By Leah Kollross, Founder at 23rd State and NCIA Human Resources Committee Member 

Cannabis beverages are one of the fastest-growing segments in the broader cannabis and hemp marketplace. Consumers are reaching for infused seltzers, tonics, and drink enhancers at an accelerating pace, driven by curiosity about alcohol alternatives, shifting wellness norms, and the cultural momentum of the sober-curious movement. But here’s the uncomfortable truth many of us in this industry need to confront: growth alone doesn’t build trust. And without trust, this category is building on sand. 

As both a cannabis beverage operator and a member of NCIA, I occupy two vantage points that increasingly converge on one conclusion: the brands that will define this category long-term are the ones willing to validate their products through rigorous, independent research, not just the ones with the best packaging or the most compelling Instagram presence. 

The Credibility Problem We All Share 

Right now, most cannabis beverage brands make claims about their products: onset time, duration, consistency, mood effects, that are rooted in anecdotal feedback, internal testing, or simply what sounds good in marketing copy. That’s not a criticism of any single brand. It’s a structural problem across the entire category. We’re asking consumers, retailers, distributors, and regulators to take us at our word in a market where few players have invested in the kind of evidence base that other consumer packaged goods categories take for granted. 

This credibility gap has real consequences, less than 5% of cannabis beverage manufactures invest in validation. Retailers hesitate to allocate shelf space to products with unsubstantiated performance claims. Legislators drafting hemp and cannabis regulations lack the data they need to distinguish between well-formulated products and poorly made ones. And consumers who have a bad first experience, inconsistent effects, unexpected onset, or a product that simply doesn’t deliver, may not come back to the category at all.

What Real-World Research Actually Looks Like 

This is why research initiatives like MoreBetter’s Real-World Infused Beverage Study matter so much for the future of our industry. MoreBetter is a contract research organization that specializes in real-world data (RWD) collection for functional and consumer wellness products. Their ongoing Infused Beverage Study is one of the largest ever conducted on THC- and CBD-infused beverages, spanning multiple cohorts with over 5,000 participants, 20 brands, and a wide range of product formats. 

The study design itself is instructive. Participants consume infused beverages over a multi-week period and self-report daily on their alcohol use, mood, sleep, and perceived product effects. The first cohort yielded striking results: the probability of daily alcohol use among participants dropped meaningfully during the product-use phase, and the vast majority of participants reported that infused beverages felt safer than alcohol for their health. Nearly half of Cohort 1 participants were trying an infused beverage for the first time, a powerful signal that the category is reaching entirely new consumers, not just converting existing cannabis users. 

But the value of this research extends beyond headline statistics. As the study has progressed into its second cohort, the data has begun to reveal something even more significant: measurable, product-level differences in onset, duration, and consistency. Not all THC beverages perform the same way, and now there’s a dataset large enough to prove it. 

Why Operators Should Care And Participate 

At 23rd State, we made the decision to include our products in the MoreBetter study because we believe product validation isn’t just a marketing advantage, it’s an obligation to our consumers and to the broader industry. When you put your products through independent, real-world testing, you’re committing to transparency. You’re saying that your formulations can stand up to scrutiny, and that you trust the data to tell the story rather than relying exclusively on your own narrative. You can explore our approach and findings on research-validated-thc-beverages. 

For operators considering whether to invest in research participation, the benefits go well beyond brand credibility. Real-world data gives your retail and distribution partners something concrete to share with buyers. It gives you a foundation for responsible marketing claims. It provides your R&D team with actionable feedback on product performance. And it gives regulators and legislators evidence that the hemp-derived beverage category is capable of self-governance and quality standards, something the entire industry needs as regulatory frameworks continue to take shape at both the state and federal level.

Why This Is Personal 

I don’t approach product validation as an abstract business strategy. I approach it as someone living with multiple sclerosis. I was diagnosed with MS in 2023, the same year I founded 23rd State. Cannabis beverages gave me a way back into social moments without compromising my health. 

That lived experience is why I care so deeply about getting the science right. When a product makes a promise about onset, duration, or consistency, there are real people on the other end of that promise, people managing chronic conditions, people navigating medication regimens, people who have already had to give up enough and deserve to trust what they’re consuming. I wrote more about this journey for GreenState, and the response made one thing clear: the demand for trustworthy, research-backed cannabis beverages isn’t hypothetical. It’s deeply personal for a growing number of consumers. 

That’s exactly why independent validation matters. It’s not enough for me to believe our products perform well. I need to know it, and so do the people who depend on them. 

Building an Evidence-Based Category Together 

From my seat on the NCIA committee, I see the policy landscape evolving rapidly. Legislators are making decisions about how to regulate hemp-derived products, and they’re doing so with limited data. Every brand that participates in legitimate research studies contributes to a shared body of evidence that strengthens the entire industry’s position. We cannot ask for reasonable regulation while simultaneously refusing to produce the evidence that would support it. 

The infused beverage category is at an inflection point. We can continue to grow on promise and positioning, or we can build something more durable, a category grounded in measurable performance, consumer trust, and data-informed product development. Research participation isn’t a cost center. It’s an investment in the legitimacy and longevity of every business in this space. 

The brands that lead on evidence will lead the category. The question for the rest of the industry is whether they’re willing to submit their products to the same standard, and what it signals to consumers and regulators if they don’t.