The News
Tree Time, a female-founded premium THC seltzer brand, launched on April 24, 2023, nationwide. The brand, created by Sara Abernethy of Wye Hill Hospitality, offers initial SKUs like Peach Ginger Mule, Blueberry Yuzu Lavender, and Spicy Cucumber Mint. It is part of Wye Hill Hospitality, which includes award-winning concepts like Wye Hill Kitchen & Brewing. The product uses federally compliant, hemp-derived THC.
On Arbor Day, Wye Hill Hospitality launched Tree Time’s first four‑pack seltzer into the THC‑RTD market, pricing it between $16.99 and $21.99 as a premium option. The brand pairs a tree‑planting pledge with clean‑label, low‑dose (5 mg or 10 mg per can) fruit‑infused THC. While that narrative is compelling, distributors and bars should watch for the regulatory risks it conceals.
The launch sits on the 2018 Farm Bill’s loophole that let Delta‑9 THC beverages ship nationwide as long as they stayed below a 0.3 % concentration. A federal rule set to close that loophole in late 2025—effective one year after passage—will shift the distribution model for all products relying on it. The compliance deadline is clear: inventory shipped under the old rules could become non‑compliant before the next fiscal cycle.
Tree Time’s unit price ($4.25–$5.49) sits above the projected $2.6 billion THC‑beverage market by 2030 (Grandview Research). The premium pricing signals a focus on a high‑margin niche, but operators face inventory risk if federal or state regulations change. Distributors in North Carolina—where Tree Time is sold through Total Wine—must monitor any regulatory updates that could invalidate their existing orders.
Bars encounter two considerations. First, the higher per‑can cost suggests lower sales volume compared with other RTDs at a similar price point. Second, regulatory uncertainty could leave unsold inventory stranded for months without a standard return process. A practical approach is to stock Tree Time sparingly—for high‑end cocktail nights or guests who request THC‑infused seltzers—and highlight its clean‑label story in menus.
Tree Time is currently sold online (DTC/wholesale) and in select Total Wine stores in North Carolina. Broadening shelf space without proper compliance checks risks legal exposure. Wholesale buyers should keep inventory low, time orders to align with state‑specific regulatory windows, and use the brand’s environmental angle as a marketing hook rather than a primary sales catalyst.
Launching on April 24, Arbor Day, adds a tree‑planting story that marketers can use. However, the symbolic date does not alter the practical distribution challenges or the premium pricing of this niche product.
Tree Time’s premium pricing and low‑dose THC make it compelling but risk‑laden for distributors and bars. Staying alert to federal and state compliance deadlines will be essential.
Original Press Release
As demand for alcohol alternatives continues to accelerate, Raleigh, North Carolina-based Wye Hill Hospitality is entering the fast-growing cannabis beverage space with the launch of Tree Time, a female-founded, hemp-derived premium THC seltzer brand debuting nationwide on Arbor Day, April 24. Born in the “City of Oaks,” Tree Time brings to market a lineup of inventive, flavor-forward sparkling THC beverages designed for mindful unwinding and modern social occasions. Initial SKUs include Peach Ginger Mule, Blueberry Yuzu Lavender, and Spicy Cucumber Mint, among others, showcasing the brand’s focus on sophisticated, cocktail-inspired profiles.
Brought to life by the seasoned team behind Wye Hill Hospitality, parent company of award-winning concepts like Wye Hill Kitchen & Brewing, Wye Hill Brewing, and Glasshouse Kitchen, Tree Time represents a strategic expansion from on-premise hospitality into the emerging THC ready-to-drink (RTD) category.
“We’ve spent years building food and beverage programs rooted in flavor, balance, and guest feedback,” says Sara Abernethy, Wye Hill Hospitality and Tree Time owner and visionary. “As demand for alcohol alternatives continued to grow, it became clear there was an opportunity to bring that same level of intentionality to THC beverages, especially in a category where taste and flavor hasn’t always led the conversation.”
Crafted with federally compliant, hemp-derived THC, Tree Time enters the market with a flavor-first positioning, offering a lineup of culinary-inspired THC seltzers designed to differentiate from traditional cannabis beverages. Gluten- and preservative-free, Tree Time offers thoughtful flavor combinations and varying dosages. In addition to its flagship flavors, the brand launches with limited-time, seasonal spring offerings including Golden Kiwi Pandan, Strawberry Lychee Basil, Cherry Blossom Lemongrass, and Key Lime Berry.
Unlike many products in the category, Tree Time emphasizes a clean-label approach, stabilizing its beverages through temperature controls rather than chemical preservatives. “It’s a slower, more intentional process that preserves the integrity of the drink without relying on cheap preservatives or shortcuts,” says Tree Time Creative Director Bobby McFarland. “Most competitors lean on chemical stabilization—we don’t.” The brand also takes a deliberate approach to sweetening the product, utilizing domestically sourced Florida cane sugar and no artificial additives. “The result is clean, balanced, and actually vegan (no bone char filtration). Just enough to round the drink without weighing it down.”
Tree Time launches with immediate industry acclaim, earning multiple honors at the prestigious 2026 High Spirits Awards, including Platinum and “Best Infused Seltzer” for Cardamom Chill Berry. Blueberry Yuzu Lavender also received Platinum recognition, the highest medal honor, while Spicy Cucumber Mint received Gold, and Blood Orange Lime and Peach Ginger Mule garnered Bronze recognitions.
Tree Time is priced between $16.99 and $21.99 per four-pack, positioning the brand within the premium RTD segment and alongside craft beverage competitors, while remaining accessible to consumers exploring THC beverages for the first time.
The brand’s Arbor Day launch is another nod to the city and community that inspired it, while reinforcing a broader lifestyle positioning centered around balance, presence, and mindful consumption. Just as trees are rooted in stillness, Tree Time seeks to offer that same grounded mindfulness to its consumers.
“Hospitality has always been about meeting people where they are,” Abernethy added. “Tree Time is simply a natural extension of that: offering a new kind of social beverage that fits evolving consumer preferences without sacrificing flavor or experience.”
THC-infused beverages, an industry expected to surpass $2.6 billion by 2030, according to Grandview Research, have emerged as one of the fastest-growing segments of the cannabis and alternative alcohol industries, as consumers increasingly explore low-dose THC drinks as a social, alcohol-free option.
Tree Time is now available for purchase online, both direct-to-consumer and wholesale, and in-person at select Total Wine retailers in North Carolina.
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Source: BevNET