Are THC-infused beverages the next stage of evolution for craft distillers? The leaders of one Milwaukee distillery believe so.
Central Standard is among the first craft distilleries to release a THC-infused line, a category many in the bev-alc industry have been slow to adopt. Last week, the company debuted Delta Dawn, a 12oz can with 10 mg of THC in two flavors, Door County Cherry Lemonade and Fruit Punch.
Founded in 2014, the maker of bourbon, whiskey, vodka and gin is the fastest-growing top-10 Wisconsin distiller. Delta Dawn follows the release of Central Standard’s first ready-to-drink (RTD) products earlier this year, including Vodka Cherry Lemonade and Old Fashioned canned cocktails in partnership with Wisconsin brewer Leinenkugel’s, and larger format ready-to-serve cocktails.
“At Central Standard Distillery, we see ourselves as an innovation company, and just as we have evolved with RTDs and our pour-ready cocktails, a THC-infused beverage line is our next stage of evolution,” said Pat McQuillan, co-founder and president of Central Standard.
McQuillin added that the THC line represents an opportunity to put the distillery’s own special stamp on an opportunity in the market, and comes with the recognition that social drinking preferences are evolving.
“We’re focused on continuing to elevate the consumer experience, and being a leader in the beverage industry, we know people are curious about the THC category,” McQuillin said.
The 10 mg dosage is a “walk before you run approach,” aimed at hitting the sweet spot for consumers who are cautious and curious. More THC beverages will debut based on initial feedback.
To extend into the new category, Central Standard is using flavors familiar to its brand ethos and portfolio. The Door County Cherry Lemonade flavor highlights the tartness of locally sourced cherries, an ingredient infused into the company’s signature flavored vodka.
The craft distiller approach to THC beverages may represent one way brands will begin to distinguish themselves in the emerging category. Brandon Hanson, the co-founder of Hanson of Sonoma is also among the first spirit makers to jump into THC-infused beverages with Goodmellow, a functional ready-to-drink (RTD) beverage that launched this summer.
Hanson’s expertise as the chief blender of a distillery known for its infused spirits shows in Goodmellow’s flavor profiles and organic ingredients. Both Hanson of Sonoma and Central Standard are known for the original tenets of craft distillation: local sourcing, innovative small batches, and transparency.
Central Standard will continue to be “very transparent” with customers about how the THC product is made, including a QR code on the can that links to production and testing information.
“The THC beverage category continues to self-regulate, and we want to be on the forefront of how that happens – to continue to bring professional experience and authenticity to the category,” McQuillin said.
The new product comes in the middle of a dynamic time of development for Central Standard, which will soon exponentially expand its production capacity with a move to the historic Harley-Davidson headquarters, planned for early 2026. A refurbished 73,000-square-foot space will offer full distillery production, a tasting room, distillery tours, private events – and will expand production capacity by 20 times.
The expansion allows Central Standard to bring its three facilities under one roof, and is in step with the distillery’s push for regional growth.
For now, Delta Dawn will be available for purchase at the Central Standard Craft Distillery tasting room in Milwaukee and at select retailers across the state.