Women & THC Beverage Insights 2024

Plus 3 hemp THC brand recs. (Hint: By women, for women!)

May 07, 2025

We know the headlines: U.S. women are drinking more, and drinking more often. Studies show women’s alcohol consumption has risen steadily over the past two decades, with sharp increases in binge drinking, alcohol use disorders, and alcohol-related mortality now surpassing men. And beneath those numbers? A web of trauma, stress, anxiety, and caregiving burdens disproportionately shouldered by women.

I want to thank the pandemic for making the last point irrefutable - by the numbers; surfacing this hidden web through social media, podcasts, and more intimate discourse; and inviting us to be curious about how we manage hard times, and our day-to-day.

A decade ago, my work in cannabis coincided with my post-sober exploration that ventured into Cali-sober until I had to take a break from seeking a brighter outlook while enveloped in a cloud of smoke. fr. Enter my work in psychedelics just in time to save me from my “better” choices. I’d still choose weed over alcohol, but hold the smoke. Put them together, and what have you got? THC beverages - now available at Total Wine, Circle K, and Albertsons near you. A better choice when used responsibly.

What does responsible usage look like? There’s no hard and fast rule beyond refraining from operating a vehicle or heavy machinery, and it's best to stay AFK.

Against this backdrop, hemp-derived THC beverages (often called hemp bevs or D9 bevs) are starting to carve out space as an alternative — not just to alcohol, but to a wider spectrum of “adulting” tools. But are they meeting women where they are?

Thanks to a 2024 qualitative study conducted by Lara Fordis of Fordis Consulting at the Hemp Beverage Festival in Minneapolis, we have some early (directional) clues. Here’s what stands out.

Girls Just Wanna Have Fun

54% of respondents were women; 42% were men.
Women were more likely to be frequent cannabis consumers: 80% of women reported using cannabis at least weekly, compared to just 48% who consumed alcohol weekly.
Men showed slightly less cannabis consumption overall but still leaned heavily toward cannabis over alcohol, reflecting a broader shift away from booze in these experimental, early adopting consumer groups.

Top reasons for trying hemp bevs?

Recreation (29%)
Curiosity (29%)
Alcohol alternative (21%)

Notably, only 8% of respondents cited “medical or therapeutic benefits” as their primary reason — a striking contrast to why women historically turn to cannabis.

Women & Weed v. Hemp

Back in 2017, the Van der Pop Women & Weed Study surveyed over 1,500 women across North America, revealing that:

75% consumed cannabis for medical reasons (38% exclusively medical).
Their top reasons were pain management, stress relief, anxiety reduction, and relaxation — not socializing or getting high.

In short, women associate cannabis with care, healing, and function. But when it comes to hemp beverages? The framing is still mostly fun and novelty, but we’d all likely agree that a choice beyond alcohol is rooted in wellness.

If more hemp beverage products were formulated and marketed around functional needs — to help women sleep, ease stress, or replace that 3 p.m. coffee — would women reach for them more reliably, not just occasionally? (DUH!)

Products: Preferences, Price, & Potency

From the 2024 hemp bev study:

Consumers were split across zero-calorie and high-calorie preferences, suggesting THC bev consumers want choice just like alcohol bev consumers.
Flavors like tangerine, spicy mango margarita, and passion fruit margarita ranked among the top picks.
Price sensitivity was clear: most consumers preferred ~$18–$25 per 4-pack — about $4.50–$6.25 per can. A steal compared to a cocktail shaken in Seattle.

Last week, Minnesota-based Top Ten Liquors (a pioneering retailer of “intoxicating hemp” bevs) shared that 49 of the top 50 selling SKUs were dosed with 10mg of THC in a single can. For an idea of how potent that is, read my post from Friday below.

Why Does a 2.5mg THC Beverage Hit Me So Hard?

April Pride

May 2

Why Does a 2.5mg THC Beverage Hit Me So Hard?

This is SetSet’s Friday Q&A, a deep dive into your real-life cannabis and psychedelics questions. I am not a medical or scientific expert — I’m sharing insights based on my decade in emerging regulated markets, industry conversations, and expert sources.

Read full story

The ONLY debate among brands in this space: “Should we launch a 10mg SKU?” The answer is yes if you want to compete with 48 other SKUs at a liquor store. I got you if you’re the 1 in 50 looking for a walk in the park rather than a hammer to the head. Or rather, women founders in this emerging product category have got you. Their brands were born out of a need to consume less alcohol, less sugar, and fewer calories, so they could be more present, healthy, and positive. A few you should 💯 support below:

1️⃣ Happi by Lisa Hurwitz (subscribe to Lisa’s Substack here)
I’ve personally tried several Happi flavors, but last week their DANCE beverage had me whistling while I cleaned, feeling focused but not buzzed.

2️⃣ Sechey by Emily Heintz (subscribe to Emily’s Substack here)
Charleston’s dry bottle shop, offering a beautifully curated nonalcoholic and hemp-infused selection (you can get Sechey’s NA wines at Target — including here in WA!).

3️⃣ sober(ish) by Kimmie Gamez
Inspired by her mom’s journey into sobriety, Kim’s choose-your-adventure drops support playful, adaptable experiences. Follow her hysterical shenanigans on social @kimmiegamez.