Judging by the THC hemp drinks on display at the Hemp Beverage Expo in Austin, Texas, it’s hard to believe the sector is staring down a November 12 deadline that could shut it down entirely.
Drinks were flowing, booths were decked out, and business was getting done. While operators huddled to share contingency plans, they also talked about new flavors, new ingredients, and expansion.
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One of the biggest takeaways from the show was how quickly the category is expanding beyond flavored seltzers. Brands are experimenting with new formats, new consumption occasions, and new ways to bring hemp-derived THC beverages into consumers’ daily routines.
The variety of products and the entrepreneurial teams behind them reflect how quickly the hemp beverage category is evolving. From cocktail-inspired formats to functional beverages and new takes on familiar drinking occasions, these were some of the brands that caught our attention at the Hemp Beverage Expo.
Stir the Pot
Stir the Pot is bringing THC into everyday beverage occasions with an infused flavored syrup designed to be added to coffee, tea, cocktails, mocktails, smoothies, or even desserts. Think of the flavor pumps found behind your favorite coffee bar, but with a hemp-derived THC twist. The brand’s first three flavors, Vanilla Cream, Salted Caramel, and Mexican Hot Chocolate, are versatile flavor enhancers that give the brand an opportunity in the on-premise market.
The brand was launched by former Jones Soda President Eric Chastain and Willie Nelson’s bass guitarist, Kevin Smith. Taking inspiration from the Jones Soda community-driven approach, Stir the Pot is building around creativity, culture, and connection, aiming to create a brand that resonates with artists, musicians, and consumers looking for an afternoon boost.
With restaurants and bars across states like Texas, Minnesota, Iowa, Florida, and the Carolinas now routinely serving THC-infused drinks, a versatile flavor enhancer is perfectly timed for the on-premise market.
El Vaquero
Named after the vaquero, the skilled horsemen and cattlemen who helped shape the culture of the American Southwest, El Vaquero brings a Texas-inspired identity to the hemp beverage category. The team behind the brand honors the traditions, resilience, and pioneering spirit of the vaquero legacy.
Built for the low-dose consumer, El Vaquero is positioning itself as a premium hemp-derived THC beverage for adults looking for an alternative to alcohol. With a 3mg THC serving, the brand is designed around the idea of enjoying the social ritual of a drink without overdoing it, giving consumers the option to enjoy one or more beverages during an occasion.
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Using clean ingredients, solventless THC extraction, and nano-emulsification technology, El Vaquero is focused on creating a premium beverage experience for those interested in lower-dose THC options. The brand is positioned for consumers looking for less intimidating THC drinks that fit naturally into social settings, wellness routines, and everyday experiences.
A year ago, the El Vaquero team attended the Hemp Beverage Expo in Atlanta not as exhibitors, but as newcomers exploring the category, meeting operators, and learning where they could fit into the emerging market.
That experience helped shape the brand’s path from concept to a finished product ready for market. After months of product development, formulation work, and distribution planning, the team returned to Hemp Beverage Expo in Austin one year later, this time as exhibitors showcasing a finished product and joining the community they had first discovered.
Bloom and Barrel
Bloom & Barrel is bringing a wine experience to the hemp beverage category, creating THC-infused wines made from grapes grown in Paso Robles, California- some would argue, the best wine region.
Rather than formulating a beverage around flavors or extracts, the brand starts with traditional winemaking methods, working with experienced winemakers before gently removing the alcohol and adding a precise dose of hemp-derived THC. At 4mg THC per serving, Bloom & Barrel is targeting consumers who want a social beverage that feels similar to drinking a glass of wine.
The lineup includes a red wine with dark berry notes and soft tannins, along with a Chardonnay offering citrus, stone fruit, and a clean finish.
Dealcoholizing wine is a technically complex process, and Bloom & Barrel has been recognized for its execution, earning awards including the 2026 TEXSOM International Wine Awards and the 2026 High Spirits Awards. The brand represents another example of how hemp beverage companies are expanding into established drinking occasions, creating alternatives that feel less like cannabis products and more like elevated beverage experiences.
Dope Daiquiris
Founded in Houston, Texas, Dope Daiquiris is backed by a team with backgrounds in cannabis, frozen daiquiri operations, and beverage distribution, bringing together hospitality expertise with THC-infused frozen daiquiris for both retail and on-premise settings.
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The drinks are made using nano-emulsified Delta-9 THC and are offered in a range of potencies to suit different consumers and service needs. The brand leans into a frozen, slushy-style format that can be served straight, partially thawed, or refrozen, making it adaptable for home use or integration into existing on-premise slush machines and beverage programs.
Flavors stick to tropical cocktail classics, with piña colada-style blends, citrus-driven margarita-inspired variations, and berry-forward frozen options. The brand takes the very popular frozen cocktail and reworks it into a THC-infused experience for any occasion.
JoyRush
JoyRush is leaning into the functional beverage space with THC-infused sparkling juices meant for different points in the day and stages of women’s wellness, a demographic the founder, John Valiton, says is underserved.
The brand focuses on hormonal shifts across life stages, including sleep disruption, mood changes, and brain fog associated with menopause and broader wellness transitions.
Formulations combine hemp-derived Delta-9 THC with functional ingredients more commonly found in wellness products, including L-theanine, L-tyrosine, Panax ginseng, and a B-vitamin complex, along with nootropics and botanicals associated with focus, stress response, and mood balance. The team also noted emerging research on botanicals, such as kava, in the functional beverage space for women’s health.
Each SKU pairs that approach with a fruit-forward sparkling juice base, in flavors such as citrus and mixed berry, made with natural fruit juice and monk fruit. The products target moments ranging from unwinding and social connection to daytime balance.
Valiton said, “We’re looking at how to build the category over the next 5 years, and make sure that we’re advancing it, because a bigger category is better for all of us, and we thoroughly believe that.”
Earl Giles
The name Earl Giles belongs to a real person. Born in 1888, Earl was a pharmacist, confectioner, pilot, and adventurer who settled in Minnesota, where he operated multiple apothecaries and confectionery stores. A fierce opponent of Prohibition, he flew his float plane across the northern US and Canada, bootlegging liquor disguised as medicine in apothecary bottles. His great-grandson, Jeff Erkkila, runs the company today alongside business partner Jesse Held.
Today, the Minneapolis-based company operates as a distillery, flavor lab, and hospitality space, producing everything in-house. Their Drinks Apothecary is a flavor development lab stocked with hundreds of global extracts for both traditional cocktail development and THC beverage formulation.
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Their craft THC beverages are dosed at 5mg and 10mg, keeping them in a low-dose range suited to bar service.
With founders bringing experience from beer, spirits, functional beverages, hospitality, and cannabis, the products on display in Austin reflected a category moving quickly through its next phase.
Slowly but surely, THC beverages are becoming normalized in social settings. Brand innovation and entrepreneurial grit continue to push the category forward, even as operators prepare for what comes next.
*This article was submitted by an unpaid guest contributor. The opinions or statements within do not necessarily reflect those of GreenState or HNP. The author is solely responsible for the content.