Dry January, Cali Sober – these aren’t just phrases that pop up – they’re part of a growing trend that’s been reported everywhere from Time Magazine to the New York Times.
This isn’t necessarily a new trend either, a 2023 survey from Gallup found that the share of adults under age 35 who say they ever drink dropped ten percentage points in two decades, to 62% in 2021-2023 from 72% in 2001-2003.
A link between alcohol use and cancer has been recognized at least since 1987, when the International Agency for Research on Cancer first classified alcohol as a carcinogen to humans.
Additionally, groups such as the Center for Science in the Public Interest note several reasons limiting alcohol intake is important. “On average, alcohol accounts for nine percent of daily calories for those who drink,” said CSPI registered dietitian and policy associate Christina LiPuma.
This coincides with U.S. Surgeon General Vivek Murthy’s recommendation in January that, “alcohol is a leading cause of cancer, a risk that should be clearly labeled on drinks Americans consume.” "Alcohol consumption is the third-leading preventable cause of cancer in the United States, after tobacco and obesity, increasing risk for at least seven types of cancer," Murthy's office said in a statement accompanying the new report.
ALTERNATIVES TO ALCOHOL
One fast-rising alternative is hemp-derived THC beverages. In fact, Fortune Business Insights projects the THC beverage market will grow from USD 3 billion in 2024 to USD 117 billion by 2032.
While THC-infused seltzers are becoming more readily available, they aren’t something that you can get creative with - and let’s face it, we’re seeing more and more elevated mixology every day on our social media feeds. So, what to do if you prefer creating craft cocktails? Enter Black Market.
Black Market’s Delta 9 THC is hemp-derived, which is legal under the 2018 Federal Farm Bill. With a sophisticated black currant flavor profile, their ingredients are chosen for their positive and uplifting effects and include Lion’s Mane, B-12 and B-6, biotin, L-theanine, and all natural flavors and coloring - with only 25 calories for a 1.5 ounce serving. Each serving contains 5MG of hemp-derived THC and the 750ml bottle provides about 16-17 servings. The founders of Black Market knew it was important to create an adult beverage that created a social, energized ‘buzz’; you’ll feel the effects in about 10-15 minutes, similar to the onset of a cocktail.
HIGHTAILS
It’s not a cocktail, it’s not a mocktail, with Black Market, you’re creating hightails! Here are our favorite recipes:
Rock the Casbah:
Inspired by Rooh Afza and Sharbat-e-Golab (traditional Persian and Indian cooling drinks for hot days) – we’ve added our own twist with this Black Market hightail.
Ingredients:
1.5 oz Black Market
1 oz fresh lime juice
1 dash rose cordial
Rimming salt and sugar
Fever Tree sparkling lemonade
Preparation:
- Use the rose cordial to rim glass with sugar and salt
- Pour ingredients over ice in glass
- Top with sparkling lemonade
- Garnish with edible rose petals
Lost in the Supermarket:
There’s no need for a hangover IV with this vitamin-packed hightail. It’s a lovely way to relax after a weekend workout.
Ingredients:
1.5 oz Black Market
2 oz beta-rich juice
Fever Tree sparkling lemonade
Preparation:
- Pour Black Market and beta-rich juice over ice
- Top with Fever Tree sparkling lemonade
Beta-rich juice:
- In a juicer, combine
- 1 orange
- 1/2 apple
- 2 small carrots
- ½ peeled small sweet potato
- About ¼ teaspoon of peeled fresh ginger
FIND YOUR HIGHTAIL
Black Market makes it easy for you to create a hightail that suits your taste - courtesy of their AI Mixologist. You can enter what you like, what you have on hand, or what mood you’re in and it will spin up a custom drink, complete with the ingredients list and a picture of your hightail. They make it even easier - you can share a picture of the inside of your fridge, and it will mix up your hightail from what you have on hand. One of the founders noted he had uploaded a picture, and it suggested blending yogurt, Black Market, and juice to make a smoothie. While at first dubious, it’s now become his favorite post-workout weekend drink!
LINKED SOURCES:
- https://www.fortunebusinessinsights.com/industry-reports/cannabis-beverages-market-100738
- https://www.cspi.org/press-release/consumer-groups-call-alcohol-be-included-push-reduce-chronic-disease
- https://www.reuters.com/business/healthcare-pharmaceuticals/how-alcohol-consumption-impacts-cancer-risk-2025-01-03/
- https://www.cbc.ca/news/health/alcohol-cancer-warning-labels-1.7422379
- https://www.nytimes.com/2025/01/03/well/alcohol-cancer-risk.html
- https://apnews.com/article/alcohol-surgeon-general-warning-label-e12d879108d3d6298052df0369f2e4a7
- https://news.gallup.com/poll/509690/young-adults-drinking-less-prior-decades.aspx
