THC Drink CEOs Fight Hemp Crackdown

The burgeoning THC beverage industry faces an existential threat as a new hemp crackdown looms. Industry leaders, including CEOs of prominent companies like Delta Beverages and Cann, are joining forces to advocate for legislative solutions. A recently passed measure, set to take effect in November 2026, significantly restricts THC content per container, potentially eliminating many hemp-derived THC products currently on the market.

Recognizing the urgency, these CEOs are engaging in what they call "co-opetition," pooling resources and lobbying efforts to secure new regulations. Their primary goal is to ensure the survival and continued growth of THC drinks, which have gained significant popularity, particularly among younger demographics seeking alternatives to alcohol. They argue that their products are distinct from illicit synthetic edibles and should be regulated rather than banned.

Industry representatives are actively working with lawmakers to draft proposed legislation, hoping for passage by year's end. This collaborative effort aims to establish a clear regulatory framework that distinguishes THC beverages and allows for their continued sale. The move reflects a proactive stance by entrepreneurs determined to protect their businesses and a burgeoning market segment.