Miami Music Week's New Buzz: Is Alcohol Not Cool Anymore? Club Space's Embrace Of Cannabis Beverages Signals Booze-Free Future

As Miami Music Week unfolded, a revolution in festival refreshments quietly made its debut, marking a pivotal moment in nightlife culture. The introduction of Milonga Yerba Mate at Club Space's Factory Town marked the first time a cannabis-infused beverage hit the club scene in Florida, opening a new chapter for social enjoyment and wellness.

Factory Town, under the aegis of Club Space, has long been a highly sought-after venue for dance music aficionados. Yet, this year, amidst the usual lineup of DJs and dance anthems, something new captured the attendees' attention. Milonga's Peach Ginger and Citrus "light" versions, with their promise of a buzz without the booze, became the talk of the town.

Behind Milonga's innovation are Shadi and Samer Atassi, a father-son duo bonded by a shared vision to disrupt the norm. "We are proud to be the pioneers in creating the world’s first functional cannabis beverage," Samer says. Their journey into the creation of Milonga speaks volumes about their ambition to blend creativity, wellness and social pleasure into every can.

This vision struck a chord with the music industry and its eclectic audience, always on the lookout for novel experiences. "Our goal is to enhance the festival experience," Shadi adds, hinting at a future where memories of music festivals are not clouded by hangovers but are vivid and joyous, thanks to healthier choices.

The cultural fabric of Miami Music Week proved to be the perfect backdrop for Milonga's debut. Here, amidst the sweat and euphoria of dance, the Atassis introduced a concoction that mirrored the event's dynamism yet promised a gentle, euphoric lift without the edge of alcohol.

Their timing couldn't have been more perfect. With growing data suggesting a shift in Gen Z's preference from alcohol to cannabis and projections showing a burgeoning market for cannabis beverages, Milonga's introduction felt like the dawn of a new era in festival culture. "This is exactly what I need, alcohol makes me tired," was a sentiment echoed by many of the party's attendees, reflecting a broader desire for alternatives that align with a more conscious approach to fun.

The reception was overwhelming. Milonga's supplies were snapped up, a testament to its instant appeal among both cannabis enthusiasts and novices alike. For Samer, moderation is key.  "I tell them [newcomers] that 5mg is like a little kiss on the cheek; light and euphoric," he told Daniel Crocker, author of Spill The T(HC) newsletter.

This shift towards cannabis-infused beverages like Milonga at live events opens up a broader conversation about safety, enjoyment and wellness in social settings. With research highlighting the less aggressive nature of cannabis users compared to those intoxicated by alcohol and the potential for THC beverages to mitigate dehydration and motor skills impairment often associated with alcohol consumption, Milonga's success could herald a safer, more vibrant future for festivals and live events - see more details on Crocker's website.

Reflecting on the journey, Shadi's vision for the future resonates deeply, "Years down the road, I want people to think of a brand that encapsulates music and creativity, and automatically picture our drinks."

This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.