Welcome Note

Welcome Back Gardeners to the 109th edition of Herbal Profiles!

Happy Friday yall! Will anyone be in Miami next week for iii Points? I will be heading down to some photography with Cann! So if you’re there give me a shout!

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes hit 1,400 subscribers! And my other subreddit for the broader CPG industry is also growing, hitting 100 subscribers. I would love to have you join us on either or both subreddits!

The Free Spirits Podcast with David Gonzalez and myself just dropped episode 15 of season 2 with Evan Eneman, CEO, Iconic Tonics

If you could take the time to drop a review of the podcast or even just share it with a friend or two, it really does help us grow and continue to bring you this show.

You can find us on Youtube, Apple, Spotify or wherever you get your podcasts!

Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

News Roundup

• How THC hemp beverages are legal in Ohio - Ohio’s hemp-derived THC beverages remain legal under the 2018 Farm Bill, provided they contain less than 0.3% delta-9 THC by dry weight. Despite confusion following new state orders, regulators confirm compliant hemp drinks can still be sold statewide.

• Despite Gov. Mike DeWine’s intoxicating hemp order, some THC drinks are still legal in Ohio - After Governor Mike DeWine’s order restricting intoxicating hemp products, Ohio’s Department of Agriculture clarified that many low-dose THC beverages remain legal. Enforcement is focused on high-potency products that exceed federal hemp thresholds.

• Most people who drink THC-infused cannabis beverages reduce their use of alcohol, survey shows - A new survey found that a majority of THC beverage consumers report cutting back on alcohol. Respondents cited fewer hangovers and better sleep as primary reasons for substituting cannabis drinks in social settings.

• The rise of THC-infused beverages in Asheville - Asheville bars and breweries are adding THC seltzers and mocktails to their menus as hemp beverages gain popularity in North Carolina. Local business owners say the drinks appeal to health-conscious customers seeking alternatives to alcohol.

• Introducing Ellora, a premium THC spirit - Ellora announced the launch of its hemp-derived THC spirit, crafted to mirror traditional cocktails with a premium botanical blend. The product targets sober-curious consumers and is currently available through select retail and DTC channels.

• THC drink makers worried about new testing, labeling rules in Minnesota - Minnesota’s updated hemp law introduces stricter testing and labeling standards for THC beverages, including child-resistant packaging and expiration dates. Producers warn the requirements could temporarily remove many compliant products from stores.

📰 Got news? Submit it here! 📰

Any other questions or inquiries you can respond to this email or DM me on Twitter 

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Meet the Flex Drinker: The Modern Consumer Who Buys Wine, Weed, and Water

A few weeks ago, I wrote that THC drinks aren’t replacing alcohol — they’re expanding the fridge.

That story pushed back on a common industry narrative: that hemp-derived beverages are cannibalizing alcohol sales. Brightfield Group’s data showed the opposite, THC drinkers actually over-index as alcohol consumers. These drinkers are less likely to to stop drinking than they are to go back and forth between them.They’re the reason a fridge might hold a hazy IPA, a THC drink, a kombucha, and a variety of NA beers all at once.

Since publishing that piece, the new data coming out of NIQ and Brightfield has made one thing clear: this is a consumer story.

The rise of what I call the Flex Drinker explains everything that’s happening in beverage right now, you have THC drinks exploding and non-alcoholic also on the rise. The functional drink boom is in full swing.

The Flex Drinker Defined

What I am loving about the Flex Drinker is that these folks are predominantly not sober curious, but instead what they’re seeking is optionality. As consumers they are driven by having options. They move fluidly between alcohol, THC, and non-alc beverages depending on the moment. And this is where you, as a brand, need to really be focusing and understanding.

NIQ’s 2025 report quantified it: 92% of non-alcohol buyers also buy alcohol. Brightfield’s Q1 2025 hemp-THC study layered in another piece, 47% of THC drinkers have reduced their alcohol intake, but very few have quit altogether.

And the category overlap is massive. They are building personal portfolios in their home fridges. But what can this tell us for on-premise or as brands rolling out new lines? Well, it’s pretty obvious, don’t over index on 1 product at different doses, offer the lineup as NA products, as adaptogenic drinks, and finally your typical dose lineup.

This category, or combination of multiple categories, is all about being modular. The Flex Drinker is asking “How do I want to feel” as they’re reaching for their drinks. Which is a huge data point for brands.

Why This Moment Matters

Every major beverage trend of the last five years has led us here and is not defined by what’s in the glass but why they’re drinking it.

NIQ’s numbers make that clear. The U.S. non-alcoholic beer, wine, and spirits market hit $925 million this year, up 22% year over year, and is projected to cross $1 billion by the end of 2025.

Brightfield’s research on hemp-derived THC beverages tells the same story from another angle. That market is now worth $3.8 billion, with 14% of U.S. adults reporting use.

The Psychology of Choice

Flex Drinkers are driven by optimization. They’re balancing mood, health, productivity, and social belonging all at once.

• No hangover: 57% of THC drink users cite this as their main reason for cutting back on alcohol.

• Better sleep & lower calories: Secondary motivations that reinforce control, not restriction.

• Curiosity: “Wanting to try something different” has grown quarter-over-quarter since late 2024.

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Retail Reality: Accessibility Wins

Another common thread between non-alc and THC beverages is how they’ve sidestepped traditional distribution bottlenecks.

NIQ reported +208% growth in online sales for non-alc beverages last year, while Brightfield found THC drinks gaining share in liquor stores, restaurants, and bars, places they weren’t even legal a few years ago.

Both categories are succeeding because they’re accessible where alcohol already lives. Consumers don’t want to make a “special trip” to moderate; they want moderation built into convenience.

What’s Next for the Flex Era

How often does your product fits into their lifestyle mix. Every brand now competes in the same universe of intentional consumption.

The data suggests Flex Drinkers are high-income, educated, and urban, the same consumers who dictate culture. They’re the early adopters who set norms that trickle down.

For beverage founders and marketers, the playbook is clear: Stop building for abstainers. Build for balancers.

Closing Thoughts

A few weeks ago, I wrote that THC drinks don’t need to replace alcohol to win. They just need a seat at the table.

The opportunity, and challenge, for brands is to build identities that live comfortably in that flexibility. To stop talking about “alternatives” and start talking about options.

Because the real battle for the future of beverage isn’t between alcohol and cannabis, or sober and buzzed. It’s between brands that understand the Flex mindset, and those still trying to force consumers back into old boxes.

The fridge is already full. The question is: will your can make it in?

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