As cannabis beverages gain popularity and market share, traditional alcohol companies are preparing to enter this burgeoning sector to combat declining sales.

• Market for drinks infused with THC is projected to surpass $1 billion in sales this year and exceed $4 billion by 2028.
• Constellation Brands and Pernod Ricard are exploring investments in hemp-based THC beverages, with Pernod meeting with Brez to discuss potential collaboration.
• Alcohol sales in the U.S. are struggling, with beer volumes down nearly 6% through May and leading distributors seeing THC drinks outperform traditional options.