Mass retail giant Target is adding intoxicating hemp beverages to its Florida, Texas and Illinois locations.
The products will be available in over 300 Target locations across the three states, including all stores in Florida and Texas, and in all Illinois locations that allow for intoxicating hemp product sales (some local municipalities and townships, like Chicago, have restricted category sales within their territories).
Reached by BevNET, Target confirmed the expansion is a test in a “limited number” of stores in those states and stressed consumers must be 21+ to purchase the products.
“At Target, we’re always exploring new ways to meet our guests’ evolving preferences, grounded in our merchandising authority and focus on thoughtfully curating a relevant assortment,” a spokesperson said in a statement.
Industry sources report that Target plans to display a limited number of brands – including products from its initial launch in Minnesota last fall, like Cann, Wynk, Trail Magic, Stigma, Gigli and Daizy’s – in endcaps within participating stores. It is unclear whether every location will have the same brands.
The retailer has gradually stepped up its sale of products in the intoxicating hemp category. Last fall it began a 10-store pilot run in the Minneapolis region.
Last month, the retailer received approval by the Minnesota Office of Cannabis Management to sell lower-potency hemp products in 72 additional stores for the next year.
While Target’s initial launch in October was restricted to 5 mg of THC, the retail chain expanded into 10 mg varieties over the winter.
Intoxicating hemp products’ future was complicated when Congress passed a spending bill in November which contained a provision that would ban all hemp products containing more than 0.4% THC after November 13, 2026.
Sources report that Target is believed to be hedging against this potential ban by planning to mark down its intoxicating hemp inventory in October if there is no regulatory solution in place at that point.
While Target has not been an active part of the hemp industry’s lobbying effort in Congress, the expansion into the new states may send a message to lawmakers about the business opportunity. The existential threat of November has clouded the category with uncertainty, but it has not deterred other beverage industry stakeholders from seizing the opportunity.
Natural channel retailer Sprouts Farmers Market and convenience store chain Circle K have both added THC drinks to stores in states that still permit hemp-derived THC sales.
Beverage alcohol distributor Breakthru Beverage also recently jumped into the category, announcing it would carry THC drinks in allowable states.