The THC beverage brand Nowadays is facing a potential ban under a bill set to take effect in November 2023, despite a surge in consumer demand for alcohol alternatives. Founded in March 2023 by Justin Tidwell and Anthony Puterman, Nowadays has seen remarkable growth in its sales, with a reported increase of 270% in the first half of 2025 compared to the same period in 2024. This rapid rise highlights a significant shift in consumer preferences as adults seek new options for social drinking.
Demand for non-alcoholic beverages has grown substantially, prompting bars and restaurants to incorporate non-alcoholic cocktails into their menus. According to data from NIQ, the category of non-alcoholic beer, wine, and spirits expanded by 22% year over year by August 2025, fueled in part by the popularity of cannabis-infused drinks. The hemp THC beverage market, which includes Nowadays, was valued at approximately $93 million in 2025, according to Jason Zelinski, vice president of convenience in North America at NIQ.
Currently, Nowadays offers a range of THC-infused beverages, with THC content per container ranging from 2 to 10 milligrams. However, the new legislation poses a significant challenge; it would limit legal hemp products to a mere 0.4 milligrams of total THC per container, potentially jeopardizing the future of brands like Nowadays. Tidwell expressed concern that, without intervention, his business could “literally go to zero” if the bill is not amended by the November deadline.
Tidwell stated that a substantial portion of his role will shift from growing the business to engaging with regulators in Washington, D.C., to advocate for the interests of the industry. He has emphasized the importance of establishing clear regulations for THC-infused products to ensure they are sold safely in various retail environments.
As the company navigates this uncertain landscape, it continues to expand its offerings. Recently, Nowadays introduced limited-edition seasonal flavors, such as lemonade and cranberry, to attract a broader customer base. The brand also sought visibility through events, including its exclusive sponsorship of the Electric Daisy Carnival.
Interestingly, alcohol consumption has reached a record low in 2025. A report from analytics firm Gallup indicated that the proportion of adults who consume alcohol has declined to 54%, reflecting a broader trend towards healthier lifestyle choices.
Tidwell credits the brand’s initial success to viral TikTok videos that popularized THC beverages through taste tests and cocktail recipes, transforming the concept from a kitchen experiment to a viable alternative for social drinking.
As the deadline approaches, the future of Nowadays hangs in the balance, with the potential for significant implications not only for the brand but for the broader market of THC-infused products. The next few months will be crucial as Tidwell and his team work diligently to engage regulators and advocate for the continued growth of the industry.
