In the United States, alcohol brands step up lobbying for low-dose THC drinks

According to the latest federal declarations, the giants of the’alcohol industry are stepping up their lobbying in Washington against hemp-based drinks with low THC content that are increasingly appealing to consumers in search of alternatives to beer and spirits.

By the third quarter of 2025, major players such as Bacardi North America and Moët Hennessy USA have joined the debate on the regulation of hemp and its products. Their mobilization comes at a time when Congress and several states are discussing the framework to be applied to intoxicants derived from hemp.

These products, derived from hemp that is legal at the federal level, are still evolving in a legal grey area. If the 2018 Farm Bill legalized hemp containing less than 0.3% THC, it had not foreseen the emergence of infused drinks or foods capable of producing psychotropic effects. Faced with this legal loophole, elected officials in the U.S. are now wavering between a total ban and the introduction of a stricter regulations, with a focus on public health and the protection of minors.

The alcohol industry's defensive strategy

The timing of this lobbying campaign is no coincidence. In recent years, alcohol consumption has faced increasing competition from cannabis and hemp-based substitute products. Many consumers, especially young adults, In many countries, people are turning to THC-based drinks as a «healthier» or more original way to relax, without the calories and hangover associated with alcohol.

If the information disclosed on lobbying do not reveal the specific positions of companies such as Bacardi or Moët Hennessy, their presence underlines a clear motivation: to remain relevant in a fast-changing market where cannabis-derived products are encroaching on traditional alcohol territory.

Industry observers note that this marks a change in tone from previous years, when alcohol interests were mainly lobbying against the legalization of cannabis. Today, rather than opposing the plant altogether, they are increasingly seeking to influence the plant's development. how hemp and cannabis drinks are regulated, This may be to protect market share, or to prepare for future entry into this segment.

Beyond alcohol: a highly competitive lobbying field

Recent statements show that the pressure around the hemp and cannabis policy is no longer limited to activists and dispensary operators. A broad coalition of players, from corporations to advocacy groups, is trying to influence the debate in Washington.

Among those listed as being in contact with Congress on cannabis issues are. office of Colorado Governor Jared Polis, l’American Civil Liberties Union (ACLU), Altria, Molson Coors, PayPal and DoorDash. Each brings a different perspective: from civil liberties and consumer protection concerns to potential business opportunities in a fast-growing sector.

This convergence of interests reflects the extent to which the cannabis debate has taken hold in traditional economic and political circles. For states like Colorado, with years of experience in regulating legal cannabis, the federal debate offers an opportunity to promote consistent national standards that could replace the current patchwork of state laws.

The future of hemp-based THC drinks

At the heart of the matter lies a simple question: are hemp-based beverages containing THC Should they be treated like beer and wine, like cannabis-based edibles, or as something entirely new?

For now, Congress remains divided. Some legislators are arguing in favor of a federal THC ban in products derived from hemp, citing the risks of intoxication and exposure of young people. Others are calling for regulated market that guarantees product safety while allowing innovation to flourish.