Big liquor is against it, and even some cannabis advocates are cool toward hemp-based THC — but that’s not stopping growth.
If you happen to stop by for a concert at the United Center in Chicago, you can now catch a marijuana-like buzz by purchasing a hemp-based drink with 5 milligrams of THC for about the cost of a beer at the massive 20,000-seat arena, one of the largest indoor venues in the region.
For drink maker Rhythm, from Green Thumb Industries, this marks a big step toward appealing to mainstream consumers and growing the brand. The United Center is one of the first major arenas to offer a mildly intoxicating product as an alternative to alcohol.
Instead of selling cannabis drinks, the arena offers hemp-derived THC beverages made by a large cannabis company, since cannabis drinks are permitted only in dispensaries under Illinois law.
“It’s something we believe in because consumers aren’t going into dispensaries to buy drinks,” Rick Schepp, general manager of Rhythm beverages, told High Times. “If you put these drinks next to alcohol, consumers aren’t scared of them, and they’ll give them a try.”
To be sure, fans of the NBA’s Chicago Bulls and the NHL’s Chicago Blackhawks won’t have access to these drinks during games because the teams and leagues haven’t approved their sale. But the arena is allowed to sell hemp-based THC drinks at concerts.
On one hand, it’s a sign that a product offering what’s arguably a better buzz than alcohol is becoming more widely available. The idea of “California sober,” avoiding alcohol in favor of a THC high, is gaining traction among consumers ages 21 to 35, a key demographic for marketers. It’s also easier to reach consumers at concerts or liquor stores, where …
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Author: Steve Gelsi / High Times
