THC Beverages Face ‘Terrible Twos’
Without changes to current law, hemp derived products are slated to become illegal on December 11.
Oct 08, 2026 | 2 min read
South Carolina’s The Spinx Company generated more than $267,000 in sales in the first three months of launching THC-infused beverages last year, according to director of public relations Hayley Thrift.
That came even with the convenience store chain introducing the products in their stores quietly, without marketing or advertising, Thrift said.
Thrift discussed the results at the 2026 NACS Show Education Session “The Next Wave in the Cold Vault” focused on hemp-derived THC beverages.
“People figured it out. It was word of mouth,” Thrift said. “That was really impactful for us because it told us that the consumer wanted this.”
But without changes to current law, hemp derived products are slated to become illegal on December 11.
“We’re obviously facing the federal ban like everybody else,” Thrift said.
Thrift added there is a need for responsible regulations.
“I would really encourage you if you’re a retailer to get involved at your state level,” Thrift said.
Diana Eberlein, chair of the Coalition for Adult Beverage Alternatives, said regardless of what happens in December, THC beverages will be back.
“THC beverage has demand. The consumer wants it. The wholesalers, the retailers, want it,” Eberlein said. “We have a lot of momentum and a lot of understanding around the regulatory practices that can be implemented.”
She described THC beverages as in their “year of terrible twos.”
“There’s a lot of annoying things, regulatory concerns, a lot of pressure and questions about the future of the industry, but there’s a lot of good things too,” Eberlein said. “Just like with having kids.”
One of the lessons Thrift conveyed to adopters of the products was to do it responsibly. “Every state is different,” Thrift said.
Read more about THC beverages and how NACS is advocating for our industry.
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