77% of THC beverage consumers surveyed said they’re drinking less alcohol. Here’s what else the data shows.
THC beverages are one of the fastest-growing segments in retail. Millions of adults drink them regularly. Major retailers from Target to Circle K to Total Wine & More are invested in them. Yet federal lawmakers are moving to ban these products entirely on November 12, 2026.
To understand who these consumers are and why they’re choosing THC beverages, Crescent Canna recently fielded its second annual THC Beverage Consumer Survey, with 1,637 respondents participating. Here’s what they told us.
Survey Highlights
- 76.6% of respondents said they had reduced alcohol consumption since trying THC beverages, including 21.1% who reported quitting alcohol entirely
- 79.4% drink THC beverages to relax or unwind, the top reason by a wide margin
- 69.8% consume them at least once a week, including 37.7% who consume them three or more times per week
- 10 mg is the most common dose purchased, at 29.4%
- 86.7% said they were aware that federal legislation could ban hemp-derived THC products by November, with 26.9% already stocking up or buying more frequently
- If these products were banned, 67.3% said they’d shift to other forms of THC and 23.4% said they’d drink more alcohol
About This Survey
Crescent Canna fielded its second annual THC Beverage Consumer Survey from May 29 to June 11, 2026, hearing back from 1,637 adults 21+ who have tried a THC beverage at least once. The survey was distributed to Crescent Canna customers, shared on LinkedIn and social media, and distributed to a broader network of THC beverage consumers. The vast majority of respondents received a $30 gift code incentive. Thirty-one respondents who indicated they had never tried a THC beverage were excluded from the results reported here.
This survey expands on last year’s with new questions on federal regulatory awareness, on-premise availability, dose changes over time, and what consumers would do if hemp-derived THC beverages disappeared from the market.
Let’s dive in.
Who Is Drinking THC Beverages?
According to survey responses, THC beverage consumers are a diverse group, spanning locales, lifestyles, and age groups from 21 to 65 and older (the largest single segment was 35- to 44-year-olds). Roughly 52% identify as male and 46% as female, with the rest identifying as nonbinary or preferring not to say.
Responses came from 48 states and Washington, D.C., with the largest concentrations in Louisiana, Georgia, Florida, Virginia, and North Carolina. This demonstrates that THC drinks aren’t just found on the coasts or in states where recreational marijuana has been legalized. Hemp-derived THC drinks are a national product with a national consumer base.
How They Found THC Beverages
Word of mouth drives this category. Almost half, or 43.7%, of respondents first heard about THC beverages through a friend or family recommendation, more than twice the next-closest channel. In-store discovery came in second at 17.5%, followed by social media (10.9%) and online search (10.5%).
Where people first tried a THC beverage tells a similar story. The overwhelming majority — 74.5% — tried one at home or at a friend’s home. Bars and restaurants accounted for 11.5%, followed by in-store tastings and festivals.
For ongoing purchases, the leading channel was online, followed by grocery, liquor, and convenience stores, a predictable result considering the survey was distributed digitally.
Consumption Habits
THC beverage consumers are not occasional experimenters. Nearly seven in 10 (69.8%) consume them at least once a week, and 37.7% consume them three or more times per week, a frequency consistent with habitual, intentional use.Dose tells a more nuanced story. Ten milligrams is the most commonly purchased dose at 29.4%, but 50 mg is close behind at 23.7%. Combined, 20 mg, 50 mg, and higher doses account for 37% of sales, indicating a consumer base with established tolerance and clear preferences, not a market of cautious newcomers.
Why They Drink THC Beverages
The Reasons
The top reason respondents gave for drinking THC beverages is relaxation: 79.4% selected “it helps me relax or unwind.” That was followed by “I like how it makes me feel” (65.9%) and “it doesn’t give me a hangover” (59.5%). More than half (51.1%) said they drink THC beverages to avoid the negative effects of alcohol. Helping with sleep came in at 50.0%.
Function trumps recreation for these consumers. THC drinks often help them solve a problem. A hangover. A sleepless night. The social friction of being the only person not drinking.
Almost half of respondents, 44%, reported that they consider THC beverages part of their regular wellness routine.
What THC Beverages Are Doing to Alcohol Consumption
The impact on alcohol consumption is the most striking finding in this survey, and it echoes what we found last year. A strong majority of respondents, 77%, said they have reduced or eliminated alcohol since trying a THC beverage.
This breaks down as:
- 21.1% have quit alcohol entirely since starting THC beverages
- 36.8% are consuming much less alcohol
- 18.7% are consuming slightly less alcohol
Only 0.5% said they are consuming more alcohol. Another 1.4% were already nondrinkers before they tried a THC beverage.
How THC Beverages Are Affecting Other Cannabis Use
For many existing cannabis users, drinking THC beverages doesn’t represent an increase in total THC consumption. More than a third of respondents, or 36.3%, said they are using other THC products less often since adopting beverages, and 14.5% said they now exclusively consume THC in drink form. Only 8.3% reported using other cannabis products more than before.
Where and How They Consume
THC beverages are woven into daily life for these consumers. The most common activity during or after consumption is watching TV or a movie (65.3%), followed by listening to or playing music (57.5%), and socializing (52.7%). Nearly half (48.3%) associate consumption with sleep, and perhaps surprisingly, 24.4% said they are productive or get work done.
Most consumption in the past year has been at home, according to 96.4% of respondents. But there’s a strong social dimension as well: 43.2% said they had consumed THC drinks at a dinner party or gathering, 33.8% at a bar or restaurant, 37.1% outdoors, and 24.8% at a concert or music festival.
As far as availability, 83.2% said they would be more likely to consume THC beverages if they were more widely available at bars, restaurants, and venues. Consumers want a regulatory framework that allows these products where alcohol is sold.
What Consumers Know About the November Deadline
These are not passive consumers waiting to see what happens.
A large majority, 86.7%, said they were aware that at some level, federal legislation could make hemp-derived THC products illegal as soon as November 2026. Just over half, or 51.4%, said they have been following the issue closely. Another 35.3% said they had heard about it but don’t know the specifics. Only 13.3% were unaware.
The awareness is translating into behavior. About a fourth of respondents, 26.9%, said they are already stocking up or buying more frequently than usual. Another 41.2% said they plan to change their purchasing behavior but haven’t yet. Only 24.1% said the situation hasn’t changed anything.
The most revealing question was this hypothetical: If hemp-derived THC beverages became unavailable, what would you do?
- 67.3% would shift to other forms of THC
- 23.4% would drink more alcohol
- 8.0% would stop consuming THC entirely
If THC drinks are banned, the most likely outcomes would be consumers shifting to other cannabis products — potentially unregulated ones — or returning to alcohol. Stopping THC use entirely would be the least likely outcome by a wide margin.
The argument that banning hemp beverages is a public health win does not hold up against this data.
4.7% other · 2.0% not sure
What the Data Tells Us
The picture this survey illustrates is of a mature market with a devoted, habitual consumer base that has found significant value in a product category that’s facing abrupt federal prohibition.
These consumers are adults who have made a deliberate choice, one that, for the overwhelming majority, has meant drinking less alcohol, sleeping better, and managing stress without a hangover. Banning these products does not protect consumers. Instead, it pushes them toward other forms of THC — potentially less-regulated ones — or back toward alcohol.
This is an informed audience. The majority know that the THC beverages they enjoy are at risk. The threat is pushing them to buy more in the short term. As we get closer to the November deadline, we will see an outpouring of advocacy and support from consumers, and their legislators will be hearing from them loudly.
The 2026 survey will serve as a baseline for tracking the impact of whatever regulatory outcome takes shape this fall. Crescent Canna will continue publishing this data annually and will make it available to policymakers, researchers, and advocates working to ensure hemp-derived THC products remain a legal, regulated, and accessible option for adults across the country.
For questions about this survey, contact [email protected].
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