In June 2023, Jon Halper, the owner of Top Ten Liquors—a chain of liquor stores in Minnesota—introduced THC-infused beverages to his shelves. These drinks, which contain tetrahydrocannabinol (THC), the primary psychoactive compound in cannabis, quickly gained popularity, resulting in a significant uptick in sales and drawing new customers to his stores.
Minnesota legalized low-dose THC edibles and beverages in edible form in 2022, making it one of the few states to allow the regulated sale of hemp-derived THC products while recreational cannabis legislation was still pending. Halper saw an opportunity in the market and moved swiftly to capitalize on the new law. His stores began carrying a broad selection of THC beverages, including flavored seltzers and energy drinks infused with controlled doses of hemp-derived THC.
The beverages proved to be an immediate success, appealing to a wide demographic—from casual users curious about cannabis alternatives to seasoned consumers seeking a regulated product. Unlike edibles or smokable cannabis, these drinks offered a more socially acceptable and moderate way to experience THC’s effects. Their popularity coincided with a growing national trend toward alternative wellness and recreational cannabis consumption methods.
Halper noted that the introduction of these beverages not only increased revenue but also diversified his customer base. His experience illustrates how local businesses can leverage evolving cannabis legislation to create new product categories and reach untapped market segments.
Minnesota’s legislature subsequently passed a bill legalizing recreational marijuana, which will further expand the legal cannabis market across the state. As regulatory frameworks evolve, retailers like Top Ten Liquors are expected to continue playing a pivotal role in shaping consumer access to and engagement with cannabis-based products in Minnesota.
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