Chicago’s United Center will become the first major U.S. sports venue to offer THC-infused beverages during games, reflecting growing demand for non-alcoholic alternatives.
The arena, home to the Chicago Bulls and Blackhawks, announced the move Tuesday in a joint statement with local beverage company RYTHM.
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The company signed a multi-year agreement with the stadium to sell its beverage, called Señorita, which contains marijuana-derived THC, to guests 21 and older at live events, including games and concerts.
“We are excited to introduce Señorita and RYTHM to the live entertainment space,” Joe Myhra, chief operating officer of United Center, said in a press release. “RYTHM’s Chicago roots make its beverage lineup a natural fit for the United Center experience as we continue to evolve our offerings for our guests.”
Señorita contains 5 milligrams of THC per drink and will be sold at stadiums starting in February.
Chicago’s United Center will become the first major U.S. sports venue to sell THC-laced drinks during games (Getty Images)
“Bringing Señorita and RYTHM to the United Center reflects a simple fact: consumers want non-alcoholic options, and leading venues are responding,” RYTHM CEO Ben Kovler said in a press release.
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“The United Center is one of the world’s most important venues and continues to set the standard for live entertainment by introducing these modern, responsible options,” he added.
“This collaboration marks a cultural moment and reflects the growing demand for alternative beverage options,” said a press release from the United Center (Getty Images)
The news comes as U.S. demand for alcoholic beverages has fallen to a record low, according to an August Gallup poll. In the survey, 54% of Americans reported drinking alcohol, the lowest rate since 1939. This trend is mainly driven by young people.
Meanwhile, young Americans are increasingly turning to cannabis-infused beverages to unwind.
In an August Rehabilitation America poll, 66% of Gen Z and Millennial respondents said they had tried alcohol alternatives in the past six months, with 24% saying they had “at least partially” replaced alcohol with non-alcoholic or cannabis-infused beverages.
