Lollapalooza To Offer THC Beverages With Señorita Brand Partnership

THC beverage brand Señorita today was announced as the Official THC Beverage Partner of Lollapalooza festival in Chicago. 

Lolla attendees 21 years and older will be able to enjoy Señorita’s THC beverages at Lollapalooza for the first time during this year’s festival, July 30 Aug. 2. 

Through the partnership, Señorita will offer its Mango Margarita and Lime Jalapeño Margarita at select GA cocktail, GA+ and VIP bars throughout Grant Park where the festival takes place and expects more than 100,000 fans per day. This year’s lineup is topped by Lorde, Charli XCX, Olivia Dean and Tate McRae. 

Each 12 oz. can of Señorita contains 5mg of hemp-derived THC and is billed as delivering a fresh, non-alcoholic take on the margarita. THC is the primary psychoactive compound found in cannabis, as trends in alcohol consumption appears to be dwindling among younger generations — while prices for beverages at live events continue to rise. 

The addition of Señorita reflects growing interest in THC beverages among fans, with nearly 9 in 10 saying they’d be interested in trying a new cannabis beverage brand at a live event according to the announcement.  A 2025 Gallup poll found that the percentage of U.S. adults who say they consume alcohol dropped to 54%, the lowest in Gallup’s nearly 90-year trend.

“Chicago is Señorita’s hometown, so this partnership feels like coming home,” said Ben Kovler, Chairman and Interim Chief Executive Officer of RYTHM, Inc. “Lollapalooza has shaped music culture for more than three decades, making it the perfect place to introduce fans 21+ to Señorita, which offers a premium THC, non-alcoholic option for festivalgoers.” 

Also in Chicago, Señorita and RYTHM Beverages partnered with United Center, where it became the first THC beverage available at a major U.S. arena. A new Illinois Hemp Act recently went into effect outlining where and how THC-infused products can be sold and consumed.

Other 2026 milestones include RYTHM taking stage as Navy Pier’s Official THC Beverage Partner, expanded presence of both brands across 16″ on Center venues in Chicago, including The Salt Shed, and an onsite footprint at Windy City Smokeout, Sueños Music Festival, the Chicago Pride Parade, and Taste of Randolph.