Is it the last call for intoxicating THC beverages, even if the industry is just taking off? At BevNET Live NYC 2026 on June 10 + 11, category stakeholders will explain how they are preparing for the worst — while embracing the present — as they face down a November 13 deadline that could cripple their category.
Last fall, Congress signed into law a spending bill that would effectively shut the door on hemp-derived THC this year, restricting the sale of products with more than 0.4% THC. Meanwhile, sales have expanded – a growing cohort of retailers like Target and Circle K are testing the same products that will be illegal in just a few months in an increasing number of states.
The uncertainty surrounding hemp’s future has some brands abandoning the category and pivoting to energy drinks or other nootropics, others trying to duck under the extremely low regulatory floor, and some considering quitting altogether. Meanwhile, distributors, retailers, and investors scramble to adjust their strategies around the hemp business. Some stakeholders remain cautiously optimistic that a regulatory solution will materialize before the November 13 deadline.
To understand the various contingencies that will shape category dynamics through the summer and fall, BevNET has convened a panel that will draw from key constituents across the industry: Jill Johnson, Co-Founder of Daizy’s Social Tonic, distribution executive Justin Ashby of Southern Crown Partners and Diana Eberlein, Chair of lobbying group the Coalition for Adult Beverage Alternatives. The panelists will share how they are operating in an industry that is desperately searching for regulatory solutions at the state and federal levels, while also trying to capitalize on ever-growing consumer demand.
The panel will offer a to-the-minute snapshot of the decisions companies are facing amidst market uncertainty, and give the audience a look at the kinds of choices all companies face during existential turmoil. At a time when momentum may very well run into a legislative dead end, attendees will get a look at ways the industry can try to save its own future.
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About BevNET Live
BevNET Live is the beverage industry’s premier event, bringing together brands, distributors, retailers, investors, and service providers to explore what’s ahead for the industry. Featuring top-tier speakers and the fan-favorite New Beverage Showdown, each event draws hundreds of brands from across the country.