The $1.5 billion hemp drink market pioneered by legendary stoners like Cheech & Chong and Willie Nelson is facing an existential crisis, unless lawmakers in Washington strike a deal overturning legislation poised to make the psychoactive-infused seltzers and sodas illegal in the coming weeks.
The beverages — a favorite of everyone from alcohol-averse Gen-Zers to Boomers who sip THC-infused cocktails before bedtime — exploded in popularity, exploiting a loophole in an agriculture bill originally drafted by Senator Mitch McConnell that legalized hemp for commercial purposes.
The powerful Kentucky lawmaker has since said that was a mistake that has left children at risk, and tucked a provision outlawing the beverages into subsequent legislation. But that’s put him at odds with other Republican lawmakers — and even potentially the White House — who worry that the new restrictions will hurt the hemp industry. They also know they’re risking the wrath of constituents used to grabbing THC and CBD products at breweries, restaurants and gas stations across the country.
Caught in the middle is a nascent but quickly growing industry that says that if lawmakers can’t strike some sort of deal before the Dec. 11 deadline, their companies will face an extinction-level event.
JuneShine Inc., which produces “Willie’s Remedy,” an assortment of “social tonics” featuring the country music icon, would consider shutting down the line if lawmakers fail to act, company co-founder Greg Serrao said in an interview. That’s despite the spirits, sodas, and gummies being “wildly profitable,” projected to bring in roughly $200 million in sales this year — up from $30 million when the company launched last year.

