THC-infused drinks generate a buzz at Lollapalooza

Beyond the popular array of music at Lollapalooza, the other attraction creating quite the buzz this year is the introduction of THC-infused drinks.

For the first time on festival grounds, fans 21 and older can buy cans of local popular brand Señorita, margarita-inspired canned cocktails, containing 5 milligrams of hemp-derived THC in each 12-ounce can. The new offering is part of Lolla’s first-year partnership with Rolling Meadows-based drink manufacturer RYTHM Inc. And so far, fans are enjoying the option.

“I’ve never seen [THC drinks] at events like this,” said Jorge Gelan. He and friend Stefano Verdesoto, both 35, traveled from New York to attend the festival this year, specifically to enjoy the “very queer” lineup of music and were pleasantly surprised to find the new option menus at a comparable price point ($16) to alcoholic beverages.

“To be able to access this kind of drink at a festival is crazy,” Gelan added. “I don’t drink alcohol, and I like THC drinks because I can still feel included in drink culture. And I like that it mellows me out and allows me to be more present.”

Gelan and others interviewed said the buzz is similar to the effects of an edible that doesn’t bring on the typical hangover like alcohol. It’s one of the reasons drinkers — especially millennials and Gen Z — have been switching over to THC beverages in recent years. According to a 2026 consumer study, 76.6% of respondents had reduced their alcohol consumption in favor of THC drinks, including 21.1% who said they fully gave up traditional alcohol like beer and wine.

“We believe this is a major category in beverages going forward,” said Ben Kovler, chairman and CEO of Green Thumb Industries, which owns RYTHM Inc. The proof, he said, is in the partnerships the company has been launching as of late. Earlier this year, Señorita started popping up at the Near West Side stadium United Center, which was the first major U.S. arena to carry THC-infused drinks.

It was around the same time the drinks were unveiled at Salt Shed, 1357 N. Elston Ave. in West Town. The concert venue did so to capitalize on the growing NA movement that has been affecting bars and venues in dramatic ways as of late. Just one in four independent venues in Chicago reported profitability in 2025, with many venue owners citing lower bar revenue as one of the issues.

Kovler, a lifelong Chicagoan, said Señorita is now on the menu at more than 80 independent venues in Chicago, including the Riviera, Vic and Ramova theaters. “It’s good for the bar and good for the consumer,” he said.

Señorita is showing up beyond concerts and music events; the brand was also passing out (uninfused) samples of its lime jalapeno margarita, grapefruit paloma, mango margarita and ranch water at the health and wellness festival Faces of Fitness last week in River North. Kovler said the company takes its role in educating the public seriously and considers it part of the process of making THC drinks more mainstream.

But it’s the Lollapalooza partnership — and a previous deal with Sueños Music Festival in May — that gives his company an advantage, he said, even as cannabis products continue to face roadblocks with federal and local regulation. Sales data wasn’t available by press time, but Kovler said the team was expecting “thousands” of the cans to be sold during the weekend.

“Lolla shows us where the culture is, it’s far ahead of DC [and federal regulations]. And this gives us a huge stamp of credibility,” he added.

In June, the state of Illinois passed legislation that would regulate delta-8 and other intoxicating, hemp-derived products in the same manner as recreational marijuana. When the law takes effect in November, it could mean drinks like Señorita may only be available in dispensaries in the future. The Sun-Times reached out to Jillian C. Kaehler, a spokeswoman for Illinois Gov. JB Pritzker, but did not immediately return a request for comment by press time.

The looming regulations may have played a role in its scarcity at Lollapalooza. Señorita drinks were difficult to find and only available at select GA, GA+ and VIP bars, though RYTHM Inc. did its best to market them, including investing in a flyover plane carrying a banner.

“I didn’t know where to find them. I was looking at all the alcohol tents and it wasn’t at any on the main strip — this is the first place I’ve seen it,” said Layla Contreras at a 21-and-over cocktail bar near Buckingham Fountain. The 25-year-old who lives near Midway Airport and is a regular consumer saw the drinks promoted on an ad on Instagram and was keen to find them this weekend.

Yet, once purchased, guests can take the THC drinks out onto the grounds, said bar manager Arlene Gonzalez. She noted the Señorita drinks have been incredibly popular all weekend, with ongoing sales from “open to close,” especially the mango flavor. The other option, lime jalapeño, wasn’t far behind. “We sold out of mango yesterday and we only had one four-pack left of the lime,” she noted.

Megan Daniels, who traveled from Salt Lake City, Utah to see Charli xcx and Zara Larsson perform on Friday, loved the mango option. “It’s really sweet. I can’t even tell there’s THC in it,” she said. “It’s super easy to drink.” Being able to buy Señoritas at the festival was a nice surprise for the 27-year-old who says THC drinks help with her anxiety and chronic back pain due to the relaxing effects. As she noted, the drinks are banned in Utah unless you have a medical ID.

“It’s super nice to have this option at a festival. I don’t have to worry about bringing my own stuff. I can just get a drink here,” she said.