Chicago’s United Center Begins Selling Cannabis‑Infused Drinks at Concessions
Chicago’s United Center is breaking new ground for live‑event venues by becoming the first major U.S. arena to offer cannabis‑derived beverages at its concession stands. The arena, home to the NBA’s Chicago Bulls and the NHL’s Chicago Blackhawks, announced a multiyear partnership with Rythm, a company that produces hemp‑based THC drinks under the Rythm and Señorita labels. The cans will be sold alongside traditional alcohol and soft drinks to guests aged 21 and older.
Ben Kovler, chief executive officer of Green Thumb Industries, which holds an equity stake in Rythm, noted that consumers are already seeking alternatives to conventional alcoholic options. “We’re seeing shoppers choose these drinks at liquor stores, restaurants, and other venues because they want an option without the hangover,” Kovler said. “They believe in a smoother experience and are ready to try it.”
Market research supports this shift. A Brightfield Group study cited by Bernstein found that 14 % of U.S. adults reported using some form of hemp‑derived THC product in the first quarter of 2025, up from just 8 % a year earlier. This growing interest prompted United Center’s chief operating officer, Joe Myhra, to highlight the local connection: “Rythm’s Chicago roots made its beverage line a natural fit for the United Center experience,” Myhra said in the venue’s press release.
The THC‑infused cans will debut at concerts held at the arena in early February. United Center officials describe the rollout as a test case for introducing cannabis products into mainstream entertainment spaces while lawmakers continue to debate the regulatory framework for such items.
Kovler emphasized that sales will comply with Illinois state law and incorporate standard safety and compliance measures, although the announcement did not detail specific serving limits or monitoring procedures. He also pointed out that beverages allow consumers to self‑dose more easily than edibles like gummies, which can be harder to portion accurately. “The American consumer is familiar with self‑dosing a drink and self‑moderating,” Kovler added, “whereas a THC gummy makes it difficult to eat just one piece.”
THC regulation turmoil
The launch arrives amid significant federal and state policy flux. Late last year, Congress passed a funding bill that imposed a THC cap, effectively banning most hemp‑derived THC products starting in November. Public health advocates warned that the market had expanded faster than oversight, while industry groups warned that a sweeping ban could jeopardize billions in sales.
Subsequent revisions to the 2018 Farm Bill added exclusions to the federal definition of hemp, closing the so‑called hemp loophole. Those changes could render many hemp‑based THC beverages illegal within months unless further legislative action occurs.
In response, lawmakers from both chambers have introduced bills aiming to keep intoxicating hemp products permissible through 2028. A separate bipartisan proposal would establish a regulatory framework for hemp‑derived THC drinks and CBD products, offering the industry a potential path forward before the current deadline expires.
Kovler acknowledged the uncertainty: “The timing in government and rules is never good and is never clear. It remains murky, but we’re guided by the consumer, and that gives us a lot of confidence betting on this now.”
Adding to the backdrop, the Trump administration previously moved to reclassify cannabis under the Controlled Substances Act—a shift that lifted cannabis stocks and sparked debate over taxation, banking access, and federal oversight. While rescheduling primarily impacts state‑legal marijuana businesses rather than hemp‑derived products, it signals a growing willingness in Washington to reexamine longstanding cannabis policy.
Analysts caution that despite the momentum, investing in this space remains volatile. Bernstein’s Nadine Sarwat wrote in a recent research note, “Investing in cannabis remains a volatile and challenging endeavor, and one that is not for the faint‑of‑heart.”
For more details on the United Center’s announcement, see the original reporting: Here
