The United Center in Chicago is set to make history next month by becoming the first major American sports arena to sell THC-infused beverages during live events, including Chicago Bulls and Blackhawks games. This groundbreaking move reflects a significant shift in consumer preferences toward non-alcoholic alternatives in entertainment venues.
A Pioneering Partnership with Local Roots
The iconic stadium announced on Tuesday that it has entered into a multi-year partnership with Chicago-based beverage company RYTHM. The collaboration will see the introduction of RYTHM's hemp-derived THC drink, Señorita, to patrons aged 21 and older at all United Center events beginning in February.
"We are excited to introduce Señorita and RYTHM to the live entertainment space," stated Joe Myhra, Chief Operating Officer at United Center. "As we continue to evolve offerings for our guests, RYTHM's Chicago roots made its beverage line a natural fit for the United Center experience."
Responding to Changing Consumer Habits
Each Señorita drink contains five milligrams of THC derived from hemp, providing an alternative to traditional alcoholic beverages. Ben Kovler, CEO of RYTHM, emphasised that this partnership addresses evolving consumer demands.
"Bringing Señorita and RYTHM to the United Center reflects a simple truth: consumers want non-alcoholic options, and leading venues are responding," Kovler explained. "The United Center is one of the world's premier venues and continues to set the standard for live entertainment with the introduction of these modern, responsible options."
Broader Trends in Beverage Consumption
This innovative move comes against a backdrop of significant changes in American drinking habits. According to an August Gallup poll, alcohol consumption in the United States has reached its lowest level since 1939, with just 54 percent of Americans reporting they drink alcohol.
The decline is particularly pronounced among younger adults, who are increasingly exploring alternatives to traditional alcoholic beverages. A separate August survey by Drug Rehab USA revealed that 66 percent of Gen Z and Millennial respondents had tried alcohol alternatives in the previous six months.
Cultural Shift in Entertainment Venues
Notably, 24 percent of younger respondents reported they had "at least partially" substituted alcohol with non-alcoholic or cannabis-infused drinks. This data suggests a cultural shift that entertainment venues like the United Center are now beginning to accommodate.
The United Center's announcement positions the venue at the forefront of this emerging trend in the sports and entertainment industry. As one of America's most prominent arenas, its decision to offer THC-infused beverages could influence similar venues across the country to reconsider their beverage offerings.
This development represents more than just a new product line—it signals a fundamental change in how major entertainment venues approach consumer preferences and responsible drinking options in the modern era.
