The alcohol industry has seen some major changes over the last decade that you may have noticed.
First, there was the overwhelming adoption of White Claw in 2019, which you could hardly miss if you went anywhere where drinks were being sold. It seemed everyone was holding that white can with the colorful strip at one point in time; it was simply the drink of choice for a while. You may have been bewildered as to what the fuss was all about if you actually tasted one — seltzer and a whiff of fruit air freshener was definitely the effect one got — but hey, it was trendy, right?
While White Claw’s luster has come and gone, it paved the way for canned ready-to-drink cocktails like no other product — and not just alcohol-infused options, either. In fact, it was only about a year after White Claw’s big debut that another trend started to gain a major foothold in the beverage market: THC seltzers.
Related: Struggling whiskey company closes operations, no bankruptcy yet
These drinks often contain a small amount of Delta 9 THC — typically less than 10 mg — and can be sold legally in many states, depending on their laws. People really embrace the drinks as an alternative to alcohol that allows them to enjoy themselves and relax, not to mention skip the traditional hangover.
Consumers are clearly enamored with these drinks for a myriad of reasons, from seeking out a healthier alcohol alternative to experiencing new ways to chill. The global cannabis beverage market hit an astonishing 2.04 million in 2023 and is projected to hit 117.05 billion by 2032, according to Fortune Business Insights. It’s clearly a market with a great runway, so it’s no wonder so many new businesses are jumping into the mix.
That said, a lot of THC drinks on the market don’t taste great (think: hempy or weedy) or are hard to consistently find at your local liquor store. So while there’s great potential for the product, there are still many problems to solve.
That’s where Plift comes in.
The founders of THC cannabis beverage Plift saw it as a healthier alternative to alcohol.
Image source: Shutterstock
A brand with a heartfelt story
While many people want in on the burgeoning THC soda industry, co-founder Todd Harris, one of the three people behind the brand Plift, has a much more personal reason for founding his brand.
“I was an alcoholic,” says Harris, who told TheStreet that his mother also struggled with alcohol dependence. Years of drinking and masking in social situations eventually wore down Harris’ battery, making him turn to recovery and abstinence. It was then that he began to consider THC sodas, first consuming them and then deciding to build Plift with co-founders Glenn McAfresh and Andrea Slinde.
“The name is one letter short of ‘Uplift,’ because it’s missing you,” Harris said.
Related: White Claw creator adds a whole new alcohol line
The Black-owned brand has been on the market for only three years but has seen great success. Harris thinks that’s due to a mix of factors, one being that the drinks actually taste good. All three flavors are based on classic cocktails, making them recognizable to consumers and appealing to drink.
Another thing Harris cares deeply about is making Plift accessible to all markets. At $9.99 for a six-pack, it’s an affordable product, and it can also be found through beer and wine retailers. Total Wine also carries it, making it easy for many people to find.
Today, Harris says that since swapping out his alcohol use for cannabis sodas, he’s been a much better father, spouse, friend, and business partner, and has increased awareness of his social battery.
But perhaps best of all, Harris was able to introduce his mother to the world of cannabis sodas, which he says she now reaches for instead of alcohol.
“If nothing else comes from this business, I helped an alcoholic of 50 years to change,” Harris said.
