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Something subtle but seismic is happening at the bar cart. The younger generation is still dressing up and going out to celebrate the New Year, but they are increasingly skipping alcohol. Retailers can no longer ignore the cultural shift that is taking place. Instead of cocktail shakers and champagne flutes, cannabis-infused seltzers and low-dose THC-spritzers are now the most popular drinks. Gen Z is consuming less alcohol overall and more per capita, than the millennials at the same age.
TimeAdvertisement20 percent lessFor cannabis retailers and brands, that shift is a once-in-a-decade opportunity. Traditionally, champagne, spirits and late-night bars were the preferred beverages for socializing and celebrating. Today, traditional beverages frequently are supplanted by low-dose THC spritzers, hemp seltzers, and other “sober curious” options that nevertheless feel elevated, social, and fun.
The sober-curious New Year celebration
“For us, drinks hit the most during periods like Dry July or Sober October, where people are purposefully avoiding alcohol entirely,” said Flip Croft-Caderao, founder of infused beverage brand Cali Sober. The holidays of Thanksgiving and Christmas also have a big impact on us, but New Year’s Day and St. Patrick’s Day seem to be the only ones that really encourage drinking. We’re still seeing more and more people who are sober-curious, or completely sober. This is my third New Year’s where I haven’t had a drink, and a lot of people are joining the movement.”
What’s striking, Croft-Caderao added, is that many of those moving into cannabis beverages don’t have a dramatic rock-bottom story. They choose to abstain.
“I meet a number of sober-curious individuals, and many of them do not have dramatic stories of transformation.” Croft Caderao added. They’re paying more attention to factors and side effects that negatively affect them, such as weight gain, hangovers and physical and mental health. Alcohol makes a lot of people feel more anxious or depressed, so they’re turning to cannabis or mushrooms instead.”
That mindset aligns with broader national trends. Nearly half of Americans say they are
. Researchers in public health have credited Dry January, Sober October and other rituals such as Dry January for helping to reduce drinking among Americans. The morning “wellness raves”, like
, combine yoga, DJ sets and meditation, all in an alcohol-free setting. The $10.00-15.00 espresso mocktails are served in a nightclub-like atmosphere with no hangovers. Daytime, caffeine-fueled trying to drink less are emerging as a global trend: electronic dance music in the front, green juice in the back.point to the “sober curious” movement“Culture is the hardest thing to overcome. Croft Caderao stated that alcohol is a part of everything we do. “And alcohol is a nasty drug that’s hard to stop. You have to overcome the fact that people ask you, “What’s wrong?” Why aren’t you drinking?’ However, as we get older, I’m realizing younger generations are a lot more open to the idea of people not drinking, so those conversations are a lot easier to navigate.”
For retailers, this change isn’t just a vibe shift. What cannabis drink data showsDaybreakerOn the surface, cannabis beverages still make up a small, but significant, portion of dispensary revenues, but their influence is growing. “Around the holidays, you see an uptick in beverage sales, especially recently.”Coffee shops are doubling as cocktail barsWithin those fluctuating sales figures, one pattern is clear: “In dispensaries, the sales are very much concentrated to the 100mg segment,” Gupta said. “High-dose dominates most of states’ dispensary sales.”“daylife” eventsDuring the holidays, lower-dose brands take more of a front seat, but high-dose products still tend to rule the day.
Gen Z and millennials: party-ready, not plastered
“Consumers, especially Gen Z and millennials, are definitely the trending demographic that are most likely to substitute alcohol for cannabis drinks,” said Chase Dawson, digital marketing director at Mango Cannabis. The value proposition for cannabis retailers is clear: the same social signal with less collateral damage. “They also don’t have the same detrimental long-term effects on the liver like alcohol, which is technically a toxin, can.”
For retailers, that means marketing aimed at younger consumers should focus less on “drinks versus joints” and more on “how do you want to feel when you party?” Calm, social, present, and functional the next morning make a compelling sales story.
Education is the secret weapon
If there’s one non-negotiable for beverage success, it’s education. Dawson says that the best advice for those who want to try cannabis drinks is to start with a small dose. This is harder with drinks than edibles where the dosage is usually based on what you’ve consumed. So, just sip steady and monitor how your body’s feeling.”
That simple “sip steady” mantra works on display cards as well as in staff talking points, email campaigns, and social content. Retailers should be crystal-clear about:
Onset times compared to edibles.
Differences between cannabis-derived THC, CBD, and hemp-derived beverages.
The differences in safe serving sizes for newcomers and experienced consumers.
How to substitute a cannabis drink for a glass of wine or cocktail in a 1:1 ritual
The goal is not to scare people; it’s to help them feel in control of their experience. Consumers want to be able to enjoy their celebrations with a sense of comfort and care. Here are a few tips for success with infused beverages.
Build a dedicated beverage moment
Create a small but focused “bar” in-store with cans, mixers, and plenty of low-dose options. Pair them visually with glassware, mocktail recipes, and party accessories.
Lead with low-dose and sessionable
Keep high-dose beverages in the mix for experienced customers, but build your storytelling around sessionable, 2-5mg products that feel familiar to social drinkers and sober-curious newcomers.
Explicitly tie into sober-curious culture
- Use language that nods to Dry January, hangover-free mornings, and wellness-forward celebrations. Consumers are already there; you’re simply giving them the tools they need.
- Leverage data to time promotions
- Build promotions and inventory planning around Thanksgiving, Christmas, New Year’s Eve, and even St. Patrick’s Day, where alcohol historically has dominated. Now’s the chance to change that narrative.
- Train your team to have “How do you want to feel?” conversations
Encourage staff to ask about desired mood and setting, then recommend beverages (and other formats) accordingly. You are not only selling a beverage; you are architecting an entire evening. They’ll cement their place in the next evolution of celebratory gatherings. They’ll cement their place in the next evolution celebratory gatherings.
Cannabis drinks vs. alcohol: what retailers should know
Are cannabis drinks replacing alcohol for younger consumers?
Not entirely, but Gen Z and millennials are drinking less alcohol and increasingly choosing low-dose THC beverages for social occasions, especially holidays.
Why are cannabis drinks popular during New Year’s?
They offer a celebratory, social experience without hangovers, next-day fatigue, or alcohol’s long-term health effects.
What THC dosage works best for new cannabis drink customers?
Low-dose options (2-5mg THC) are best for newcomers, offering sessionable effects similar to a glass of wine or cocktail.
How should retailers educate customers about cannabis beverages?
Staff should explain onset times, dosing, and how to “sip steady,” helping customers feel in control of their experience.
When do cannabis beverage sales peak?
Sales often spike around Thanksgiving, Christmas, New Year’s Eve, and other alcohol-heavy holidays like St. Patrick’s Day.
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