New Jersey’s THC beverage market is heading into the most consequential stretch of its short life. A federal change to the definition of hemp takes effect in November 2026, and the state has set November 13 as the last day licensed liquor stores can sell hemp-derived THC drinks. After that date, any beverage carrying a meaningful dose of THC moves into the same regulated system as flower, vapes, and edibles, sold only through licensed dispensaries.
For the brands that built their followings in liquor-store aisles and grocery coolers, the deadline marks a real turning point. One New Jersey company has spent the past year preparing for it in an unusual way, by making the same drink twice.
High Tide, a seltzer brand based in southern New Jersey, produces four flavors in two separate formulations. There is a 10-milligram hemp-derived version that has lived in the liquor-store and direct-to-consumer world, and a 5-milligram cannabis version, made with what the company describes as real marijuana, that is sold only in licensed dispensaries.
The flavors are identical on both sides: Citrus Surge, Lemon Lime Splash, Island Punch, and Riptide Cola. The drinks are vegan and made without artificial dyes, added sugar, or alcohol. The two-track approach looks, at first glance, like a careful hedge against a shifting regulatory map.
According to the company, it started as something much smaller.
A Taste Test That Outgrew Its Purpose
High Tide’s hemp line was not originally conceived as a product. It began as a way for the team to taste what they were building. Because the flavor emulsion tastes nearly the same in either formulation, the company wanted to sample the profiles before committing to a full production run on the cannabis side. At the time, no one else in the state was producing real marijuana-derived drinks, and the priority was making sure the finished product would be as pleasant to drink as it was to look at.
Taste came first. The goal was to find flavors that worked so naturally with the earthy character of the cannabis emulsion that a drinker would not register it as a separate note. “We were absolutely not trying to hide the flavor of the emulsion but instead wanted to find flavors that worked so well with it that you don’t even recognize it,” the company says. The hemp version was the test kitchen for that work.
In the company’s own words, “it was never actually supposed to stick around. It was just so we could really taste it. The people had other plans.”
Those plans became clear when High Tide brought the drinks to MJUnpacked, an industry trade event. The response to the hemp beverages was immediate and large, both as a preview of the cannabis line and as a product in their own right. With manufacturing on the marijuana side still a few months from being fully ready, the company made a decision that reshaped its business: it kept the hemp drinks in production to meet the demand.
What had been a temporary sampling tool became half of the catalog, and the reaction to the flavors and the effect convinced the team that they had found something worth keeping on both sides of the aisle.
The Insight Hiding in the Demand
The more revealing part of that early response was not the enthusiasm for a new drink. It was what the enthusiasm seemed to be about. As the company describes it, the market was not short on beverages. It was short on something the beverage represented. “The market was not missing a category, a ‘drink,’ but the market was missing the social element that came with that product,” High Tide says. “Not a drink but the social acceptance and inclusion that ‘drinking’ brings.”
That framing lines up with where the broader THC beverage category has been heading, positioned less as liquid cannabis and more as an alternative to alcohol for people who still want a cold drink in hand at a gathering. High Tide leans into that idea directly, with packaging that promises a lifted mood and a clean finish, and a tagline that warns the drinks are smooth enough to make a person forget there is THC in them. The company’s stated goal is to bring the fun back to social consumption without the next-morning cost of alcohol.
The customer base has turned out to be broad. According to the company, buyers include people replacing alcohol entirely, people adding the drinks to other forms of cannabis consumption, and experienced consumers who use the low dose as a social option rather than a strong one.
“For those that have a higher tolerance this is not going to blast you to the moon,” the company says. The team has watched customers treat the seltzers as a mixer and even as the base for an ice cream float. The through-line is flexibility. The drink is designed to slot into whatever social moment a person is already in.
Two Shelves, Two Shoppers
If the demand told High Tide what people wanted, selling on both sides of New Jersey’s split market has taught the company something about who those people are. The two channels do not attract the same shopper, and the difference is not only about product. It is about comfort.
“Some hemp drinkers have never been in a dispensary, while most cannabis consumers have seen the inside of a liquor store,” the company observes. That single asymmetry explains a great deal about why the coming shift is more complicated than a simple change of address. The liquor store is familiar ground for nearly everyone. The dispensary, with its ID scan, its regulations, and its association with cannabis specifically, still carries friction for a segment of the beverage audience that found these drinks precisely because they did not require a trip to one.
Both groups, the company notes, are ultimately after the same thing. They are just arriving from different directions.
That overlap points to a possibility the company is careful not to overstate. If the hemp drinks reach people who have never set foot in a dispensary, they may end up serving as an on-ramp, a low-stakes introduction that makes the licensed cannabis market feel less foreign. “Will hemp be a bridge for some consumers to find a path to cannabis and break down a barrier?” the company asks. “Maybe. And if so we welcome being able to contribute to that progress for the plant.” Whether or not that proves true at scale, High Tide’s presence on both shelves has given it something rarer than a single loyal audience: recognition from shoppers on either side of a divide that the state is about to make permanent.
The looming deadline has added a layer of urgency to how those shoppers behave. High Tide reports that some hemp drinkers are stocking up, setting aside higher-dose products and familiar brands from liquor-store shelves while they still can. Retailers are reacting unevenly. Some are pulling in whatever inventory they can find, while others have paused new orders entirely. Visits to stores, the company says, have not turned up empty shelves so far.
All of this is playing out inside a state market that was already under pressure. New Jersey’s legal cannabis industry has grown quickly to more than 250 licensed dispensaries, with tight margins and stiff competition, and operators have watched the hemp market draw consumers away from the regulated one. The November deadline is, in part, an attempt to pull those consumers back inside the licensed system.
What Changes on November 13
The mechanics of the shift are set in state law. Since late May 2026, an intoxicating hemp beverage sold in New Jersey has been capped at 5 milligrams of THC per serving and 10 milligrams per container. Licensed liquor stores and cannabis retailers have been permitted to sell within those limits during a transition window. That window closes on November 13, 2026.
After it, a beverage containing more than a trace amount of THC is treated as cannabis rather than hemp, which means it can be produced and sold only through the licensed cannabis supply chain. Lawmakers have revisited the rules several times, including proposals to change container sizes and potency ceilings, but the November cutoff for liquor-store sales has remained in place through each revision. Anyone planning around it should confirm the current status close to the date, since the timeline has moved once already.
For most hemp beverage brands, that cutoff is a hard problem. For High Tide, it is a decision the company has been positioned to make. Its cannabis line is already inside the system that survives the deadline, and the company reports that the real marijuana drinks are stocked in more than 50 New Jersey dispensaries, a number it says is still growing. The open question is what happens to the 10-milligram hemp version once liquor stores can no longer carry it.
The company frames the answer as a fork rather than a crisis. “We either move the 10mg hemp into dispensaries exclusively or we discontinue it,” High Tide says. “Either way we decided to go down both paths so we would be here for the consumers no matter what.” On the potency debate, the company expects the 5-milligram serving standard to hold, and says it has options ready if the rules change instead. That readiness is the practical payoff of an origin story that began as a taste test.
By building both versions early, High Tide gave itself a path through the deadline that does not depend on which way the rules finally break.
Building for Whatever Comes Next
High Tide describes itself less as a cannabis company or an alcohol-alternative company than as a brand built around a feeling. The team is from just outside Philadelphia in southern New Jersey, and the reference points are local and specific: a drink worth raising at a beach gathering, a tailgate, a New Year’s toast, a quiet end to an ordinary day. The company says its founders are drinkers at heart who wanted an option for themselves, something cold and refreshing with a light lift and none of the regret.
That identity is meant to travel across whatever channel the state leaves open. “If we don’t have to pick a side, we won’t,” the company says. “If we do have to stop producing the hemp High Tides, we will. Either way, High Tide will be here.” As New Jersey’s market continues to consolidate around the licensed system, and as the state’s cannabis scene keeps drawing national attention, the brands most likely to endure are the ones that understood early what their customers were really buying. High Tide’s read is that people were never only after a drink. They were after a reason to gather, and a way to be part of it. The company intends to keep supplying both, on whichever shelf the tide leaves it standing on.
Photos courtey of High Tide
Partner Content Disclosure: This article was produced in connection with a promotional partnership with High Tide. Reporting is based on interviews with the High Tide team and information shared during those conversations about the company, its products, and its experience in New Jersey’s THC beverage market.
