Introducing CURRNT!
CURRNT LAUNCHES THC-INFUSED FUNCTIONAL DRINKS FOR THE “MODERN MIND” – PROJECTED $339 BILLION INDUSTRY IS MILLENIAL & GEN Z’s GO-TO ALTERNATIVE TO BOOZE
CURRNT by RiverBluff Collective is the new cannabis and adaptogen drink line designed for modern minds, with 10mg THC-infused functional ELIXIRS rolling out in June of 2025 online & in-stores. Crafted to offer an intentional alternative to alcohol with adaptogenic ingredients such as mushrooms, targeted cannabinoids, and zero hangovers, CURRNT is redefining what it means to “grab a drink” in 2025.
Available in energy-boosting and calming formulas, CURRNT’s 10mg THC beverages combine minor cannabinoids like CBG and CBN with other powerful plant ingredients like reishi mushroom, ashwagandha and L-theanine (found in green tea leaves & some mushrooms) to help consumers’ tune in to their experience. Higher-dose 50mg and 100mg THC-only options will also be available for more seasoned consumers.
“People are realizing drinking alcohol doesn’t align with how they want to feel, physically or mentally,” says Ali Gansemer, part-owner of RiverBluff Collective. “CURRNT was created for this new wave of conscious consumers, especially Gen Z, who are more wellness-minded, more curious about cannabis, and more aware of what they’re putting in their bodies.”
CURRNT’s launch aligns with powerful market shifts. According to a 2025 Forbes report, younger consumers are fueling the rise of functional beverages, and it’s reported that Millennial and Gen Z, on average, are drinking less alcohol than previous generations.
CURRNT answers that demand with functional ingredients, balanced effects, and feeling-forward formulas that feel good today, and tomorrow morning. It’s not about numbing out – it’s about tuning in.
About CURRNT
CURRNT is a beverage brand focused on functional, intentional drinks for modern lifestyles. Crafted with real adaptogens, functional mushrooms, and cannabinoids like THC, CBN, and CBG, CURRNT is the new go-to mood drink brand for modern minds.
CURRNT was created by RiverBluff Collective, a woman-, family-, and combat veteran–owned cannabis company proudly headquartered in Dubuque, Iowa. Grounded in accessibility & wellness and driven by innovation, RiverBluff is committed to reshaping the way people connect with cannabis.