The News
Señorita, the leading THC margarita brand, announced 1777, a new non-alcoholic hemp-derived THC spirit. The product is available in 750 mL bottles with 10 mg of THC per 1.5 fl oz serving. It was crafted by Joel Gott and Charles Bieler, acclaimed winemakers, and features agave, Acapulco Gold terpenes, Mexican lime, dragon fruit, and chili extract. The release is timed for Cinco de Mayo.
For spirits buyers and distributors, the arrival of Señorita’s first hemp‑derived THC spirit marks a new frontier in alcohol‑alternative beverages. The product arrives just before Cinco de Mayo and offers a 750 mL bottle with 10 mg THC per serving—an offering that sits at the intersection of regulatory constraints and growing consumer demand.
Señorita’s launch, dubbed “1777,” is its first non‑alcoholic hemp‑derived THC spirit. The 750 mL bottles contain 10 mg of THC per 1.5‑fluid‑oz serving and are crafted by winemakers Joel Gott and Charles Bieler, featuring agave, Acapulco Gold terpenes, Mexican lime, dragon fruit, and a subtle chili finish. It is available via direct‑to‑consumer sales for more than 30 states, though only 19 currently allow the sale of hemp‑derived delta‑9 THC beverages; it also ships to nationwide retail outlets such as Binny’s.
Brightfield Group reports that the U.S. hemp‑derived THC beverage segment grew 28 % CAGR through 2030, while Headset notes that spirits‑style launches account for only 8 % of new THC SKUs. This contrast underscores that 177 occupies a niche within a fast‑growing market.
The segment is expanding rapidly, but 177’s share remains small—giving distributors room to test demand in compliant markets before scaling. Bar managers can pitch the product as a cocktail‑ready flavor that replaces or complements margaritas; emphasizing its agave base and terpenes positions it as a taste‑first THC spirit rather than a novelty.
Distributors should focus on the 19 states where sale is allowed, treating 177 as a niche product in a fast‑growing category. Bars can highlight its flavor profile and position it as an upscale THC alternative. The bottle’s 10 mg per‑serving potency combined with limited‑state availability will shape inventory decisions and marketing for the coming quarter.
Original Press Release
Señorita, the leading THC margarita brand known for its delicious agave-based cocktails, is expanding its portfolio with 1777, a new non-alcoholic hemp-derived THC spirit. Available just in time for Cinco de Mayo, 1777 comes in a 750 mL bottle and includes 10 mg of hemp-derived THC per 1.5 fl oz serving. The new format gives consumers a simple, familiar way to enjoy THC, whether they mix a cocktail or sip it on its own.
1777 represents a natural evolution for Señorita, expanding the brand into the fast-growing THC spirits category. Designed for sipping, mixing, and social occasions, 1777 stays true to Señorita’s focus on flavor, quality, and an approachable alternative to alcohol.
Crafted by acclaimed winemakers Joel Gott and Charles Bieler, 1777 brings established winemaking expertise and balance to the THC category. Smooth agave notes form the foundation, layered with uplifting Acapulco Gold terpenes and bright Mexican lime, with dragon fruit adding a soft touch of sweetness and a subtle hint of chili extract rounding out the finish. The result is a layered yet approachable flavor profile that is easy to drink, offering a familiar option to consumers who typically reach for a cocktail, just without the hangover.
The name 1777 honors the year when hemp cultivation formally expanded across the New World. From Mexico to America, it became a widely planted crop with new and diverse uses. Today, 1777 reflects that spirit of transformation, marking a new chapter in how THC is experienced.
“As Señorita has grown, we’ve heard from consumers that they want more ways to enjoy THC,” said Joel Gott, co-founder of Señorita and 1777. “With 1777, we brought our flavor-first approach into a spirit, using the plant in a way that feels modern and approachable. We made it the same way we make wine, focusing on balance, flavor, and creating something you genuinely want to come back to. The result is something that fits easily into the night and feels just as good the next day.”
The launch of 1777 builds on Señorita’s continued growth and innovation. In 2025, the brand introduced Ranch Water, a crisp and low-calorie non-alcoholic take on the cult favorite cocktail that combines tequila, soda, and lime. Señorita became the first THC beverage available at a major U.S. arena, Chicago’s United Center. The brand continues to lead the THC beverage category.
1777 is available for direct-to-consumer (DTC) e-commerce on SenoritaDrinks.com, as well as nationwide distribution at Binny’s and other leading beverage retailers. For more information and 1777 recipe inspiration, visit SenoritaDrinks.com or follow @SenoritaDrinks on Instagram.
Sources consulted (web research):
- Senorita Broadens Portfolio With 1777 The Brand S First Non 8bawxs34wxyc
- Se Orita Broadens Portfolio 1777 110000850
- 2330220
- Rythm Inc Expands Senorita With Hemp Thc Spirit 1777
- Senorita Thc Drinks
Source: BevNET