Niq Global Intelligence Plc · NYSE:NIQ
Niq Global Intelligence — Dry Atlas x NIQ x MRI Simmons Webinar September 2026
37 slides from Niq Global Intelligence's conference presentation, Sep 29, 2026
Slide 1: THC Beverages at the Crossroads: A Data Read on a Segment in Flux
SEPTEMBER 29, 2026 THC Beverages at the Crossroads: A Data Read on a Segment in Flux Kaleigh Theriault Emily Williams Victoria Watters Director of BevAl Thought Research Manager, Co-Founder, Leadership, NIQ MRISimmons Dry Atlas © 2026 Nielsen Consumer LLC. All rights reserved. Confidential and prop
Slide 2: What does NielsenIQ measure?
What does NielsenIQ measure? 01 02 03 04 Manufacturers & Distribution & Off & on premise Consumer suppliers depletions Retail sales Consumer purchases 02
Slide 3: MRI-Simmons is the leading provider of insights on the American consumer
THE AUDIENCE STANDARD OF THE MARKETING ECOSYSTEM MRI-Simmons is the leading provider of insights on the American consumer. With transparency and methodological rigor at its foundation, MRISimmons makes consumer data smarter and empowers action from insights. Source: MRISimmons 03
Slide 4: Beverage alcohol and beyond: drivers of change
Beverage alcohol and beyond: drivers of change Todayʼs focus is on Cannabis/THC Moderation Blurring lines Health & wellness GLP1s Demographics Dry January Cannabis / THC Inflation Gen Z 21 Sober October E-commerce Media Premiumization World Cup Tech Consumer confidence AI Pack sizes SNA Social c
Slide 5: Today's session
Today’s session 01 Segment performance: growth, velocity, and where the volume is concentrated 02 Who’s buying: household penetration, demographics, and overlap with non-alcoholic and traditional alcohol buyers 03 Who’s consuming cannabis today, and who’s open to THC beverages 04 The regulatory pict
Slide 6: Segment performance
01 Segment performance Growth, velocity, and where the volume is concentrated 06
Slide 7: Alcohol alternatives are expanding the competitive set beyond NA Beer, Wine, and Spirits
Alcohol alternatives are expanding the competitive set beyond NA Beer, Wine, and Spirits The alcohol alternative beverage set now spans six distinct spaces Non Alc Beer, Wine, Spirits Non Alc RTDs Hop Water THC Drinks Functional RTDs Sparkling Water Mocktails Example products shown for illustration
Slide 8: THC beverages
NIQ DEFINITION THC beverages Ready-to-drink beverages containing THC, including hemp-derived THC products, sold in mainstream retail channels where alcohol is traditionally sold. Using the THC qualified characteristic, NIQ classifies these products within a broader beverages set that includes carbon
Slide 9: Where hemp-derived THC beverages may be sold
Where hemp-derived THC beverages may be sold Retail access by state General retail permitted Legal with limits / licensing Dispensary-only or prohibited Changing / unclear Source: HempBeverages.com, last verified August 12, 2026. Categories summarize retail sale access, not shipping eligibility; law
Slide 10: The buzz is building in the off premise
The buzz is building in the off premise The buzz around THC beverages is translating into measurable momentum. The category reached $289M in the latest 52 weeks, up 74% versus a year ago, though slowing $289M 4WEEKLY TRENDED THC BEVERAGE $ SALES MILLIONS $30 $25 dollar sales in the latest 52 week
Slide 11: Where shoppers are buying in
Where shoppers are buying in THC beverages are scaling in alcohol-adjacent retail, but shopper behavior remains intentional. Channel data shows the category is building fastest in Liquor and Convenience, where legal, while Food/Grocery is also contributing to growth THC BEVERAGES BY CHANNEL · $ SHAR
Slide 12: The potency and the pack
The potency and the pack THC beverage growth is concentrating in formats that are easy for shoppers to understand. On potency, the category is anchored in familiar low-to-mid dose options. On packaging, it increasingly mirrors beverage alcohol. The winning formats are clear, repeatable, and session-
Slide 13: Functional beverages appearing on menus in bars and restaurants
Compared to a year ago, have you noticed functional beverages (e.g. THC/CBD, nootropics, adaptogens) appearing on menus in bars, restaurants or similar venues more or less often? Asked to all 23% have noticed functional beverages on 15% 4% about as often as a year ago less often compared to a year a
Slide 14: THC in the on premise
THC in the on premise Texas Florida North Carolina 14
Slide 15: Who's buying
02 Who’s buying Household penetration, demographics, and overlap with non-alcoholic and traditional alcohol buyers 15
Slide 16: Younger consumers are leading adoption of THC beverages in bars and restaurants
Younger consumers are leading adoption of THC beverages in bars and restaurants Gen Z and Millennials are driving trial, signaling growing demand for alternative relaxation options beyond traditional alcoholic drinks 14% Gen Z Millennials 27% 26% of consumers have consumed functional drinks containi
Slide 17: Alcohol & cannabis co-use
Alcohol & cannabis co-use How would you describe how you consume recreational cannabis in conjunction with alcohol? 66% 33% “I usually use recreational cannabis “I usually use recreational cannabis and alcohol on their own (do not mix)ˮ and alcohol togetherˮ Source: NielsenIQ Category Shopping Funda
Slide 18: THC beverage sourcing
THC beverage sourcing You mentioned you have recently purchased a THC beverage in the past three months. If a THC beverage was not available, which of the following products would you typically choose instead? BABY BOOMERS 01 Beer #1 for Baby Boomers = “I would not substitute for another beverage” 0
Slide 19: THC beverage occasions overlap with alcohol, though buying metrics remain low
THC beverage occasions overlap with alcohol, though buying metrics remain low Buyers of THC beverages YOY = 56% 34% 2 trips $52 $27 are repeat buyers 2+ time occasions per buyer, per value per buyer, per year value per occasion buyers) year +56% buyers of THC beverages, year over year Source: NIQ
Slide 20: Who's consuming cannabis today
03 Who’s consuming cannabis today And whoʼs open to THC beverages 20
Slide 21: State regulated cannabis programs in 2018
State regulated cannabis programs in 2018 Legal Medical only CBD / low THC only No public cannabis access program Source: National Conference of State Legislatures, State Medical Cannabis Laws 21
Slide 22: State regulated cannabis programs today
State regulated cannabis programs today Legal Medical only CBD / low THC only No public cannabis access program Source: National Conference of State Legislatures, State Medical Cannabis Laws 22
Slide 23: As cannabis becomes more available, consumers are driven to these products
As cannabis becomes more available, consumers are driven to these products 28% CONSUMPTION PAST 12 MONTHS AMONG U.S. ADULTS 18 Total cannabis Marijuana CBD +106% 33% 33% of U.S. adults report having tried a cannabis-infused beverage at 30% in 8 years least once 28% 28% 27% 26% 26% 24% 24% 50% 22% 2
Slide 24: Who has tried a cannabis beverage?
Who has tried a cannabis beverage? Demographics Self-concepts Consumer segments • 58% men (index 118 • Dominating 133 • Financial Underdogs 41% • Median age 37 • Brave 127 • Impressionable Buyers 36% • 24% Hispanic 132 • Refined 125 • Married to My Screen 32% • 78% employed 126 • Fu
Slide 25: How do they feel about cannabis vs. alcohol?
How do they feel about cannabis vs. alcohol? 87% 85% 72% feel cannabis is a healthier see many adults they know think marijuana should be put in option than alcohol replacing alcohol with cannabis the same category as alcohol 36% more likely 37% more likely 13% more likely 53% 51% 48% find cannabis
Slide 26: Who is interested in trying?
Who is interested in trying? Demographics Self-concepts Consumer segments • 52 / 48 men to women • Dominating 117 • Tech Pragmatists 41% • Median age 41 • Brave 112 • Casual with My Screen 27% • 22% Hispanic 121 • Refined 110 • Fiscal Pessimists 27% • 70% employed 115 • Funny 109 •
Slide 27: How do they feel about cannabis vs. alcohol?
How do they feel about cannabis vs. alcohol? 85% 78% 69% feel cannabis is a healthier see many adults they know think marijuana should be put in option than alcohol replacing alcohol with cannabis the same category as alcohol 33% more likely 25% more likely 8% more likely 42% 43% 38% find cannabis h
Slide 28: Regionally, interest in trying THC beverages aligns with where most people are
Regionally, interest in trying THC beverages aligns with where most people are SHARE OF THOSE INTERESTED IN TRYING · BY CENSUS DIVISION TOP STATES BY % South Atlantic 21% 01 California Pacific 16% 02 Texas 03 Florida East North Central 14% 04 New York 05 Pennsylvania West South Central 13% Middle At
Slide 29: The regulatory picture and the road to 2027
04 The regulatory picture and the road to 2027 29
Slide 30: The current regulatory picture for hemp
The current regulatory picture for hemp The industry headlines are changing every day Cannabis Industry Journal MJBizDaily What Does Cannabis Rescheduling Mean for Hemp New York promises hemp THC beverage crackdown as Beverages? widespread illegal sales continue The current rescheduling process date
Slide 31: What is the industry seeking?
What is the industry seeking? According to the Hemp Beverage Allianceʼs regulatory position 01 02 03 Safety Age restriction Serving size The safety of the consumer is paramount and Hemp beverages are adult beverages and Cannabinoid levels should be safe, effective, should be the driving force in the
Slide 32: The road to 2027 could take several paths
The road to 2027 could take several paths The demand signal is clear, but regulation will determine how much of that potential the industry can capture 01 02 03 04 Market contraction Fragmented survival Extended uncertainty Regulated expansion No workable beverage pathway A state-by-state market Mor
Slide 33: Three questions that will shape what comes next
Three questions that will shape what comes next The category has momentum, but its next chapter depends on how regulation, retail, and consumer behavior evolve together Can momentum become a What role will THC play in the Will regulation unlock scale or sustainable market? broader beverage landscape
Slide 34: What this means for alcohol alternative brands
05 What this means for alcohol alternative brands 34
Slide 35: Who stands to gain in a market contraction or fragmentation scenario
Who stands to gain in a market contraction or fragmentation scenario If access tightens, THC buyers substitute. The data points toward beer and toward relaxation. 01 02 Brands that own “relax” Non-alc beer The functional proxy The familiar substitute To relax is the #1 reason for THC drinks on Beer
Slide 36: Four moves before 2027 planning locks
Four moves before 2027 planning locks 01 Plan the shelf under all four paths 02 Compete for the relax occasion by name Map the liquor and convenience accounts where THC shares your set, If your product is built for evening relaxation use, make it clear in your and decide now what you position for un
Slide 37: Thank you
Thank you Kaleigh Theriault Director of Beverage Alcohol Thought Leadership, NielsenIQ Submit feedback Kaleigh.Theriault@nielseniq.com Emily Williams Research Manager, MRISimmons Victoria Watters Co-Founder, Dry Atlas victoria@dryatlas.com Learn more about MRISimmonsʼ National Cannabis Study © 202
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