The Rise of THC-Infused Beverages: A Game-Changer for the Cannabis Industry

Kristina Ferrari • April 10, 2025

The Rise of THC-Infused Beverages: A Game-Changer for the Cannabis Industry

The cannabis industry is witnessing a significant shift with the emergence of THC-infused beverages, offering consumers an alternative to traditional consumption methods. These drinks are gaining traction for their unique appeal and potential impact on the market.


The Rise of THC-Infused Beverages

Major cannabis companies such as Trulieve, Curaleaf, and Green Thumb have recently introduced hemp-based THC drinks. These products are marketed as non-alcoholic social alternatives and are available online in 36 states. This move reflects the companies' confidence in the low-THC beverage segment amid limited federal cannabis reforms.

Consumer Appeal

Several factors contribute to the growing popularity of THC-infused beverages:

  • Health-Conscious Choices: Many consumers view these drinks as a healthier alternative to alcohol, aligning with the "sober curious" movement.
  • Convenience and Discretion: Beverages offer a familiar and discreet method of consumption, making them accessible to both new and experienced users.
  • Controlled Dosage: Precise labeling allows consumers to manage their intake effectively, enhancing the overall experience.


Market Projections

The THC-infused beverage market is poised for substantial growth. In the U.S., it is projected to reach $1.4 billion by 2025, fueled by recreational legalization in multiple states and increased consumer demand for alternatives to alcohol. Globally, the market is expected to expand significantly, with projections estimating it could reach $28.6 billion by 2033, growing at a CAGR of 32.6%.


Implications for the Cannabis Industry

The rise of THC-infused beverages presents both opportunities and challenges:

  • Diversification: Companies can tap into new consumer segments seeking alternatives to smoking or vaping.
  • Regulatory Landscape: As the market grows, navigating varying state regulations and potential federal scrutiny becomes crucial (Cannabis Law Now).
  • Innovation: Brands must continually innovate to differentiate themselves in an increasingly competitive market.


Preparing for the Evolving Market

For those aspiring to enter the cannabis industry, understanding the nuances of products like THC-infused beverages is essential. At the Illinois Cannabis Training Center (ICTC), we offer comprehensive programs designed to equip future industry professionals with the knowledge and skills needed to thrive. Our Accelerated Dispensary Bootcamp provides in-depth training on product offerings, compliance, and customer service, ensuring you're well-prepared for a dynamic marketplace.

As THC-infused beverages continue to gain momentum, staying informed and educated will be key to leveraging the opportunities they present within the cannabis industry.

By Kristina Ferrari January 29, 2026
What’s the Buzz About Trump Signing the Cannabis Rescheduling Order? A Real Look at What’s Happening, What People Are Saying, and What It Means for the Industry.  If you’ve been scrolling cannabis news feeds lately, you’ve probably seen a flurry of headlines about President Trump and cannabis rescheduling. But what’s real, what’s rumor, and what actually matters for the industry? Let’s break it down in a way that’s interesting, honest, and grounded in facts. The Big Moment: Trump Did Sign an Order, But It Isn’t Full Legalization On December 18, 2025 , President Trump signed an executive order directing the U.S. government to speed up the long-stalled process of moving cannabis from Schedule I , where it’s listed with heroin and LSD, to Schedule III , alongside drugs like Tylenol with codeine. This move was widely reported by major outlets, including CBS News . This is a major federal shift in U.S. drug policy, but here’s the critical nuance: this order does not instantly legalize cannabis nationwide , nor does it immediately change how state-legal markets operate. The executive order directs federal agencies, particularly the Department of Justice and the DEA, to complete the formal legal steps required under the Controlled Substances Act, as outlined by legal analysts at The Ohio State University’s Drug Enforcement and Policy Center . Timeline: When It Happened and What’s Next December 18, 2025 President Trump signed the executive order initiating cannabis rescheduling, officially kicking off the federal rulemaking process. ( CBS News ) Rulemaking Still Pending While the order is signed, the rescheduling isn’t final yet. The Attorney General must complete a formal rulemaking process, which includes issuing proposed rules, allowing for public comment, and then publishing final regulations. According to legal experts at OSU’s Drug Enforcement and Policy Center, this process can take months, or longer, depending on legal challenges or administrative delays. ( Moritz College of Law ) In other words, while the direction is set, implementation takes time. What Industry People & Experts Are Saying Optimistic Reactions Across much of the cannabis industry, reaction has been cautiously celebratory. Cannabis executives, investors, and policy watchers have called the move “historic,” particularly because it signals a federal acknowledgment of cannabis’s medical value. Industry leaders interviewed by Business of Cannabis noted that rescheduling could dramatically shift how cannabis businesses are viewed by regulators, banks, and investors. ( Business of Cannabis ) One of the most talked-about benefits is the potential removal of IRS Section 280E , which currently prevents cannabis businesses from deducting standard operating expenses. Analysts told Cannabis Business Times that eliminating 280E could significantly improve margins and operational stability for licensed operators. ( Cannabis Business Times ) Cautious or Critical Voices Not everyone sees this as a win. Advocacy groups, including the Drug Policy Alliance, warn that moving cannabis to Schedule III still keeps it criminalized at the federal level. This means arrests, enforcement disparities, and access issues could continue, especially for communities already disproportionately impacted by prohibition. ( Drug Policy Alliance ) Others argue the move primarily helps large, well-capitalized companies while leaving social equity and criminal justice reform largely unaddressed. What This Actually Means for the Cannabis Industry 1. Potential Tax Relief If Schedule III status becomes final, cannabis businesses may finally escape the burdens of Section 280E, allowing them to deduct payroll, rent, and other ordinary business expenses, a long-standing pain point for operators. ( Cannabis Business Times ) 2. Expanded Research Opportunities Schedule III classification could make it easier for researchers to study cannabis for medical use. The federal government has already signaled interest in expanding legitimate cannabis research, particularly around medical applications. ( White House ) 3. No Instant Federal Legalization Rescheduling does not mean: Nationwide recreational legalization Interstate cannabis commerce State laws being overridden Local and state laws will still determine access and legality. While moving cannabis to Schedule III is a significant federal policy shift, it does not make cannabis federally legal and does not override existing state cannabis regulations — a distinction legal analysts emphasize in detailed breakdowns of what the rescheduling order does and does not change for the industry, including this analysis from Akerman LLP . 4. Medical Cannabis Likely Comes First Early federal impacts are expected to focus on medical cannabis and research pathways. MJBizDaily reports that recreational markets may see little immediate change, while medical programs could benefit sooner. ( MJBizDaily ) What People Are Saying Online: Hype vs. Reality Social media reactions range from excitement to confusion. Some investors believe rescheduling is the first step toward full legalization, while others caution that implementation still has many hurdles. Online forums like Reddit reflect this divide, with users debating whether this move is symbolic or substantive. ( Reddit Discussion ) Industry professionals tend to focus on tangible outcomes, taxes, research, and regulatory legitimacy, while activists point to what’s still missing: expungement, equity, and true descheduling. ( Drug Policy Alliance ) Bottom Line: A Big Shift, But Not the Finish Line This executive order marks one of the most significant federal changes to cannabis policy in decades. It could: Reduce financial pressure on legal businesses Expand research and medical understanding Increase legitimacy for the cannabis industry But it’s not full legalization, and it doesn’t end prohibition outright. As legal scholars emphasize, rescheduling is just one step in a longer policy journey. ( Moritz College of Law ) For cannabis professionals, students, and businesses alike, this moment is worth watching closely, with excitement, optimism, and realistic expectations.
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However, the DEA’s stance has faced criticism from industry advocates who argue that the agency is resistant to change and may be excluding pro-cannabis voices from the discussion ( MarketWatch ). The Trump Administration’s Approach to Cannabis The leadership of President Donald Trump adds a layer of complexity to federal cannabis policy. While Trump has previously expressed support for state-level decision-making on cannabis legalization, his administration’s recent appointments and policy directions raise questions about the future of cannabis reform. Key appointees like Pam Bondi and Marty Makary, both vocal critics of cannabis reform, indicate a potentially conservative approach to policy changes ( New York Post ). Bondi has a history of opposing marijuana legalization efforts, citing public health concerns, while Makary has criticized the rapid expansion of the cannabis industry without sufficient regulation. Trump’s administration has emphasized law and order, which could translate into stricter federal enforcement of existing cannabis laws. This might include intensified scrutiny on interstate cannabis commerce, a clampdown on unlicensed operations, and more rigorous oversight of product safety standards. For example, past federal enforcement under conservative leadership has targeted unlicensed dispensaries and heightened penalties for non-compliance, a trend that could continue ( Brookings Institution ). While these measures aim to address gaps in regulation, they could also impose significant compliance burdens on legal operators, as seen with increased reporting and auditing requirements in other sectors ( CNBC ). Congressional Legislative Efforts and Their Impact In addition to the Trump administration’s policies, Congress is playing a crucial role in shaping the cannabis industry’s outlook. Key legislative proposals aim to address industry challenges and unlock new opportunities: SAFER Banking Act The Secure and Fair Enforcement Regulation (SAFER) Banking Act has gained bipartisan support in Congress. By granting cannabis businesses access to traditional banking services, this act could reduce cash reliance, lower theft risks, and enhance financial stability ( Reuters ). MORE Act The Marijuana Opportunity Reinvestment and Expungement (MORE) Act proposes decriminalizing cannabis at the federal level, expunging past convictions, and investing in communities disproportionately affected by the War on Drugs. Its passage would mark a significant step toward social equity in the industry ( NORML ). States Reform Act Proposed by Representative Nancy Mace, this bill seeks to federally decriminalize cannabis while allowing states to regulate its sale and use. 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In Illinois, the cannabis market continues to expand, creating opportunities for trained professionals such as budtenders and dispensary managers. Preparing for Opportunities with ICTC At ICTC, we are committed to empowering individuals to seize these emerging opportunities. Our state-approved programs, such as the Accelerated Dispensary Bootcamp and Dispensary Management Training , provide comprehensive education on regulatory compliance, plant science, and dispensary operations. These skills are essential as the industry adjusts to new federal and state policies. Conclusion  The cannabis industry in 2025 is navigating a complex interplay of federal and state regulations under new political leadership. Legislative reforms, such as the SAFER Banking Act and States Reform Act, present opportunities to normalize and expand the industry, while challenges remain in the form of stricter enforcement and compliance requirements. 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