New Jersey’s THC beverage market is heading into the most consequential stretch of its short life. A federal change to the definition of hemp takes effect in November 2026, and the state has set November 13 as the last day licensed liquor stores can sell hemp-derived THC drinks. After that date, any beverage carrying a meaningful dose of THC moves into the same regulated system as flower, vapes, and edibles, sold only through licensed dispensaries. 

For the brands that built their followings in liquor-store aisles and grocery coolers, the deadline marks a real turning point. One New Jersey company has spent the past year preparing for it in an unusual way, by making the same drink twice.

High Tide, a seltzer brand based in southern New Jersey, produces four flavors in two separate formulations. There is a 10-milligram hemp-derived version that has lived in the liquor-store and direct-to-consumer world, and a 5-milligram cannabis version, made with what the company describes as real marijuana, that is sold only in licensed dispensaries. 

The flavors are identical on both sides: Citrus Surge, Lemon Lime Splash, Island Punch, and Riptide Cola. The drinks are vegan and made without artificial dyes, added sugar, or alcohol. The two-track approach looks, at first glance, like a careful hedge against a shifting regulatory map. 

According to the company, it started as something much smaller.

A Taste Test That Outgrew Its Purpose

High Tide’s hemp line was not originally conceived as a product. It began as a way for the team to taste what they were building. Because the flavor emulsion tastes nearly the same in either formulation, the company wanted to sample the profiles before committing to a full production run on the cannabis side. At the time, no one else in the state was producing real marijuana-derived drinks, and the priority was making sure the finished product would be as pleasant to drink as it was to look at.

Taste came first. The goal was to find flavors that worked so naturally with the earthy character of the cannabis emulsion that a drinker would not register it as a separate note. “We were absolutely not trying to hide the flavor of the emulsion but instead wanted to find flavors that worked so well with it that you don’t even recognize it,” the company says. The hemp version was the test kitchen for that work. 

In the company’s own words, “it was never actually supposed to stick around. It was just so we could really taste it. The people had other plans.”

Those plans became clear when High Tide brought the drinks to MJUnpacked, an industry trade event. The response to the hemp beverages was immediate and large, both as a preview of the cannabis line and as a product in their own right. With manufacturing on the marijuana side still a few months from being fully ready, the company made a decision that reshaped its business: it kept the hemp drinks in production to meet the demand. 

What had been a temporary sampling tool became half of the catalog, and the reaction to the flavors and the effect convinced the team that they had found something worth keeping on both sides of the aisle.

The Insight Hiding in the Demand

The more revealing part of that early response was not the enthusiasm for a new drink. It was what the enthusiasm seemed to be about. As the company describes it, the market was not short on beverages. It was short on something the beverage represented. “The market was not missing a category, a ‘drink,’ but the market was missing the social element that came with that product,” High Tide says. “Not a drink but the social acceptance and inclusion that ‘drinking’ brings.”

That framing lines up with where the broader THC beverage category has been heading, positioned less as liquid cannabis and more as an alternative to alcohol for people who still want a cold drink in hand at a gathering. High Tide leans into that idea directly, with packaging that promises a lifted mood and a clean finish, and a tagline that warns the drinks are smooth enough to make a person forget there is THC in them. The company’s stated goal is to bring the fun back to social consumption without the next-morning cost of alcohol.

The customer base has turned out to be broad. According to the company, buyers include people replacing alcohol entirely, people adding the drinks to other forms of cannabis consumption, and experienced consumers who use the low dose as a social option rather than a strong one. 

“For those that have a higher tolerance this is not going to blast you to the moon,” the company says. The team has watched customers treat the seltzers as a mixer and even as the base for an ice cream float. The through-line is flexibility. The drink is designed to slot into whatever social moment a person is already in.

Two Shelves, Two Shoppers

If the demand told High Tide what people wanted, selling on both sides of New Jersey’s split market has taught the company something about who those people are. The two channels do not attract the same shopper, and the difference is not only about product. It is about comfort.

“Some hemp drinkers have never been in a dispensary, while most cannabis consumers have seen the inside of a liquor store,” the company observes. That single asymmetry explains a great deal about why the coming shift is more complicated than a simple change of address. The liquor store is familiar ground for nearly everyone. The dispensary, with its ID scan, its regulations, and its association with cannabis specifically, still carries friction for a segment of the beverage audience that found these drinks precisely because they did not require a trip to one. 

Both groups, the company notes, are ultimately after the same thing. They are just arriving from different directions.

That overlap points to a possibility the company is careful not to overstate. If the hemp drinks reach people who have never set foot in a dispensary, they may end up serving as an on-ramp, a low-stakes introduction that makes the licensed cannabis market feel less foreign. “Will hemp be a bridge for some consumers to find a path to cannabis and break down a barrier?” the company asks. “Maybe. And if so we welcome being able to contribute to that progress for the plant.” Whether or not that proves true at scale, High Tide’s presence on both shelves has given it something rarer than a single loyal audience: recognition from shoppers on either side of a divide that the state is about to make permanent.

The looming deadline has added a layer of urgency to how those shoppers behave. High Tide reports that some hemp drinkers are stocking up, setting aside higher-dose products and familiar brands from liquor-store shelves while they still can. Retailers are reacting unevenly. Some are pulling in whatever inventory they can find, while others have paused new orders entirely. Visits to stores, the company says, have not turned up empty shelves so far.

All of this is playing out inside a state market that was already under pressure. New Jersey’s legal cannabis industry has grown quickly to more than 250 licensed dispensaries, with tight margins and stiff competition, and operators have watched the hemp market draw consumers away from the regulated one. The November deadline is, in part, an attempt to pull those consumers back inside the licensed system.

What Changes on November 13

The mechanics of the shift are set in state law. Since late May 2026, an intoxicating hemp beverage sold in New Jersey has been capped at 5 milligrams of THC per serving and 10 milligrams per container. Licensed liquor stores and cannabis retailers have been permitted to sell within those limits during a transition window. That window closes on November 13, 2026. 

After it, a beverage containing more than a trace amount of THC is treated as cannabis rather than hemp, which means it can be produced and sold only through the licensed cannabis supply chain. Lawmakers have revisited the rules several times, including proposals to change container sizes and potency ceilings, but the November cutoff for liquor-store sales has remained in place through each revision. Anyone planning around it should confirm the current status close to the date, since the timeline has moved once already.

For most hemp beverage brands, that cutoff is a hard problem. For High Tide, it is a decision the company has been positioned to make. Its cannabis line is already inside the system that survives the deadline, and the company reports that the real marijuana drinks are stocked in more than 50 New Jersey dispensaries, a number it says is still growing. The open question is what happens to the 10-milligram hemp version once liquor stores can no longer carry it.

The company frames the answer as a fork rather than a crisis. “We either move the 10mg hemp into dispensaries exclusively or we discontinue it,” High Tide says. “Either way we decided to go down both paths so we would be here for the consumers no matter what.” On the potency debate, the company expects the 5-milligram serving standard to hold, and says it has options ready if the rules change instead. That readiness is the practical payoff of an origin story that began as a taste test. 

By building both versions early, High Tide gave itself a path through the deadline that does not depend on which way the rules finally break.

Building for Whatever Comes Next

High Tide describes itself less as a cannabis company or an alcohol-alternative company than as a brand built around a feeling. The team is from just outside Philadelphia in southern New Jersey, and the reference points are local and specific: a drink worth raising at a beach gathering, a tailgate, a New Year’s toast, a quiet end to an ordinary day. The company says its founders are drinkers at heart who wanted an option for themselves, something cold and refreshing with a light lift and none of the regret.

That identity is meant to travel across whatever channel the state leaves open. “If we don’t have to pick a side, we won’t,” the company says. “If we do have to stop producing the hemp High Tides, we will. Either way, High Tide will be here.” As New Jersey’s market continues to consolidate around the licensed system, and as the state’s cannabis scene keeps drawing national attention, the brands most likely to endure are the ones that understood early what their customers were really buying. High Tide’s read is that people were never only after a drink. They were after a reason to gather, and a way to be part of it. The company intends to keep supplying both, on whichever shelf the tide leaves it standing on.

Photos courtey of High Tide

Partner Content Disclosure: This article was produced in connection with a promotional partnership with High Tide. Reporting is based on interviews with the High Tide team and information shared during those conversations about the company, its products, and its experience in New Jersey’s THC beverage market.

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Several major alcohol industry participants are backing a new bill in Congress that would exempt hemp beverages from a currently scheduled ban on THC products derived from the plant while enacting new provisions to tax and regulate the cannabis drinks like alcohol.

“Appropriately dosed hemp-derived beverages belong in a regulated adult beverage marketplace, not in a legal gray area,” Dawson Hobbs, executive vice president of government affairs for Wine & Spirits Wholesalers of America (WSWA), said in a press release supporting the new Beverage Regulatory Parity Act, introduced on Monday by Reps. Beth Van Duyne (R-TX) and Greg Landsman (D-OH).

“We thank Congresswoman Van Duyne and Congressman Landsman for their leadership advancing a framework that treats these products differently from other hemp products and builds on the alcohol regulatory system’s long record of consumer protection,” he said.

“The conversation has evolved beyond whether hemp-derived beverages should be regulated to how they should be regulated,” Dobbs said. “This legislation moves that conversation forward by following the long record of success in regulating alcohol through a federal and state partnership.”

Hemp derivatives with less than 0.3 percent delta-9 THC on a dry-weight basis were federally legalized under the 2018 Farm Bill that President Donald Trump signed during his first term in office. But late last year, the president signed new legislation containing provisions that will redefine hemp to make it so only products with 0.4 milligrams of total THC per container will remain legal after November 12.

The Senate over the weekend, however, approved a funding bill that includes a provision to delay the effective date of the hemp product ban until December 11, with the support of the White House. Sen. Ted Budd (R-NC) had filed an amendment to strip that language and keep the prohibition on track as scheduled, but the body approved a motion to table the proposal in a vote of 61-32.

Hemp industry supporters believe the delay, if approved by the House and enacted into law, will give them more time to convince Congress to enact regulations for THC products as an alternative to prohibition.

Separately, the Beverage Alcohol Merchants Coalition (BAMCO)—a coalition of alcohol retailers—also endorsed the new hemp THC drinks bill.

“We applaud Representatives Van Duyne and Landsman for putting forward a regulatory framework for low-dose hemp beverages that aligns interests and addresses consumer demand,” Jonathan Grella, a spokesman for BAMCO, said in a press release.

“Their bill provides a path to a safe, regulated marketplace for low-dose hemp beverages while supporting Congress and the Administration in removing synthetic and inhalable products,” he said. “We look forward to working with Representatives Van Duyne and Landsman to build on the proven safeguards of the beverage alcohol system and get the regulation right.”

BAMCO’s members include Total Wine & More, BevMo! by Gopuff, ABC Fine Wine & Spirits, Spec’s Wine and Spirits & Finer Foods, as well as a group of hemp product wholesalers.

“This is exactly the kind of serious, bipartisan work needed to move the conversation from prohibition to responsible regulation,” Grella said. “Consumers deserve safe products, parents deserve strong protections for children, and responsible businesses deserve clear, enforceable rules. Our members are ready to be part of the solution.”

Under the new bill, adults over 21 could purchase and consume hemp THC beverages with up to 5 milligrams of total intoxicating THC per serving.

There would be a new federal tax on hemp drinks of 8 cents per milligram of intoxicating THC.

Hemp drinks would be regulated by the Treasury Department’s Tax and Trade Bureau (TTB), the Department of Health and Human Services (HHS) and the U.S. Department of Agriculture (USDA), with requirements for testing, packaging, labeling and serving and container sizes.

Legal beverages could only contain naturally-occurring cannabinoids that are cultivated and processed within the U.S.

Manufacturers, wholesales and sellers of hemp drinks would be required to obtain federal permits.

Companies could not sell multi-serving containers larger than 750 milliliters under the legislation.

The legislation further clarifies that states, Indian tribes and localities could set regulations that are “more stringent” than federal rules, but says that they could not prohibit the shipment or transportation of hemp beverages through their borders on the way to other jurisdictions.

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A bipartisan duo of lawmakers have filed a new bill in Congress that would exempt hemp beverages from a currently scheduled ban on THC products derived from the plant.

The legislation’s introductions comes days after the Senate voted to delay the planned recriminalization of hemp, which is intended to give lawmakers more time to craft regulations as an alternative to prohibition.

The Beverage Regulatory Parity Act, from Reps. Beth Van Duyne (R-TX) and Greg Landsman (D-OH), introduced on Monday, would establish a three-tier system for distribution of hemp drinks, similar to the model currently used for alcohol. It would allow adults over 21 to purchase and consume hemp THC beverages with up to 5 milligrams of total intoxicating THC per serving.

A draft version of the hemp drinks legislation obtained earlier this year by Marijuana Moment would have used a more permissive limit that measured delta-9 THC specifically.

Under the bill as introduced, there would be a new federal tax on hemp drinks of 8 cents per milligram of intoxicating THC—a reduction from the 10 cents contemplated in the earlier draft measure.

Hemp drinks would be regulated by the Treasury Department’s Tax and Trade Bureau (TTB), the Department of Health and Human Services (HHS) and the U.S. Department of Agriculture (USDA), with requirements for testing, packaging, labeling and serving and container sizes.

“I’ve heard directly from people across North Texas who consume hemp-derived beverages, and businesses who sell them, that they need clarity, not a ban that pushes this market underground,” Van Duyne said in a press release. “The Beverage Regulatory Parity Act brings long-overdue certainty to the industry by regulating these beverages with the same proven structure that has successfully governed alcohol for decades.”

“I am glad to introduce this bipartisan legislation alongside Rep. Greg Landsman, because American families and responsible businesses deserve structure and sensible regulations that protect children while allowing adults to choose beverages they prefer,” she said.

Landsman, for his part, said that “there are people all over Southwest Ohio who have invested significantly in these products, and they’ve done so safely.”

“Now the federal government is telling them they can’t sell these products anymore,” he said. “Our bill is bipartisan and very straightforward. It will keep people safe and let these folks stay in business.”

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Under the new bill, legal beverages could only contain naturally-occurring cannabinoids that are cultivated and processed within the U.S.

Manufactures, wholesales and sellers of hemp drinks would be required to obtain federal permits.

Companies could not sell multi-serving containers larger than 750 milliliters under the legislation.

The legislation further clarifies that states, Indian tribes and localities could set regulations that are “more stringent” than federal rules, but says that they could not prohibit the shipment or transportation of hemp beverages through their borders on the way to other jurisdictions.

Hemp derivatives with less than 0.3 percent delta-9 THC on a dry-weight basis were federally legalized under the 2018 Farm Bill that President Donald Trump signed during his first term in office. But late last year, the president signed new legislation containing provisions that will redefine hemp to make it so only products with 0.4 milligrams of total THC per container will remain legal after November 12.

The Senate over the weekend, however, approved a funding bill that includes a provision to delay the effective date of the ban until December 11. Sen. Ted Budd (R-NC) had filed an amendment to strip that language and keep the prohibition on track as scheduled, but the body approved a motion to table the proposal from Sen. Amy Klobuchar (D-MN) in a vote of 61-32.

The House of Representatives, which previously passed a separate funding bill that does not include language to extend the hemp ban’s effective date, is scheduled to return from its recess on August 31.

The new hemp drinks bill is being supported by some members of the alcohol industry.

“For nearly a century, the alcohol regulatory system has kept consumers safe while giving legitimate businesses clear rules to operate under. Rep. Van Duyne’s bill extends that same proven framework to hemp-derived beverages,” Dawson Hobbs, executive vice president of government affairs forWine & Spirits Wholesalers of America (WSWA), said. “WSWA is proud to support this legislation and thanks the congresswoman for her leadership in addressing products that have grown in popularity and are already on store shelves. We urge Congress to act before the November 12 deadline eliminates responsible options from the marketplace entirely.”

Total Wine & More said the bill “brings low-dose hemp-infused beverages into the same three-tier system that has safely regulated beer, wine and spirits for decades.”

“This framework, with licensed manufacturers, distributors and retailers, along with age verification, testing and labeling standards, is a smart way to protect consumers while giving responsible businesses certainty,” the company said.

John Bodnovich, executive director of American Beverage Licensees, said the legislation is a “thoughtful and serious approach to regulating hemp beverages in the United States.”

“Licensed beverage retailers have been consistent in calling for a safe, well-regulated, and accountable marketplace for hemp beverages, just as they have supported the effective system of state-based alcohol regulation that promotes public safety and responsibility while meeting consumer needs,” he said.

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A coalition of alcohol retailers are cheering Senate leaders’ inclusion of provisions in a key funding bill to delay the planned federal recriminalization of hemp THC products—saying it provides industry supporters with more time to convince Congress to “establish a responsible federal framework for low-dose hemp-derived THC beverages.”

“We commend the Senate, the White House and congressional leadership for their commitment to finding a consumer-focused solution,” Jonathan Grella, a spokesperson for the Beverage Alcohol Merchants Coalition (BAMCO), said in a press relase. “The Senate continuing resolution creates an important opportunity to achieve meaningful hemp regulation.”

“While significant work remains, BAMCO is committed to working with policymakers to establish smart, safe regulation for low-dose hemp beverages that protects consumers and provides long-term regulatory certainty,” he said.

BAMCO’s members include Total Wine & More, BevMo! by Gopuff, ABC Fine Wine & Spirits, Spec’s Wine and Spirits & Finer Foods, as well as a group of hemp product wholesalers.

Hemp derivatives with less than 0.3 percent delta-9 THC on a dry-weight basis were federally legalized under the 2018 Farm Bill that President Donald Trump signed during his first term in office. But late last year, the president signed new legislation containing provisions that will redefine hemp to make it so only products with 0.4 milligrams of total THC per container will remain legal after November 12.

On Sunday, leaders of the Senate Appropriations Committee released the text of a continuing resolution to extend funding for federal agencies through December 11, past the end of the current fiscal year on September 30.

Included in the legislation are provisions that will also delay the planned prohibition on most hemp products until December 11—although there is a carve-out that will allow the immediately recriminalization on November 12 of synthetic cannabinoids “that are not capable of being naturally produced by a Cannabis sativa L. plant.”

BAMCO supports incorporating hemp THC drinks into the existing three-tier system for alcoholic beverages, along with new requirements for testing, labeling, marketing and taxation in tandem with flexibility for state regulations.

“For too long, policymakers have been faced with a false choice between an unregulated marketplace and prohibition,” the group said on Monday following the release of the Senate proposal. “BAMCO has consistently advocated for a smarter path—one that protects consumers, preserves adult access to compliant low-dose hemp beverages, and provides states and responsible businesses with a clear, durable regulatory framework.”

Grella, the group’s spokesperson, said that “responsible retailers have earned the public’s trust by safely selling age-restricted products for generations.”

“Low-dose hemp beverages belong in that proven system, where consumers can have confidence that products are sold responsibly under clear and enforceable rules.,” he said.

Other alcohol industry groups such as Wine & Spirits Wholesalers of America have also backed regulating hemp products instead of prohibiting them.

Last month, the House of Representatives passed its own version of a continuing resolution to keep federal agencies funded into December, but it did not have any provisions to alter the planned hemp product ban. As such, if the Senate passes its new provision it would then still need approval by the other chamber before being sent to the president.

Meanwhile, a number of lawmakers from both chambers and both parties have filed or are circulating a growing number of bills to prevent the scheduled federal recriminalization of hemp THC drinks and other products later this year. Until now, none of those proposals have gained traction with congressional leaders.

For example, Rep. James Comer (R-KY), who chairs the House Oversight and Government Reform Committee, is circulating legislation that would delay a planned federal ban on hemp THC products and institute some regulations—including packaging requirements, testing rules and age limits.

Separately, Rep. Andy Barr (R-KY), filed a lengthier proposal to prevent the federal recriminalization of hemp THC products and put in place a number of regulations for manufacturing, labeling, sales and taxation of hemp-derived products, including an age limit of 21.

A press release from the congressman’s office claimed that the White House supports the legislation, which is cosponsored by Rep. Angie Craig (D-MN), but the administration has not specifically endorsed it despite generally calling for hemp regulations and backing a prior similar amendment filed by Barr.

Trump and White House officials have in recent weeks repeatedly pressed Congress to delay, alter or reverse the ban.

In a letter to House Speaker Mike Johnson (R-LA) last month, for example, White House Office of Management and Budget (OMB) Director Russell Vought said the Trump administration wants lawmakers to “ensure the fair treatment of hemp products”—specifically citing Barr’s earlier amendment to keep many hemp products legal while adding regulations and taxes.

The administration “welcomes the opportunity to work with the Congress to, at a minimum, update the statutory definition of final hemp-derived cannabinoid products to allow Americans to benefit from access to appropriate full-spectrum CBD products,” OMB separately said last month, “while preserving the Congress’s intent to restrict the sale of products that pose serious health risks.”

Also in April, the president himself urged congressional lawmakers to again redefine hemp to avoid recriminalization of full-spectrum CBD products.

“I am calling on Congress to update the Law to ensure that Americans can continue to access the full-spectrum CBD products they have come to rely on, and that help them, while preserving Congress’s intent to restrict the sale of products that pose Health risks,” Trump said in a Truth Social post.

“We must get this done RIGHT and FAST, especially for those who saw that CBD helps them,” he said. “Plus, I am told it will also help our GREAT FARMERS, who we love, and will always be there for.”

Industry advocates say that the law as enacted last year not only threatens to prohibit intoxicating and synthetic cannabinoid products but also stands to remove popular full-spectrum CBD products that many Americans use therapeutically from the market.

“ONE in FIVE adults used it in the past year, and many say it improved their chronic pain enormously,” the president said in his social media post, adding that hemp-derived CBD “has made a HUGE difference for so many people.”

He also referenced a new initiative the administration launched in April to cover up to $500 worth of hemp-derived products each year for eligible Medicare patients. The program being implemented by the Centers for Medicare & Medicaid Services (CMS) focuses largely on CBD but also allows products to have up to 3 milligrams of total THC per serving. A federal judge granted the government’s motion to dismiss marijuana legalization opponents’ lawsuit challenging the initiative, but that is being appealed.

“In December, I signed a very important Executive Order calling for Research and Innovation for Hemp-derived CBD,” Trump said. “Our wonderful Dr. Mehmet Oz moved fast to follow the directive in the Executive Order, and launched a model for some Seniors earlier this month. But more must be done!”

“Please get it done, and SOON,” the president said in reference to a congressional fix for the broad recriminalization set to take effect in November. “Thank you for your attention to this matter!”

The Wine & Spirits Wholesalers of America (WSWA), an alcohol industry trade association issued praise for Barr’s bipartisan hemp regulation bill, but said the measure’s tax provisions require “continued discussion.”

Hemp policy observers expect to see a Senate companion bill to Barr’s proposal filed soon, likely from Sens. Tim Sheehy (R-MT) and Amy Klobuchar (D-MN).

Sheehy recently cited hemp legislation as an area where Republicans and Democrats can work together in an otherwise “hyperpartisan time.”

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Marijuana Moment is tracking hundreds of cannabis, psychedelics and drug policy bills in state legislatures and Congress this year. Patreon supporters pledging at least $25/month get access to our interactive maps, charts and hearing calendar so they don’t miss any developments.

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Meanwhile, a new poll from NuggMD found that most cannabis consumers say that state-level hemp product bans that lawmakers are enacting in line with the planned federal recriminalization move are causing them to shift their purchases toward licensed marijuana businesses.

The National Restaurant Association recently sent a letter urging congressional leaders to delay the federal recriminalization of hemp THC beverages and replace it with a regulatory framework that “ensures consumer safety while meeting growing market demand” for the products as an alternative to alcohol.

Major retailer Target, meanwhile, recently moved to expand its sales of hemp THC drinks into more states.

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Major retailer Target is expanding its participation in the hemp-derived THC beverage market, even as a federal law is set to ban the products later this year.

Last year, the company began a pilot program involving sales of cannabis drinks at 10 select stores in Minnesota. That apparently went well, and now the company has obtained licenses from Minnesota regulators to sell lower-potency hemp edible products—including THC drinks—at all 72 of its stores in the state.

According to a review of Office of Cannabis Management data, Target, which is headquartered in Minnesota, now holds more lower-potency hemp edible licenses in the state than any other company.

The new licenses were obtained on April 1 and will last for a year.

The move comes months after Congress passed and President Donald Trump signed legislation that will recriminalize hemp-derived products containing more than 0.4 milligrams of THC per container.

Bipartisan lawmakers in the U.S. Senate and House of Representatives have pushed for a delay in the scheduled ban, which is set to take effect in November, but those efforts have not gained traction with congressional leadership.

Under Minnesota law, holders of lower-potency hemp edible licenses can sell products containing up to 5 milligrams of THC per serving, with a maximum of 50 milligrams of THC per package. Beverages can have a maximum of up to 10 milligrams of THC per container.

THC drink brands that were included in Target’s initial launch included Birdie, Cann, Find Wunder, Gigli, Hi Seltzer, Indeed, Señorita, Stigma, Surly, Trail Magic, Wyld and Wynk.

It’s not clear whether Target’s involvement in the hemp market at a greater number of its stores with the new licenses will stay focused on the beverage category or if it will involve other kinds of products, and representatives for the company did not immediately respond to Marijuana Moment’s request for comment.

A poll from the cannabis telehealth platform NuggMD last year found that marijuana consumers were encouraged by Target’s decision to start selling THC beverages—with a majority saying the marketing move makes them more likely to shop at the retail giant’s stores.

Respondents were asked: “Does knowing this make you more likely to shop at Target in the future?”

A total of 50.5 percent said they would be more likely—though that notably includes 34.4 percent who said they’d only be more inclined to patronize Target if their local store carried the THC beverages. Another 16.1 percent said “yes” because they “want to support the retailer more now regardless of which locations sell the products.”

About half of respondents (49.5 percent) said Target’s embrace of a THC drink pilot program wouldn’t affect where they shop.

Here’s a full list of Target’s new hemp licenses in Minnesota:

Target’s new license expansion was first reported by Brewbound.

In Minnesota in particular, hemp beverages have been a mainstay even before the state moved to legalize marijuana for adult use.

Gov. Tim Walz (D) signed legislation in 2022 making it so all hemp-derived cannabinoids including CBD could be legally sold in food items, beverages, topicals and more—as long as the products contain less than the federal limit of 0.3 percent THC. Edible and beverage products are limited to a total of 5 mg THC per serving and 50 mg per package.

About a year later, former Minnesota House Majority Leader Ryan Winkler (DFL), who championed the state’s legalization law over multiple sessions, announced plans to launch his own hemp beverage company.

The mainstreaming of cannabis beverages comes as recent poll shows that a majority of Americans believe marijuana represents a “healthier option” than alcohol—and that most also expect cannabis to be legal in all 50 states within the next five years.

Another survey found that four in five adults who drink cannabis-infused beverages say they’ve reduced their alcohol intake—and more than a fifth have quit drinking alcohol altogether.

Target isn’t alone in joining the cannabis train as state laws continue to evolve.

Home Depot, one of the largest employers in the United States, last year shifted its employee drug testing policies to remove cannabis from screening panels entirely and stop pre-employment drug testing of most of its workers, according to a document obtained by Marijuana Moment.

In 2022, Amazon, the second largest private employer in the U.S., also backed a Republican-led bill to federally legalize, tax and regulate marijuana. It previously expressed support for a separate, Democratic-led legalization bill. Amazon has also worked to adapt to changing marijuana policies internally as it’s backed congressional reform, enacting an employment policy change in 2021 to end drug testing for cannabis for most workers, for example.

Meanwhile, Veterans of Foreign Wars (VFW) of the United States recently entered a first-of-its-kind partnership with a hemp THC beverage company, with a licensing branding deal that will support a variety of veterans services and promote cannabis drinks as a potential alcohol alternative with the drinks being available at VFW posts across the country.

Separately, while Target is apparently moving into the THC drink space, the airline Virgin Atlantic denied satirical and false claims earlier this year from a cannabis beverage company about a deal to sell its THC-infused beverages on flights.

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