Crosstown Brewing Co. has entered the THC beverage space with a new line of seltzers called Orbit, a move that makes them the first Memphis brewery to can and distribute a product of this kind.
Orbit is available in three strengths of hemp-derived THC — 10mg, 25mg, and 50mg per 12-oz. can. The beverage has no alcohol, sugar or calories, and comes in Peach Tea and Blueberry Lemonade flavors, with more on the way.
“It drinks like a La Croix,” Crosstown co-founder Clark Ortkiese told Memphis Beer Blog, describing Orbit as a lightly flavored sparkling water.
Some customers may drink Orbit as a relaxing substitute for alcohol at social events, while others may embrace the product for pain and stress relief.
Ortkiese said seltzers like Orbit have a faster onset than gummies, as quickly as 15 to 20 minutes instead of 45 minutes to an hour.
Crosstown sources its full-spectrum THC from Volunteer Botanicals, a Tennessee-based company that provides emulsified, water-soluble THC that can be infused into beverages.
“They take the hemp plant and they process it and press it and ultimately distill it. And then they get the same THC that you would get from what they call marijuana,” Ortkiese explained. “It’s the same chemical compound (as marijuana-derived THC), but because it’s hemp-derived, it’s compliant.”
While some breweries might try to put some distance between their beers and a THC seltzer, Crosstown has put its name and logo front and center on cans of Orbit.
“We’re proud of our Crosstown name and our Crosstown neighborhood,” Ortkiese said. “And we think that it brings with it an expectation of quality and integrity. We intend to make this new product with those same ideals in mind, so we didn’t see any reason to not let it share its brand with our beer products.”
Crosstown quietly launched its Orbit line in late 2024, and quickly found interest to be high.
Orbit is now being distributed in Tennessee, Mississippi, Alabama, Georgia, Florida, and North Carolina, with additional states expected to follow. That geographical footprint already surpasses Crosstown’s beer distribution network.
To celebrate the launch and help introduce Orbit to the Memphis scene, Crosstown is hosting the inaugural Orbit Fest this weekend on Saturday, April 12.
The free event at Crosstown’s taproom, 1264 Concourse Ave., will feature samples of Orbit, live music curated with a “THC-friendly” vibe, plus local artists, vendors and activities for all ages.
A budding business opportunity
The 2018 Farm Bill paved the way for THC-infused products like gummies and other edibles that have popped up on Tennessee store shelves. The federal bill legalized hemp and its derivatives as long as the THC content in the hemp plant does not exceed 0.3% by dry weight.
Cannabis with concentrations greater than 0.3% is classified as marijuana and remains illegal to grow, sell or possess in Tennessee.
Euromonitor International, a London-based data analytics and research firm, projects that in the United States alone, the market for hemp-derived THC beverages could reach $4.1 billion by 2028, That would be a massive increase from the estimated $239 million in 2023.
For craft breweries across the country, many of which are seeing beer sales on the decline, THC beverages are a way to diversify and adapt to the shifting landscape of beverage consumption.
New Orleans’ Urban South Brewery, for example, has released the Driftee line of canned THC seltzers. Flyway Brewing Memphis also recently added a Black Cherry Delta-9/CBD-infused seltzer to its taproom offerings.
At Crosstown, Ortkiese said his interest was piqued just last year at a distributor’s retirement party.
“We had seen it in the market and kind of turned our noses up,” Ortkiese said. “But then one of the guys from their operation was sharing with us what the pricing looked like and what the volumes looked like. It got my attention greatly.”
From there, Ortkiese, along with his co-founder Will Goodwin and the Crosstown team, began exploring how to bring a THC-infused beverage to market.
“It seemed so foreign to us that it could be reputable and on the up-and-up,” Ortkiese said, “but it is.”
Over the last year, Crosstown has had to navigate legal uncertainties and take a crash course in hemp regulations. They consulted with lawyers and industry groups and found confidence in Tennessee’s emerging hemp industry.
Whether Orbit becomes a major portion of Crosstown’s business remains to be seen.
Ortkiese said he’s tying to not put too many expectations on it, but he’s taking it seriously. In fact, he’s written what he thinks is the first THC beverage best practices guide, which he’s shared with distributors to help get everyone on the same page and using the same language.
Meanwhile, Crosstown didn’t need to overhaul its Midtown brewing facility for this new venture. Orbit is made using much of the same equipment already used for beer production, with some changes to process.
“I think we found out that we’re a beverage company. We’re a beer company, but we’re also a beverage company,” Ortkiese said. “We’ve gotten pretty good at certain things, and this product certainly fits that mold very well.”
Where to find Orbit in the Memphis area
Crosstown does not currently sell Orbit in its taproom due to zoning restrictions related to its proximity to Crosstown High School.
But, locally, Orbit is easy to find. It’s available across Shelby County in most liquor stores that carry THC products, as well as some bars, restaurants and independent grocery stores.
While subject to change, restaurants and bars that are serving Orbit include Louis Connelly’s Bar, Slider Inn Downtown, Bardog Tavern, Aldo’s Pizza Pies Downtown, and Young Ave Deli.
Stores currently selling Orbit include:
- South Point Grocery and Cordelia’s Market in Downtown
- Daily Market, Joe’s Wines & Liquor, and Kimbrough Fine Wine & Spirits in Midtown
- The original Buster’s, Buster’s East, Liquor & Wine Depot, Yorkshire Liquors and Kirby Wine & Liquors in East Memphis
- Both Cork’s locations and Germantown Village Wine & Liquor in Germantown
- Poplar Wine & Spirits in Collierville
- Bartlett Wine & Spirits and Charlie’s Wine & Spirits in Bartlett
- Caesar’s Wine & Liquor, Lake District Wine & Liquor, and City Center Liquor in Lakeland
- Vescovo’s Arlington Liquors and Arlington Travel Center in Arlington
- Millington Liquor Store in Millington