THC Beverage Brand Nowadays Faces Potential Ban as Demand Grows

A potential ban looms over the THC beverage brand, Nowadays, which has gained substantial popularity as consumers increasingly seek alternatives to alcohol. Founded in March 2023 by Justin Tidwell and Anthony Puterman, the brand has seen sales surge by 270% in the first half of 2025 compared to the same period in 2024. This rapid growth could be jeopardized if a new bill, set to take effect in November, restricts THC products to just 0.4 milligrams of total THC per container.

The demand for alcohol alternatives has been rising among adults, with data indicating a shift in consumer preferences. Tidwell noted that the typical customer base for Nowadays includes adults aged 25 to 65, with a significant number identifying as women. This demographic shift has prompted bars and restaurants to expand their menus to include non-alcoholic cocktails, further contributing to the growth of the market.

According to data from NIQ, the non-alcoholic beer, wine, and spirits category experienced a year-over-year growth of 22% by August 2025, with increased cannabis use cited as a contributing factor. The hemp THC beverage sector, which encompasses Nowadays, was valued at approximately $93 million in 2025.

However, the impending regulations pose a significant threat to the brand’s future. Currently, Nowadays’ beverages contain between 2 and 10 milligrams of THC per container, a level that would be restricted under the new legislation. Tidwell expressed concern that if the bill passes, businesses like his could “literally go to zero.” He emphasized the urgency of persuading lawmakers to reconsider the restrictions within the next year.

In a December interview, Tidwell stated, “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 affirmed his support for regulating THC-infused products but stressed the importance of allowing safe sales in liquor stores, restaurants, and events.

To navigate these challenges, Nowadays is not standing still. The brand is actively expanding its product line with new flavors, including limited-edition seasonal offerings like lemonade and cranberry. Moreover, it is seeking to enhance its visibility through sponsorships, such as its recent partnership with the Electric Daisy Carnival (EDC).

While the THC beverage market grows, traditional alcohol consumption is declining. An August 2025 report by analytics firm Gallup revealed that only 54% of adults reported consuming alcohol, marking a continued decrease over recent years. Tidwell attributed some of Nowadays’ early success to viral TikTok videos that showcased taste tests and cocktail recipes, helping the concept gain traction and evolve from a casual idea into a thriving alternative to alcohol.

As the landscape of adult beverages transforms, the future of Nowadays will depend on the outcome of the legislative landscape and its ability to adapt to consumer preferences.