry,” she says.
With their focus on quality, experience with governmental regulations—from the ABC to the TTB—and their obsessions with flavor and innovation, craft brewers have the skillset to excel in this expanding space.
For those who are considering the jump but aren’t sure where to start, here are three key questions to answer before launching a new infused beverage.