As the future of hemp-derived THC beverages faces increasing uncertainty, one of the nation’s largest beverage retailers is making its voice heard.
Total Wine & More has launched a public advocacy campaign encouraging consumers to contact Congress and support responsible federal regulations that preserve access to hemp-derived THC beverages rather than banning them outright.
For consumers, retailers, and brands like Keef, this is an important moment for the future of the industry.
The hemp beverage category has grown rapidly since the passage of the 2018 Farm Bill, giving adults access to federally compliant, hemp-derived THC beverages through trusted retailers across the country.
However, proposed federal legislation scheduled to take effect later this year could dramatically change that landscape by effectively eliminating many of the products currently available to consumers.
Rather than supporting prohibition, Total Wine is advocating for thoughtful regulations that prioritize consumer safety while preserving legal access to responsibly manufactured hemp beverages.
Their message is simple: adults should continue to have access to safe, regulated hemp-derived THC products, and lawmakers should create clear rules instead of eliminating an entire category.
The hemp beverage industry has never argued against regulation.
In fact, many of the industry’s leading manufacturers, retailers, and trade organizations have consistently supported standards that include:
These safeguards help consumers make informed decisions while ensuring products meet consistent quality standards.
The concern surrounding the proposed legislation is that it would remove compliant hemp beverages from the market instead of building a regulatory framework that protects both consumers and businesses.
Millions of adults have incorporated hemp beverages into their lifestyles as an alternative to alcohol or traditional cannabis products.
These beverages are sold through licensed, age-gated retailers that already have systems in place to verify age, educate consumers, and promote responsible purchasing.
If the proposed federal changes move forward as written, consumers could see:
For many people, this isn’t simply about one product. It’s about preserving consumer choice and supporting an industry that has grown responsibly under existing federal law.
For more than 16 years, Keef has been committed to creating high-quality cannabis beverages and helping shape the future of the beverage category.
Today, we’re proud to be one of the top-selling THC beverage brands carried by Total Wine & More. Through their stores, Keef hemp beverages are available to adult consumers across Delaware, Florida, Georgia, Illinois, Indiana, Kansas, Minnesota, Missouri, North Carolina, Nebraska, New Jersey, New Mexico, Oklahoma, South Carolina, Tennessee, Texas, and Wisconsin, making Total Wine one of our most important retail partners.
Together, we’ve helped introduce thousands of adult consumers to safe, approachable hemp-derived beverages through one of the country’s most respected beverage retailers. Earlier this year, we also partnered with Total Wine to launch one of the industry’s first large-scale in-store THC beverage giveaways, giving consumers across participating locations the opportunity to discover and experience hemp beverages in an exciting new way.
To learn more about this campaign and how to enter, visit https://keefbrandshemp.com/goldenkeef/
We’re grateful to have partners like Total Wine & More who not only believe in the future of hemp beverages but are also willing to advocate for thoughtful regulation that protects consumer choice.
We believe the future of hemp beverages should be built on responsible regulation, transparency, and consumer education, not prohibition.
Total Wine has made it easy for consumers to contact their elected officials and encourage them to support responsible hemp legislation.
If you believe adults should continue to have access to federally compliant hemp-derived THC beverages, now is the time to speak up.
Every message helps demonstrate that consumers value safe, regulated hemp products and want lawmakers to create sensible policies that protect both public safety and consumer choice.
You can participate in Total Wine & More’s advocacy campaign here:
https://totalwineandmore.quorum.us/campaign/161953
You can also support the broader hemp beverage industry through the Hemp Beverage Alliance’s consumer action campaign:
https://hempbeverages.com/pages/take-action
The hemp beverage industry has created new opportunities for consumers, retailers, farmers, manufacturers, and distributors across the country.
Now, that progress is at a critical crossroads.
We’re encouraged to see industry leaders like Total Wine & More advocating for a future built on responsible regulation rather than unnecessary prohibition. Their support reflects what many consumers, retailers, and manufacturers have believed all along: hemp beverages deserve clear, science-based rules that prioritize safety while preserving adult access.
If you’ve enjoyed hemp-derived THC beverages or believe adults should continue to have access to these products, now is the time to make your voice heard. Together, we can help ensure the future of hemp beverages is guided by thoughtful regulation, consumer choice, and responsible industry standards.
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