The THC beverage brand Nowadays is facing a potential ban under a new bill that could come into effect in November 2026. This comes as demand for alcohol alternatives among adults continues to rise. The company, founded in March 2023 by Justin Tidwell and Anthony Puterman, has seen remarkable growth in its sales, reporting a staggering 270% increase in the first half of 2025 compared to the same period in 2024.
What began as a simple concept of mixing THC with water has quickly transformed into a popular beverage choice for those seeking an alternative to traditional alcohol. Tidwell stated, “We went from this is a cool pet project to something where we see a massive consumer demand.” The brand has captured the attention of a diverse audience, primarily adult women aged between 25 and 65, which includes both younger consumers drinking less and older generations seeking alternatives.
The non-alcoholic beverage segment has witnessed significant growth, with the category of non-alcoholic beers, wines, and spirits increasing by 22% year over year as of August 2025, according to data from NIQ. The hemp THC beverage market, which Nowadays is part of, was valued at $93 million in 2025. As Tidwell emphasizes, the rise in cannabis use has played a role in this trend, encouraging bars and restaurants to expand their menus to include non-alcoholic cocktails.
Regulatory Challenges Ahead
Despite its success, Nowadays faces significant challenges due to impending regulations. The new bill proposes to limit legal hemp products, including THC beverages, to 0.4 milligrams of total THC per container. Currently, Nowadays’ drinks contain between 2 and 10 milligrams of THC per container. Tidwell expressed concern, stating that if the bill is not amended, businesses like his could “literally go to zero.”
With less than a year to influence lawmakers, Tidwell has shifted his focus. He remarked, “Half of my job the next year goes from growing the business and focusing on the brand to talking to regulators in Washington, D.C.” He is in favor of regulating THC-infused products to ensure their safe sale in liquor stores, restaurants, and events.
In addition to advocacy efforts, Nowadays continues to innovate. The brand is exploring new formulas and launching limited-edition seasonal flavors, such as lemonade and cranberry. They are also increasing their visibility through sponsorships, like their partnership with the Electric Daisy Carnival (EDC), which helps introduce their products to a wider audience.
Changing Alcohol Consumption Trends
As the market for THC beverages expands, traditional alcohol consumption is on the decline. A report from analytics firm Gallup in August 2025 indicated that the share of adults consuming alcohol has dropped to 54%, marking consecutive declines over the years. This shift suggests a growing openness among consumers to explore alternatives like THC beverages.
Tidwell credits the success of Nowadays to viral marketing efforts, particularly on platforms like TikTok, where taste tests and cocktail recipes have generated significant interest. What started as a concept in Tidwell’s kitchen has blossomed into a burgeoning industry segment poised to challenge conventional drinking habits.
As the regulatory landscape evolves, the future of Nowadays and similar brands remains uncertain. The coming months will be crucial in determining whether they can navigate these challenges and continue to thrive in a market that is increasingly seeking alternatives to alcohol.
