Craft Beer Professionals19 Mar 2025

Consumer Perspectives and Sales Opportunities in Hemp-Derived THC

They’re new, novel for many, and sales are booming. Hemp-derived THC drinks are changing store shelves and consumer purchase behaviors. This segment represents some of the highest potential for compound annual growth rate across all forms of cannabis and cannabis-adjacent products in coming years. Most importantly, those sales increasingly occur in common places people are already shopping: bottle shops, liquor stores, and other chain retail.

The total hemp-derived THC market grew around +20% in 2024, with much driven by increased availability of beverages. And with no sign of waning interest from consumers across large swaths of the country, it’s vital to understand what’s next.

Bryan Roth (Director of Insights, Sightlines)

Bryan Roth leads consumer and market analysis for Sightlines. He develops frameworks and ideas that allow for decision-makers to thrive in beer and other alcohol categories. With over 10 years as a beverage-alcohol analyst, his work helps make ambiguous trends and emerging consumer behaviors more tangible, relevant, and actionable.

Kate Bernot (Lead Analyst, Sightlines)

Kate Bernot uses her reporting background to develop content for Sightlines subscribers, as well as leads panel discussions and industry roundtables about the future of beer and other alcohol categories. With more than 10 years of work across mass media, trade, and insights services, she’s routinely cited as the beer and beverage alcohol industry’s most prolific and impactful analyst.

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