Cannabis drinks are booming. Sales of THC-infused beverages surpassed $1 billion in 2024 as more consumers move away from alcohol. Industry players like Total Wine are taking note, with THC beverages slowly appearing on liquor store shelves across the country. It was only a matter of time before big-box retailers joined the trend — and one Minnesota-based brand appears to be first to market.
Target Corporation will reportedly begin testing THC beverages in ten Minnesota stores, according to Marijuana Moment. Headquartered in the epicenter of the cannabis drink boom, Target seems a natural fit to pilot the sales on home turf.
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Jason Dayton, co-founder of Minnesota-based THC beverage brand Trail Magic, shared the news with Marijuana Moment. Dayton said his brand, along with several other local and national players, will soon be on shelves.
Target did not respond to Marijuana Moment’s request for comment by deadline. If Target moves forward, it could mark a watershed moment for the THC beverage market.
“Given everything that’s going on around hemp and the conversations about regulation versus prohibition, Target getting into it now is monumental,” Dayton told Marijuana Moment.
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Congress is currently debating if and how to regulate the hemp-derived THC industry. Some lawmakers are pushing for broad restrictions or outright bans, while others advocate for regulated sales, including age limits for consumers under 21. The 2018 Farm Bill legalized hemp nationwide, as long as it contains no more than 0.3 percent THC by dry weight.
Minnesota became the first state to regulate hemp-derived THC beverages in 2022. Known for its vibrant craft beer scene, many local brewers quickly entered the space, turning the Bold North into a national leader in cannabis drinks.
Beverages are not the only way Minnesota has set itself apart on the weed scene. Precedent-setting tribal compacts have seen sovereign nations in the state get a head start on regulated sales, including to consumers off-reservation. There are also several communities planning to open municipal-run dispensaries, another uncommon move.
Not every state has been as welcoming toward the intoxicating hemp space. California Governor Gavin Newsom recently signed a bill to ban sales of hemp outside of licensed dispensaries. A similar emergency ban was issued in Ohio this week. A campaign to ban hemp in Texas was thwarted by Governor Greg Abbott, who instead has called for regulation.
While Target appears to be testing the waters, a successful pilot could pave the way for THC beverages to hit shelves in other hemp-friendly states. If sales take off—and Congress allows hemp-derived THC to remain legal—it may only be a matter of time before other major retailers follow suit.
