Introduction: The Shift in Drinking Culture

Across the country, drinking habits are changing. Younger generations — especially Gen Z — and women are leading a cultural shift away from alcohol and toward functional, wellness-focused alternatives like THC seltzers and cannabis drinks. What was once a niche product is quickly becoming a mainstream choice for socializing, relaxation, and self-care.

Gen Z: A Generation Redefining “Drinking”

According to NielsenIQ, Gen Z is consuming significantly less alcohol than older generations, with many reporting health and wellness as key motivators. Instead of traditional beer or cocktails, they’re reaching for THC beverages and hemp drinks that offer:

• Microdosed effects (2–5 mg THC) for a mild, controlled buzz.
  
  
• No hangover the next morning.
  
  
• Alignment with wellness values, similar to functional drinks like kombucha or adaptogen teas.
  
  

Women as “Power Shoppers” in the THC Beverage Market

Industry analysts note that women play an outsized role in driving THC beverage adoption. A report from Whitney Economics highlights women as the “power shoppers” of the industry, responsible for a disproportionate share of THC seltzer purchases.

Why? Because women are often the household decision-makers on food and beverage choices, and THC drinks align perfectly with their priorities:

• Lower calories & sugar than wine or cocktails.
  
  
• Non-alcoholic and stigma-free — THC drinks can be enjoyed socially without judgment.
  
  
• Functional relaxation that supports wellness rather than detracts from it.
  
  

Wellness Over Intoxication

Cannabis drinks are tapping into a broader health trend: consumers want beverages that do something positive for their body and lifestyle. Compared to alcohol, which often brings negative aftereffects, THC beverages position themselves as:

• Low-calorie refreshers (many THC seltzers are under 25 calories per can).
  
  
• Social beverages that promote relaxation and connection without over-intoxication.
  
  
• Wellness-aligned — similar to the boom in electrolyte water, CBD sparkling water, and non-alcoholic cocktails.
  
  

A Headset industry report shows that cannabis beverages consistently outperform other categories among new consumers, especially women and younger buyers seeking healthier options.

Social Acceptance and the “No Hangover” Factor

The stigma of cannabis use has faded dramatically, especially in states where THC seltzers are available at liquor stores, bars, and even grocery aisles. Minnesota’s success is a prime example — Politico reports that sales soared past $200M in the first wave thanks to accessibility and broad consumer adoption.

For Gen Z and women, THC beverages aren’t just about getting high — they’re about having a drink that fits social settings without the baggage of alcohol:

• No hangover the next day.
  
  
• More control over intake thanks to consistent dosing.
  
  
• Freedom from social stigma — THC drinks blend seamlessly into the growing “sober curious” movement.
  
  

Pure Shenandoah: A New Choice for the Next Generation

At Pure Shenandoah, we see exactly why Gen Z and women are leading this shift — and we’re proud to offer beverages that fit their values. Our Buzzin Berry and Buzzin Breeze THC seltzers are crafted with Virginia-grown hemp, microdosed with THC for a balanced effect, and always federally legal under the 2018 Farm Bill.

And for anyone looking for a wellness-driven, non-THC option, our Hydrate CBD Sparkling Water delivers crisp hydration with electrolytes and CBD — perfect for everyday balance.

Try the drinks redefining what it means to socialize:

• Buzzin Berry THC Seltzer
  
  
• Buzzin Breeze THC Seltzer
  
  
• Hydrate CBD Sparkling Water

The future of drinking is clear — no hangovers, fewer calories, and a stigma-free way to connect. Pure Shenandoah is proud to lead the way