According to multiple reports and surveys, Millennials and Gen Z are increasingly choosing cannabis beverages over cocktails and other alcoholic drinks, citing wellness, cost, and the desire to avoid hangovers as key reasons. This shift is fueled by a growing “sober curious” movement and changing social attitudes towards cannabis.
Key drivers for the trend:
Health and wellness: Both generations are more health-conscious and see cannabis drinks as a way to relax without the negative health effects associated with alcohol, such as hangovers and high calories. Some cannabis drinks are marketed with wellness-oriented ingredients, like adaptogenic mushrooms.
Controlled experience: THC beverages often come with microdosed options (2–5mg THC), which allows users a milder, more controlled buzz, a feature that many value. The effects of cannabis drinks can also onset relatively quickly compared to other edibles, often within 15 to 30 minutes.
Cost-effectiveness: Cannabis can be more budget-friendly than alcohol in the long run. The cost of a night of cocktails can easily surpass the price of a cannabis product that may last for weeks.
Reduced stigma and better branding: With increasing legalization and more sophisticated packaging, cannabis drinks are viewed as chic and socially acceptable. Brands are using stylish designs and Instagram-worthy aesthetics to appeal to younger consumers.
Sober curious movement: Young adults are more open to questioning the role of alcohol in social settings. This mindset has created an opening for cannabis drinks to fill the gap for those who still want a recreational buzz without alcohol.
Key statistics reflecting the trend:
Preference shift: As of 2022, a New Frontier Data survey found that 69% of young adults aged 18-24 prefer cannabis over alcohol. A more recent CBS News report noted that daily marijuana use now surpasses daily alcohol consumption.
Replacement habits: A 2025 Drug Rehab USA survey found that one in three Millennials and Gen Z workers prefer THC-infused drinks over alcohol for after-work relaxation.
Declining alcohol consumption: Gen Z consumes significantly less alcohol than previous generations, with data from NielsenIQ highlighting their shift towards THC and hemp drinks.
