Celebrities have been prolific in their investments within the drinks industry, most notably with alcohol. We've seen Daniel Craig with Belvedere Vodka, Ben Affleck promoting Dunkin’ with ex-wife Jennifer Lopez, and George Clooney, Rande Gerber, and Mike Meldman making a remarkable $1 billion from their Casamigos tequila brand sale. However, data from drinks research organization, IWSR, suggests these investments have tapered off since 2022.

The latest interest of these stars? Cannabis-infused beverages. These THC-laden drinks, derived from different variations of the cannabis plant, offer an appealing alternative to regular alcohol for the canna-curious and regular users alike. Leigh Gall, the co-founder of Cannabis Beverage Certification and a THC education advocate, explains their appeal: "A majority of the drinks in the category are derived from the hemp plant, which is federally legal and does not depend on state legalization of marijuana."

With THC still being federally illegal, these drinks carry many stipulated rules for their creation and sale, differing vastly across states. Gall advises users to read labels carefully, and be aware of serving sizes as these may vary depending upon the state.

THC drinks differ from alcoholic beverages not only in their psychotropic effects but also in much of their formulation. Jake Bullock, the CEO of cannabis tonics company Cann, remarks on how the flavoring process for such drinks is more complex, stating, “From the beginning, all of our flavors and recipes are inspired by chefs. We use real, whole ingredients like blood orange juice, instead of powders made in a lab-made to taste like blood orange juice.”

Countless variations of cannabis drinks are now available. They range from THC-infused seltzers with zero calories and sugar to cocktails, teas, and sodas. For newbies, Evan Eneman, the CEO of beverage brand Iconic Tonics, recommends a slow approach and starting with low-dose drinks.

The versatile experiences that cannabis drinks promise have attracted many celebrity investors. Bullock shares that high-profile investments such as Gwyneth Paltrow's led to a domino effect, strengthening the celebrity endorsement for the beverage industry. Predicted to skyrocket from $57.18 billion in 2023 to $444.34 billion by 2030, this promising market trend, combined with the appeal of a healthier, good-tasting alternative to alcohol, underscores the celeb interest.

State regulations presently play a pivotal role in dictating the availability and specifications of THC beverages. While 24 states permit the sale of hemp-derived, delta-9 THC drinks, five have unregulated sales, ten cap the THC content, and 11 completely disallow these drink sales.

Several celebrities have ventured into this promising industry with their unique formulations. This includes Snoop Dogg with his functional beverage brand, Iconic Tonics, and Seth Rogen's Houseplant, among others. Each brings unique THC and CBD infused concoctions to suit a variety of tastes and desires.

Cann, a brand endorsed by figures such as Gwyneth Paltrow, Rebel Wilson, and Rosario Dawson, has sold 10 million cans as of 2023. With a blend of genuine flavors and adaptable dosages, Cann aims to provide a refined cocktail experience without the hangover.