A national wellness initiative aims to redefine social drinking habits
A coalition of leading THC-infused beverage companies has announced a groundbreaking observational study to examine how cannabis drinks may serve as a mindful alternative to alcohol. With the help of data research firm MoreBetter, the campaign is actively recruiting up to 2,000 participants who will receive complimentary cannabis beverages in exchange for feedback on their experience.
This innovative three-week research initiative will explore the role of infused seltzers, shots, and mixers in supporting relaxation, sleep, mood, and overall wellness. Participants, who must be 21 and over, will track their daily usage and report on their quality of life through MoreBetter’s Releaf App.
The study is supported by beverage pioneers like BRĒZ, Nowadays, Cantrip, Iconic Tonics, and Do It Fluid by Death Row Records, all of which are committed to reimagining the adult beverage experience.
The study that could change drinking culture
“This is the world’s first functional beverage study,” said Tyler Dautrich, COO of MoreBetter. “By collecting real-world data directly from consumers, we can help shape a future where wellness comes first.”
During the first week, participants will record their baseline lifestyle habits without any infused drinks. In weeks two and three, they will consume various THC-infused products while logging their perceptions and behavioral changes.
Preliminary data suggests a strong trend: 72% of previous participants say they’d choose cannabis drinks over alcohol, and 96% reported a positive experience, often citing fewer side effects such as hangovers and irritability.
“This study is more about leading a cultural shift than about validating infused drinks,” said Evan Eneman, CEO and co-founder of Iconic Tonics, one of the study’s sponsors.
Industry executives agree this research arrives at a pivotal moment. With alcohol consumption on the decline and growing interest in “better-for-you” alternatives, THC beverages may be poised to transform the way we socialize and celebrate.
“As access to infused beverages expands across the U.S., we hope this is just the first step in proving their wellness potential,” added Adam Terry, CEO of Cantrip.
From functional drinks to functional data
In addition to sparkling seltzers, the study will include THC shots, dry powder mixers, and 750ml bottles, examining how different form factors influence experience and efficacy.
“This initiative allows us to remain on the cutting edge of product innovation,” said Justin Tidwell, CEO of Nowadays, “while helping establish research-backed standards that benefit consumers.”
The effort comes as analysts continue to monitor how cannabis consumption is reshaping the adult beverage industry. Recent Gallup and Bloomberg reports reveal that more Americans now consume marijuana daily than drink alcohol, with many seeking cleaner, safer, and more purposeful alternatives to traditional liquor.
Interested in Joining the Study?
If you’re 21 or older and curious about how THC-infused beverages compare to alcohol, you can apply for the study at mystudi.es/bevstudy and receive complimentary samples in return for honest feedback.
For more on this study and the future of wellness culture, visit Calle Ocho News, your trusted voice for community news and innovation.
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