By Dathan Kazsuk
Raleigh has never had a problem finding ways to unwind.
This is a city of breweries, cocktail bars, bottle shops, patios, and backyard coolers. But the way people drink is changing. Not everyone wants another hazy IPA, a heavy pour of bourbon, or the next-morning reminder that they maybe had one too many.
That’s where Tree Time comes in.
Born in Raleigh and connected to the hospitality team behind Wye Hill Kitchen & Brewing, Tree Time is a THC seltzer brand built for adults who still want flavor, relaxation, and something cold to crack open — just without the alcohol.
We recently reached out to Sara Abernethy, owner of Tree Time, and asked her a few questions about her latest product.
Tree Time is born in Raleigh, a city that loves its beer, cocktails, bottle shops, breweries, and backyard drinking culture. Why did this feel like the right city to launch a THC seltzer brand?
Raleigh is my home; I am deeply rooted here. After ten years away, both overseas and in larger cities on both coasts, there’s nowhere else I’d rather be invested and raise my family. Our first restaurant, Wye Hill Kitchen & Brewing, was the result of what came out of a lot of love and intention in one of the most iconic restaurant locations in the area. Places like this have a soul and are incredibly special to the fabric of a city’s vibe. The name “Tree Time” is even a nod to our beloved Oak City.
Raleigh has become a serious beverage town over the last decade. Where do you see THC beverages fitting into that scene—alongside beer, wine, spirits, mocktails, and NA options?
More and more, we are hearing guests ask for more robust beverage options outside of our beer, wine, and cocktail programs. People seem to want to still go out, but also enjoy a fun beverage without the effects of alcohol. Since we already have a brewing facility in-house and have had great success with producing seltzers in the past, it made sense to try adding a layer with THC.
You’re connected to Wye Hill, which already has a strong local food and beverage identity. How did that hospitality background shape the way Tree Time was developed?
We have always taken a deeply intentional approach to flavor layering here and are able to do that by starting with a small production volume. It allows us to take bigger risks, try things on, and vet them with our team and customers before committing too deeply to a larger production process. Chef Bobby McFarland was integral in creating the initial six core flavors, as well as seasonal flavors for each turn of the year. First and foremost, we are looking to create drinks that taste great, regardless of whether they contain any mood-altering substances.
A lot of younger drinkers seem to be rethinking alcohol—not necessarily giving up social drinking, but looking for something lighter, lower-calorie, lower-commitment, or hangover-free. Are you seeing Tree Time as part of that shift?
One million percent, yes! Tree Time hits on all of these points, and I’d even add in—we only use natural ingredients and real fruit extracts. No chemical preservatives, no fake sugar, no gross fake fruit. You’ll feel great the next morning after enjoying a Tree Time the night before.
How do you explain Tree Time to someone who is curious about THC drinks but still nervous because they associate THC with smoking, edibles, or getting way too high at a college party in 2004?
The dosages on our THC seltzers are mostly quite mild—most of them fall between the 5-10 mg range. First of all, we believe that just because a seltzer contains THC doesn’t mean you should taste THC, and in our seltzers, you won’t. The depth of flavor in each one goes such a long way to making a great-tasting product first. Everyone has different responses to THC, so for someone new to THC seltzers who is nervous, I recommend starting with a 5mg, sipping on half of it, and then waiting an hour to see how you react.
Your flavors are more culinary than basic seltzer flavors—Cardamom Chill Berry, Blueberry Yuzu Lavender, Spicy Cucumber Mint, Plum Hibiscus Lemon, Guava Prickly Pear, and Mango Tangelo Starfruit. How do you build a flavor lineup that feels adult, local, and premium without getting too weird for the average dad standing at the cooler?
We actually start with a flavor that we think will have mass appeal. Then, once we have a primary flavor we love and agree on, we build other flavors around it. It’s kind of like music in a way—adding two other flavor notes makes a chord to give a fuller dimension and expression of flavor, like adding two notes to make a chord.
Tree Time launched with quick recognition at the High Spirits Awards. What did that validation mean for a new Raleigh-based brand entering a fast-growing, crowded THC beverage category?
It always feels good to get national recognition, especially for a product that’s so new to us. t feels like we’re headed in the right direction!
Father’s Day is usually bourbon, beer, grilling tools, and maybe another golf polo. Why does Tree Time make sense as a gift for dads who still want to unwind but maybe don’t want three IPAs or a heavy pour of whiskey every time?
The name “Tree Time” does have a little bit of a play on words that sounds like “Tee Time.” So, if you have a golf-loving dad in your life, this could make a great complement to something they already love. Refreshing, relaxing, and still delicious, but won’t leave you feeling dehydrated or bloated.
What do you think people misunderstand most about hemp-derived Delta-9 beverages, especially when it comes to dosage, onset time, and responsible use?
I think people are still often wrapped up in the idea that THC is “illegal” and somehow vilified. Like anything out there—sugar, alcohol, tobacco, gambling—any of these things in excess can be harmful. Guidelines for consuming THC seltzers responsibly are similar to drinking beer—avoid drinking on an empty stomach, start with a low dose like a 5mg seltzer, and wait an hour to see how you feel before drinking anymore. THC, when used responsibly and in moderation, can be a really nice alternative, leaving you feeling relaxed without the dehydration or sleep disruption that alcohol can cause.
Looking ahead, what would success look like for Tree Time locally? More restaurant placements, bottle shops, golf outings, beach coolers, events, or becoming part of Raleigh’s larger conversation about how adults relax now?
Can I say a resounding yes to all of these? We would love for Tree Time to be closely associated with as many iconic Raleigh partnerships as possible. Would love to see a placement at Dorothea Dix Park, at the airport, at restaurants downtown—anywhere where locals and visitors can connect to a sense of Raleigh identity.
For Tree Time, success is about becoming part of Raleigh’s larger conversation around how adults relax now.
Because in a town that already knows how to raise a glass, Tree Time is asking what else that glass can hold.
