In a push to grow awareness for the infused beverage category, the Cannabis Beverage Association (CBA) and the Cannabis Media Council (CMC) are ringing in what they hope will become an annual THC tradition: “820”, aka National Drink Cannabis Day.
Set for August 20, the industry groups officially registered the holiday last year and are now looking to promote its first official celebration this weekend with a social media and digital ad push which serves as a part of the CMC’s ongoing “I’m High Right Now” campaign.
According to CBA chair Diana Eberlein, who also serves as VP of marketing and business development at cannabis emulsions supplier SōRSE Technology, the “I’m High Right Now: 820 Edition” campaign aims to be a “Got Milk” styled effort to educate consumers on the existence and benefits of cannabis beverages. While 820 is specifically focused on drinks, the launch also serves the larger campaign’s effort to encourage older consumers to rethink their perception of what “being high” means by helping to normalize cannabis use.
Eberlein pointed to the rise of themed days and months throughout the year that have benefited other beverage trends, such as Dry January and Sober October campaigns that have not only boosted the sales of non-alcoholic alternative drinks, but also cannabis drinks.
The name 820 is modeled after other cannabis holidays like 4/20 and 7/10 (the latter is in honor of cannabis oils, as “710” looks like “oil” upside down). Eberlein, who came up with the idea for the day, said she chose the name not just because of the numerical connection but also because “820” both sounds like H2O and “H” is the eighth letter of the alphabet.
“I look at 820 as being almost a little bit more inclusive than the other [holidays] even though 420 is definitely the overarching cannabis holiday, and I would encourage cannabis beverage enthusiasts to consume cannabis beverages on 420 to honor the legacy,” she said. “But I think 820 is looking towards the future … and what I would like to see come from 820 is to make this a more inclusive cannabis holiday where people, who maybe in the past have felt that it wasn’t their thing, can partake and feel comfortable.”
According to market research group BDSA, cannabis beverages now make up around 6% of the edibles subcategory, as of Q1 2023, with about 134 brands producing 863 SKUs. In comparison, candy makes up 74% of the edibles segment with 415 brands making around 5,575 SKUs.
However, since 2020, Brightfield Group Cannabis Consumer Insights found that the number of cannabis users who reported using THC beverages fell from 22% in Q2 and Q3 of 2020 to as low as 15% in Q4 2022. However, some of that decline may be a reflection of additional state markets opening where beverages are not yet widely available.
As more mainstream market opportunities arise, like Minnesota’s legalization of hemp-derived THC beverage sales in retail stores and foodservice, Eberlein said she still believes there is potential for beverages to eventually become one of the overall largest categories of cannabis consumption in the U.S., with the potential to drive incremental growth from outside the existing cannabis consumer base. But she acknowledged that at the moment the segment is still tiny and she still hears from many people who are surprised to learn that cannabis beverages exist at all.
Since May 30, when Minnesota enacted its new cannabis laws, the number of available cannabis beverage SKUs in the state has grown to over 150, Eberlain added. With much of that growth and scale due to brewer involvement, she noted groups like the Minnesota Craft Brewers Guild have become involved in supporting THC drinks and helped to craft the state’s regulations, suggesting growing industry support for the category.
“Beverage is just such a familiar format, and it’s more approachable and socially acceptable,” she said. “When we look at the future of restaurants and bars, cannabis beverages are more likely to be featured there. We’re not going backwards where you can smoke in a restaurant, so joints and flower [aren’t an option], and who wants one gummy when you’re at a restaurant?”
With August 20 coming up this Sunday, Eberlein said the CBA and CMC have partnered with several brands to promote the 820 campaign, including Simple Garden CBD, Rebel Rabbit, Kite Soda, Harmony Craft Beverages, and SōRSE Technology.
While 820 seeks to reach a broader set of consumers, the “I’m High Right Now” campaign is targeted mainly towards baby boomers, who Eberlein said can be one of the most difficult demographics to reach and educate, but can also be among the most rewarding consumer bases once engaged as they tend to more readily share new products and trends within their communities.
“I think about the fact that there are people that could really benefit from this that don’t even know this category exists, and that’s become a big motivator for me,” she said.