2026 Hemp Beverage Expo Sees Strong Wave of New Brand Launches

The hemp beverage industry didn’t just show up in Austin this year. It showed out.

The 2026 Hemp Beverage Expo (HBE) on June 17-18 boasted hundreds of attendees, a packed exhibit hall, and more than 100 brands sampling products.

Jessica Latham, Co-Founder and President of American Weed Co., said, “My biggest takeaway is that hemp beverage has officially crossed over to a legitimate, fast-maturing category and consumer demand is real. It’s just unfortunate that operators still have so much uncertainty to navigate. That said, optimism and urgency remain as we head into November’s regulatory cliff.”

The hemp-derived THC beverage industry continues to face regulatory uncertainty, with potential federal changes still shaping how the category could be defined in the years ahead. At the same time, retail adoption is accelerating, with major retailers including Target expanding hemp beverage programs into Texas and other key U.S. markets, signaling growing consumer demand. Industry participants pointed to strong year-over-year growth, particularly across grocery, liquor and convenience retail channels.

“But as a community, we must continue fighting for sensible regulation until we get it across the line,” Latham said.

Growth You Can See From the Floor

Jam Martin, founder and CEO of JOTA Living, pointed to the physical evolution of the event itself as a sign of the category’s momentum.

“Seeing the Hemp Beverage Expo grow from a meeting room to a full tradeshow floor in just three years proves how excited people are about having alternative beverages,” Martin said.

Amigos, marketed as a “highly crafted cannabis cocktail,” marks Destino Farms’ first entry into the hemp beverage space. The hemp drink brand launched over a year ago under the seven-year-old company. Co-founder Patrick Masucci said his prior experience with GT Kombucha helped the team hit the ground running.

That growth is showing up across the category, with expanding shelf space, rising retail interest, and new brands like Amigos entering the space as consumer demand for alternative beverages continues to build.

Consumers Aren’t Experimenting Anymore, They’re Choosing

One of the most important shifts discussed throughout the event is how consumer behavior has changed.

The early days of THC beverages were driven by curiosity. If it got you high and tasted remotely decent, it moved.

Today’s consumers are more selective, more informed and more focused on experience, Martin said. From a product perspective, she added, “As a highly sensitive person who uses THC to make adulting a little easier, I create hemp beverages that soothe my nervous system and make socializing more fun.”