Nowadays is launching a line of low-THC-content beverages in response to the US government's plans to tighten rules on the sale of hemp-derived drinks.
In a statement, the California-based group said it was "safeguarding itself" with the new Nowadays Extra Lite, which will contain 0.4mg of THC and 5mg of CBD.
Last year, a funding bill was passed by the US Congress and signed by President Trump narrowing the legal definition of hemp.
Under the new law, “hemp-derived cannabinoid products” with THC content exceeding 0.3% would no longer be permitted for sale, nor would any “final” hemp-based cannabinoid goods with more than 0.4mg of THC per container.
It will also prohibit “any other cannabinoids that have similar effects (or are marketed to have similar effects)”.
In January, Indiana Congressman Jim Baird filed legislation that requested the spending bill’s implementation be delayed until 2028.
Industry coalition The US Hemp Roundtable has warned the measure could pull more than 95% of hemp-extract products from the market.
In a statement, Nowadays said it will launch its low THC line through "phases" across the third quarter of this year.
The drinks will come in the same "core flavours" as its existing THC canned cocktails range, such as tropical and berry, and will carry a suggested retail price of $17.99 for a four-pack of 12oz cans.
No retailers have been confirmed so far for the new products, the business said. However it will start "engaging existing retailers in the near future", such as ABC Fine Wines, Sprouts Farmers Market, Total Wine and Winn-Dixie.
By launching the Extra Lite range, Nowadays expects its retail presence to grow from 26 to roughly 40 states.
In its statement, Nowadays said Extra Lite "is not a replacement" but "an expansive move that protects the brand's shelf space and retail relationship and sustains its leadership position, regardless of outcomes".
The group also said it was "doubling down" on its 2mg, 5mg and 10mg THC drinks in order "to continue offering consumer the doses they want, as long as possible".
It added: "Nowadays believes in a future where 2mg, 5mg and 10mg beverages are legal and accessible, in a category regulated around real consumer experience and public safety, not arbitrary limits. Under this framework, the brand will continue to advocate, lobby, invest in the category and mobilise consumers, retailers and partners."
At this stage, producers have until 13 November until the restrictions on sales of hemp-based THC drinks take effect.
Efforts have been made however to postpone the law change.
Earlier this week, US senator Dr Rand Paul, alongside senators Amy Klobuchar and Joni Ernst, introduced a bipartisan bill to allow states and "Tribal governments" to control regulation around hemp and hemp-derived products.
The Hemp Safety Enforcement Act has been drawn up to avert "a looming federal crackdown from shutting down a thriving, multi-billion-dollar American industry", a statement from Paul's office said.
