The News
MoreBetter and the Network of Applied Pharmacognosy (NAP) will release Cohort 2 findings from their Real-World Infused Beverage Study in a webinar on June 4, 2026. The study involved over 5,000 participants across 20 brands, including Minnesota-based 23rd State. Aggregate data shows that more than 80% of participants rated each sponsor product as safer for their health than their usual alcoholic beverage.
What the 23 State survey really tells operators
A new study released by 23 State claims that more than 5,000 consumers are turning to cannabis‑infused drinks as safer alternatives to alcohol. The data come from a brand‑sponsored survey of 20 sponsor products, including Fresh Press Perry. While the press release frames the findings as evidence of sustained demand, several key points merit closer examination.
Non‑alcoholic market growth is not all about cannabis
According to recent industry data, the U.S. non‑alcoholic beverage market expanded from $565 million in 2023 to $823 million in 2024—an increase of 45.6% year‑over‑year. However, that jump is largely driven by soda and bottled water sales; functional non‑alcoholic beer, wine, and spirits account for a smaller share of the growth. This suggests that cannabis drinks are competing not just against alcoholic beverages but also against a broad range of low‑calorie hydration options.
Substitution rates confirm consumer interest
The study reports a 58.6 % substitution rate among users who consume cannabis beverages—meaning they replace alcohol with a cannabis drink in their weekly routine. By comparison, only 47.2 % of respondents who never use non‑beverage cannabis reported any substitution. This margin aligns with academic research that found higher substitution rates for beverage forms (58.6%) versus other cannabis products.
Harm‑reduction impact is quantifiable
Participants who switched to cannabis beverages reported cutting their weekly alcohol intake from an average of 7.02 drinks down to 3.35—a reduction of roughly 4.7 drinks per week. This drop in consumption aligns with studies that link lower THC doses (≤10 mg per serving) to reduced alcohol use.
Regulatory headwinds loom
Federal legislation slated for late‑2026 will limit hemp‑derived THC to 0.4 mg per container, a level far below the average consumer preference of 10 mg or more. This mismatch means that many current products may become non‑compliant unless manufacturers reformulate or lower potency.
Implications for on‑premise and off‑premise operators
Operators should anticipate that upcoming legislation could force rapid menu adjustments or even removal of certain cannabis drinks from their shelves. Distributors need to monitor product compliance and be ready to shift inventory toward lower‑potency offerings or alternative brands that already meet the new THC threshold.
Bottom line for trade
The study confirms a measurable, though still modest, substitution trend toward cannabis beverages and highlights a significant regulatory risk that could reshape the category in the next year. For distributors and retailers looking to capitalize on this trend, the focus should be on compliance‑ready products and diversified portfolios that can absorb the impending THC limit changes.
Original Press Release
5,000+ participants across 20 brands; Minnesota-based 23rd State featured among sponsor products.
Consumer-research platform MoreBetter and the Network of Applied Pharmacognosy (NAP) will release Cohort 2 findings from MoreBetter's Real-World Infused Beverage Study in a free public webinar on Thursday, June 4, 2026. The study, which tracks more than 5,000 participants and 20 brands across two cohorts, is the largest consumer dataset in the cannabis beverage category to date and documents shifting consumer beverage preferences amid sustained demand for alcohol alternatives. Minnesota-based 23rd State is among the sponsor brands featured in the release.
The webinar will take place at 2:00 PM ET, with 30 minutes of structured content followed by 15 minutes of live audience Q&A. Co-hosts Dr. Miyabe Shields and Dr. Riley Kirk of NAP will frame the findings within applied cannabinoid pharmacology, and MoreBetter will present aggregate data on participant beverage habits, multi-week consumption patterns, settings of use, and consumer ratings of the cannabis beverage experience.
Aggregate findings across all Cohort 2 sponsor products include:
More than 80% of participants rated each sponsor product as safer for their health than their usual alcoholic beverage. Every sponsor product cleared this threshold.
More than 80% of participants rated each sponsor product as safer for their health than their usual alcoholic beverage. Every sponsor product cleared this threshold.
Every sponsor product was statistically unlikely to produce a next-day hangover.
Every sponsor product was statistically unlikely to produce a next-day hangover.
Substitution behavior—defined as participants choosing the infused beverage in settings where they would typically have consumed alcohol—was documented at the weekly, daily, and setting-specific level across both cohorts.
Substitution behavior—defined as participants choosing the infused beverage in settings where they would typically have consumed alcohol—was documented at the weekly, daily, and setting-specific level across both cohorts.
23rd State's flagship Fresh Press Perry, a pear-forward, lightly effervescent low-dose THC beverage, was called out with individual findings:
53.3% of participants said they now prefer Fresh Press Perry to their usual alcoholic drink.
53.3% of participants said they now prefer Fresh Press Perry to their usual alcoholic drink.
58.3% said they would consider Fresh Press Perry a regular alternative to alcohol.
58.3% said they would consider Fresh Press Perry a regular alternative to alcohol.
23rd State's product lineup also includes SHAKE, an infused social-occasion beverage, and Blush Crush Infused Bubbly. All products in the brand's Cohort 2 lineup met the aggregate sponsor-product thresholds.
"For three years we've been building 23rd State around a research-backed approach to a category that's still defining itself in the broader beverage landscape," said Leah Kollross, founder of 23rd State. "What MoreBetter's dataset captures is the consumer-behavior layer any emerging category needs at scale, in real-world settings. The data documents what we've been hearing from drinkers, retailers, and beverage operators: this category isn't speculative anymore."
The June 4 release comes amid sustained consumer interest in beverage alternatives across the broader landscape. Continued growth in non-alcoholic beer, functional beverages, and zero-proof spirits has reshaped how the beverage industry approaches the "mindful drinking" consumer. Cannabis beverages have emerged as a distinct category within that broader landscape, with regulatory expansion in multiple states and continued retail channel development.
"The pharmacology of cannabinoids has been documented for some time," said a spokesperson for the webinar sponsor. "What MoreBetter's data adds is the consumer-behavior dimension: how people actually use these products and how they fit into existing beverage routines. That's the bridge between laboratory science and what's happening on retail shelves."
"This is the first time the cannabis beverage category has had behavioral data at this scale captured in real-world settings—not in a lab, not in a focus group. For any beverage category working to understand consumer adoption, this is the kind of evidence base that lets operators, retailers, and investors evaluate the opportunity with confidence."
The session is open to consumers, brand operators, beverage retailers, researchers, and the policy community. Registration is free through Zephy, with an optional donation supporting NAP's ongoing research and education work. A recording will be available to registrants who cannot attend live.
About 23rd State
23rd State is a woman-founded, family-run cannabis beverage brand based in Minnesota. Founded by Leah Kollross to offer a thoughtfully designed, research-backed beverage option for adults seeking new ways to unwind, the brand produces a lineup of low-dose infused beverages including Fresh Press, SHAKE, and Blush Crush Infused Bubbly. 23rd State is committed to independent research as the foundation of consumer trust in the cannabis beverage category. Learn more online at 23rd State.
Sources consulted (web research):
- More Cannabis Less Alcohol In Studies And In Real Life
- Largest Realworld Cannabis Beverage Study Documents Consumer Substitu…
- Cannabis Alcohol Alternatives 2025
- 260217005806
- Cannabis Beverages May Help People Drink Less Alcohol
Source: BevNET