From dispensary shelves to grocery store coolers, hemp-derived THC drinks are sparking a debate that reaches from statehouses to Capitol Hill. In this episode of Trade To Black, host Shadd Dales sits down with John Kueber, President & COO of Nevis Brands (CSE: NEVI), to explore what it will take for hemp beverages to truly become mainstream.
THC beverages are no longer just a novelty product—they’re rapidly moving into the mainstream. But the big question is: what makes hemp mainstream?
Nevis Brands is already a leader in infused drinks, with popular labels like Major in dispensaries and Happy Apple in hemp channels. For some, it’s about national retail placement and consistency across state regulations. For others, it’s about strict dosing rules, transparent labeling, and consumer education that rivals alcohol and wellness products.
Kueber emphasized that predictability, safety, and consistency are the non-negotiables for THC drinks if they are to be widely accepted by consumers. Unlike beer, which consumers understand through standard ABV percentages, hemp beverages vary drastically in dosage—sometimes from 5 to 100 milligrams. Setting a lower dose as standard, he believes, would help consumer trust, normalize consumption and encourage multi-serving purchases.
The lack of clear Federal laws and consistent frameworks is also impacting adoption. While states like Minnesota are leaning in, Congress is still debating whether hemp-derived THC itself should even remain legal, which could impact the industry for drinks. That tension makes this discussion both timely and critical. Minnesota, Louisiana, Tennessee, and others have different limits and tax structures, making compliance complicated for brands.
Retail adoption is happening, but cautiously. Large chains like Kroger still treat THC drinks as novelties, often unsure where to place them on shelves. Total Wine has created dedicated THC beverage sections with shelf talkers and in-store demos, which Kueber praised as the most advanced retail strategy so far. He stressed that having internal “champions” on buying teams is critical to pushing mainstream placement.
Be sure to catch the full interview where we tackle some of the big questions facing the industry.
