Nicole Hanratty to Highlight Consumer Data's Role in Shaping Hemp-Derived THC Beverages at Vibe Conference

Nicole Hanratty, Vice President of Marketing at MWG Holdings, is set to present at the Vibe Conference on March 5, focusing on how consumer data is influencing the rise of hemp-derived THC beverages in on-premise hospitality settings. Her presentation, titled "How Consumer Data is Unlocking Cannabis Beverages for On-Premise," will delve into the ways dispensary retail sales data can guide on-premise purchasing decisions and highlight the alignment between consumer preferences for hemp-derived THC beverages and mid to premium cocktail trends.

Hanratty's insights come at a time when the hospitality industry is seeking to adapt to the evolving preferences of Millennials and Gen Z, who are increasingly favoring alternative effect-based social beverages. "Understanding that a majority of Millennials and Gen Z are shifting spend to include alternative effect-based social beverages like hemp-derived THC beverages is critical for the hospitality industry if they want to stay relevant with these generations," Hanratty remarked. Her session aims to provide operators with actionable strategies to enhance average ticket value through menu offerings that cater to these shifting consumer moods.

Supporting Hanratty's discussion, recent data from a Q4 2024 Brightfield Group study reveals a significant crossover between alcohol and hemp-derived THC consumers, suggesting that these beverages are complementary rather than competitive. This data underscores the potential for on-premise operators to tap into the growing demand for hemp-derived THC beverages alongside traditional alcohol offerings.

MWG Holdings' recent launch of 5G Pop and 5G Tea in California, under Hanratty's marketing leadership, has demonstrated the sustained growth of the cannabis beverage segment. Despite broader edibles category compression in California, cannabis beverage sales have continued to rise, with notable spikes during summer months and holidays like Valentine’s Day and the 4th of July.

Joining Hanratty in the discussion will be Angelica Sanchez, Sr. Director of Government Affairs & Compliance at MWG Holdings, who has been instrumental in navigating the regulatory landscape for cannabis beverages. Together, they will explore the opportunities and challenges facing the industry as it seeks to meet consumer demand in both the cannabis and alcohol categories.