United Center becomes first major US arena to sell THC beverages

(NewsNation) — Chicago’s United Center will soon serve up a different kind of buzz to concertgoers: THC beverages.

The venue — home of the Bulls and Blackhawks — announced a multiyear deal Tuesday that will make it the first major U.S. arena to offer the hemp-derived drinks, according to a news release.

Through a partnership with THC-beverage company Rythm, guests 21 and older will be able to buy Señorita and Rythm-branded drinks at most concerts, shows and special events starting in February. They won’t be available at Bulls or Blackhawks games, however.

The initial lineup will include four 5mg hemp-derived THC options, including an “uplifting” sativa beverage and margarita mocktails designed for a “smooth, social lift.”

“Bringing Señorita and RYTHM to the United Center reflects a simple truth: Consumers want non-alcoholic options, and leading venues are responding,” Ben Kovler, Rythm, Inc. chairman and interim CEO, said in the release.

Consumer trends underscore that enthusiasm. Brightfield Group, a market research firm, found that 14 percent of U.S. adults reported using some type of hemp-derived THC product in the first quarter of 2025 — up from 8 percent during the same period a year earlier.

The United Center’s expanded beverage options come as more Americans are turning away from alcohol: Just 54 percent of adults in a recent Gallup survey said they consume alcohol, the lowest level in 90 years of tracking.

The pullback has been especially apparent among younger Americans, who are drinking less alcohol than previous generations.

At the same time, sales of drinks containing hemp-derived THC are rising, with The New York Times noting in a recent headline that “High January Is The New Dry January.”

The cannabis beverages market was valued at nearly $1.7 billion in 2025 and is projected to reach almost $8.1 billion by 2035, according to estimates from data firm Future Market Insights.