THC Beverage Brand Nowadays Faces Potential Ban Amid Rapid Growth

The THC beverage brand Nowadays is confronting a potential ban that could significantly impact its rapid growth. Founded in March 2023 by Justin Tidwell and Anthony Puterman, the company has seen its sales surge by 270% in the first half of 2025 compared to the same period in 2024. However, a new bill scheduled to take effect in November 2025 poses a serious threat to its future.

The beverage market is increasingly shifting towards alcohol alternatives, and Nowadays has capitalized on this trend. Tidwell noted that the brand’s customer base primarily consists of adults aged 25 to 65, with an emphasis on women. This demographic includes a wide range of consumers, from Gen Z individuals reducing their alcohol intake to baby boomers seeking healthier options.

According to data from NIQ, the non-alcoholic beer, wine, and spirits category experienced a 22% growth year over year by August 2025, driven in part by the rising popularity of cannabis beverages. The hemp THC beverage sector, which includes Nowadays, was valued at $93 million in 2025, highlighting the expanding market for such products.

Regulatory Challenges Loom for Nowadays

Despite its booming popularity, Nowadays faces significant regulatory hurdles. The upcoming bill would limit legal hemp products to 0.4 milligrams of total THC per container, while the brand’s products currently range from 2 to 10 milligrams. Tidwell expressed concerns that if lawmakers do not amend the bill, his business could “literally go to zero.”

Tidwell is now focusing much of his efforts on lobbying regulators in Washington, D.C., to reconsider the proposed restrictions. He has indicated that half of his responsibilities will shift from business growth to regulatory discussions. “I support regulating THC-infused products to determine where, how, and to whom they should be sold,” Tidwell stated, emphasizing the importance of ensuring safe sales in liquor stores, restaurants, and events.

The urgency of this situation is compounded by data from analytics firm Gallup, which reported that drinking hit a record low in 2025. The share of adults who consume alcohol has declined consistently, now sitting at 54% in Gallup’s most recent survey. This trend underscores the growing demand for non-alcoholic alternatives.

Innovative Strategies and Market Expansion

In the face of these challenges, Nowadays continues to innovate and expand its product line. The brand is introducing new formulas and limited-edition seasonal flavors, such as lemonade and cranberry, to attract more customers. Additionally, Nowadays has made its mark through strategic marketing initiatives, including its recent exclusive sponsorship of the Electric Daisy Carnival (EDC), which has helped boost brand visibility.

Tidwell credits the initial success of Nowadays to viral content on platforms like TikTok, where taste tests and cocktail recipes featuring THC beverages captured consumer interest. The evolution from a concept in Tidwell’s kitchen to a significant player in the alcohol alternative market illustrates the shifting preferences of consumers seeking new experiences.

As November 2025 approaches, the future of Nowadays hangs in the balance, with both regulatory challenges and market opportunities shaping its path forward. The brand’s ability to navigate these complexities will be crucial in maintaining its position in a rapidly evolving beverage landscape.