Why Hemp-Derived THC Is Reshaping Dry January

As interest in Dry January and alcohol alternatives continues to grow, hemp-derived THC products (particularly edibles and beverages) are emerging as a significant part of the conversation. According to Thomas Winstanley, executive vice president and general manager at Edibles.com, this shift is being driven by a convergence of increased access, better product innovation and changing consumer attitudes toward alcohol.

Winstanley explains that hemp legalization in 2018 fundamentally changed how consumers can access THC. Unlike state-regulated cannabis, hemp-derived products were able to enter the consumer packaged goods market quickly, reaching national retailers and online platforms. This created a bridge to consumers who may have been curious but hesitant to engage with traditional cannabis markets. Many of today’s products are third-party tested and accompanied by certificates of analysis, offering transparency around ingredients and potency, representing an important step for consumer confidence.

At the same time, the product landscape itself has evolved. Early offerings have given way to a broad portfolio of outcome-focused products, including gummies and beverages designed around specific goals such as relaxation, sleep support or social use. Winstanley notes that THC-infused beverages, in particular, have helped fuel the momentum behind Dry January by providing a socially familiar alternative to alcohol — something that feels ritualistic without being alcohol-based. For many consumers, this has made taking a break from drinking more achievable and appealing.

Another factor accelerating interest is growing awareness of alcohol’s potential long-term health risks. As research continues to link alcohol use with adverse health outcomes, consumers are increasingly open to alternatives that better align with wellness goals. Importantly, Winstanley emphasizes that once consumers try hemp-derived THC products, many continue using them beyond January, suggesting this is not a short-term trend but a lasting shift in behavior.

However, rapid growth has also introduced challenges. Winstanley acknowledges that the 2018 Farm Bill did not fully anticipate how quickly the category would expand, leading to inconsistent quality and confusing retail environments. Products sold in places like gas stations may raise questions about safety, regulation and appropriate use, particularly for new consumers.

Edibles.com aims to address this confusion through careful curation and consumer education. By vetting brands for compliance, testing standards and ingredient transparency, the platform positions itself as a trusted entry point for “canna-curious” consumers. The goal, Winstanley says, is to help people understand not just what products are available, but which outcomes they are seeking, whether that’s better sleep, relaxation or a social alternative to alcohol.