A potential ban looms for the THC beverage brand Nowadays, which has rapidly gained popularity among consumers seeking alternatives to alcohol. Founded in March 2023 by Justin Tidwell and Anthony Puterman, the brand has experienced remarkable growth, with sales rising 270% in the first half of 2025 compared to the same period in 2024. This surge has coincided with a broader trend of declining alcohol consumption among adults.
According to data from NIQ, the non-alcoholic beer, wine, and spirits market expanded by 22% year over year by August 2025. The increasing interest in cannabis-infused beverages is a significant factor driving this growth. The hemp THC beverage sector, which includes Nowadays, was valued at $93 million in 2025, highlighting a shift in consumer preferences towards cannabis products.
Despite the brand’s success, its future is uncertain. A new bill set to take effect in November 2025 could limit THC beverages to 0.4 milligrams of total THC per container. Currently, Nowadays offers drinks with THC content ranging from 2 to 10 milligrams per container. Tidwell emphasized the potential impact of this legislation, stating that businesses like his could “literally go to zero” if regulators do not reconsider the bill.
Tidwell is now focused on advocating for changes to the legislation, which could dictate how THC-infused products are sold and distributed. “Half of my job the next year goes from growing the business and focusing on the brand to talking to regulators in Washington, DC,” he explained in a recent interview. He supports the regulation of THC products to ensure they are sold safely in liquor stores, restaurants, and events.
The landscape of adult beverage consumption is changing. A report from analytics firm Gallup in August 2025 noted that the share of adults consuming alcohol has decreased, dropping to 54% in their survey. This shift has encouraged bars and restaurants to include non-alcoholic cocktails in their offerings, creating a welcoming environment for those seeking alternatives.
In response to the changing market, Nowadays is expanding its product line with innovative flavors, including limited-edition seasonal options like lemonade and cranberry. The brand is also increasing its visibility through events, such as its exclusive sponsorship of the Electric Daisy Carnival (EDC), which aims to introduce more potential customers to its beverages.
Tidwell attributes some of Nowadays’ early success to viral TikTok videos that showcased taste tests and cocktail recipes featuring THC drinks. What began as a small project has evolved into a significant player in the alcohol alternative market, poised to challenge traditional drinking norms.
As the November deadline approaches, Tidwell and his team remain hopeful that they can persuade lawmakers to amend the impending regulations. The outcome will be crucial for the future of Nowadays and the broader market for cannabis-infused beverages.
