Curt Cameron, Founder/Owner, Thomas Hooker Brewery and Muze Seltzers.
A New Beverage Frontier
By Curt Cameron, Founder/Owner, Thomas Hooker Brewery and Muze Seltzers
The beverage industry is undergoing a rapid transformation, with a new category surging to the forefront: hemp-derived THC seltzers. As consumer preferences evolve and regulatory landscapes shift, this emerging segment is carving out significant space in the marketplace, capturing the attention of traditional cannabis users and newcomers alike.
Hemp-derived THC seltzers are unique because they are federally legal under the 2018 Farm Bill, provided the THC is derived from hemp and remains below 0.3% delta-9 THC by dry weight. However, while federal legality provides a baseline, the reality is that each state is developing its own regulations, often differing dramatically. Some states have embraced these products with open arms, while others are drafting restrictions that mirror those of traditional cannabis. This patchwork of rules creates both challenges and opportunities for brands seeking national growth.
Thomas Hooker Brewery, with its 40,000-square-foot production facility in Bloomfield, Connecticut, has chosen diversification as a way to thrive in this evolving market. Having been around for nearly 30 years in various forms, it is no stranger to adaptation. As its founder and owner, I think this pivot will pay off. We got into CBD seltzers a few years ago, and we have invested substantial resources into developing not only great-tasting beverages but also the chemistry behind them, creating nano-emulsions optimized for beverages.
A joint venture with a cannabis-focused investment group led to the launch of one of our latest innovations in the space: MUZE Seltzers. The brand has fully embraced this new frontier. Our beverages are enjoyed by regular cannabis consumers, but we’re seeing rapid growth among a new group: everyday people from all walks of life who may have never tried cannabis before. These consumers aren’t looking for an overwhelming experience; they’re looking for something to help them unwind, relax or socialize—much like a craft beer or a glass of wine might. One of our primary goals is to dismantle the outdated stigma that cannabis is “only for stoners.”
Beyond delivering hemp-derived THC, we incorporate minor cannabinoids like CBG, believed to offer unique benefits, and infuse vitamins to enhance functionality. We craft our seltzers with real fruit, sweeten them with organic agave instead of artificial sweeteners and ensure they contain only 30-40 calories per can. Another competitive advantage is our vertically integrated manufacturing model. Unlike many brands that rely on third-party formulators or co-packers, MUZE manufactures everything in-house.
This includes creating proprietary nano-emulsions in our own lab—the technology that allows THC to be evenly distributed throughout a beverage—specifically optimized for seltzers. Nano-emulsions are critical for bioavailability, consistency and shelf stability. Controlling this process internally ensures a higher-quality drinking experience. We operate our own dedicated canning line, overseeing every aspect of production from emulsion to packaging. This hands-on approach guarantees quality control, allows for rapid innovation and helps maintain product integrity as the brand scales.
Thomas Hooker Brewery originally built its foundation in the craft beer boom of the early 2000s, a time of explosive growth. However, since COVID-19, craft beer consumption has declined significantly, even as spirits have seen a moderate resurgence over the past decade. In the last five years, the landscape has shifted again, with younger consumers favoring lighter, more convenient and ready-to-drink canned drink options. I think the next big wave is low-dose, hemp-derived THC seltzers.
These beverages offer broad flavor appeal, lower calorie counts and—perhaps most importantly—an enjoyable experience without the next-day hangover associated with alcohol. Many consumers are also discovering that these products can aid in relaxation and even support better sleep. The hemp-derived THC beverage space is still in its early days, but the momentum is undeniable. Consumers are excited, open-minded and looking for healthier, more intentional ways to relax and connect.
We’re proud to help redefine what cannabis can mean for the modern drinker. As regulations evolve and more people discover the benefits of hemp-derived beverages, brands that prioritize quality, transparency and consumer education will be the ones that thrive. Helping others find footing in this new space creates the next wave of business growth.
