THC beverage sales in the U.S. exceeded $1 billion in 2024, and is forecast to expand exponentially. Most brands averaged $2 million in sales, with top brands easily exceeding $10 million, according to a report by Whitney Economics. The total potential market is valued at between $9.9 billion and $14.9 billion, showing significant potential for expansion.

“A confluence of factors, including shifting consumer behavior, economic softening and federal regulatory changes, combined to open the doors to a rapid expansion of THC beverages across the United States,” said report author Beau Whitney.

“The emergence of THC beverage products has provided a solution that helps backfill declining revenues across multiple industries, including beer, wine and distilled spirits.”

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