This THC beverage took off as people drank less alcohol. Now it could disappear.

• Nowadays THC beverage brand faces a potential ban under a bill set to go into effect in November
• Data has found that demand for alcohol alternatives is growing among adults.
• Nowadays CEO Justin Tidwell said he has less than a year to convince regulators to amend the bill.

What began as weed crumbs mixed into water is becoming a go-to drink of choice for adults who want a different kind of buzz than alcohol offers.

Nowadays, a leading THC beverage brand, was founded in March 2023 by Anthony Puterman and CEO Justin Tidwell. Less than three years later, its popularity has exploded, with sales jumping 270% in the first half of 2025 from the same period in 2024, the company said.

"We went from this is a cool pet project to something where we see a massive consumer demand," Tidwell told Business Insider.

Nowadays has built up quite the following, which Tidwell says is mostly made up of adult women of varying ages. From Gen Zers drinking less to boomers looking for alcohol alternatives, Tidwell said Nowadays' customer base is mainly 25 to 65 years old. The category's growth is encouraging bars and restaurants to adopt non-alcoholic cocktails to their menus, he said.

The non-alcoholic beer, wine, and spirits category grew 22% year over year by August, according to data NIQ, which cited cannabis use as one of the reasons for the uptick in sales. The hemp THC beverage sector, which includes Nowadays, was valued at $93 million in 2025, Jason Zelinski, vice president of convenience in North America at NIQ, said.

However, that growth is under threat in 2026 as new federal limitations on certain THC products loom. A bill that is set to go into effect in November would restrict legal hemp products, such as Nowadays, to 0.4 milligrams of total THC per container.

Nowadays' drinks range from 2 to 10 milligrams per container.

Tidwell said his business and others like his could "literally go to zero." That is, if he can't convince lawmakers to change the bill by November.

"Half of my job the next year goes from growing the business and focusing on the brand to talking to regulators in Washington, DC," Tidwell told Business Insider in a December interview.

He said he supports regulating THC-infused products to determine where, how, and to whom they should be sold. His industry has less than a year to convince the government to rethink how it regulates products like Nowadays, so they can be sold safely at liquor stores, restaurants, and events.

In the meantime, Nowadays is continuing to expand its business with new formulas, like limited-edition seasonal flavors such as lemonade and cranberry. It's also trying to introduce itself to more potential customers through events, such as its recent exclusive sponsorship of the Electric Daisy Carnival, or EDC for short.

Meanwhile, drinking hit a record low in 2025, analytics firm Gallup wrote in a report published in August. The share of adults who say they consume alcohol has seen consecutive declines over the years, dropping to 54% in Gallup's survey.

Tidwell gave viral TikTok videos that introduced the concept of a THC drink with taste tests and cocktail recipes credit for Nowadays early success, which saw it go from an idea in his kitchen to a booming alcohol alternative that could help get you through dry January.