MoreBetter, a leader in Real-World-Data collection and consumer health research, is expanding an observational research study aimed at understanding the impact of THC-infused beverages on alcohol consumption, mood, and quality of life.
Over 2,500 participants have either completed or are currently active in the first cohort of the three-week study, since its announcement on April 10th.
“In the four weeks since announcing the first cohort, thousands of consumers and dozens of beverage brands, manufacturers, and distributors have reached out to participate in the second cohort of the study, taking place this summer, says MoreBetter CEO, Kevin Provost. The first cohort is represented by twenty different infused beverage products, which sponsoring brands supply to qualified participants for their use throughout the course of the study.
“Partnering with MoreBetter on the first hemp-infused beverage study is a powerful step in validating what we already know: These products have the potential to change lives. This collaboration isn’t just about data, it’s about helping people feel good, safely and intentionally” says Sasha Pieterse, CEO of Hippy Water, and a sponsor of the study.
A Timely Research Study
In recent months, legislators and beverage supply chain participants have been circulating the outgoing Surgeon General’s New Advisory Link Between Alcohol and Cancer Risk, which outlines how alcohol is the third leading preventable cause of cancer, despite less than half of Americans recognising it as a risk factor for cancer. As consumers begin to seek alcohol alternatives, lawmakers and beverage brand stakeholders want to gain insight into how consumers are using hemp-derived products, and what lifestyle changes or perceived wellness outcomes might result after consumption.
One such brand is 1906. “The alcohol industry isn’t being disrupted by a new drink—it’s being redefined by a new mindset. Consumers are demanding healthier, more intentional ways to socialize.”, says 1906’s CEO, Peter Barsoom, a sponsor of the study.
Meanwhile, legislators are in the process of making decisions on how to regulate hemp-derived products at state and regional levels, but in the absence of Real World Data. With over 5,000 individuals across both cohorts participating in the Infused Beverage Study, MoreBetter and sponsoring brands are working with legislators and regulators in an effort to provide data-backed insights that will help inform sensible policy and legislation. “We want to thank the participants in this study for helping us understand how our products affect their quality of life so that we can communicate to lawmakers why hemp products are so important to Americans today.”, said Cornbread Hemp Co-Founder and CEO, Eric Zipperle.
While canned THC-Infused seltzers, sodas, and tonics, are the primary form factors being studied, MoreBetter is also investigating 750ml bottles used as mixers, dry powder mixes, 1.5-2 oz “shots”, and tincture “droppers” in an effort to study how various doses and administration methods may impact a consumer’s perceived experience.
“We created Hightail to empower overburdened people to find their moment to sip in some fun—without sacrificing tomorrow. As a brand rooted in trust, quality, and transparency, it’s an honor to support MoreBetter’s work to bring data and insight to how infused beverages are impacting people’s lives.” said study sponsor and Hightail CEO Anna Baskins.
Individuals interested in joining the Infused Beverage Study may visit mystudi.es/bevstudy to learn more and register for the current cohort taking place currently, or the second cohort, taking place this summer.
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