**THC Drinks Make a Splash at Chicago’s United Center Amid Federal Uncertainty**
In an exciting twist for sports fans and cannabis enthusiasts, the United Center in Chicago has become the first major arena in the United States to offer THC-infused beverages during concerts and live events. This game-changing move is spearheaded by Illinois cannabis mogul Ben Kovler, the founder and CEO of Green Thumb Industries (GTI), which boasts a robust valuation of $1.1 billion for 2024 sales. But don’t get too excited just yet – these THC drinks will not be available during Chicago Bulls or Blackhawks games. That’s right, hockey fans; you’ll have to stick with your sodas and snacks for now.
The feelings surrounding this newfound THC offering are certainly mixed, especially with the looming federal hemp ban that threatens to toss a wrench in the business’s plans. Kovler and his team are sailing ahead full steam, even though the hemp-derived THC market stands on shaky ground. Following last November’s bill signed by former President Trump, which included provisions to effectively ban the sale of various hemp-derived products, including our beloved THC drinks, many in the industry are bracing for impact. But Kovler seems undeterred by the storm clouds on the horizon; he views this situation as a gamble that could end up being a winning hand.
Kovler’s company, GTI, operates approximately 105 dispensaries across 14 states and has built a strong reputation in the cannabis world. His spin-off company, Rhythm, Inc., is poised to capitalize on this new THC trend. With significant investments from GTI and a primary focus on hemp-derived drinks, Rhythm generated $9 million in sales in 2024 alone. However, the regulatory climate remains a touchy subject, and if the federal hemp ban is not struck down or delayed by November, it could mean major trouble for Rhythm and the greater $28 billion hemp industry.
Now, the question arises: Do consumers even want these THC drinks? In a surprising shift, research from Gallup suggests that only 54% of Americans consume alcohol — the lowest percentage recorded in nearly a century. As Americans grapple with changing tastes and seek alternatives to traditional alcohol, Kovler believes the time is ripe for a THC renaissance. With reports of alcoholic beverage sales declining while THC options see a rise in popularity, it’s clear that consumers are seeking something new.
Although some competitors are pulling back as the federal ban looms, GTI and Rhythm Inc. are charging ahead, moonwalking right into the evolving preferences of the consumer landscape. While the rest of the industry may be sweating bullets, Kovler has his eyes on the future, ready to adapt as the winds of regulation shift. With the clock ticking, Rhythm aims to position itself as a mainstream alternative to alcohol—one bubbly sip at a time. So, arena-goers in Chicago, if you fancy a THC drink at your next concert, get ready to raise your glasses, even as the federal ban may be lurking just around the corner. Cheers to the new age of beverages!
