This weekend I was at a dinner with a large group of friends and couldn’t help but notice the wide variety of what the adults were drinking. It was a variety of beers, cocktails, wines, NA drinks, and THC drinks. While I myself am a big fan of the haziest IPAs in the coolest looking cans I can find, I did speak with one friend who recently went to a local dispensary and was shocked by the different range of THC seltzers offered. They had flavors from blueberry lavender lemongrass to a raspberry lychee all available at different dosages depending on the type of buzz you are looking for. My friend was at drinking a modest 5MG and was bragging about how he wouldn’t be hungover tomorrow. Maybe next time, I thought to myself…

These options are fantastic for consumers but add to the difficulty of brands trying to stand out in such a competitive space which is highlighted in the VKB – Alcohol & Cannabis (Jun 2026).pptx recently released by our research team.

As consumer preferences continue to shift toward wellness and new social experiences, we’re seeing some interesting crossover between alcohol and cannabis worth keeping an eye on.

The Highlights

  • Alcohol and cannabis are competing more directly than ever – alcohol participation has hit a 25-year low, while cannabis continues to scale and attract new users.
  • Moderation is becoming the norm – driven by health, cost concerns, and the rise of “sober curious” behaviors, especially among younger audiences.
  • Cannabis is moving mainstream fast – with its adult-use base roughly doubling in the past five years and new formats like THC/CBD beverages creating an alcohol-adjacent option.
  • Consumers are prioritizing quality over quantity – across both categories, there’s a shift toward premium, natural, and novel options with low brand loyalty.

What this means for brands

  • When it comes to RTD options, social media and novelty drive Gen Z purchases, while Boomers stay loyal to brands they know​.

    • Look for opportunities to showcase creativity in messaging and leveraging eye-catching video formats Gen Z heavily engage with.
  • Nearly 3 in 4 drinkers are open to switching brands, making digital and in-store touchpoints critical​

    • Think display, video, and DOOH formats

While some DSPs don’t allow advertising for these verticals, we do and we’re happy to help with your next campaign!