Nowadays

While demand for intoxicating THC drinks has been growing over the last several years, it wasn’t until recently that the limits of how and where the category can go have been truly tested -- a challenge to which Nowadays has risen with gusto this year. 

Building on the foundational work of brands like Cann (a BevNET Rising Star winner in 2021), Nowadays has helped reshape the cultural conversation around THC, giving it a sense of style and sophistication to rival top-shelf spirit brands. Quite literally, they’ve given cannabis drinks an invite to the party: see the brand’s activation at the F1 Miami Grand Prix, a four-day event which attracted over 275,000 attendees and ranked as the third most-watched F1 broadcast in U.S. history. Its presence there helped land hospitality platform Palm Tree Crew (PTC) as an investor, which came with an exclusive THC beverage sponsorship for PTC events over the next 12 months, including Palm Tree Music Festival dates in Aspen and the Hamptons. The brand’s party streak continued this fall at events like South Carolina’s Greenville Country Music Festival and the Sunset Cruise with Steve Aoki in Miami.

That kind of validation says a lot about Nowadays as a brand and portfolio, with both ready-to-drink cans and 750ml glass bottle formats that fit into a variety of occasions. The community-driven approach is breaking down lingering stigma around THC drinks and proving that hangover-free fun is a powerful motivator, even at the biggest and swankiest parties around.