Is the High Over for Hemp Drinks?

The growing popularity of hemp-derived THC drinks, now a billion-dollar industry, faces an uncertain future due to impending federal regulations. These beverages, offering a mild buzz without the hangover of alcohol, have attracted a diverse customer base, including older adults and young parents. However, concerns about appeal to minors and competition with the alcohol industry have led to a crackdown. A new law set to take effect in November will effectively ban most hemp THC drinks by limiting THC content to negligible levels. Jake Bullock, CEO of Can, is lobbying for regulation, including a minimum purchasing age and taxation, to allow the industry to continue operating legally, but faces political challenges in getting a bill passed.