The landscape of social drinking is shifting, and few companies illustrate this trend better than Nowadays, a leading THC beverage brand founded in March 2023. In less than three years, the company has transformed from a “cool pet project” into a market powerhouse. According to CEO Justin Tidwell, sales skyrocketed by 270% in the first half of 2025 compared to the previous year, driven by a massive surge in consumer demand.
A Shift in Consumer Habits
This explosive growth mirrors a broader trend in consumer behavior. Data from analytics firm Gallup reveals that alcohol consumption hit a record low in 2025, with only 54% of adults reporting they drink alcohol. As the cannabis industry matures in 2026, consumers—particularly Gen Z and boomers—are increasingly seeking alternatives.
The hemp THC beverage sector alone was valued at $93 million in 2025. Nowadays has capitalized on this shift, building a loyal customer base predominantly consisting of women aged 25 to 65. The category’s success is also encouraging traditional bars and restaurants to adopt non-alcoholic cocktails on their menus.
Looming Federal Restrictions
However, despite viral TikTok success and seasonal flavor expansions, the future of the brand hangs in the balance. A new federal bill scheduled to take effect in November 2026 threatens to impose strict limitations on hemp-derived products. The legislation would restrict containers to a maximum of 0.4 milligrams of total THC—a drastic reduction from Nowadays’ current standard doses of 2 to 10 milligrams.
This type of sudden regulatory shift is becoming a global theme. Just as we have seen with the crackdown and closure of cannabis shops in Thailand, the U.S. market is now facing its own legislative hurdles that could stifle a booming sector.
The Fight for the Future
“Half of my job the next year goes from growing the business and focusing on the brand to talking to regulators in Washington, DC,” Tidwell stated. He warned that without amendments to the bill, businesses like his could “literally go to zero.”
While Tidwell supports reasonable regulation to ensure safe sales in liquor stores and restaurants, the industry now faces a race against time. They have less than a year to convince lawmakers to reconsider the severity of the proposed caps before the November deadline.
