The Rise of Hemp-Infused Beverages Amid Changing Consumer Preferences

In January 2026, the market for hemp-infused beverages, particularly those containing tetrahydrocannabinol (THC), has seen significant growth as consumer preferences shift away from traditional alcoholic drinks. Retailers such as Stew Leonard’s in Paramus, New Jersey, have reported a substantial increase in sales, with estimates indicating a 25% rise compared to the previous year. This trend is occurring during a time when many Americans are participating in Dry January, a movement aimed at reducing or eliminating alcohol consumption.

High January Is the New Dry January

The rise of hemp-infused drinks is part of a broader lifestyle shift among consumers who are increasingly seeking alternatives to alcohol. Research from Numerator indicates that alcoholic beverages have consistently lost market share to nonalcoholic options during January over the past three years. This trend suggests a sustained change in consumer behavior rather than a temporary post-holiday adjustment. The introduction of hemp-infused drinks has coincided with the legalization of cannabis-derived products in various states, further facilitating their acceptance in mainstream retail.

High January Is the New Dry January

Blake Leonard, president of Stew Leonard’s Wine & Spirits, highlighted the explosive growth of hemp-infused beverages in his store, noting that the retailer has expanded its offerings from fewer than 10 brands to 75 in just three years. Major retailers, including Target, Sprouts, and Circle K, are also beginning to stock these products, indicating a significant shift in the beverage market landscape.

High January Is the New Dry January

The increasing popularity of hemp-infused drinks reflects a changing consumer mindset towards health and wellness, particularly in the context of alcohol consumption. As more individuals opt for alternatives that provide a buzz without the negative effects associated with alcohol, the beverage industry may need to adapt its strategies to accommodate this evolving market. The sustained growth in this category suggests potential long-term implications for traditional alcoholic beverage sales.

High January Is the New Dry January

Retailers have noted that the demand for hemp-infused drinks is driven by consumers looking for healthier options. Blake Leonard stated, “The growth in the category has been explosive for us,” emphasizing the shift in consumer preferences. The research firm Numerator has also pointed out that the decline in alcohol sales during January signals a more permanent lifestyle change among consumers.

High January Is the New Dry January

Despite the positive reception of hemp-infused beverages, there are concerns regarding the regulation and safety of these products. Critics argue that the rapid expansion of the market may outpace regulatory frameworks, potentially leading to issues related to quality control and consumer safety. As the industry grows, these concerns will need to be addressed to ensure consumer protection.

High January Is the New Dry January

While sales data indicates a significant rise in hemp-infused beverage consumption, there is limited information on the long-term effects of these products on public health and safety. Additionally, the extent to which this trend will impact traditional alcoholic beverage sales remains to be fully understood.

High January Is the New Dry January

“The growth in the category has been explosive for us,” — Blake Leonard, President of Stew Leonard’s Wine & Spirits

High January Is the New Dry January