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THE CONSUMER OCCASIONS
THE
UNWIND

THC drinks are not just alcohol replacements—they’re a new cultural medium for how people unwind, connect, create, and feel.

THE UNWIND
(Taking the edge off)

  • When: After work, in the evening
  • Where: At home, on the couch, porch, or with family
  • Why: To decompress from the stress and intensity of the day
  • Vibe: Calm, cozy, still functional. Relaxed, not groggy.
  • Replace: Wine with dinner, beer after work, a hit of weed
  • Quotes: "It loosens me up and makes my mind less busy."
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Not Just Drinking Culture. Social Culture.