US hemp beverage brands are facing a challenge to their existence. A potential federal prohibition is looming for beverages containing more than 0.4MG of hemp-derived THC from retail and online sales.

Herb Light, the non-alcoholic cannabis brew with just 1MG of THC, is launching a campaign with the endorsement of the Hemp Beverage Alliance, speaking on behalf of the category to urge Americans to take action to prevent the ban. The brand’s Cheers Against Prohibition initiative, allows buyers of a 12-pack of Herb Light, to add on a six-pack of Herb Lights that Herb Light will send to their congressperson, along with a letter on their behalf encouraging Congress to pass the bipartisan Beverage Regulatory Parity Act which supports reasonable THC beverage legislation. The initiative will be available nationwide in states that currently allow THC beverages to be purchased.

Staying true to the brand’s nostalgic ‘80s vibes created by Quality Meats, the brand launched the campaign with a film in the vein of Ronald Reagan’s famous 1984 political ad celebrating Morning In America, only this version celebrates the hangover-free morning after a night drinking a non-alcoholic THC beverage, and how tomorrow’s morning is uncertain if the upcoming December regulatory deadline prohibits the sale of THC beverages. The film drives viewers to HerbLight.com/CheersAgainstProhibition to purchase a round of Herb Lights for themselves and their congressperson, which the film depicts with a bald eagle dropping Herb Light into an “AI congressman’s” hands that he cracks open while in the Washington Monument reflecting pool.

“Most consumers don’t even know there’s a federal ban in the works – much less that it goes into effect in a matter of weeks – so we wanted to call attention to that for the entire category,” stated Gordy Sang, co-founder of Herb Light. “It’s like we’re doing a prohibition sequel, even when the first prohibition movie was awful. Zero stars.”

Adapting to state and federal bans will be relatively easy for Herb Light, as the super-low dose brand is currently producing a 0.4MG version to sell once the bans commence. But it won’t be easy for other higher-dose brands, the majority of which will only be able to be sold in dispensaries.

“While it makes sense for a super-low dose beverage like Herb Light to offer an even more super-low dose 0.4 MG version, it doesn’t make as much sense for brands with higher doses,” added Jon Schiff, co-founder of Herb Light. “Instead of banning it completely and eliminating an entire multi-billion-dollar industry that creates hundreds of thousands of jobs and gives adults a safer/healthier beverage alternative to socialise with, just regulate it responsibly.”