From wine to weed: Women are driving THC beverage growth

OG article by Margaret Jackson,

November 19, 2025

Women, particularly those over 40 in the "Chardonnay mom" demographic, are increasingly shifting from alcohol to THC-infused beverages, seeking socialization without hangovers, excess calories, or sugar. Individuals like Jazmin Hupp, a 42-year-old chief marketing officer and co-founder of Women Grow, have quit alcohol in favor of THC drinks for fun without consequences. Economist Beau Whitney highlights this as part of intentional, functional consumption trends. Producers note these products appeal to non-traditional cannabis users by fitting lifestyles that avoid alcohol. The U.S. THC beverage market currently generates $1.1–$1.3 billion annually in legal sales, with potential growth to $14.9 billion under better regulations. These drinks are expanding in grocery and liquor stores, capturing up to 10% of the intoxicating beverage market when placed near alcohol, allowing discreet purchases without dispensary visits. Brands like Veda Warrior report 60% female customers, emphasizing convenience via delivery to reduce stigma. However, a looming federal hemp THC ban threatens to devastate the sector, potentially pushing consumers back to alcohol. Experts argue the functional beverage trend will endure despite opposition, with women promoting THC drinks through word-of-mouth at social gatherings. For perimenopause and menopause, low-dose THC helps manage stress, anxiety, and sleep issues exacerbated by alcohol, offering safer alternatives alongside medications.