A growing number of women—especially those in their 40s and 50s—are trading their nightly glass of wine for THC-infused beverages, reshaping both the cannabis and alcohol landscapes. Economists and industry leaders say the shift reflects a broader cultural movement toward intentional, wellness-driven consumption.
“They’re replacing that glass of wine at the end of the night with a THC beverage,” said Beau Whitney, an economist who monitors cannabis market trends. “It checks multiple boxes: fewer calories, no sugar and no hangover.”
Advocates say low-dose cannabis drinks give women the ability to socialize without stepping out of the moment or sacrificing health goals. “I can raise a glass with everyone else and stay part of the moment,” said Jazmin Hupp, co-founder of Women Grow. “I don’t have to give up the social aspect.”
For some operators, this demographic shift marks a rare bright spot in a maturing cannabis market. Taylor Fairman, COO of Iowa-based Sky High Cannabis Co., said many of her customers are women who don’t see alcohol as compatible with their lifestyles—but are newly open to cannabis because of beverages. “Beverages have been that great solution and bridge,” she said.
Industry data underscores the momentum. The THC beverage market is currently valued between $1.1 billion and $1.3 billion, but analysts project it could surge to nearly $15 billion as states expand regulation and retailers embrace the category. And accessibility is driving much of that growth: hemp-derived THC beverages are increasingly found in grocery stores and liquor outlets, where they compete directly with alcohol.
“That visibility matters,” Whitney said. “For the first time, women can pick up a THC drink alongside their wine.”
Still, looming federal restrictions on intoxicating hemp products threaten to disrupt the sector. Whitney warns many consumers drawn to hemp beverages—which often sell outside the regulated cannabis system—are unlikely to transition to dispensaries if the products disappear. “It’s wiping out a product line with a very specific consumer,” he said.
Despite the uncertainty, operators believe the wellness-focused shift won’t fade. Word-of-mouth is accelerating adoption, particularly among women navigating perimenopause and menopause who seek gentle relief from stress, sleep disruption and anxiety.
“A low-potency THC beverage lets women reset their nervous system and stay present,” said psychotherapist and Pharos Brands co-founder Mary Bernuth. “It gives them space to make healthier choices.”
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