Summer of Spiritless

Texas is experience as shift. A shift that has been brewing since 2018. Austin Texas partiers, ladybird lakers, green belt backpackers, Sunday "brunchers" and decerning foodies, especially millennials and Gen Z’ers, are more likely than ever to choose drinks without alcohol this summer. While spirits and alcohol growth is retracting throughout the Lone Star State (specifically around the capital) that retraction will directly effect carbonated cannabis beverages and result in growth and allow for rapid market expansion following green ocean economics.

No this isn't a new 80's sitcom launching in Austin, Texas. But maybe a High Hopes collaboration will come down the pipeline. I will be the first to say it. ACL and cannabis beverages (STURGILL will hold a RESTART RITA) is a match made in heaven, but that is not what this article is about but rather the shift that is happening that will be written this summer.

The data is limited but the societal changes speak for themselves. One of the most popular trends being observed in consumer packaged goods, carbonated beverages, and ready to drink cannabis beverages has been the rise of Dry January, a trend that first took off around 2018, a health trend that causes people to abstain from alcohol for the entire first month of the year. This has been trickling into more people and longer durations of abstaining entirely from alcohol. This type of “intermittent sobriety” or use in tandem with cannabis has created an "Austin Sober" trend that is similar to the rise of intermittent fasting, Colleen Myles, an associate professor studying fermented landscapes at Texas State University — in CNN 's Leah Asmelash April 2024 piece she stated that people are choosing not necessarily to drink less, but to restrict their drinking at certain times.

The number of people choosing to opt-out of alcohol, whether temporarily or permanently, has grown, and with it, the normalization of being alcohol-free. Restaurants have expanded mocktail lists, event venues are offering elevated spirits, sober bars are on the rise, and non-alcoholic bottle shops are popping up in most major cities. These aren’t thoughtless alcohol replacements. There is a level of care and craft — often with a price point matching their alcoholic counterparts and creating a new category of their own, "Spiritless Spirits", ready to drink cannabis beverages, and carbonated cannabis selters— these substitutions are much, much more than a the classic virgin Shirley temple.

Summer 2024 will be Spiritless

Not that there will not be fun but rather a brand new socializing code that will be led by cannabis beverages and sans alcohol. As the scorching heat of summer descends upon Austin, Texas, residents, tourists, visitors and music goers alike are opting for a new kind of refreshment to cool off and unwind. Austin, Texas is a city for its vibrant culture and innovative spirit, and a music capital of the world, there's a notable shift away from traditional alcoholic beverages towards cannabis-infused alternatives. With the legalization of hemp derived extracts Austin's social scene is undergoing a transformation, offering a unique and sober-friendly experience for all.

Gone are the days of solely relying on beer gardens and cocktail bars to beat the heat and promote socialization. Instead, dispensaries and non traditional models for regulated products are cropping up across the city, offering an array of non-alcoholic, cannabis-infused beverages to quench the thirst of patrons. From fruity cannabis-infused sodas to chilled herbal teas, there's something for everyone looking to elevate their summer experience without the buzz of alcohol.

Brands like RESTART, CANNA, and WYNK are taking advantage of the Green Ocean Economics that is popping up in the Lone Star State. But it's not just about the drinks; it's about the community that's blossoming around them. In a city known for its live music scene and outdoor festivals, cannabis-infused beverages are quickly becoming a staple at summer events and gatherings. You will find RESTART RITA pop ups throughout the city and even at ACL this year (peep the lineup this year) From outdoor yoga sessions to neighborhood block parties, these beverages offer a socially conscious alternative for those looking to unwind and connect without the negative impacts of alcohol. Cannabis beverages are leading the way with dosing, efficacy and communicating standardization.

We’ve all heard the phrase “drink responsibly” before, usually in reference to preventing people from drinking and driving, but I want to challenge all of us to expand its connotation. When it comes to drinking cannabis spirits, cannabis low dose carbonated beverages, or anything dosed, the purpose is being intentional about where you spend your money and how you want to experience the product. All politics aside this category is ready to explode on the scene and you have officially been implored to drink responsibly (and get me an opportunity to get RITA in Austin City Limits.