THC beverages now available in the largest concert hall in the United States

The United Center, the largest performance hall in the United States, has decided to allow THC-based beverages during these events.

Starting in early February, adult viewers will be able to purchase THC-infused hemp-derived beverages during concerts and live events. This multi-year partnership brings together the Chicago-based venue and two cannabis-infused beverage brands, Miss and RYTHM.

Miss and RHYTHM

Under this agreement, customers aged 21 and over will have access to a selection of drinks containing 5 mg of THC, designed to be consumed in a social setting. Miss will offer three flavors inspired by classic cocktails: Lime and Jalapeño Margarita, Mango Margarita, and Grapefruit Paloma, while RYTHM will offer a THC and tangerine-based drink containing caffeine.

The two brands were bought in 2025 by Agrify, which later changed its name to RYTHM. As part of the same transaction, the company licensed its beverage portfolio to Green Thumb Industries (GTI), one of the largest multi-state cannabis operators in the United States, for manufacturing and distribution. This structure reflects a rapidly expanding strategy in the sector: combining established cannabis operators with brands lifestyle.

«This partnership is a significant step for the City of Chicago, and we are proud to partner with the United Center to deliver Illinois» finest THC-infused beverages," said Ben Kovler, interim CEO and President of RYTHM.

Alcohol-free alternatives are gaining traction.

Industry leaders consider this initiative a response to changing consumer preferences rather than a cultural provocation. Mr. Kovler emphasized that establishments are adapting to Requests for non-alcoholic alternatives, especially among younger, health-conscious audiences.

«The arrival of Señorita and RYTHM at the United Center reflects a simple truth: consumers want non-alcoholic options, and leading venues are responding to that demand,» he said. «The United Center is one of the premier entertainment venues in the world and continues to set the standard for live entertainment with the introduction of these modern, responsible options.»

The official launch will take place on February 4th during a concert featuring New Edition, Boyz II Men, and Toni Braxton, offering a high-profile test to evaluate the performance of THC-based beverages in a real-world, large-scale environment.

From the arena's perspective, this partnership is part of broader efforts to modernize the fan experience. Joe Myhra, General Manager of the United Center, highlighted that innovation and local connections were driving factors.

«We are thrilled to introduce Señorita and RYTHM into our venue, offering fans a new way to enjoy their live entertainment experience,» said Myhra, adding that RYTHM's Chicago roots made the collaboration «a natural fit.».

If successful, this initiative could serve as a model for other large venues facing the complex intersection of federal hemp regulations, state cannabis laws, and evolving attitudes.