A federal deadline is forcing the beverage retail industry's hand. Total Wine & More, the largest family-owned wine, spirits, and beer retailer in the United States, is pressing Congress to establish a regulatory framework for low-dose hemp-derived THC-infused beverages before December 11, when the current legislative window closes and federal prohibition automatically takes effect.
CEO Ryan Ross has gone public with the company's position, backed by nearly 300,000 customer messages sent to Capitol Hill urging lawmakers to act. A national poll of 2,001 registered voters, commissioned by Total Wine & More and conducted by ChangeMakers Intelligence from October 30 to November 2, 2026, found that 85% of Americans oppose an outright ban on these products.
The Retail Stakes
For licensed beverage retailers and foodservice operators who have added hemp-derived THC drinks to their shelves, the stakes are concrete. Total Wine & More argues that prohibition historically does not suppress consumer demand — it redirects it away from regulated channels where safety standards apply. The company's own sales data offers a telling demographic snapshot: more customers over the age of 60 than under 30 are currently purchasing these beverages, undercutting the narrative that THC drinks primarily attract younger consumers.
Ross made the case plainly: "Our customers are responsible adults that want safe access to these beverages. They're veterans, seniors, soccer moms, and busy parents." The company's argument is that responsible adults already navigating the three-tier alcohol system deserve a consistent, regulated option — not a prohibition that pushes them toward unmonitored sources.
A Three-Tier Model for THC
Total Wine & More is advocating that hemp-derived THC beverages be folded into the existing alcohol regulatory framework — the three-tier system of manufacturers, distributors, and licensed retailers that has governed beer, wine, and spirits for more than 90 years. The company's specific policy asks include mandatory age-gated sales, independent product testing, potency limits, and a requirement that products use only U.S.-grown hemp with naturally occurring Delta-9 THC.
Those standards, the company contends, would give regulators consistent enforcement tools while helping consumers make informed purchasing decisions — the same consumer-safety logic that underpins beverage industry regulation across the broader alcohol sector.
The pressure campaign from Total Wine & More reflects a broader debate reshaping restaurant and hospitality beverage programs as operators weigh whether to stock hemp-derived THC drinks alongside traditional alcohol. With the December 11 deadline approaching, the outcome in Congress will have immediate implications for every licensed retailer, distributor, and on-premise operator currently carrying — or considering — these products. Total Wine & More operates more than 300 stores across 30-plus states and reports approximately $6 billion in annual revenue, giving its lobbying effort significant weight in Washington.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
