As consumers continue to prioritize health and wellness, more and more are turning to alcohol alternatives. Although this opens the door to a plethora of non-alcohol options, some consumers might still crave the buzz that alcohol provides.

Justin Tidwell, CEO and co-founder of Los Angeles-based Nowadays, says that the current THC beverage market is quickly growing. This market growth is driven by “the increasing consumer preference for a health-conscious alternative to alcohol that still provides a buzz,” he explains.

“With a diverse range — including 750-ml bottles, canned cocktails and shots — Nowadays offers something for everyone,” Tidwell shares. “In recent years, as social acceptance of cannabis grows, THC beverages have become appealing, providing a comfortable way for first-time cannabis users to try THC.”

Nowadays was founded in April 2023 by Tidwell and his longtime friend and fellow entrepreneur with the goal to “put a new spin on drinking,” Tidwell says.

“We launched the brand with a desire to change the future of how people drink socially, with an easy entry point to cannabis that can be enjoyed in the same settings and the same way as alcohol,” he adds.

Consumer trends like the sober curious movement are contributing to the performance of THC beverages.

“More consumers seek alternatives to alcohol that are lower in calories and sugar, but still provide a buzz,” Tidwell says.

As the social acceptance of cannabis continues to increase, the CEO notes that THC drinks have become more acceptable for consumers 21 and older. The ability to order THC beverages online and get them delivered without needing to step foot in a dispensary is another trend that Tidwell mentions.

We also pride ourselves on taste, and took extensive measures during formulation of both the spirit and the canned cocktails to mask the cannabis flavor commonly found in other THC beverages, resulting in a flavor profile that is light and fruity with a crisp finish.

“With the launch of THC Canned Cocktails, Nowadays offers the widest range of different formats for enjoyment, allowing us to appeal to a broader base of consumers,” he says. “We also pride ourselves on taste, and took extensive measures during formulation of both the spirit and the canned cocktails to mask the cannabis flavor commonly found in other THC beverages, resulting in a flavor profile that is light and fruity with a crisp finish.”

Nowadays bottled spirits are currently in more than 3,000 grocery, convenience and liquor stores throughout the United States. Tidwell says the brand has “strong relationships” with its spirit and beer distribution partners.

According to Tidwell, the most successful SKU in the company’s portfolio is the flagship 750-ml bottle.

“From launch, this product line has been the leader, as customers can customize their drinking experience, from shots to custom cocktails, and allow drinkers to customize the strength of their drink depending on THC tolerance,” he explains.

The spirits bottles vary in dosage, with Nowadays High Dose containing 10 mg of THC, Nowadays Low Dose with 5 mg of THC, and the Nowadays Micro Dose with 2 mg of THC. Nowadays also offers cannabis-infused shots with 5 mg of THC.

“Our THC-infused Bottled Spirit has been super successful in the marketplace,” Tidwell states. “They quickly rose to popularity on TikTok, with many customers using them at home while hosting. While the bottles provide a great beverage option to enjoy at home, we didn’t want to limit Nowadays to just that use case.”

Tidwell says the Nowadays team began thinking of options that would allow consumers to take the product out of the house and into other social occasions, as well as opportunities to reach new audiences. They landed on a canned cocktail format, which is the company’s most recently released variety.

“They’re familiar to consumers, transportable, convenience and easily drinkable,” Tidwell shares. “We launched with four flavors in the 5 mg dose — The Original, Citrus, Berry and Spicy Lime — and have seen great success and look forward to expanding this collection even more.”

The portfolio will soon expand with two more doses of the THC Canned Cocktails, a 16-ounce with 10 mg THC launching “very soon” and a 12-ounce with 2 mg THC launching in 2025.

When the brand first launched, Tidwell says it only had its website, Instagram and TikTok. The Nowadays TikTok page has 105,800 follows and nearly 2 million likes, while its Instagram account has just under 12,000 followers as of Oct. 7, 2024.

“We quickly realized that people loved our brand and were eager to try our products, as we went viral very quickly,” he notes. “Our marketing still heavily relies on this social approach of engaging with followers and influencers to gain insight into preferences, new products and trends. Although we have significantly expanded our marketing strategy since those early days, we still remain committed to our social presence, viewing our followers as an extension of our brand.”