A three-week study tracking 4,516 consumers found that hemp-derived THC beverages reduced their alcohol consumption by more than half, with effects lasting months after the trial ended. The research by MoreBetter examined 36 different hemp THC products, none of which would comply with federal regulations taking effect in November.
Participants showed a 52% drop in their probability of drinking alcohol on days when they consumed hemp THC beverages, falling from 22.9% to 10.9%. The effect was statistically significant for 23 of the 36 products tested, and all products showed movement in the same direction.
"Sixty-three percent of surveyed participants reported they were still drinking less alcohol 50 days after the study concluded," according to the MoreBetter findings. The sustained behavior change suggests the substitution effect extends beyond the immediate trial period.
The Regulatory Clash
The timing creates a sharp conflict between emerging evidence and federal policy. The DEA's interim final rule, set to take effect November 2025, establishes a 0.3% total THC cap that would eliminate every product in the study from legal commerce.
Hemp THC beverages have grown into a multi-hundred-million-dollar category since the 2018 Farm Bill created a legal pathway for hemp-derived products. Most contain delta-8 or delta-9 THC derived from hemp, keeping them technically legal under current federal law but outside state-licensed cannabis programs.
The MoreBetter study tracked participants for three weeks each across the 36 products, creating a dataset of over 135,000 person-days of consumption patterns. The research methodology allowed for individual product analysis while building an aggregate picture of substitution behavior.
Market Implications
The beverage category has attracted significant investment from both cannabis companies and traditional alcohol manufacturers exploring the space. Several major beverage alcohol executives have cited harm reduction potential as part of their interest in THC drinks.
But the federal cap would force manufacturers to reformulate products to near-zero THC levels or exit the market entirely. Industry attorneys have argued the rule exceeds DEA authority and contradicts congressional intent in the Farm Bill, with multiple lawsuits pending.
The alcohol substitution data could strengthen industry arguments that hemp THC products serve a legitimate consumer demand beyond simple intoxication. Public health researchers have increasingly studied cannabis as an alcohol substitute, with mixed results depending on product type and consumption patterns.
What's Next
The MoreBetter study adds to a growing body of research on THC beverages specifically, rather than cannabis consumption generally. Previous studies have examined smoking and vaping patterns, but beverages represent a newer consumption method with different onset times and duration.
The November deadline for the federal cap is approaching with no indication that regulators are reconsidering based on market data or consumer research. Hemp industry groups are pushing for congressional intervention to clarify the Farm Bill's intent and preserve the category.
Meanwhile, state regulators are taking divergent approaches. Some states have banned hemp THC products entirely, while others are creating regulatory frameworks to tax and control them similar to state-licensed cannabis. The federal uncertainty is complicating state-level policy decisions across the country.
The 63% of participants who reported sustained reduction in alcohol consumption 50 days post-study represents a longer behavioral shift than many substitution studies capture, though researchers note that self-reported data has limitations and longer-term tracking would strengthen the findings.
This article is based on original reporting by hightimes.com.
