For years, “wine o’clock” and “wine mom” memes captured how many women unwound at the end of the day. But a growing body of data suggests that more women are rethinking that nightly glass of wine and reaching instead for cannabis-infused beverages—low-dose seltzers, tonics, and mocktail-style drinks that fit the same social moments without the hangover.

This isn’t just a cultural vibe shift. It’s showing up in sales numbers for both alcohol and THC drinks, and it’s beginning to reshape how brands talk to female consumers.

Women Are Drinking Less Alcohol – Fast

First, the alcohol side of the story.

A 2025 Gallup poll found U.S. alcohol consumption at its lowest level in nearly 90 years, with only 54% of adults saying they drink at all. Crucially, the drop has been steepest among women: their self-reported drinking rate fell 11 percentage points in a single year, down to 51%, while men dropped only 5 points to 57%.

The poll also found that more than half of Americans now believe even moderate drinking is bad for their health, a huge shift from a decade ago.

Put together, that means:

• Fewer women are drinking alcohol at all
• The health halo around “a glass of wine a day” is fading
• Many are actively looking for alternatives that feel social, indulgent, and relaxing—but healthier and more controllable

This is the backdrop against which cannabis beverages are taking off.

THC Beverages Break the Billion-Dollar Barrier

On the cannabis side, the numbers are moving in the opposite direction.

A 2025 report from Whitney Economics, summarized by MJBizDaily and others, found that THC-infused beverage sales in the U.S. exceeded $1 billion in 2024, with the total market estimated between 1.0 and 1.3 billion. The same report estimates the long-term potential for THC drinks at 9.9–14.9 billion, roughly if they capture just a slice of current alcohol consumption.

The rapid growth has been driven by:

• Distribution expanding beyond dispensaries to bars, restaurants, liquor stores and online
• Legalization of hemp-derived THC drinks in many states, which can sometimes be sold where traditional cannabis products cannot
• A wave of new brands emphasizing low doses (2–5 mg THC), familiar flavors, and “sessionable” social use rather than getting extremely high

In other words, cannabis beverages are increasingly showing up in the same places and occasions as wine and cocktails.

Women at the Center of the Cannabis Beverage “Revolution”

Crucially, women are not just participating in this category—they’re leading it.

A 2025 feature in Food & Beverage Insider (SupplySide) notes that:

• Cannabis beverages are projected to grow from about 2 billion to 117 billion by 2032 (globally, across THC and related segments)
• Women are leading the cannabis beverage revolution, both as consumers and as founders of female-led brands
• The “sober-curious” movement—people experimenting with less or no alcohol—is particularly strong among women, who value drinks that offer relaxation, control, and fewer calories.

Many of these female-driven brands are deliberately positioning their products in the same emotional space wine used to own:

• Slim cans and stylish packaging that feel at home at book clubs, dinner parties, and girls’ nights
• Marketing that talks about stress relief, sleep, and self-care, not just getting high
• Low-dose formulations that allow a person to sip two or three over an evening and stay present with kids, work, or an early workout

The idea isn’t “stoner culture”; it’s a new kind of drinking culture, built around THC instead of alcohol.

“Wine Mom” to “Weed Drink” Mom

Industry analysts have spent years debating whether the “wine mom” would really become a “cannabis drink mom.” Early consumer data suggested the typical cannabis beverage drinker was actually more likely to be a beer-drinking dad than a wine-drinking mother.

But more recent reporting paints a different picture. Coverage of the THC drinks category in 2025 highlights women—especially those over 35 or 40—who:

• Gave up or cut back wine because of hangovers, bloating, or anxiety
• Now keep THC seltzers in the fridge for the same unwind ritual they once reserved for Sauvignon Blanc
• Say they feel more in control with a 2–5 mg drink than a large glass of wine

These narratives map neatly onto the broader numbers: women drinking less alcohol overall, cannabis beverages breaking the $1-billion mark, and brands explicitly targeting that gap in the market.

How This Shift Is Reshaping the Industry

The move from wine to weed drinks isn’t yet a total exodus—but it’s enough to change strategies on both sides.

1. Alcohol companies are hedging

Faced with declining drinking rates—especially among women and younger consumers—some alcohol players are investing directly in THC beverages, distributing them through existing channels or collaborating with cannabis formulators. That Whitney Economics report notes that traditional alcohol distributors are now key channels for THC beverages as the category scales.

For alcohol brands, this is a way to stay relevant with consumers who still want a “drink,” but not necessarily alcohol.

2. Cannabis brands are designing for women, not just including them

Female-founded THC beverage companies are leaning into:

• Lower sugar, fewer calories, and clear functional promises (calm, sleep, social ease)
• Branding that feels more like beauty or wellness than traditional cannabis packaging
• Education about dose, onset time, and mixing with—or instead of—alcohol

That lets them speak directly to women who care about wellbeing but still want a treat at the end of the day.

3. Retail shelves are changing

Where dispensary refrigerators once had a token beverage or two, many now dedicate full doors or end caps to drinks. Some grocery and liquor stores in hemp-friendly states now stock THC seltzers alongside non-alcoholic beer and kombucha, giving women a literal side-by-side choice with their usual wine.

Is Wine in Trouble?

Most wine industry researchers are cautious about blaming cannabis alone for slower wine sales. Economic pressure, changing tastes, and broader health worries all play a role. But the timing lines up:

• Alcohol use is dropping, especially among women
• Cannabis sales are rising, with beverages among the fastest-growing segments
• Women are heavily represented among sober-curious and moderation-focused consumers

Even if cannabis beverages only capture a small percentage of former wine drinkers, the numbers are large enough to matter. With THC drinks already past $1 billion in annual sales and double- or triple-digit growth projected, the sector doesn’t need every “wine mom” to switch—just enough to sustain momentum.

The Bottom Line

The data doesn’t say that all women are abandoning wine. But it does show:

• Fewer women are drinking alcohol at all
• THC beverages have exploded past $1 billion in sales and are projected to grow dramatically
• Analysts and trade media increasingly point to women—especially health- and wellness-minded women—as the key drivers of that growth

In practical terms, that means the after-work ritual is changing. Where there was once only a glass of Chardonnay, there’s now a cold, micro-dosed THC seltzer competing for the same moment—and more and more women are at least giving that new option a try.

Selected Sources

1. Whitney Economics / MJBizDaily – U.S. THC beverage sales exceeded 1 billion in 2024, with long-term market potential estimated at 9.9–14.9 billion. MJBizDaily
2. SupplySide Food & Beverage Insider – “Women are leading the cannabis beverage revolution,” with cannabis beverages projected to grow from 2B to 117B by 2032, driven by sober-curious, health-minded consumers. SupplySide Food and Beverage Journal
3. Gallup Poll (via FoodBev / Advisory summaries) – U.S. alcohol consumption fell to 54% of adults in 2025, with women’s drinking rate dropping 11 percentage points in one year to 51%, marking the steepest decline of any group. FoodBev Media