THC drinks have become increasingly popular in recent years. More liquor stores, major retailers, and convenience stores across the country are starting to carry infused beverages, seeing a massive opportunity amid declining alcohol sales. Now, visitors to one of the biggest entertainment arenas in the country will be able to enjoy THC drinks, kickstarting what is likely to be the next wave in the weed bev boom.
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The United Center in Chicago will soon carry RYTHM and Señorita THC drinks at concerts and live events. Sporting events will still remain THC-free.
The menu will start with four different flavors, each with 5 mg hemp-derived THC. Sales will kick off with The New Edition Way Tour with New Edition, Boyz II Men, and Toni Braxton on February 4.
Visitors 21 and over at the United Center, home of the Chicago Bulls and the Chicago Blackhawks, will be able to purchase drinks at multiple points of sale in the venue. This includes grab-and-go stations, bars, and a dedicated Señorita mobile branded bar. The deal marks the first time a major American arena will offer THC.
“This partnership is a major milestone for the city of Chicago,” said Ben Kovler, RYTHM, Inc. chairman and interim CEO, in a press release. “Bringing Señorita and RYTHM to the United Center reflects a simple truth: consumers want non-alcoholic options, and leading venues are responding.”
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RYTHM and Señorita are part of a portfolio of brands from Illinois-based Green Thumb Industries. According to Joe Myhra, chief operating officer of United Center, the brands’ local ties helped seal the deal.
“We are excited to introduce Señorita and RYTHM to the live entertainment space,” Myhra said in the release. “As we continue to evolve offerings for our guests, RYTHM’s Chicago roots made its beverage line a natural fit for the United Center experience.”
Rick Schepp, general manager of beverage at Green Thumb Industries, told GreenState that the United Center deal didn’t happen overnight and is more indicative of a broader acceptance of cannabis.
“Being part of a moment like this is something we’re proud of, but it’s less about claiming a first and more about expanding choice and making live events even more enjoyable for fans,” Schepp said via email.
Representatives for the United Center declined to comment further on the deal.
The deal comes as Congress continues to debate the legality of intoxicating hemp products at the federal level. The City of Chicago recently banned most hemp THC, but made an exception for drinks and topicals.
The United Center may be the first major stadium to offer THC drinks, but it certainly won’t be the last—especially if Congress is able to work out a deal allowing the booming market to thrive. As consumer preferences shift, the hospitality industry is responding accordingly. The United Center deal is a striking example.
