Actor and cannabis entrepreneur Seth Rogen says the growing political and regulatory pressure to limit THC-infused beverages only proves their success—and that consumers will ultimately ensure the market survives.
In a new interview with Bon Appétit published Wednesday, Rogen, co-founder of the cannabis brand Houseplant, said the popularity of THC drinks has clearly “spooked” established industries. “They’re very clearly a hot area of discussion,” he said. “You see clearly someone is very threatened by them because a lot of states have a lot of lobbying and pressure to not sell them.”
Federal disclosures back that up. In recent months, major alcohol companies and trade groups have ramped up lobbying on Capitol Hill, pushing for tighter federal hemp rules that could affect THC beverage sales—a fast-growing alternative for consumers seeking a lighter, social buzz without alcohol.
Rogen’s Houseplant brand entered the drink space last year, joining a surge of hemp-derived THC beverages now sold in convenience stores, bars, and even large retailers. “A lot of people drink alcohol,” Rogen said. “A lot of people are looking for some sort of release, and weed is probably a very good choice for a lot of them. It’s all about finding the right way to consume it.”
He criticized ongoing state efforts to restrict hemp and cannabis beverages, calling them “patronizing.” “We’re not stupid,” he said. “We know what this does. We know it’s not more dangerous than alcohol.”
Rogen also pointed to the emergence of THC drinks in restaurants, sports arenas, and retail chains as a sign of real cultural change. Minnesota’s Target stores, for instance, recently began a pilot program selling THC beverages to adults—a move supported by most consumers in a recent poll.
The comedian said he’s heartened to see the stigma around cannabis fading after decades of misinformation. “People started to realize the reasons weed was illegal were highly dubious,” he said. “Now they’ve seen for themselves that you can live a good, productive life and still smoke weed.”
Rogen added: “Until it’s as easy to buy weed as it is alcohol, there’s still a gap in logic at play.”
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