What US THC drinkers told us
Quick answer
We asked Little Rick customers in the US why and how they drink THC. 55 people completed the survey between October 29 and November 7, 2026. Most drink a can to wind down on a weeknight at home (60%). The top reason is to relax (70%), and 38% use it to cut down on alcohol. 74% are cutting back on alcohol or have stopped. 89% would recommend Little Rick to a friend. Most respondents were 55 or older, and 25mg was the most common usual strength.
- When: weeknight wind-down at home (60%), before bed (15%).
- Why: to relax (70%), to cut down on alcohol (38%), to sleep better (30%).
- What matters most when choosing a drink: the effect, then "no alcohol, no hangover."
Survey dates: October 29 to November 7, 2026. The survey is still open: 55 completes so far, and we’ll update these figures as more answers come in. Published November 2026. Small sample: read the results as a picture of our customers, not of all THC drinkers.
About the survey
- Who: US Little Rick customers on our email list, invited in groups: subscribers, repeat buyers, one-time buyers, lapsed customers and people who signed up but hadn't bought.
- Completed responses: 55 (32 subscribers, 13 repeat buyers, 6 lapsed customers, 2 one-time buyers, 2 who had never bought). Staff test responses are excluded.
- How: an online survey we ran ourselves. Everyone who finished got an $8 reward, whatever they answered.
- Base sizes: not everyone saw every question (lapsed and never-bought customers had a shorter version), so each result shows how many people answered it. Percentages are rounded.
Who answered
| Age (54 answered) | Share |
|---|---|
| 65 or over | 43% (23) |
| 55 to 64 | 22% (12) |
| 45 to 54 | 17% (9) |
| 35 to 44 | 15% (8) |
| 25 to 34 | 2% (1) |
28 women and 25 men answered the gender question. 36% of those who answered (19 of 53) are retired. 44 of 53 have no children under 18 at home. It's an older audience that mostly drinks at home.
When they drink it
Asked when they most often reach for a Little Rick (55 answered): a weeknight wind-down at home 60% (33), to switch off before bed 15% (8), a weekend evening at home 11% (6), another time 11% (6). Only 2 people said with friends or when out.
Why they drink it
Up to three answers each (47 answered):
| Reason | Share |
|---|---|
| To relax or take the edge off | 70% (33) |
| To cut down on alcohol | 38% (18) |
| To sleep better | 30% (14) |
| To feel sociable without a hangover | 17% (8) |
| Something grown-up that isn't alcohol | 17% (8) |
| The taste | 13% (6) |
THC drinks and alcohol
Asked about their drinking right now (46 answered): 46% (21) are actively cutting back and 28% (13) have stopped completely. 20% (9) drink alcohol and are happy with how much.
Asked what they would drink in that moment if Little Rick didn't exist (45 answered), 47% (21) named alcohol: spirits or a cocktail 22%, wine 13%, beer, cider or hard seltzer 11%. Another 33% (15) would reach for another THC drink. We compare the two in THC drinks vs alcohol.
"It tastes really good and you feel a relaxing buzz but you remain present unlike alcohol."
Timothy, 45 to 54
Strength, flavor and how much
- Usual strength (42 answered): 25mg 45% (19), 10mg 33% (14), 5mg 10% (4), 60mg 7% (3), it varies 5% (2). Our strength guide explains the differences.
- Favorite flavor (44 answered): Raspberry Coconut 34% (15), then Piña, Mojito and "not sure yet" at 14% (6) each, Raspberry Lemonade and Black Cherry 9% (4) each, "I like the mix" 7% (3).
- Cans in a typical week (44 answered): 3 to 5 cans 43% (19), 1 to 2 cans 27% (12), 6 to 10 cans 20% (9), less than 1 can 9% (4).
What matters when choosing an evening drink
We showed people four attributes at a time and asked which mattered most and least (a method called MaxDiff; 51 to 53 people answered each set). Ranked from most to least important:
- The effect
- No alcohol, no hangover
- Natural ingredients, zero sugar and price per can (close to level)
- Zero calories
- No artificial sweeteners
- Tastes like the real thing (wine, beer or a cocktail)
In other words, people want a drink that works and isn't alcohol. They don't need it to imitate wine or beer.
On sugar (52 answered), 48% (25) would rather have zero sugar with a natural sweetener like stevia, 35% (18) would rather have a little real sugar and no sweeteners, and 15% (8) don't mind. On calories (54 answered), 46% (25) check and choose low or zero.
How they found us
- First heard about Little Rick (52 answered): saw it in a shop 31% (16), Facebook 23% (12), Google search 15% (8), a friend or family member 10% (5).
- First can (46 answered): ordered online 48% (22), in a shop 30% (14), at a friend's 11% (5).
- Where they shop most (52 answered, pick any): Amazon 52%, a local liquor store 31%, Costco 23%, Walmart 19%.
Shops matter: nearly a third of respondents first heard about Little Rick by seeing it in a shop. Find stores near you with THC drinks near me.
What nearly stopped them
We asked buyers what almost stopped them buying the first time, in their own words (47 answered). By our count, about half said nothing did. Eight mentioned price or cost, two mentioned shipping, and five weren't sure about THC, the dose or whether it would work.
"I was new to THC and not sure of the dosage."
Gabrielle, 45 to 54, now a repeat buyer of Piña 10mg
Value, and what would make them buy more
Compared with what they'd otherwise drink (42 answered), 19% (8) said Little Rick is great value, 50% (21) fair and 31% (13) a bit pricey. Nobody chose "too expensive." What would make them buy more often (44 answered, up to two each): a lower price per can 45% (20), being in shops near them 34% (15), new flavors 16% (7).
Of the 30 subscribers asked, 80% (24) said their subscription is just right.
Would they recommend it?
On a 0 to 10 scale (47 answered), 89% (42) gave a 9 or 10 and one person gave less than 7. That is a Net Promoter Score of +87. The people they'd recommend it to (45 answered): friends who are cutting back 58%, their partner 33%, friends who don't drink 29%.
In their own words, describing Little Rick to a friend who has never tried it:
"Like a big chill pill, not a high."
Dawn, 55 to 64, Raspberry Coconut 10mg
"It's delicious and you can set your own pace once you understand the dosage."
Gabrielle, 45 to 54
"A drink that's absolutely delicious and it's strong but you don't feel it right away. You only need one and you're good for the night."
Matt, 35 to 44, Mojito 25mg
Everyone quoted agreed to be quoted with their first name. Quotes appear as they were written.
What we're doing with it
- Clearer dosing help for first-timers: our guide to how long THC drinks take to kick in and our strength guide.
- More stores, because nearly a third of respondents first saw us on a shelf.
- Mocktail ideas for the weeknight wind-down: THC mocktail recipes.
FAQ
Why do people drink THC drinks?
In our survey of 55 US customers, the top reasons were to relax (70%), to cut down on alcohol (38%) and to sleep better (30%).
Who drinks THC drinks?
Among our customers who answered, 65% were 55 or older, slightly more were women than men, and most drink at home on weeknights.
Do people use THC drinks to replace alcohol?
Many do. 74% of our respondents are cutting back on alcohol or have stopped, and 47% said they would otherwise be drinking alcohol in that moment.
What strength do regular THC drinkers choose?
Among our buyers who answered, 25mg was the most common usual strength (45%), followed by 10mg (33%). New drinkers should still start at 5mg.
How big was the survey?
55 completed responses from US Little Rick customers, collected October 29 to November 7, 2026. It's a small sample of our own customers, so treat the results as directional.
Source
- Little Rick US customer survey, run in-house, October 29 to November 7, 2026. 55 completed responses; test responses excluded. Respondents received an $8 reward for completing, independent of their answers.