After they entered and arguably dominated the alcohol category for the past decade, celebrities now seek new refreshments to leverage. And they’ve likely found their next beverage empire: cannabis drinks.

We all watched Daniel Craig caper his way around a Belvedere Vodka ad, and some frankly gawked as Ben Affleck stumped for Dunkin’ alongside (ex-) wife Jennifer Lopez. George Clooney, Rande Gerber, and Mike Meldman walked away with a cool $1 billion from the sale of their Casamigos tequila brand in 2017.

But celeb investments in drinks brands, especially in the alcohol beverage space, have diminished since 2022, according to data from IWSR, a leading provider of global drinks insight.

The new sip that’s drawn interest from a diverse range of celebrities is cannabis-based libations. The THC-infused potions come in many forms and flavors, so there will be something for everyone from the canna-curious to the experienced customer.

What is a cannabis drink?

Cannabis drinks are infused with tetrahydrocannabinol (THC), the primary psychoactive ingredient in cannabis. You’ll see them labeled as THC drinks, THC-infused beverages, cannabis beverages, and hemp beverages.

“A majority of the drinks in the category are derived from the hemp plant, because hemp is federally legal and does not depend on state legalization of marijuana,” says Leigh Gall, cofounder of Cannabis Beverage Certification and a THC education advocate. “While alcohol is measured in ABV, or alcohol by volume, THC drinks are measured by using milligrams. That is the amount of THC in a serving size. And serving sizes will vary by state.”

There is no consistency across state regulations. THC is still illegal on the federal level, so it’s important to read the labels, says Gall. He adds that while most drinks contain one serving per can, some contain much more.

Hemp is legally defined as “any part of the cannabis sativa plant that contains less than 0.3% delta-9 THC by dry weight.”

And while all of the products contain THC and typically do not contain alcohol, the other ingredients are a big question mark.

“Sadly, most THC products taste pretty bad,” says Jake Bullock, CEO of Canna Los Angeles-based purveyor of cannabis tonicsand a 2023 Food & Wine Drinks Innovator of the Year. “These subpar drinks play into consumers’ core fear: that they’re going to be tasting something that tastes like smoky weed water. From the beginning, all of our flavors and recipes are inspired by chefs. We use real, whole ingredients like blood orange juice, instead of powders made in a lab-made to taste like blood orange juice.”

There are, indeed, many forms of cannabis drinks, from THC-infused seltzers with zero calories and sugar to cocktails, lemonades, teas, and sodas.

What the cannabis-curious should know about these drinks

If you’ve never tried any form of cannabis or haven’t done so in several years, you should “go low and slow,” says Evan Eneman, cofounder and CEO of Iconic Tonicsthe functional beverage brand Snoop Dogg invested in to launch his THC-infused cocktail line earlier this month.

Eneman says you’ll likely feel the impact of the THC from most beverages in 15 to 20 minutes, but you should wait for an hour before drinking more if you’re new to these products.

“A 3-milligram drink is a good entry point if you are new to cannabis and want to make sure you have a really good experience,” says Eneman. “And if you want a calming experience that won’t deliver the euphoria of THC, you can still have a drink in this category with 25 milligrams of CBD.”

Proponents of CBD, or cannabidiol, say it delivers the same sense of calm and connection you get with THC, without the high.

The range of experiences available with cannabis drinks is what is driving many celebrities to invest in the space.

“After launching in 2019, we quickly built up a celebrity following, many of whom went on to invest in Cann,” says Bullock. He says that “once Gwyneth Paltrow invested in us, everyone wanted in.”

Market intelligence forecaster Fortune Business Insights estimates the industry will grow from $57.18 billion in 2023 to $444.34 billion by 2030. However, Bullock believes there are very personal reasons many celebs have invested.

“A lot of celebrities, whether they’re singing and want to be thoughtful about what they put down their throat, or they’re acting and need to look great the next day, they’re looking to cannabis drinks as an alcohol alternative,” says Bullock.

Not all THC aperitifs are created equal, nor are they available everywhere. Twenty-four states permit the sale of hemp-derived, delta-9 THC drinks; five do not regulate cannabis drink sales; 10 have limits to how much THC is permitted, and 11 states prohibit the sale of THC drinks.

Cannabis drinks to try

Death Row Records’ Blue Razz: For a potent or mellow party

Snoop Dogg, who acquired the rights to Death Row Records in 2022, has used it to create a lifestyle brand that includes a gaming, AI, and cannabis company.

Do It Fluid is as boldly flavored as the packaging suggests. There’s a relatively high-dose 10 milligram Blue Razz High Voltage, which tastes like tangy raspberry soda. Or there’s no THC, 25 milligrams CBD Blue Razz Tha Shiznit, which also tastes like carbonated and candied raspberries. It claims to take the edge off without any psychoactive activity.

There’s also a Blood Orange flavor, and both come in 3 milligrams THC plus 5 milligrams CBD, 10 milligrams THC, and 25 milligrams CBD. None of these taste artificial, though they are slightly amplified and candied versions of actual fruit flavors.

Houseplant Pineapple: For an easy, breezy good time

Seth Rogen loves an inside joke. That’s on full display with Houseplant, where he heads an investment group that includes Evan Goldberg and Michael Mohr.

Rogen launched the company, which blends his well-documented love of both cannabis and ceramics, in 2019. In addition to cranking out cannabis lifestyle essentials (snack sets, ashtrays, rolling papers), the company produces a line of drinks.

In a nod to his noted stoner film, Pineapple Expressone of the flavors is Pineapple. It’s a 3-milligram dose of THC, and has no calories, sugars, or gluten. It tastes like pineapple-flavored bubbly water, with a little undercurrent of freshly cut grass. Citrus, Black Cherry, and Blackberry are also available in the starter-friendly 3-milligram THC dose. A great way to unwind on a weeknight, without paying the piper when the alarm goes off.

Willie’s Remedy: For dancing all night

If there’s an O.G. marijuana enthusiast, it’s Willie Nelson. The legendary singer and songwriter offers a variety of routes to the high country, from a 5-milligram THC seltzer to bottles of spirit that offers 10 milligrams per serving.

In addition to the 5 milligrams of THC in each can, the seltzers also offer 2 milligrams each of CBD and CBG, and 200 milligrams of L-theanine. The balanced blend of psychoactive and non-psychoactive products, with the L-theanine adaptogen, is low-impact, with more of a body than a brain high.

The 20 calories in the upbeat flavors (Black Cherry, Strawberry Watermelon, and Passion Orange Guava) offer a touch of sweetness. With just 3 milligrams of added sugar, the seltzers don’t feel too sugary.

The bottled THC “spirits” are high-dose and should be approached with caution, unless you’re experienced. Each of the bottles’ 17 servings contains 10 milligrams of THC and just 15 calories. Like the seltzers, the power of the THC is grounded slightly with 2 milligrams of CBD and CBG, and 200 milligrams of L-theanine. The flavor in the glass is bright lemons, limes, passion fruit, and cannabis. Sip it over ice.

Love Yer Brain: For creatives

Wayne Coyne wrote “Love Yer Brain” for the 1986 classic psychedelic rock album, Hear It Is. To many, the anthem has come to represent the beauty of creativity, experimentation, and boundary-pushing freedom. The Flaming Lips founded Love Yer Brain to deliver that same ethos in beverage form. The 10-milligram THC Blood Orange Freak Out is powerful for newbies. And the 62.5-milligram THC Blood Orange Freak Out should be approached only by extremely experienced cannabis consumers. Either way, you’ll likely soar toward the sky on a symphony of layered citrus flavors and light spice.

Cann Blood Orange Cardamom: For cocktail mavens

When Bullock says that “everyone” wants in on Cann, he’s not far off. It has star power in Gwyneth Paltrow, Rebel Wilson, Rosario Dawson, and a roster of other celebrities. But it’s also backed by financial behemoths. Global Founder Capital, Imaginary Ventures, and other institutional investors have poured millions into the brand to fund expansions.

Founded in 2019, the brand already sold 10 million cans as of 2023 and is among the most widely available cannabis drinks in North America.

Founded with the intention to create a rarefied cocktail experience sans booze, Cann comes in flavors like Lemon Lavender, Blood Orange Cardamom, and Grapefruit Rosemary. The dosage is flexible, from ultra-entry-level 1 milligram to a party-ready 10 milligrams per serving. The 5-milligram Lemon Lavender is balanced with 10 milligrams CBD, delivering authentic citrus flavor, deep lavender aromas, a hint of sweetness, and a touch of sparkle for great taste, a fun night out, and no regrets tomorrow.