“Alc-Ternatives": Leveraging THC Drinks vs. Alcohol for On-Premise Sales
Mar 4
6 min read
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Identifying a bubbling new opportunity in the conversation of THC drinks vs alcohol.
I know I’m not alone in saying that waking up with "hangxiety" over last night's adventure out is punishment enough—but the physical symptoms of a hangover make it so much worse. The pounding headache behind your eyes, the nausea, the mortifying dread of rereading too candid texts—it’s a routine many young people have decided just isn’t worth it anymore or, even worse, is pointedly not “it.” A quick night of fun shouldn’t have to come with a full-day, physical and emotional penalty.
That’s exactly why Millennials and Gen Z are reshaping social drinking culture and embracing variations of sobriety with arms (and minds) open. Unlike previous generations, these demographics are making a concerted and vocal effort to move away from alcohol. Whether it’s for health reasons, mental clarity, or just to avoid regrettable late-night decisions, the trend is clear: alcohol consumption is declining among younger generations (in some fields by multiple percentage points!) and alternative social beverages are rapidly on the rise. It should come as no surprise that this trend opens the door on the conversation: what attracts people to THC drinks vs. alcohol?
For bar and restaurant owners, this shift presents both a challenge and an exciting opportunity. How do you retain the social, experience-driven nature of a night out while catering to a growing population that wants something other than alcohol in their glass? The answer is clear to me, a “Zillennial” brewery owner who has jumped on the new(ish) and enticing wave of THC-infused beverages.
The Rise of the "Alc-Ternative"
Modern drinking culture is undergoing a rapid transformation, and THC beverages, among several other growing segments, are emerging as one of the most compelling alternatives. Unlike traditional cannabis consumption methods, THC drinks offer a controlled, familiar experience—an easy swap for beer, wine, or cocktails in social settings while avoiding the stigma of a trip outside or a lingering, all-too-telling smell. They provide the relaxation and euphoria many seek from alcohol, but without the next-day misery associated with excessive drinking.
For many, THC beverages hit the sweet spot between functionality and fun. With a surprising number of microdosed options available, these drinks allow for a more measured and predictable experience, making them ideal for on-premise consumption for all experience levels. A customer can enjoy a THC beverage just like they would a craft cocktail—sipping, socializing, and unwinding—with reasonable onset times, fewer concerns about “breaking the seal” or lingering headaches from dehydration, and a propensity for providing a mellow experience that sees one off to a relaxing night of sleep once the party is over. And this is only one aspect of why you should be considering THC drinks vs. alcohol, not as a replacement, but as a new option, for a new customer...
Capturing the Millennial and Gen Z Market
Bars and restaurants that integrate THC beverages into their menu aren’t just offering another drink option—they’re tapping into a movement that is quickly picking up momentum across its most vocal proponents. Millennials and Gen Z consumers are not only more likely to seek out alcohol alternatives, but they are also digital natives who love to share their experiences online. A well-crafted THC beverage menu isn’t just a way to drive in-person sales; it’s an opportunity for organic social media marketing and differentiation from competitors in highly compact markets.
Think about it—how often do you see people snapping photos of their drinks, tagging the location, and sharing their latest finds on Instagram and TikTok? Now imagine a beautifully garnished THC spritzer, served in a trendy glass with a catchy name and a little bit of edible glitter for some literal sparkle. That’s the kind of content that gets shared, driving curiosity, desire and new customers to your venue.
Beyond the aesthetic appeal, there’s a deeper cultural conversation happening. Younger generations are choosing wellness (and social integrity) without sacrificing engaging experiences. They want to go out, enjoy a drink, and have a good time—but they also want to wake up clear-headed, guilt free, and ready for the day. By offering THC beverages, establishments can align with these values, positioning themselves as forward-thinking and in tune with what consumers actually want.
How to Successfully Introduce THC Beverages On-Premise
So you own a bar or a restaurant and you are interested in bringing in THC Beverages for your concept. Here is what you should be considering before you buy:
Education is Key – Believe it or not, THC Beverages are new enough that most of your customers will have questions, and a few will have concerns. To prepare for the misconceptions that can lie within those questions and concerns, it is vital that you train your stain to have a foundation of knowledge on these new products. Everything from the differences in dosage to the expected onset time—and even the key differences between how THC drinks operate when compare to traditional cannabis—are not only helpful information to prep your staff for the questions they will face down the road, but also help to give them the tools needed to engage with customers about the new world of consumable THC. Anecdotes, lived experiences, and a bit of prep will sell the product more than branding ever will.
Curated Pairings & Menus – To elevate this product and get the most out of it in your bar or restaurant, you will want to position THC drinks as a premium offering, first and foremost by creating thoughtful pairings with food items. If you operate without food, your strategy will shift to creating a dedicated “alc-ternative” menu, highlighting the unique selling point of THC drinks as they stand out against alcohol. If you decide to offer THC as a takeaway option, you can increase your clientele’s engagement with your menu by suggesting some munchies on your menu to enhance the the experience—not to mention creating a unique upselling opportunity for your team.
Low-Dose, High-Enjoyment – THC Drinks will vary in strength, flavor, and dare I say vibes. From our flavor-forward, complete dose Flying Cloud sodas, to your entry level, micro-dosed seltzers and functional drinks, understanding the nuances between different brands and beverages will help you to select a product that fits your space best. We have found that 5-10mg servings fit especially well within concepts where alcohol is a standard selling point: rather than overwhelming new customers with a “one hit wonder,” your clientele can enjoy a new product in a familiar format. Low-dose THC beverages encourage and nurture a curiosity for flavor, helping you to establish the same drinking cadence that a craft cocktail enjoyer seeks out in your menu, leading to more beverages being sold in a single visit.
Social & Shareable Presentation – Presentation matters. A beautifully crafted THC mocktail with unique flavors, garnishes, and glassware makes for an Instagram-worthy moment, increasing your venue’s visibility organically. If you choose to offer it straight from a can, go for a brand that has both flavor and style at the outset.
Legal Compliance & Responsible Service – Yes, THC drinks are broadly legal in many states across the country. That doesn’t excuse us from making sure to check local statutes and laws to ensure compliance. Check-in with your local governing bodies to ensure that you understand where your city or town stands in regard to THC beverage sales and consumption. Just as your bartenders are trained to serve alcohol responsibly, your staff needs to be equipped to advise customers on THC dosing and consumption. THC can be a great time in approachable doses. This new and budding product, however, can turn off customers if handled irresponsibly by establishments: make sure not to encourage over consumption, and to understand what the journey of THC looks like for a novice or brand-new user.
Offer it to go -- Many people want to try their first THC experience in a comfortable and familiar setting. Offering take-home options allows you to build brand affinity and accessibility among some of your most unprecedented future THC fans. After 2 years of offering to-go options from our brewery, our top demographic of takeaway THC lovers are women ages 55-70.
The Future of Social Drinking
The decline in alcohol consumption among younger generations isn’t a passing trend—it’s a cultural shift that is bound to find permanence in many facets. Alc-ternative beverages represent the latest evolution of social drinking, allowing people to unwind, connect, and celebrate without compromising their well-being or social capital. For bars and restaurants, embracing this change isn’t just about keeping up with the times—it’s about staying ahead of them.
By incorporating THC beverages into your menu, you’re not just expanding your drink offerings; you’re embracing a future where social drinking is more inclusive, more enjoyable, and, ultimately, more sustainable. And if it means fewer regret-filled mornings and more shareable experiences, then that’s a win for everyone.