Why Tilray is betting on the growing popularity of THC drinks as cannabis sales drop
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Apr 08 2025
0mins
Should l Buy TLRY?
Source: MarketWatch
Expansion of Product Line: Tilray Brands Inc. has successfully launched its hemp-derived THC drinks in 10 U.S. states, aiming for growth despite a decline in core cannabis sales.
Impact of Tariffs: The company anticipates no adverse effects from tariffs as its U.S. beverage brands are manufactured and distributed domestically, while Canadian cannabis products are also produced within the country.
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Analyst Views on TLRY
Wall Street analysts forecast TLRY stock price to rise
4 Analyst Rating
1 Buy
3 Hold
0 Sell
Hold
Current: 7.490
Low
8.50
Averages
9.57
High
10.00
Current: 7.490
Low
8.50
Averages
9.57
High
10.00
About TLRY
Tilray Brands, Inc. is a global lifestyle and consumer packaged goods company. The Company operates through four segments: Cannabis operations, Distribution business, Beverage alcohol business and Wellness business. The Cannabis operations, which encompasses the production, distribution, sale, co-manufacturing and advisory services of both medical and adult-use cannabis. The Beverage alcohol operations, which encompasses the production, marketing and sale of beverage alcohol products. The Distribution operations, which encompasses the purchase and resale of pharmaceuticals products to customers. The Wellness products, which encompasses hemp foods and cannabidiol (CBD) products. The Company offers a portfolio of adult-use brands and products and expands its portfolio to include new cannabis products and formats. Its brands include Good Supply, RIFF, Broken Coast, Solei, Canaca, HEXO, Redecan, Original Stash, Hop Valley, Revolver, Bake Sale, XMG, Mollo, and others.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
Tilray Brands, Inc. Coverage Initiated by Canaccord
- Analyst Coverage Initiation: Canaccord analyst Kenric Tyghe initiated coverage on Tilray Brands, Inc. (TLRY) on January 27, 2026, with a C$13 price target and a Hold rating, indicating that despite legislative hurdles, the Canadian cannabis industry continues to set the standard for legal cannabis commerce globally.
- Market Challenges: Although Tilray is ranked as the fourth-largest craft brewer in the US and the largest cannabis company in Canada by revenue, Canaccord's Hold rating reflects challenges in the beer market, highlighting vulnerabilities in its diversified business model.
- Future Outlook: Following Tilray's second-quarter results, Roth Capital maintained a Neutral rating and lowered its price target from $20 to $10, citing signals of growing momentum from CC Pharma's inflection, Canadian adult-use results, and foreign sales.
- Legislative Risks: Analysts noted that Tilray's vulnerability to intoxicating hemp products could lead to a prohibition on November 13, 2026, if not addressed, posing significant risks to the company's future.
See More
Functional Food Market Projected to Reach $438 Billion by 2026
- Market Size Projection: The global functional food and beverage market is projected to reach approximately $438 billion by 2026, expanding at an annual rate of 10.65%, indicating a significant consumer shift away from conventional delivery formats.
- New Product Launch: Doseology Sciences recently initiated pilot production of caffeine-based energy pouches in January 2026, marking the Feed That Brain brand's entry into the rapidly growing oral pouch category, which is expected to attract demand for portable alternatives.
- Strategic Acquisition: Doseology Sciences acquired the Feed That Brain brand for $400,000 in August 2025, fully paid through stock issuance, aiming to leverage its strengths in functional product design to drive new product commercialization.
- Market Trend Support: The global energy drinks market is expected to grow from $79.4 billion in 2024 to $125.1 billion by 2030, reflecting rising consumer demand for alternative caffeine delivery methods, which further supports Doseology's market strategy.
See More
Tilray Brands Faces Significant Financial Challenges
- Stock Price Plunge: Tilray Brands' stock has plummeted 98% over the past five years, starkly contrasting with the S&P 500's 78% gain during the same period, indicating a severe lack of investment appeal that may further erode investor confidence.
- Ongoing Profitability Issues: For the six months ending November 30, 2025, Tilray reported a net loss of $42 million, an improvement from the $120 million loss a year earlier, yet still reflecting the company's fragile financial condition that could impact future liquidity.
- Cash Burn Improvement: The company's cash burn decreased to just under $10 million during this period, down from over $76 million a year ago, suggesting some progress in cost control, but the overall financial outlook remains concerning.
- Bleak Future Prospects: With the likelihood of U.S. marijuana legalization appearing slim, Tilray's aggressive growth strategies may lead to further losses and cash burn, prompting investors to carefully consider the high-risk nature of this stock, which could face additional depreciation.
See More
Tilray Brands Rebrands Italian Medical Cannabis Unit to Expand European Footprint
- Market Restructuring: Tilray Medical Italia replaces FL Group, marking a strategic reorganization in Italy's medical cannabis sector aimed at unifying compliance platforms across key European markets and enhancing brand influence.
- Product Diversification: The new entity will offer a range of medicines approved by Italy's health authorities, including high-THC flowers and THC-CBD oil, catering to diverse medical needs while ensuring compliance with strict EU-GMP standards.
- Partnership Enhancement: Collaboration with Molteni Farmaceutici will bolster Tilray's distribution capabilities in Italy, increasing physician engagement and ensuring responsible prescribing through hospitals, doctors, and pharmacies.
- Strategic Importance: Tilray emphasizes the significance of the Italian market, committing to building a leading medical cannabis platform in Europe while supporting compliance operations in over 20 countries and promoting evidence-based therapeutic solutions.
See More
SweetWater Brewing Launches Big Trip Double IPA with 9% ABV to Strengthen Market Position
- New Product Launch: SweetWater Brewing introduces Big Trip Double IPA with a 9% ABV, aiming to capitalize on the success of its popular Daytrip IPA to further attract craft beer enthusiasts and casual drinkers.
- Market Trend Alignment: With Double IPAs trending as the second most popular craft style in the Southeast, SweetWater's launch of Big Trip strengthens its competitive position in the high-ABV beer market.
- Sales Strategy Optimization: Big Trip will be available in 19.2 oz and 6-pack 12 oz formats, aligning with the packaging preferences that account for 80% of sales for high-ABV brews in the Southeast, thereby enhancing sales performance.
- Brand Expansion Plan: SweetWater aims to enrich its product portfolio through the launch of Big Trip, solidifying its leadership position in the Southeast craft beer market while supporting its environmental initiatives.
See More
Tilray Medical Launches in Italy, Strengthening Cannabis Operations in Europe
- Brand Transformation: Tilray Medical rebrands FL Group to Tilray Medical Italia, aiming to enhance its market position in Europe through a unified medical cannabis platform, particularly in the key regulated market of Italy.
- Product Expansion: Tilray Medical Italia is expanding its footprint in Italy by launching a portfolio of medical cannabis products authorized by the Italian Ministry of Health, supported by a partnership with Molteni Farmaceutici.
- International Growth Outlook: Tilray anticipates a global medical cannabis revenue run rate of $150 million by 2026, indicating that its international expansion strategy is accelerating and further solidifying its competitive edge in the global market.
- Quarterly Revenue Surge: Tilray reported record quarterly revenue in its latest earnings report, primarily driven by growth in medical cannabis sales, showcasing the company's strong performance in the rapidly evolving medical cannabis sector.
See More
Tilray Brands, Inc. Coverage Initiated by Canaccord
- Analyst Coverage Initiation: Canaccord analyst Kenric Tyghe initiated coverage on Tilray Brands, Inc. (TLRY) on January 27, 2026, with a C$13 price target and a Hold rating, indicating that despite legislative hurdles, the Canadian cannabis industry continues to set the standard for legal cannabis commerce globally.
- Market Challenges: Although Tilray is ranked as the fourth-largest craft brewer in the US and the largest cannabis company in Canada by revenue, Canaccord's Hold rating reflects challenges in the beer market, highlighting vulnerabilities in its diversified business model.
- Future Outlook: Following Tilray's second-quarter results, Roth Capital maintained a Neutral rating and lowered its price target from $20 to $10, citing signals of growing momentum from CC Pharma's inflection, Canadian adult-use results, and foreign sales.
- Legislative Risks: Analysts noted that Tilray's vulnerability to intoxicating hemp products could lead to a prohibition on November 13, 2026, if not addressed, posing significant risks to the company's future.
See More
Functional Food Market Projected to Reach $438 Billion by 2026
- Market Size Projection: The global functional food and beverage market is projected to reach approximately $438 billion by 2026, expanding at an annual rate of 10.65%, indicating a significant consumer shift away from conventional delivery formats.
- New Product Launch: Doseology Sciences recently initiated pilot production of caffeine-based energy pouches in January 2026, marking the Feed That Brain brand's entry into the rapidly growing oral pouch category, which is expected to attract demand for portable alternatives.
- Strategic Acquisition: Doseology Sciences acquired the Feed That Brain brand for $400,000 in August 2025, fully paid through stock issuance, aiming to leverage its strengths in functional product design to drive new product commercialization.
- Market Trend Support: The global energy drinks market is expected to grow from $79.4 billion in 2024 to $125.1 billion by 2030, reflecting rising consumer demand for alternative caffeine delivery methods, which further supports Doseology's market strategy.
See More
Tilray Brands Faces Significant Financial Challenges
- Stock Price Plunge: Tilray Brands' stock has plummeted 98% over the past five years, starkly contrasting with the S&P 500's 78% gain during the same period, indicating a severe lack of investment appeal that may further erode investor confidence.
- Ongoing Profitability Issues: For the six months ending November 30, 2025, Tilray reported a net loss of $42 million, an improvement from the $120 million loss a year earlier, yet still reflecting the company's fragile financial condition that could impact future liquidity.
- Cash Burn Improvement: The company's cash burn decreased to just under $10 million during this period, down from over $76 million a year ago, suggesting some progress in cost control, but the overall financial outlook remains concerning.
- Bleak Future Prospects: With the likelihood of U.S. marijuana legalization appearing slim, Tilray's aggressive growth strategies may lead to further losses and cash burn, prompting investors to carefully consider the high-risk nature of this stock, which could face additional depreciation.
See More
Tilray Brands Rebrands Italian Medical Cannabis Unit to Expand European Footprint
- Market Restructuring: Tilray Medical Italia replaces FL Group, marking a strategic reorganization in Italy's medical cannabis sector aimed at unifying compliance platforms across key European markets and enhancing brand influence.
- Product Diversification: The new entity will offer a range of medicines approved by Italy's health authorities, including high-THC flowers and THC-CBD oil, catering to diverse medical needs while ensuring compliance with strict EU-GMP standards.
- Partnership Enhancement: Collaboration with Molteni Farmaceutici will bolster Tilray's distribution capabilities in Italy, increasing physician engagement and ensuring responsible prescribing through hospitals, doctors, and pharmacies.
- Strategic Importance: Tilray emphasizes the significance of the Italian market, committing to building a leading medical cannabis platform in Europe while supporting compliance operations in over 20 countries and promoting evidence-based therapeutic solutions.
See More
SweetWater Brewing Launches Big Trip Double IPA with 9% ABV to Strengthen Market Position
- New Product Launch: SweetWater Brewing introduces Big Trip Double IPA with a 9% ABV, aiming to capitalize on the success of its popular Daytrip IPA to further attract craft beer enthusiasts and casual drinkers.
- Market Trend Alignment: With Double IPAs trending as the second most popular craft style in the Southeast, SweetWater's launch of Big Trip strengthens its competitive position in the high-ABV beer market.
- Sales Strategy Optimization: Big Trip will be available in 19.2 oz and 6-pack 12 oz formats, aligning with the packaging preferences that account for 80% of sales for high-ABV brews in the Southeast, thereby enhancing sales performance.
- Brand Expansion Plan: SweetWater aims to enrich its product portfolio through the launch of Big Trip, solidifying its leadership position in the Southeast craft beer market while supporting its environmental initiatives.
See More
Tilray Medical Launches in Italy, Strengthening Cannabis Operations in Europe
- Brand Transformation: Tilray Medical rebrands FL Group to Tilray Medical Italia, aiming to enhance its market position in Europe through a unified medical cannabis platform, particularly in the key regulated market of Italy.
- Product Expansion: Tilray Medical Italia is expanding its footprint in Italy by launching a portfolio of medical cannabis products authorized by the Italian Ministry of Health, supported by a partnership with Molteni Farmaceutici.
- International Growth Outlook: Tilray anticipates a global medical cannabis revenue run rate of $150 million by 2026, indicating that its international expansion strategy is accelerating and further solidifying its competitive edge in the global market.
- Quarterly Revenue Surge: Tilray reported record quarterly revenue in its latest earnings report, primarily driven by growth in medical cannabis sales, showcasing the company's strong performance in the rapidly evolving medical cannabis sector.
See More
