THC drinks debut at Lollapalooza before Illinois regulates hemp market
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A Lollapalooza crowd in 2025. Photo: Natasha Moustache/Getty Images
Lollapalooza begins Thursday, and festivalgoers will have a new way to get buzzed: THC drinks.
The latest: Chicago cannabis company Rythm will serve its Señorita THC drinks at the festival.
Why it matters: THC drinks have exploded in popularity, even as state and federal lawmakers struggle to decide how they should be regulated.
What they're saying: "Lollapalooza has shaped music culture for more than three decades, making it the perfect place to introduce fans 21+ to Señorita," Rythm's Ben Kovler said in a statement.
Yes, but: In June, Illinois passed a new bill that strictly regulated intoxicating hemp products.
State of play: Illinois didn't ban hemp-derived THC drinks outright. Instead, lawmakers largely folded intoxicating hemp products into the state's regulated cannabis market, though questions remain about exactly how THC beverages will be treated when the law takes full effect in November.
- Currently, you can find them alongside alcohol products in stores including Binny's and Target, and at tourist attractions including Navy Pier and the United Center.
- If the law takes effect as written, drinks like Señorita likely won't be sold at grocery stores, liquor stores or venues like next year's Lollapalooza. Instead, they'll generally be limited to licensed dispensaries.
Zoom out: Congress is also debating the future of hemp-derived THC products. Lawmakers recently introduced legislation aimed at protecting some hemp products, though it's unclear how intoxicating THC beverages would be affected.
Zoom in: The new Illinois law also loosens restrictions for licensed cannabis dispensaries as the state tries to compete with neighboring Michigan, where many Illinois residents buy marijuana.
- "There had been no major update to the cannabis regulations since the beginning of the adult use program," nuEra's Laura Jaramillo Bernal tells Axios. "This is an industry that lives and dies by regulation. So we are very excited about the further legitimization of real tested, regulated cannabis."
How it works: Licensed cannabis dispensaries can now offer curbside pickup and drive-thru services. The law also doubles the purchase limit from 30 grams to 60 grams of cannabis flower.
- Also, the state law allows dispensaries to stay open until 2am, up from 10pm.
Between the lines: All these changes are subject to local municipalities. For instance, Chicago has yet to adopt any of the changes, and it's unclear whether it ever will.
- The mayor's office has not responded to our requests for comment.
The bottom line: Drink up at Lollapalooza, because come this fall, THC drinks may be tougher to find.