The Unseen Buzz: Cannabis Beverages Proliferate in Urban Retail, Raising Safety and Regulatory Concerns

The refrigerated aisles of New York City’s grocery stores, bodegas, and delis are increasingly populated by a new wave of beverages, often indistinguishable from their non-intoxicating counterparts. A vibrant spectrum of cans, bearing brand names like Oasis, Cann, Milonga, Cycling Frog, Tempter’s, Gigli, and Mighty Kind, line shelves alongside iced teas, probiotic sodas, and other "functional beverages." These cannabis-infused drinks, containing THC, the psychoactive compound in cannabis, are readily available, yet their presence in conventional retail spaces and the potency of their formulations are raising significant alarm among public health officials, researchers, and regulatory bodies.

A recent survey of 10 stores across South Brooklyn, some situated mere blocks from educational institutions, revealed a concerning lack of oversight. These establishments, ranging from gourmet delis on upscale streets to large grocery stores adjacent to public parks, displayed no overt signage indicating the intoxicating nature of these beverages. Furthermore, cashiers rarely, if ever, requested identification from customers purchasing these drinks. This observation directly contradicts New York State law, which, through regulations adopted in 2023, limits THC content in such beverages to a maximum of 1 milligram per serving. However, the survey uncovered products containing up to 100 times that amount, with dosages typically falling in the 5- to 10-mg range, a common serving for casual marijuana users. Even more potent options, boasting 50, 60, and up to 100 mg of THC per serving—amounts likely to be overwhelming for all but the most experienced users—were found to be easily accessible.

"It’s not allowed, but it’s still happening," stated Christopher Lackner, head of the Hemp Beverage Alliance, a trade group representing the industry. This sentiment underscores the burgeoning market’s ability to operate in a regulatory gray area, largely due to a loophole created by the 2018 Farm Bill. This legislation legalized hemp, a variety of cannabis plant cultivated for agricultural purposes such as textiles and oils, and by extension, products derived from it, including THC.

This legal ambiguity has fueled a dramatic surge in the popularity of THC beverages across the United States, coinciding with a discernible decline in alcohol consumption among Americans. Industry projections estimate between 500 and 750 brands competing in a market expected to reach $1.4 billion in sales by 2026. The widespread availability of these products is a direct consequence of the 2018 Farm Bill’s broad legalization of hemp-derived goods. This legal framework allowed companies to begin distributing THC products sourced from hemp in conventional retail environments.

The Approaching Deadline and Industry Optimism

The industry now faces a significant regulatory shift as the loophole that facilitated this market is slated to close in November. Despite this impending deadline, the THC beverage industry remains optimistic that a legislative or regulatory solution will emerge. This optimism is further bolstered by the recent actions of major retail chains such as Target, Circle K, and Sprouts, which have either expanded or initiated sales of these products, suggesting a shared confidence in the market’s continued viability.

However, this burgeoning market is not without its critics. Doctors, researchers, and advocacy groups have voiced serious concerns about the potential for accidental ingestion of THC, particularly among vulnerable populations such as children and adolescents. The proximity of these products to everyday consumables, coupled with their often discreet labeling, significantly increases the risk of unintended consumption, posing potential health hazards.

A Growing Public Health Concern: Accidental Ingestion and Pediatric Exposures

Dr. Rudy Kink, a pediatric emergency physician at Le Bonheur Children’s Hospital in Memphis, Tennessee, has witnessed a substantial increase in children ingesting THC drinks and other cannabis products due to their easy accessibility. His hospital estimates seeing four to five such cases weekly. These incidents involve a spectrum of scenarios, from toddlers attracted by colorful packaging to teenagers intentionally experimenting with cannabis. Tragically, some adolescents have also mistakenly consumed these beverages, believing them to be standard sodas. The resulting symptoms can range from lethargy and confusion to severe nausea, vomiting, and in critical cases, near-comatose states. Many parents, initially bewildered by their child’s condition, only discover the cause through toxicology screenings that reveal the presence of THC.

"I don’t think that teenagers quite understand the effects of THC and how it can cause some of the other problems medically, like vomiting and altered mental status," Dr. Kink observed. He advocates for clear, unambiguous labeling on all THC-containing beverages to prevent such misunderstandings.

Statistics paint a stark picture of this growing trend. A 2025 survey of high school seniors revealed that 8% of females and 10% of males had consumed hemp-derived cannabis products within the preceding year. Concurrently, a survey of U.S. adults conducted by the market research firm Brightfield Group in the same year indicated that 14% of adults had used hemp-derived THC. Notably, users of THC beverages tend to be younger, more educated, and have higher incomes compared to users of other cannabis products.

The Challenge of Label Comprehension and Product Integrity

The ambiguity extends beyond the point of sale to the product labeling itself. Jessica Kruger, a health educator at the University of Buffalo specializing in cannabis use research, points out that consumers often struggle to interpret nutrition and cannabis labels, particularly understanding the significance of milligram dosages. This lack of clarity can lead to misjudgments about potency and potential effects.

Furthermore, a critical public safety issue arises from THC drinks not sold through state-licensed dispensaries. These products bypass the rigorous testing and scrutiny applied to those sold in regulated markets, raising concerns about potential contaminants and the accuracy of THC to CBD (cannabidiol, a non-psychoactive compound in cannabis) ratios. "You don’t know if there’s contaminants, you don’t know what the ratio is," Kruger stated, emphasizing that manufacturers in unregulated markets can make unsubstantiated claims about their products.

Escalating Health Risks and ER Visits

The proliferation of hemp-derived cannabis products, including THC drinks, gummies, and vapes, has been directly linked to a significant increase in pediatric poisonings over the past five years, according to Matthew Rossheim, an associate professor at UNT Health Fort Worth who studies retail cannabis products. A study published in the Journal of Addiction Medicine reported an alarming surge in calls to U.S. poison control centers concerning cannabis exposure in children under six, increasing by over 6,000% between 2009 and 2024. For children aged 6 to 12, the increase was even more dramatic, exceeding 13,000% during the same period.

A smaller study involving 27 children aged 14 and under who were suspected of ingesting hemp-derived delta-8 products revealed that 30% required intensive care unit admission. These children frequently presented with dangerously low blood pressure, breathing difficulties, and dehydration necessitating intravenous fluids.

Rossheim also highlighted a rise in emergency room visits for cannabis-induced psychosis. Research on adolescents in Northern California has established a significant correlation between cannabis use and an elevated risk of developing psychotic and bipolar disorders. Diane Carlson, co-founder and national policy director for the advocacy group One Chance to Grow Up, which focuses on protecting young people from the harms of THC, shared instances where parents believed their children were purchasing CBD products, only to witness them develop psychosis.

In Ohio, a director of outpatient psychiatric services at Licking Memorial Hospital reported a surge in ER visits from patients experiencing "actively psychotic" episodes directly attributed to the THC drink boom. Online forums, such as Reddit, also serve as platforms for individuals seeking help after accidental or miscalculated THC consumption. Users have shared stories of mistaking THC-infused drinks for regular sodas, leading to unintended medication interactions, or consuming larger-than-intended doses that result in severe anxiety and prolonged fight-or-flight responses. Concerns have also been raised about the potential for accidental ingestion to lead to failed drug screening tests for employment.

Tory Spindle, an associate professor at Johns Hopkins Medicine, notes that individuals less familiar with cannabis may mistake these beverages for innocuous wellness drinks, unaware of their intoxicating potential. The most severe risk, he warns, is intoxication followed by impaired driving.

Unique Risks of THC Beverages: Speed and Potency

Spindle’s research suggests that THC beverages may present distinct risks compared to other forms of cannabis consumption. Preliminary findings from a study comparing THC beverages with edibles indicate that the effects of drinks can manifest within 15 to 20 minutes, peaking around 30 to 45 minutes. In contrast, traditional edibles typically take about an hour to take effect and peak two to three hours later. Furthermore, a 10-mg THC beverage appears to induce a more potent effect than a 10-mg gummy. This rapid onset of impairment can be particularly dangerous for individuals who may not realize how quickly their judgment and reaction times are affected, potentially leading to impaired driving.

Compounding these risks is the frequent inaccuracy of cannabis product labeling. Spindle’s research indicates that THC concentrations are often misreported, both underestimating and overestimating the actual levels. Hemp-derived products, in particular, are more susceptible to inaccurate labeling and potential contamination due to the absence of regulatory oversight. Spindle expressed little surprise at the potential for similar inaccuracies in THC drink labels, given his past findings.

Retailers Navigate a Shifting Landscape

The Hemp Beverage Alliance advocates for THC beverages to be marketed, labeled, and shelved in a manner consistent with other adult beverages, including mandatory age verification for purchasers. Christopher Lackner suggests that even if these drinks remain alongside non-alcoholic options, clear signage should be implemented to alert consumers to their THC content. However, he acknowledges that in many jurisdictions, a "self-regulatory scheme for the reputable retailers in the industry" currently prevails.

The regulatory landscape for hemp-derived THC is complex and in constant flux. Ohio, for instance, enacted a ban on most such products earlier this year, specifically targeting THC beverages. However, a temporary federal court injunction has allowed some products to return to shelves. States like Alaska and Washington have demonstrated greater success in limiting the availability of THC products outside of licensed dispensaries, though Rossheim emphasizes that bans alone are insufficient without robust enforcement.

Target, which currently offers THC drinks in Florida, Illinois, Minnesota, and Texas, has implemented specific protocols. A company spokesperson confirmed that Target requires identification for all THC beverage purchases, displays these products alongside other adult beverages, and provides "dedicated signage up in stores that carry THC products (even when it’s not required by state law)." A recent visit to a Target store in Austin, Texas, observed THC drinks prominently displayed on an end-cap, a high-traffic promotional area. Clear signage, positioned above eye level, identified them as THC-infused beverages, with smaller warning labels indicating the presence of THC, age restrictions, and the illegality of driving under the influence.

In stark contrast, the practices observed in Brooklyn’s grocery stores and delis were far less deliberate. At a Brooklyn Heights deli, THC beverages were shelved directly below chocolate milk mixes and adjacent to probiotic sodas, with no explicit warnings about their intoxicating properties. While some cans displayed brand names and prices, the mention of THC content was inconsistent. These drinks were typically found amongst non-alcoholic beverages like lemonade, energy drinks, and coconut water, rather than with alcoholic selections. Similarly, a co-op in Minnesota stocked these unmarked drinks alongside cold brew coffee.

A spokesperson for the National Grocers Association emphasized the variability of state regulations on hemp-derived beverages and encouraged retailers to adhere to all applicable federal, state, and local laws, collaborating with regulators and suppliers to ensure compliant marketing and labeling. The New York Office of Cannabis Management did not respond to a request for comment regarding the presence of THC drinks in retail stores.

The Future of THC Beverages: Regulation and Industry Resilience

Despite the impending closure of the Farm Bill loophole, some industry stakeholders see potential benefits in responsible cannabis beverage consumption. Jessica Kruger views them as a potential harm-reduction alternative to alcohol. Her research suggests that individuals who consume THC beverages tend to drink less alcohol and are less prone to binge drinking. However, she notes the absence of long-term data to fully assess the health implications of consistent daily consumption over extended periods, a gap partly attributable to federal restrictions on cannabis research.

The alcohol industry itself is divided on the issue. Some manufacturers are exploring opportunities in the lucrative cannabis drinks market, while others advocate for the closure of the hemp loophole, aligning with concerns about competition. Conversely, many liquor stores and breweries are keen to continue selling THC drinks as a means to offset declining alcohol sales.

Charles Lackner of the Hemp Beverage Alliance remains philosophical about the potential ban. He points to numerous legislative proposals in Congress aimed at finding solutions, ranging from delays to establishing new regulatory frameworks for THC drinks. Industry insiders suggest that Congress is likely to act on this issue, albeit possibly at the eleventh hour.

In anticipation of potential regulatory changes, some industry players, including Cann and the founders of Cantrip, are diversifying by launching non-THC beverage lines. Nevertheless, many manufacturers continue to produce THC drinks at high volumes, driven by robust consumer demand. The significant attendance at a recent hemp beverage expo in Austin, Texas, underscores the industry’s resilience and confidence in its future prospects.

The proliferation of cannabis beverages in mainstream retail environments presents a complex intersection of consumer demand, regulatory ambiguity, and public health concerns. As the November deadline approaches, the industry, regulators, and public health advocates will be closely watching to see how this evolving market will be shaped by legislative action and enforcement. The question remains whether these products will be integrated into a regulated adult-use market, face outright bans, or continue to exist in a state of ongoing regulatory flux. The implications for consumer safety, particularly for vulnerable populations, hinge on the resolution of these critical questions.