Major alcohol companies are pouring money into lobbying efforts to shape federal hemp laws, zeroing in on THC-infused drinks that are stealing market share from beer and liquor. As Congress debates a potential ban on these popular alternatives, the stakes are high for both industries. What does this mean for your next drink choice? Stick around to find out.
Alcohol heavyweights have ramped up their influence game in Washington over the past three months. Newly released disclosures from the third quarter of 2025 show a big jump in spending aimed at federal hemp regulations. Companies like Diageo and Brown-Forman, along with trade groups, are focusing on THC beverages that consumers increasingly pick over traditional booze.
This push comes as hemp-derived THC products explode in popularity. These drinks offer a buzz without the hangover, drawing in health-conscious buyers. Lobbyists argue for rules that protect public safety while keeping the market open.
Data from the disclosures highlights the scale. Major players filed reports on issues like marijuana banking and rescheduling, but hemp THC stood out. One association even welcomed a THC beverage maker as its first such member, signaling a blend of old and new worlds.
The activity isn’t random. With beer sales dipping, alcohol firms see THC drinks as direct rivals. They’re urging lawmakers to avoid blanket bans and opt for smart regulations instead.
Congress Debates Ban Versus Regulation
Lawmakers in Congress are split on how to handle intoxicating hemp products. Some push for an outright ban, worried about youth access and unregulated sales. Others favor a framework that sets standards for safety and labeling.
A House committee recently approved a spending bill that would prohibit most consumable hemp items, including synthetic cannabinoids. But alcohol groups are fighting back, calling for tweaks that preserve naturally derived options.
This debate could reshape the $25 billion cannabis market, projected to hit $75 billion by later this decade. States are jumping in too, with bills in 27 states addressing THC-infused beverages this year.
Republican-led states have introduced more such bills, showing broad political interest. The goal? Balance innovation with protection.
One key bill aims to regulate rather than ban, focusing on age limits and testing. Insiders say alcohol lobbyists are key in these talks, highlighting risks of driving products underground.
Market Shifts and Consumer Choices
Consumers are turning to hemp THC drinks for their milder effects and variety. Sales data from 2025 shows these products cutting into alcohol’s turf, with many opting for cannabis-infused options at social events.
This shift worries Big Alcohol. A recent poll in Texas revealed strong support for hemp, even as one politician, backed by $350,000 from alcohol donors, pushed a state ban.
Hemp beverages are not just a fad; they’re changing how people relax and socialize. Retailers report booming demand, from seltzers to mocktails laced with THC.
To break it down, here are some key market impacts:
- Beer and liquor sales dropped 5% in key demographics last year, per industry reports.
- Hemp THC products grew by 30% in the same period, according to market analysts.
- Consumers cite fewer calories and no next-day regrets as top reasons for switching.
One retailer noted that these drinks appeal to younger adults seeking alternatives. Yet, without clear rules, quality varies wildly.
The overlap is growing. Some alcohol trade groups now include cannabis firms, hinting at future partnerships.
Experts predict that if Congress bans hemp THC, black market sales could spike, hurting legitimate businesses.
Broader Implications for Industries
The lobbying blitz extends beyond drinks. Pharma companies have joined in, lobbying on cannabis issues amid talks of rescheduling marijuana from Schedule I.
This could open doors for medical uses, but hemp’s fate hangs in the balance. A federal framework might standardize products, ensuring they’re safe and taxed properly.
State actions add layers. In places like Pennsylvania and Mississippi, hearings on related topics like ibogaine show widening interest in cannabinoids.
If bans win out, small hemp farmers and startups could suffer most, while big alcohol firms gain ground. That’s the fear among advocates.
Looking ahead, the budget deadline looms, forcing Congress to act soon. Wine groups are also voicing concerns, seeking unity in uncertain times.
One thing is clear: this fight pits tradition against innovation, with billions at stake.
The alcohol industry’s aggressive lobbying on hemp THC beverages underscores a pivotal moment for federal policy, where consumer trends clash with regulatory caution. As debates heat up, everyday choices at the store or bar could change forever, potentially limiting options or ushering in safer, regulated alternatives.
