The impending federal hemp ban poses a significant threat to the booming hemp beverage industry, which has flourished since the legalization of hemp in 2018. Set to take effect on November 12, 2026, the ban could dismantle a thriving $30 billion industry and jeopardize the livelihoods of 300,000 workers nationwide. This broad ban disregards the industry’s critical role in supporting local economies, generating jobs, and offering consumers a popular alternative to conventional alcoholic beverages. As a pioneering force in North Carolina’s hemp beverage space, our team is working to prevent this ban by raising awareness and promoting informed, balanced legislation of the category before it’s too late.

 

Tryon Distributing became the first distributor in North Carolina to carry hemp beverages in 2024. Since then, we have grown our hemp portfolio to 15 brands and more than 100 product offerings, with sales more than doubling year over year. We currently supply hemp beverages to just under 1,400 retail accounts in 71 counties across the state, many of which are local family-owned shops. This category of beverages provides a bright spot in our portfolio while wholesalers across the nation are seeing a downturn in alcohol sales. Rising consumer demand for hemp beverages has also provided a lifeline for independent breweries, bars, and retailers.

 

“The data is clear,” said Tryon Vice President of Strategic Development and cannabis beverage expert Melissa Johnston. “Consumers love hemp beverages, so instead of banning this booming industry, we need to regulate the category – just as we do alcohol. We have demonstrated over the last few years that we can bring these beverages to the market respectfully and responsibly, so we are asking for proper regulation to allow this category to continue.”

 

That is why we launched the "Regulate, Don't Ruin" campaign, a statewide North Carolina advocacy effort aimed at preventing an impending federal ban on hemp beverages. This initiative seeks to raise awareness, engage the public, and urge lawmakers to establish sensible regulations.

 

The "Regulate, Don't Ruin" campaign supports several key legislative proposals, including:

The Hemp Safety Enforcement Act: A bipartisan Senate bill allowing states to opt out of the federal ban.

The Hemp Planting Predictability Act: A proposal to delay the ban, giving Congress time to craft protective legislation.

The HEMP Act: A framework for federal regulation of hemp-derived products under the FDA.

Protecting Our Community Act/SB 265: A bill introduced in the NC General Assembly, which establishes a comprehensive regulatory framework for hemp-derived consumable products.

 

We are calling for the following regulatory principles:

Age restriction - The sale of cannabinoid-infused beverages should be restricted to adults aged 21 years or older.

Safety - Guidelines for manufacturing, product testing, ingredients, serving sizes, and potencies should be safe, effective, and designed with the consumer in mind.

Labeling - Clear, consistent labeling is necessary to empower the consumer and build credibility for the industry.

Marketplace consistency - A federal framework is necessary to ensure consumer confidence, marketplace consistency, regulatory clarity, and public safety. Instead of federal action, state governments should work together to develop guidelines that are consistent across state lines.

 

We are excited to partner with Nate Fochtman and the "Ready to Drink" podcast series, Hear Real Stories from Real People. This initiative seeks to collect and share personal testimonials from real people—veterans, soccer moms, small business owners—highlighting the positive impact of hemp beverages on their lives and communities. "This is a market activation platform built around storytelling,” said Fochtman. “Tryon carries real brands that real people in North Carolina are already buying. Our job is to give those brands a voice, give those retailers a spotlight, and give consumers the context they need to understand what is at stake before the legislature makes the decision for them."

 

Through a series of print materials and the microsite regulatedontruinnc.com, Regulate Don’t Ruin will run through the Fall, made possible by our partners at Crescent 9 and Torch. Currently, Tryon Distributing is calling on consumers, business owners, suppliers, and supporters to engage in this critical effort. We urge you to raise your voice, share your story, and stand with us in advocating for sensible regulation. Every voice matters, and together, we can ensure that the vibrant community built around hemp beverages continues to grow and flourish.

 

Join us. Stand with us. Let’s save the hemp beverage industry.

 

Learn more and take action today by visiting regulatedontruinnc.com.