Why the cannabis beverage industry must standardize predictable onset times

“Alcohol use is declining. THC is swooping in” reads the title of a piece posted by CNN in May of this year. In one section of the article, the author states, “The time is right for a THC beverage boom. Many Americans are embracing a California sober lifestyle — drinking less alcohol, which they see as harmful to health, and trying out marijuana instead. A study published in 2024 found that a higher number of Americans reported using cannabis every day than drinking alcohol daily.

The time IS right to swap out that gin and tonic or IPA for an infused beverage, because as most consumers who have tried them can attest, they offer a flavorful, social, and potentially healthier alternative to traditional forms of cannabis such as flower or edibles. However, when replacing alcohol with an infused beverage in a social setting, one factor is critical: predictable onset time. For both beverage producers and consumers, understanding how a cannabis beverage takes effect in the body is important for a positive, satisfying, safe experience.

Beverages vs. bites: how the body processes cannabis

To understand the importance of predictable onset, we first need to understand how the body processes cannabis in different forms.

When you smoke or vape cannabis, cannabinoids like THC or CBD are absorbed almost immediately into the bloodstream through the lungs, leading to rapid onset effects, typically within minutes.

Traditional edibles, such as gummies, brownies, or cookies, take a longer route. The cannabinoids in these products must first pass through the digestive system, where they are metabolized by the liver into a more potent compound, 11-hydroxy-THC. This process can take anywhere from 30 minutes to over two hours, and the effects can be intense and long-lasting, often from four to six hours or more. A delayed, variable onset of traditional edibles can create anxiety and accidental overconsumption for consumers, which can lead to those infamous “edible horror stories.”

Cannabis beverages, particularly those using advanced emulsion technology, offer an onset time that is much faster and more predictable than edibles.

As every cannabis scientist will tell you, cannabinoids are naturally hydrophobic (water-repelling), making them difficult to evenly disperse in water-based drinks and for the body to absorb efficiently. To ensure a THC beverage has a predictable onset time, you must first emulsify your cannabinoids. Emulsification is the process of combining two liquids that typically don’t mix (immiscible liquids), like oil and water, to form a stable solution. Emulsification eliminates the hydrophobia problem by breaking down cannabis oil into microscopic, water-soluble particles. Coated with emulsifiers, you can formulate these droplets to mix seamlessly with water and be absorbed into the body much more readily and quickly.

How beverages achieve a 5- to 15-minute onset time

When you consume an emulsified cannabis beverage, a small amount of the THC can be absorbed directly through the oral mucosa, the tissue and membranes in your mouth and under your tongue (similar to what occurs when using a sublingual tincture). Then, the rest of the cannabinoids travel quickly through your digestive system. Because the cannabinoids are already in a water-friendly, highly bioavailable emulsion, they bypass much of the “first-pass metabolism” in the liver.

This enables a significantly faster onset than a traditional edible, typically within five to 15 minutes, with effects peaking around 60 to 90 minutes, depending on stomach contents and other variables. The duration is also generally shorter, usually lasting two to four hours.

Comparing onset predictability and aftereffects of alcohol vs. infused beverages

The social appeal of cannabis beverages often draws parallels to alcoholic drinks, emerging as an alternative for consumers seeking a mindful way to socialize, offering the enjoyment of a crafted beverage minus the traditional drawbacks of alcohol. Cannabis beverages made with stable emulsions can have reliable onset times of five to fifteen minutes, similar to those of alcoholic beverages.

When a person drinks alcohol, whether it’s a glass of wine, a cocktail, or a shot of whiskey over the rocks, the effects are relatively quick and predictable, often kicking in within ten to thirty minutes. It’s relatively easy for a consumer to assess their intoxication level and decide when, and if, to have another drink.

Cannabis beverages, especially those made with stable emulsions, have faster, more consistent effects that give consumers a sense of control over their experience, without the fear of an overly intense or unexpectedly delayed experience. (If you’ve ever taken a cannabis gummy or brownie, waited an hour, and took a second one only to be overwhelmed later, you’ll understand the value of a quick and predictable onset time!)

The focus here is primarily on onset time, but it’s worth mentioning that the aftereffects of cannabis versus alcohol offer value as well. Cannabis-infused beverages typically do not lead to the dreaded hangover associated with alcohol, offering a clearer-headed, less painful experience the next day.

Choosing the right emulsion formulator: get the data

For cannabis beverage producers who put the customer experience first, choosing the right emulsion supplier is a critical element for product success. A high-quality, stable emulsion is the key ingredient for achieving that desired predictable, quick onset and smooth offramp.

Since most emulsion suppliers make the same claims, how do you know what to look for? When evaluating emulsion supplies, make sure to request and receive the scientific test data for the following:

• Bioavailability and rate of onset: The primary goal of an emulsion is to make cannabinoids more bioavailable and thus faster acting. Emulsion technology is key here, ensuring the optimal particle size for optimal absorption.
• Stability and homogeneity: But particle size alone isn’t everything. If consumers who purchase the product within a week of packaging have a different experience from those who purchase six months later, the brand and product reputation will suffer. An emulsion needs to remain stable throughout the product’s shelf life. This means no sedimentation and no creaming, and consistent cannabinoid distribution from the first sip to the last. Ask your provider for 30-, 60-, 90-day and six-month testing data.
• Sensory profile: Cannabinoids can have a naturally bitter or grassy taste. The flavor of a high quality emulsion will be neutral, allowing the beverage’s intended taste profile to shine through. Suppliers should offer solutions that result in a clean sensory experience, free from soapy tastes or off-notes.
• Safety and clean label: The quality of the ingredients used in the emulsion is critical. Seek and prioritize suppliers who use GRAS (Generally Recognized as Safe) ingredients, ensuring consumer safety and facilitating clean label claims.
• Scalability and support: As demand for cannabis beverages grows, producers need an emulsion supplier that can scale with their operations. This includes consistent, reliable supply, technical support for formulation and production, and expertise in navigating the complexities of cannabis manufacturing. Ask about the size and scale of current and past brands and how increasing demands were met.
• Track record and market validation: Partnering with an emulsion supplier with a proven track record of powering successful, industry-leading cannabis beverages will provide invaluable peace of mind. Beverage companies should look for companies with established relationships and products that have resonated positively with consumers.

Setting predictable onset standards is the future of cannabis consumption

A predictable, consistent onset time is the cornerstone of a safe, enjoyable, and successful cannabis beverage. This crucial factor is how cannabis-infused drinks truly compete with alcohol, offering a familiar sense of control over the experience while providing distinct advantages without the dreaded hangover. For consumers, predictable onset means they can confidently explore cannabis in an approachable format.

To consistently deliver this experience, beverage producers must prioritize partnering with an emulsion formulator that provides high-quality ingredients and robust data. This partnership is the key to ensuring quick, reliable onset times and a smooth experience for the consumer, ultimately establishing cannabis beverages as a leading alternative to alcohol in a rapidly evolving market.