Collaborations in the Health and Wellness Industry: The Untapped Potential of Hemp-Infused Drinks

The health and wellness industry is at the forefront of cultural shifts. From clean eating to low-impact workouts, it’s a space driven by trends, innovation, and, increasingly, collaboration. Partnerships between wellness influencers and lifestyle brands are powering these transformations, creating mutually beneficial opportunities that expand visibility and credibility for all involved.

But there's a fascinating undercurrent in this space that’s quickly gaining momentum—shifts away from alcohol consumption and towards cannabis-based alternatives, including hemp-derived THC drinks. This presents an intriguing frontier for collaboration. And while celebrities like Snoop Dogg and Seth Rogen are helping normalize cannabis through their branded ventures, health and wellness influencers have yet to stake their claim in this growing market. 

This blog explores how social media, evolving attitudes toward alcohol, and the increasing appeal of cannabis beverages are creating ripe opportunities for influencer partnerships with hemp-derived THC drink brands. 

The Evolution of Influencers and Alcohol Collaborations 

Not long ago, influencing was as simple as snapping a pretty photo of a cocktail for Instagram. Booze brands leaned on lifestyle influencers to glamorize their products, creating aspirational content around social gatherings and celebrations. It worked—it still works. But today’s influencers are beginning to reject traditional norms of excess drinking. 

Instead, collaborations are signaling a shift toward intentional consumption. Influencers now want product alignments that reflect their personal beliefs and the ways they champion health, mindfulness, and balance. Partnerships aren’t just about celebrating a great drink—they're about encouraging meaningful choices that resonate deeply with their followers.

For example, consider Melissa Woodhealth’s collaboration with Sweetgreen. Her partnership centered around a custom salad aligning beautifully with her health-first philosophy. Or take Hailey Bieber’s wildly successful “Strawberry Glaze Skin Smoothie” with Erewhon, combining nutrition cues with skincare priorities for a perfect audience fit. 

Brands that speak directly to an influencer’s values—whether health, lifestyle improvements, or even their personal experiences—are seeing unprecedented engagement gains.

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Goodbye, Hangovers —Hello, THC 

While alcohol brands continue to dominate traditional collaborations, a shift in drinking habits opens the door for new players. Younger generations, especially millennials and Gen Z, are dramatically reducing their alcohol consumption. According to trend reports, global alcohol consumption is expected to drop by 4% between 2022 and 2026, while interest in cannabis-based products continues its steady climb. 

Enter hemp-derived THC drinks: beverages infused with low doses of THC derived from the hemp plant. These drinks promise similar social and relaxation benefits as alcohol but without the aftereffects like hangovers or mental fog. The wellness aspect of these beverages cannot be ignored either. Consumers are increasingly drawn to these types of functional products for their calming effects, potential stress relief, and guilt-free consumption. 

While celebrities like Mike Tyson and Woody Nelson have successfully cashed in with their cannabis ventures, the health and wellness space still lacks a major crossover moment—a moment where influential voices elevate hemp-derived THC drinks to mainstream wellness staples.

Social Media’s Role in the Shift 

Social media is fueling awareness and driving conversations around smarter, healthier lifestyle choices. From clean skincare to plant-based diets, “better living” content dominates platforms like TikTok, Instagram, and YouTube. 

Take alcohol consumption, for example. Social media has amplified transparency about its negative health impacts—including sleep disruption, mental health deterioration, and its link to chronic illnesses. At the same time, platforms have amplified the rise of alcohol alternatives, from non-alcoholic spirits to hemp-infused drinks. 

Because influencers lead these conversations, they directly shape their communities’ preferences and behaviors. A single campaign advocating for intentional consumption or cannabis drinks instead of wine could spark a lifestyle movement. This places influencers in a powerful role as cultural gatekeepers—and opens up considerable room for hemp-based gumption. 

However, surprisingly few health and wellness advocates are spearheading this conversation around THC beverages. This gap represents an incredible opportunity for trailblazers willing to take the leap. 

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The Untouched Collaboration Potential with Hemp-Infused Drinks 

For now, most collaborations around hemp-derived THC or CBD drinks have been rooted in the cannabis space itself. Partnering with health and wellness influencers who already discuss mindful choices and holistic living remains a largely unexplored opportunity—one that couldn't be more aligned with consumer desires. 

Wellness influencers, with their deeply engaged audiences, have the credibility to normalize low-dosage THC drinks as part of a broader healthy lifestyle. By strategically collaborating with these influencers, brands like Green Monké Happy Sodas could not only stand out in a crowded marketplace but also drive real cultural change around cannabis and wellness. 

Imagine a campaign featuring mindful influencers speaking authentically about their experiences adding low-THC beverages into their relaxation routines—offering the same alternatives they already seek when cutting out heavy drinking habits. Pair this with content demonstrating the “happy yet balanced” ethos of THC beverages, and you have a campaign poised to resonate on platforms where engagement thrives. 

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A Call to Action for Health & Wellness Influencers 

The time for accelerating cannabis as a wellness product is now. Green Monké Happy Sodas creates beverages that celebrate happiness, mindfulness, and healthier choices. But we can’t do it alone. 

We’re calling on influencers who see the benefits of low-dosage THC or CBD in their lives. If you’re someone whose content aligns with mindful self-care, holistic health, or personal growth, we’d love to collaborate. Together, we can help shift narratives and provide others with exciting new paths forward—starting with a happier way to unwind. 

Collaborations like Melissa Woodhealth x Sweetgreen or Hailey Bieber x Erewhon didn’t just create bestselling products. They created conversations, deepened trust with audiences, and set an entirely new standard for brand-influencer relationships. You could be next. 

Join the Movement Today 

Green Monké Happy Sodas is ready to rewrite the rules on wellness, one happy sip at a time. If you share our passion for mindful choices and the blossoming cannabis beverage market, we’re eager to hear from you. 

Help us take bold steps into the future of wellness partnerships—and bring boundaries-breaking beverages to audiences that need them most. It all starts with one inspired collaboration. 

Reach out today to learn more about how we can create happy collaborations together.

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