The THC beverage brand Nowadays is at risk of disappearing as new federal regulations threaten its growing business. Founded in March 2023 by Justin Tidwell and Anthony Puterman, Nowadays has seen explosive growth, with sales surging by 270% in the first half of 2025 compared to the same period the previous year. The company attributes its success to a rising demand among adults for alcohol alternatives.
Currently, the brand’s THC-infused drinks contain between 2 to 10 milligrams of THC per container. However, a new bill set to take effect in November 2026 would limit THC products in legal hemp beverages to just 0.4 milligrams per container. Tidwell warned that if he cannot persuade regulators to amend this legislation, his business could “literally go to zero.”
Growing Popularity and Market Trends
The demand for alcohol alternatives has prompted bars and restaurants to incorporate more non-alcoholic options into their menus. According to data from NIQ, the non-alcoholic beer, wine, and spirits market grew by 22% year-over-year by August 2025. This expansion is partly attributed to the rise of cannabis-based products, including THC beverages like Nowadays, which is estimated to have a market value of $93 million.
Tidwell noted that Nowadays has attracted a diverse customer base, predominantly comprising women aged 25 to 65. This demographic includes both younger adults who are consuming less alcohol and older adults seeking alternatives. He stated, “We went from this is a cool pet project to something where we see a massive consumer demand.”
Regulatory Challenges and Business Strategies
With less than a year to advocate for legislative changes, Tidwell plans to shift his focus from expanding the brand to engaging with lawmakers in Washington, D.C. He expressed support for regulations that ensure the safe sale of THC-infused products, aiming to have them available at liquor stores, restaurants, and events.
In anticipation of potential changes in the regulatory landscape, Nowadays is actively exploring new product formulations. The brand has introduced limited-edition seasonal flavors, such as lemonade and cranberry, to attract a broader audience. Additionally, the company is increasing its visibility through sponsorships at major events, including the recent Electric Daisy Carnival.
As the beverage industry evolves, drinking alcohol has reached a record low, with Gallup reporting that only 54% of adults consume alcohol, declining annually. This trend highlights a shift in consumer preferences toward healthier options, positioning brands like Nowadays to capture a growing market segment.
In summary, the future of Nowadays hangs in the balance as it navigates potential regulatory upheaval while striving to meet increasing consumer demand for THC-infused beverages. The next few months will be crucial for Tidwell and his team as they work to ensure the brand’s continued presence in an ever-changing marketplace.
