THC Beverage Brand Nowadays Faces Potential Ban Amid Rising Demand

The THC beverage brand Nowadays is facing a significant challenge as it contends with a potential ban under a new bill set to take effect in November 2026. Founded in March 2023 by Justin Tidwell and Anthony Puterman, Nowadays has rapidly gained popularity, particularly among adults seeking alternatives to traditional alcoholic drinks.

Sales of Nowadays have surged by 270% in the first half of 2025 compared to the same period in 2024, reflecting a growing consumer demand for THC-infused beverages. Tidwell expressed that the company has transformed from a “cool pet project” into a prominent player in the market. He noted that the brand’s core demographic largely consists of adult women aged between 25 and 65, spanning from Gen Z consumers to baby boomers looking for options beyond alcohol.

Consumer trends show a notable shift towards non-alcoholic beverages. According to data from NIQ, the category encompassing non-alcoholic beer, wine, and spirits grew by 22% year-on-year by August 2025. The hemp THC beverage sector, including companies like Nowadays, was valued at $93 million in 2025, according to Jason Zelinski, vice president of convenience in North America at NIQ.

Regulatory Challenges Ahead

Despite this growth, the future of Nowadays is at risk due to impending federal regulations. The upcoming bill would limit legal hemp products, including THC beverages, to just 0.4 milligrams of total THC per container. Currently, Nowadays’ products contain between 2 to 10 milligrams of THC per container. Tidwell warned that if the bill is not amended, businesses like his could “literally go to zero.”

Tidwell emphasized the urgency of his situation, stating, “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 supports the need for regulations on THC-infused products but insists that these should be crafted to allow safe sales in liquor stores, restaurants, and events.

To navigate this regulatory landscape, Nowadays is actively seeking to broaden its customer base. The company has introduced limited-edition seasonal flavors, such as lemonade and cranberry, and has engaged in promotional events, including a sponsorship of the Electric Daisy Carnival.

Shifting Alcohol Consumption Trends

In the context of these developments, broader drinking trends are also noteworthy. A report published in August 2025 by Gallup indicated that alcohol consumption among adults has reached a record low, with only 54% of respondents indicating they drink alcohol. This decline highlights the increasing interest in alternatives like THC-infused beverages.

Tidwell attributes the early success of Nowadays to engaging marketing strategies, including viral TikTok videos that showcase taste tests and cocktail recipes. He describes the evolution of his concept from a simple idea in his kitchen to a thriving business, positioned to appeal to consumers navigating the complexities of modern drinking culture.

As the deadline for the regulatory changes approaches, Tidwell’s efforts to influence lawmakers will be critical. The outcome could determine not only the future of Nowadays but also the trajectory of the burgeoning market for alternative beverages.