The stadium, home of the Chicago Bulls and Blackhawks, announced the move Tuesday in a joint statement with RYTHM, a local beverage company.
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The company signed a multi-year deal with the stadium to sell its drink, called Señorita, which contains hemp-derived THC, to guests 21 and older at live events, including games and concerts.
“We are excited to introduce Señorita and RYTHM to the live entertainment space,” Joe Myhra, United Center’s chief operating officer, said in the release. “As we continue to evolve offerings for our guests, RYTHM’s roots in Chicago made their beverage line a natural fit for the United Center experience.”
Señorita, which includes five milligrams of THC per drink, will be available for purchase at the stadium starting in February.
“Bringing Señorita and RYTHM to the United Center reflects a simple truth: consumers want alcohol-free options and major venues are responding,” Ben Kovler, CEO of RYTHM, said in the release.
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“The United Center is one of the most important venues in the world and continues to set the standard for live entertainment with the introduction of these modern and responsible options,” he added.
“This partnership marks a cultural moment, reflecting the growing demand for alternative beverage options,” stated a press release from the United Center (Getty Images)
The announcement comes as demand for alcoholic beverages has fallen to a record low in the United States, according to an August Gallup poll. In the survey, 54 percent of Americans reported consuming alcohol, marking the lowest share since 1939. The trend is largely driven by younger adults.
At the same time, young Americans are increasingly relaxing with marijuana drinks.
In an August survey by Drug Rehab USA, 66 percent of Gen Z and Millennial respondents said they had tried alternatives to alcohol in the past six months, and 24 percent said they had “at least partially” substituted alcohol for non-alcoholic or cannabis-infused beverages.