Target, the retail giant, has quietly launched the sale of THC-infused cannabis drinks at select stores in Minnesota, the state where the company is headquartered. The move marks a significant milestone in the normalization of cannabis in mainstream commercial marketing. According to industry leaders, Target has stocked 12 THC drink brands in 10 stores across the state.
The development comes as Congress debates legislation to recriminalize hemp-derived products with a quantifiable amount of THC, and as states continue to evaluate their own laws. Jason Dayton, co-founder of Trail Magic, a cannabis drink company, hailed the move as “monumental” and a sign that regulation, not prohibition, is the way forward.
The THC drink brands available at Target include Birdie, Cann, Gigli, Hi Seltzer, Indeed, Señorita, Stigma, Surly, Trail Magic, Wonder, Wyld, and Wynk. While the company has not commented on the move, industry leaders have praised the development, with Adam Terry, CEO of Cantrip, calling it “HUGE for the category.”
The launch of THC-infused beverages at Target follows a trend of mainstream retailers and distributors entering the hemp beverage market. In 2022, Minnesota Governor Tim Walz signed legislation allowing the sale of hemp-derived cannabinoids, including CBD, in food items, beverages, and topicals, as long as the products contain less than 0.3% THC.
The mainstreaming of cannabis beverages is also reflected in recent polls, which show that a majority of Americans believe marijuana is a healthier option than alcohol, and that most expect cannabis to be legal in all 50 states within the next five years. Another survey found that four in five adults who drink cannabis-infused beverages have reduced their alcohol intake, and over a fifth have quit drinking alcohol altogether.
Target’s move into the THC drink market is not an isolated incident. Other major companies, such as Home Depot and Amazon, have also adapted to changing marijuana policies, with Home Depot removing cannabis from its employee drug testing panels and Amazon backing federal legalization efforts.
