As Gen Z and Millennials Embrace the Sober Curious Lifestyle, 1906 Redefines Social Drinking with THC-Infused Innovation

NEW YORK, Feb. 18, 2025 /PRNewswire-PRWeb/ -- 1906, a pioneering cannabis brand, today announced the launch of Off Duty, a revolutionary THC-infused beverage additive redefining social drinking. Unlike pre-packaged THC seltzers, Off Duty is a portable, flavorless, and fast-acting cannabis shot that can be added to any beverage, allowing consumers to enjoy the ritual of drinking without the downsides of alcohol.

Americans are turning their backs on alcohol and moving toward a more sober-curious, controlled lifestyle. The trend is most prominent among Gen Z consumers, with 65 percent planning to drink less and 39 percent intending to stay completely alcohol-free this year. In contrast, 25 percent of adults have expressed interest in CBD and THC-infused products. The alcohol industry is facing a reckoning and as consumers continue to make their preferences clear, THC beverages are a step forward. But they come with limitations in taste and where you can experience them. 1906 aims to change that with Off Duty, a universal, flavorless cannabis shot that consumers can add to any beverage of their choosing.

"The data is undeniable—drinking habits are evolving and today's consumers want better choices," said Peter Barsoom, CEO and Co-Founder of 1906. "In our nine years of business, we've established ourselves as a leader in the cannabis space, and as social culture shifts, 1906 is at the forefront. As drinking culture evolves, 1906 is once again setting the new standard for how people unwind and connect. Off Duty is a first-of-its-kind product that provides a balanced, controlled, and fast-acting experience that works with any beverage."

Unlike other THC-infused canned drinks on the market, Off Duty empowers consumers to customize their drinking experience. The single-serve, portable, and discrete packets fit seamlessly into every lifestyle. It gives consumers the power to add directly to any drink of their choosing, from mocktails, sparkling water, or their morning smoothie. Each snap packet has 5mg THC and 5mg CBD and effects kick in within 20 minutes, offering a consistent, controlled, and enjoyable experience.

Founded in 2016, 1906 is the industry leader in microdosing cannabis, revolutionizing the industry by creating the first and only pharma-grade, plant-powered, and fast-acting edibles. The brand applies powerful pharmaceutical technology to plant medicine, producing a precise and targeted experience that is plant-based, controlled, and works within 20 minutes or less.

Off Duty launches nationwide on February 18 ($45 for 10 packets) on 1906's website. For more information, visit 1906.shop, our Instagram or text (845) 288-4655.

About 1906:
1906 is a pioneer in cannabis wellness, dedicated to creating fast-acting, plant-based solutions for modern health challenges. From pain and stress to sleep and focus, 1906 empowers people to live healthier, fuller lives—naturally. Each of our experiences–GO for energy, GENIUS for focus and creativity, BLISS for enhancement and depression, LOVE for sex and arousal and connecting with your heart, CHILL for anxiety and relaxation, SLEEP for a more restful bedtime experience, and PAIN for relief— are pharma-grade technology applied to plant medicine and offer a cannabis experience like no other: precise, curated and effective. For the first time ever, people can consume cannabis targeted for exactly what it is they seek, allowing people precise control over how they want to feel. By emphasizing targeted, medicinal effects over the traditional 'high', our cannabis experiences are more accessible to more people.

Media Contact

Peyton Weaver, 1906, 425-877-0822, 1906@solcomms.co, https://1906.shop

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SOURCE 1906