She lives in the heart of Cognac. Ten years ago, that would’ve delighted me. These days, the Hennessy tour doesn’t quite have the same pull, but the drink-making process is still fascinating. The scale, the smell, the reverence. I came home with a bottle of grape juice they use before fermentation. The staff thought I was joking. I wasn’t.

What actually interested me more was what was in the supermarkets and corner shops. The non-alc section. The soft drink fridges. The CBD. A surprising amount of it.

And in the US, it’s not just CBD anymore. THC is starting to own real estate in the drinks aisle too.

Personally, I’m not fussed about THC. Not my thing. But CBD? That got my attention. I tried a handful of brands, including Trip and INTUNE. Both had a calming effect and strong branding. If you’re unfamiliar, CBD is the non-psychoactive part of the cannabis plant. It won’t get you high, but many people claim it can help with stress, anxiety, sleep, and general modern-life overload.

As someone making non-alc drinks in Australia, this stuff hits close to home. We’ve spent the last few years building mood-forward options with flavour and function in mind. HIGHR is already playing in that space. If CBD ever gets the green light here, it wouldn’t be a pivot, just the next step.

The New Non-Alc: Functional, Mood-Lifting, and Cannabis-Infused

There’s a global shift happening in the non-alc space. It’s not just about removing alcohol. It’s about adding something back in.

In the US, CBD and THC-infused drinks are on shelves, in fridges, even on tap in some bars. Seth Rogen’s Houseplant is leading the charge in Canada and parts of the US with THC sparkling waters that come in pineapple and black cherry. They’re bright, modern, and built for a different kind of buzz.

Meanwhile, brands like Cann have built a cult following for their low-dose THC social tonics. Keef and XMG have carved out space in the high-potency lane.

People are shifting from alcohol not just because of the downsides, but because these alternatives actually offer something in return. Less hangover, more headspace. Less sacrifice, more subtle effect.

Australia Is Curious, But Held Back

Here in Australia, we’re watching this evolution from the sidelines. There’s growing interest in wellness, functional drinks, and non-alc alternatives. But when it comes to CBD or THC, the rules are stuck in neutral.

CBD is technically legal, but only by prescription. Not exactly a path to mass market. That hasn’t stopped brands from leaning into hemp, and there are some great ones doing interesting things with flavour and nutrition. But CBD is different. It promises a specific effect. And that means a different kind of conversation with regulators.

Althea is one company making moves through Canadian partnerships. And Heaps Normal has started speaking publicly about cannabis as a future ingredient in beer. The signals are there. Just not the approval.

Meanwhile, countries like Thailand are already embracing cannabis drinks. It’s not a far-off future. It’s just unevenly distributed.

The Future of Drinking Isn’t Dry. It’s Different.

Non-alc used to mean compromise. Now it might mean enhancement.

We’re moving from abstinence to intention. From nothing to something. CBD and THC drinks are part of that shift, whether Australia is ready or not.

Let’s see what happens.

–

Tim Triggs

Founder, HIGHR Spirits