Shake-Up, a canned-cocktail brand with a distillery at the Indiana State Fairgrounds, will mark the end of its Delta-9 hemp beverage line with a free, prohibition-themed party. The November 7 event is also a final discounted sales opportunity before a federal rule change takes effect.
The party runs from 5 to 10 p.m. Saturday, November 7, and is open to guests 21 and older; parking is free, according to WISH-TV. A DJ, Cali Boys burritos and an artisan vendor marketplace are planned alongside Shake-Up’s canned drinks. The brand will offer its Delta-9 beverages at 40 percent off, while its regular cocktail lineup will also be available.
Federal Hemp Rule Sets a December 2026 Deadline
The federal change stems from a provision in a government spending bill passed by Congress in November 2025. WISH-TV describes the measure broadly as a ban on Delta-9 THC beverages, gummies, CBD products and other hemp-related items. A Congressional Research Service summary says the effective date for portions of the federal hemp definition was delayed until December 11, 2026, under the Continuing Appropriations and Extensions Act, 2027.
Shake-Up co-owner Dan Fahrner told WISH-TV that many customers remain unaware of the coming rule. He said the brand’s hemp beverages gained traction after the pandemic as some drinkers reduced their alcohol consumption, and that customers have told him the drinks helped with anxiety and sleep. Fahrner also described flavors such as cranberry ginger and lemon shake-up, made with real ingredients, as having no hemp taste, the station reported.
A Mixed Season at the Fairgrounds
The fairgrounds season had its setbacks: flooding led to several rain-outs, WISH-TV reported. A week of record attendance brought overall numbers back to about average, and the pickle lemonade shake-up introduced at the fair remained in stock afterward.
Companies Choose Different Paths Ahead of the Deadline
Hemp beverage companies are responding to the deadline in different ways, according to VICE. Cycling Frog says it plans to expand into state-regulated cannabis markets in Oregon and Washington while developing federally compliant products. Cornbread Hemp has not announced a final production run or last-order date. Five and Vena plan to discontinue their THC seltzer lines on December 11, while Soul says its Out of Office sparkling drinks will stop shipping that day and will not be restocked.
The stakes extend well beyond any single brand's cooler case. A Whitney Economics report cited by the Los Angeles Times estimated the ban could cut retail revenues by $28.3 billion and displace 225,000 jobs nationwide. The same report notes that some alcohol retailers, including Total Wine & More, have defended the hemp beverage category because its sales have helped offset falling alcohol sales elsewhere in their stores.
The category had been on a genuine growth run right up until the deadline arrived. A Hemp Beverage Alliance report compiled from wholesale depletion data at 26 participating brands, published by Beverage Information Group, found case-equivalent volume jumped 133 percent year over year, climbing from 692,435 cases in 2024 to 1,616,075 cases in 2025. That same report found drinks with 6 to 10 milligrams of THC overtook stronger formulations in market share last year, with sales peaking during summer months and toward the end of the year.
Retail data show the market’s recent growth
A separate measure of the U.S. market found THC beverages generated $239 million in sales in the 52 weeks ending April 4, 2026, up 135 percent year over year, according to a NIQ report cited by Brewbound. The report covered more than 1,170 UPCs and 200 brands across measured mainstream retail channels, including total U.S. xAOC, convenience and select liquor open-state retailers.
Shake-Up distributes its Delta-9 products nationally, giving the fairgrounds send-off significance beyond Indianapolis. The November 7 party comes ahead of the December 11, 2026, effective date for portions of the federal hemp definition.
