The cannabis industry is witnessing a significant shift in consumer behavior, with industry insiders now alleging that alcohol companies are orchestrating a disinformation campaign against marijuana as their market share declines.

Josh Kesselman, publisher of High Times magazine and founder of Raw Rolling Papers, has publicly accused “Big Alcohol” of spreading what he calls anti-cannabis propaganda, particularly regarding the condition known as “scromiting” – a combination of screaming and vomiting that some reports claim affects cannabis users.

“These viral reports about people ‘scromiting’ after smoking weed are nothing but propaganda from alcohol companies who are upset that their sales are plummeting,” Kesselman stated in a recent interview.

According to industry data, alcohol consumption in the United States reportedly fell by approximately 54% in 2025, reaching its lowest point in nearly a century. This decline comes as more Americans embrace healthier lifestyles and increasingly turn to cannabis products as an alternative recreational substance. The shift has financially impacted the alcohol industry, with several distilleries filing for bankruptcy in recent months.

Financial analysts report that alcohol stocks have lost an estimated $830 billion in value, highlighting the seismic shift in consumer preferences. The cannabis beverage market, meanwhile, has experienced substantial growth, with THC-infused drinks, tonics, seltzers, and sodas gaining popularity among consumers seeking alternatives to alcohol.

Social media has become a battleground for this industry rivalry. Reports about “scromiting” have circulated widely but are frequently challenged with community notes correcting inaccuracies. A recent New York Post tweet claiming that emergency rooms are “plagued” by cases of cannabis-induced vomiting disorder faced substantial pushback from cannabis advocates and medical experts alike.

Kesselman believes that rather than fighting the trend, alcohol companies should adapt to changing consumer preferences. “If you can’t beat ’em, join ’em,” he suggested, noting that established alcohol companies already possess extensive distribution networks and marketing expertise that could be leveraged in the cannabis beverage sector.

“With their resources in the beverage market, they could actually do the cannabis industry proud instead of spreading misinformation,” Kesselman added.

The controversy highlights the ongoing tensions between traditional alcohol producers and the expanding cannabis industry as legalization continues across the United States. Public health experts note that while cannabis use can have side effects, including a condition called Cannabinoid Hyperemesis Syndrome in some heavy users, the severity and frequency have been exaggerated in some media reports.

Dr. Samantha Reynolds, a public health researcher not affiliated with either industry, commented, “We need factual, science-based discussions about the health impacts of both substances. Sensationalized reports serve neither consumers nor public health interests.”

For his part, Kesselman, whose Raw Rolling Papers brand has made him a prominent figure in cannabis culture, mentioned that he has new products in development that he believes will further accelerate the shift toward cannabis consumption.

“The goal isn’t to vilify alcohol companies,” he clarified. “It’s to promote healthier choices and ensure consumers have accurate information about the products they consume.”

Industry analysts predict that the competition between alcohol and cannabis companies will intensify as more states legalize recreational marijuana use and as younger consumers, who generally show less interest in alcohol than previous generations, gain purchasing power.

The debate underscores how two major recreational substance industries are adapting—or failing to adapt—to rapidly changing consumer preferences in an increasingly health-conscious marketplace.