High Times Insights for the Wine Industry — from the Cannabis Industry

Though still a small category compared with beer or wine, THC seltzers are one of the fastest-growing segments for the cannabis industry. According to Grand View Research, THC beverages are thriving, with cannabis beverage sales up 15% year over year in Q1 2025, and forecasts suggest the global market growth from $1.16 billion in 2023 to $3.86 billion by 2030.

Is this a long-term shift or just the latest “buzz”? Can we learn anything from the Cannabis industry? Can both THC and wine coexist on the beverage scene?

Emergen Research suggests there are three trends responsible for capturing market share — seltzers, cannabis legalization, and consumer interest in drinking less alcohol. The Washington Post reported separately that U.S. sales of THC beverages specifically grew from $350 million a few years ago and are projected to exceed $1 billion in the next few years.

Why Are THC Seltzers So Popular Today?

All the pieces are lining up. Cultural shifts include alcohol avoidance, demand for alternatives, and a preference for lighter, more controlled experiences. This 2019 article featured on Yahoo Finance discussed the cultural factors playing into THC seltzers’ popularity. They offer a familiar format (cans), predictable low doses, and fewer calories and sugar. They appeal to a broader audience seeking a mild high, including sober curious consumers and cannabis newcomers.

Add the need for human interaction and socializing, and you have a formula that works. Cannabis leans into wellness messaging for the modern consumer. It’s selling both a healthy alternative and the feeling the consumer gets.

I tried both — Crescent Canna’s and High Spirits’ — and neither asked me to give up wine so much as give it a night off. Low buzz, no hangover tax, and honestly, a decent stand-in for a Tuesday. Depending on the state you live in, you may even find THC seltzers at your local pub or tavern.

Joe Gerrity is the CEO of Crescent Canna, a Louisiana-based hemp beverage manufacturer, and one of the nation’s fastest-growing cannabis brands according to Business Wire. Joe puts it simply. “THC Seltzer offers an alternative to alcohol with a few major upsides: There’s no hangover the next day. The drinks are often lower in calories and sugar, and without the strong taste of alcohol, flavor profiles are limited only by the imagination. On top of that, millions of existing cannabis consumers now have a legal, convenient way to unwind.”

Why Is Wine Struggling?

The opposite is true for wine. A mix of factors is driving the slowdown. Wine is expensive — have you noticed “By the Glass” prices recently? — and its effects are less predictable given variation in alcohol and serving sizes. People are drinking less and are open to alternatives. Younger consumers are often focused on moderation.

Wine still carries a layer of insider code — corks, glassware, vintages, and descriptors that can feel more like a test than an invitation. Wine marketing often leans into that same language, centered on terroir, varietals, and regions — resonant for enthusiasts, but easy for casual drinkers to tune out.

“Wine is battling climate pressure, generational pullback and mounting health skepticism around alcohol,” says Chris Fontes, founder and CEO of High Spirits. “While cannabis beverages are riding a wave of cultural normalization, wellness positioning and a reputation that feels more modern than moralized.”

Are Cannabis Seltzers a Novelty or a Trend Here to Stay?

THC beverages are also pulling share from the broader cannabis category. THC beverages are legal in most states, and quick and inexpensive to make according to producers. And their messaging is clear. They promote a cleaner, lower-calorie alternative to alcohol.

Cannabis seltzers are gaining traction because they offer a controlled, social way to imbibe. In other words, this category works because it aligns with much of today’s consumer behavior. “THC Seltzers are a puzzle piece with a vibe that fits a lifestyle that’s already shifted,” says Fontes. “The wine business has been slow to recognize that.”

“Most THC beverage brands are drawing on the alcohol playbook — in-store tastings, event sponsorships, and social media — combined with organic growth from consumers who genuinely love the product,” adds Gerrity.

Wine Industry Challenges and Opportunities

The wine industry is in a demand-driven correction. 2026 will require adjustment, with a slow recovery likely over the next few years. Consumers are shifting. Baby Boomers are aging out, and younger drinkers haven’t fully engaged. Add health concerns, GLP-1 drugs, and moderation trends, and you have pressure on the category from multiple angles.

Some wineries are doing fine — especially those that understand their brand and customer. The broader trend is leaner operations, consolidation, tighter capital, shrinking shelf space, and ongoing distribution challenges. If wine isn’t visible, it won’t be sold.

Many would argue that wine needs to be easier to understand — less technical, less intimidating. The cannabis industry gets this and speaks the language of today’s consumer with education on their websites and outreach on social media platforms like TikTok and Instagram, in addition to outdoor campaigns and events marketing.

Today’s wine industry built its reputation on modern technology and shared winemaking best practices. We romanticized and sold wine referencing terroir and tasting notes. We rode that wave for decades — starting with the 1991 “French Paradox” moment. THC beverages are building their base through simplicity, low risk, and positioning as an alternative to alcohol.

California Wine Institute produced an illustrative video that gets at the same question this piece keeps circling: “Where have you been, wine?” The cannabis industry didn’t out-market wine by being smarter — it out-simplified it. Whether that’s a “high times” wake-up call or just a passing seltzer moment, the two categories aren’t actually competing for the same occasion. They’re competing for the same attention. Wine doesn’t need to become cannabis. It needs to remember how to talk to someone who isn’t already fluent in it.