Retail Radar: The rise of non-alcoholic CBD drinks

When Statista analyzed the growth of non-alcoholic CBD drinks in the US in 2018, they predicted it would grow 16 times in five years, to $1.4 billion.

By 2032, some estimate the category will be worth $46.3 billion, with a CAGR of 28.7% in the ten years prior. Last year, the value of non-alcoholic CBD drinks surpassed $4 billion.

Alcohol is losing its grip. Non-alcoholic drinks brands like HOPR, Curious Elixirs, Aplós and Surely aren’t just ‘alternatives’ – they’re building daily rituals, premium price points and viral communities.

This isn’t just a wellness fad – it’s a new functional category with high-frequency usage, strong margins and built-in DTC retention. Founders who understand this are scaling faster than their COGS can catch up.

But what can we learn from the brands who successfully created popular non-alcoholic CBD drinks to answer this growing consumer thirst?

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Why DTC works better for non-alcoholic CBD drinks than retail

Undoubtedly, online sales are a cornerstone of the CBD beverage market, in part due to regulatory quirks and in part due to consumer habits.

For example, DTC sales comprise an astounding 93% of one successful Wayflyer customer’s gross revenue. For another, 86% of their gross revenue comes from Amazon sales alone.

As of 2024, eCommerce constitutes about 40% of all CBD product sales, making it the largest retail channel for CBD.

Non alcoholic CBD drinks are particularly well-suited to online sales and subscription models, since regular users tend to consume them daily or several times a week and reorder frequently. In fact, surveys show almost half of CBD beverage consumers use them daily, a higher rate of daily use than other CBD products.

This high usage frequency supports recurring purchase patterns (such as monthly deliveries), and many brands have responded by offering subscribe-and-save discounts or curated subscription boxes for their non-alcoholic CBD drinks.

Popular non-alcoholic CBD drinks

1. BRĒZ

What’s the TL:DR?

Since launching in 2023, BRĒZ has generated over $2 million in monthly revenue, hitting $12.95 million in revenue in Q1 2025 alone. It’s a tonic infused with THC, CBD and Lion’s Mane, designed to increase energy, sharpen focus and boost your mood. Available in 2,000 retailers, their drinks have gained a 4.9/5 overall rating.

What are their star products?

Their OG Lemon Elderflower was what first garnered serious hype for the brand. It contains THC, CBD, hemp extract, carbonated water, agave, lemon juice, elderflower and Lion’s Mane. Meanwhile, Flow offers a CBD- and THC-free alternative, featuring Lion’s Mane, cacao, black seed oil and L-theanine.

How do they stand out?

Branding: Their premium, socially-acceptable branding sells not just a CBD beverage, but an alternative, hangover-free lifestyle for the wellness-focused millennial and Gen Z cohort. They preach the idea of micro-dosing for mood, rather than getting high, making their product more approachable to first-timers.

Marketing: They leverage peer-to-peer marketing from lifestyle influencers, creators and early adopters trusted in the wellness space, to build credibility and trust. They lean on a drop-based model with limited quantities, exclusive pop-ups and collaborations, to build hype and urgency with their customers.

Content: Instead of focusing on promotion, their content on Instagram and TikTok is educational and aesthetic, normalizing micro-dosing and cannabis use. Their founder Aaron Nosbisch also has a significant social following, and is passionate about alcohol-free lifestyles, strengthening the value of options like BRĒZ for consumers.

2. Cann

What’s the TL:DR?

Cann is a THC and CBD tonic brand founded in 2019 by two Stanford graduates, who have sold over 10 million drinks. According to CNBC, they’re due to soon hit $36 million in annual sales. The brand also has a number of celebrity investors, including Nina Dobrev, Rosario Dawson, Gwyneth Paltrow and Kate Hudson.

What’s their star product?

USA Today gave their three award-winning flavors an “A” when reviewed. Similarly to Daytrip, Cann offers a Starter Pack for this very reason. They each contain sparkling water, natural flavors, agave nectar, fresh citrus juice, and high-quality THC and CBD. They are also rated an average of 4.9/5 in over 1,000 reviews.

How do they stand out?

Branding: Cann don’t just sell non-alcoholic CBD drinks, they sell connection without the hangover, positioning themselves as an alcohol alternative to enjoy at a party. Again, the focus is on a lift to feel good, rather than a focus on a “high”.

Marketing: Co-founded by queer entrepreneur Luke Anderson, Cann focus on exciting LGBTQ+ creators, drag queens and non-binary talent throughout their campaigns. Their marketing feels progressive and celebratory, and particularly resonates with younger, socially-conscious consumers in particular.

Content: The brand leverages its celebrity connections to post about the product and appear in their campaigns, adding legitimate clout and integrating them into their storytelling. Similarly, their video ads are mini music videos (complete with a Sarah Michelle Gellar cameo), and feature artists like Hayley Kiyoko and Kesha.

3. Daytrip

What’s the TL:DR?

Founded in California in 2019, Daytrip sells CBD-infused sparkling water in flavors such as blackberry, watermelon, grapefruit and cherry. They also have a range of CBD-infused gummies and prebiotic sodas recommended by gut health experts. They will be stocked in 64 Costco stores by the end of the year.

What’s their star product?

As they have so many flavors of CBD-infused sparkling water, their variety pack is a pretty popular starting point for those looking to try out the brand for the first time. Each can contains only five calories, is THC-free, zero sugar and carbohydrates, and is made using only US-grown hemp.

How do they stand out?

Branding: Daytrip’s team focuses on mood elevation, plant-powered wellness, and the value of happiness in overall health. Their bright, vibrant packaging sets them apart from their calmer, muted competitors and helps make the idea of wellness fun, rather than preachy for their consumers.

Marketing: They began with geo-targeted ads in California, which generated 40M+ impressions in the first few months. They launched non-CBD prebiotic sodas to enable a broader reach with their digital marketing on Facebook and Instagram. They’ve had strategic placements in Costco, H-E-B and Fred Meyer.

Content: Daytrip has leveraged micro-influencers and brand ambassadors to show their product in real life. They also operate an affiliate program to build their community-led growth and are active at wellness events. Meanwhile, their blog features recipes, wellness tips and educational content on their product.

4. Recess

What’s the TL:DR?

Recess began in 2018 as a non-alcoholic CBD drinks brand, but has since expanded to powders and mocktails. They are now stocked in 18,000 retailers across the US. But 50% of their sales come from eCommerce, making it the largest alcohol alternative on Amazon. They’re also doubling their sales YoY.

What are their star products?

When lifestyle website Parade did an extensive review of 17 of Recess’ drinks, Black Cherry Mood emerged on top. Second was their Blood Orange flavor, which contains blood orange juice and orange zest. If you’re looking to figure out your new favorite, you’ll want to try their extremely popular Recess Sampler.

How do they stand out?

Branding: Again, Recess have been incredibly successful at branding their non-alcoholic CBD drinks as more than CBD or beverages – instead, they sell a calm mood. They use surreal, dreamy imagery to create consistently unique and immediately recognizable packaging to appear on busy refrigerator shelves.

Marketing: Interestingly, the brand started with zero paid ads at launch, instead leaning into organic Instagram content and word of mouth. They created scrappy and clever campaigns, like paying fans $3 via Venmo to share their Black Friday posts and creating pop-ups at art shows and comedy nights, and CBD dog treats.

Content: On Instagram, they stray from traditional ads, instead focusing on creating memes and jokes. Meanwhile, their email newsletter (with over 40,000 subscribers) contains fake advice ‘written by their flavors’. Through things like limited edition, post-COVID e-zines, their approach has gained a cult following.

5. Trip

What’s the TL:DR?

Trip began as a UK-based creator of non-alcoholic CBD drinks, but has since set its sights on the US market. They cleverly launched there via a partnership with the meditation app Calm, offering a free subscription with each purchase. They now also sell magnesium drinks, CBD oils, gummies and powders.

What’s their star product?

Their three star flavors are Elderflower Mint, Peach Ginger and Lemon Basil, so many people make this Mixed Flavor Pack their first order. Alternatively, their Variety Pack enables you to try their fourth CBD flavor, Raspberry Orange Blossom, along with their non-CBD Blood Orange Rosemary and Cucumber Mint.

How do they stand out?

Branding: Trip has built a lifestyle-oriented identity centered on helping people “find calm in the chaos” of modern life. Their pastel cans help destigmatize CBD and make it feel more approachable. Trip positions itself as a premium offering in the CBD space, appealing to millennials seeking healthier alternatives to alcohol.

Marketing: Trip’s marketing is omnichannel and partnership-driven, increasing moments of consideration for their potential customers. The team successfully convinced mainstream UK retailers like Sainsbury’s and Waitrose to carry its drinks, as well as more premium spaces like exclusive members club Soho House.

Content: The brand launched TV ads in 2024 as soon as it had enough retail coverage. They also work with fans-turned-ambassadors who love their product, providing equity or revenue share. On Instagram and TikTok, they’ve used relatable content to gain 50+ million impressions and build a thriving community.

Wholesale and distribution trends for non-alcoholic CBD drinks

In addition to direct consumer sales, CBD drink companies are increasingly developing wholesale and distribution strategies to scale their business. Getting CBD beverages onto store shelves, from local cafes and yoga studios to large retail chains, expands their visibility.

Here are key channels for distribution:

• Specialty CBD and smoke shop wholesale
• Traditional beverage distributors
• Direct wholesale to natural food stores, gyms, cafes and restaurants
• Online B2B platforms
• Co-packing and white label models
• Retail partnerships and trials

Challenges for non-alcoholic CBD drinks

Shipping considerations

From a logistics perspective, non-alcoholic CBD drinks usually require chilled storage (many are shelf-stable, but some with natural juices may need refrigeration).

Shipping across state lines means the producer must ensure the THC content is compliant and often include lab analysis paperwork in case of inspection. Moreover, each state can have different rules for selling CBD ingestibles, so a distributor or retailer may require the brand to be registered or licensed in that state.

Advertisement considerations

Advertising non-alcoholic CBD drinks on platforms like Facebook and Google can be restricted (they have policies against promoting ingestible CBD in many cases), which has pushed brands to rely on SEO content, PR, and influencer partnerships.

Regulatory considerations

Any brand selling non-alcoholic CBD drinks must navigate federal rules, state laws, and even international regulations. The following is a quick summary of must-knows:

United States (Federal):

Under US federal law, hemp-derived CBD (with ≤0.3% THC) was legalized by the Agriculture Improvement Act. However, the FDA has maintained that CBD is not an approved food or dietary supplement ingredient (because CBD is an active ingredient in an FDA-approved drug).

As of 2025, there is still no explicit FDA regulation that allows CBD to be added to beverages. Technically, such products are not FDA-approved. In practice, the FDA has exercised enforcement discretion. Most reputable CBD drink brands include a disclaimer and avoid unsubstantiated health claims to steer clear of violation.

State Regulations (US):

Due to the FDA’s stance, regulation has largely fallen to the states. This results in a patchwork of laws:

• Some states explicitly allow CBD in food and drinks. California, for example, passed AB45 in 2021 which “explicitly permits the sale of beverages, foods and supplements containing hemp-derived CBD”.

Similarly, Colorado and many other states have clear frameworks that as long as the hemp extract is below 0.3% THC and produced/licensed properly, it can be added to consumable products.

• Other states have restrictions or bans. For instance, a few states prohibit any CBD in edibles/drinks unless the FDA approves it. Companies must be mindful when shipping to these states.
• Many states require registration or licensing for CBD product sellers or manufacturers. New York mandates a cannabinoid hemp license for retailers and imposes specific label requirements and dosage limits for beverages. Florida also requires hemp food processing permits for manufacturers.

What do non-alcoholic CBD drinks brands need to know to get financing from Wayflyer?

Your non-alcoholic CBD drinks must be federally compliant, meaning they contain a maximum of 0.3% THC, in order to qualify for financing from Wayflyer.

Interested in getting financing for your non-alcoholic CBD drinks brand? Start an application here – it takes less than 10 minutes, and you’ll often get an offer within 24 hours.

The future of non-alcoholic CBD drinks

The explosive growth of the non-alcoholic CBD drinks market signals a clear shift in consumer preferences towards mindful consumption and functional beverages.

Successful brands like BRĒZ, Cann, Daytrip, Recess, and Tripare use innovative branding, targeted marketing that resonates with specific lifestyles, and engaging content that educates and normalizes non-alcoholic CBD drinks.

While navigating the complexities of regulations and distribution remains crucial, the potential for growth in this dynamic market is undeniable, offering valuable lessons for any entrepreneur looking to tap into evolving consumer tastes.

For brands seeking to scale and capitalize on this momentum, understanding the nuances of online sales, wholesale strategies, and regulatory compliance will be key to unlocking their full potential.

To stand out, non-alcoholic CBD drinks founders should also think outside the box to form partnerships with meditation apps, cafes, bars and yoga studios, as these spaces currently tend to be underrepresented by non-alcoholic CBD drinks.

As DTC remains crucial for this category, building a seamless customer journey with a slick website, rapid shipping and enviable social branding is also key to building loyal communities for your brand.

Want in join this impressive community of non-alcoholic CBD drinks brands? Wayflyer has funded over 5,000 businesses worldwide with $5 billion worth of working capital, backed by world-leading financial institutions.