Hemp THC Beverage Sales Surge Ahead of Looming Federal Ban

Hemp THC beverage sales are spiking as a November 2026 federal ban approaches. Brands like Cann saw double-digit growth after regulators announced the crackdown.

Hemp-derived THC beverage sales are surging as the industry races against a November 2026 federal ban, with brands reporting double-digit percentage growth in the months following the crackdown announcement. The market, now estimated at $1.1 billion, is experiencing a "spike in sales" as consumer awareness grows that products may soon disappear from shelves.

The federal prohibition, buried in the November 2025 government funding bill, fundamentally redefines legal hemp by implementing a strict 0.4 milligram total THC cap per container a threshold so low it effectively bans most intoxicating hemp products currently on the market. Industry groups estimate the new rules could eliminate up to 95% of existing hemp-derived consumer products, jeopardizing a $28 billion national market and over 300,000 jobs.

Brands like Cann, which produces low-dose THC and CBD sparkling beverages, have seen significant sales acceleration as retailers and consumers rush to stock up. The Coalition for Adult Beverage Alternatives confirms "growing awareness that these products could go away" is driving current market momentum. Minnesota craft breweries, where THC drinks account for up to 26% of distributed product revenue, face existential threat.

Total Wine & More founder David Trone notes the category has "tremendous growth" potential, estimating it could eventually reach $30 billion with proper federal regulation instead of prohibition. However, with the congressional recess approaching in August, the window for legislative intervention is narrowing. Industry advocates are urgently pushing for age-gating requirements, clear labeling standards, and FDA oversight as alternatives to outright elimination.