It’s crunch time for THC. With just a few months left to go before the Trump administration’s de facto federal ban on intoxicating hemp-derived tetrahydrocannabinol products takes effect, and legislative relief still looking like a long shot, firms in the space are scrambling for ways to stay, or at least delay, the death penalty. Having already embraced THC drinks as a growth opportunity to backfill uneven demand for beverage alcohol, Total Wine & More has been in this fight for a minute on Capitol Hill. But this week, the country’s largest standalone wine retailer is taking its case directly to its customers.

Yesterday, multiple tipsters forwarded me a marketing email from Total Wine. The subject line read “Act Now! Legalize THC-Infused Beverages,” and the body of the email includes a banner exhorting customers to fill out a petition to “urge Congress to keep THC beverages legal.” My sources, who had shopped at Total Wine before, couldn’t recall getting a dispatch like this from the retailer in the past, about THC drinks or anything else. The Maryland-based company boasts almost 300 locations in 30 states, and I’ve heard from people on both coasts who got one. Total Wines did not immediately return an inquiry about the scope, timeline, or strategy of this political call-to-action campaign.

That Total Wine has jumped into the fray with a consumer-facing influence campaign is notable because of its sheer size and its institutional credibility, the latter of which the THC industry desperately needs more of as it pleads for Congressional clemency. (Also notable: its cofounder, David Trone, was until recently one of Maryland’s representatives in the House.) Still, there’s precedent here. Some THC drinks brands with smaller bullhorns and much more to lose have already been shouting from the rooftops about the existential threat to the booming, multi-billion-dollar sector. It’s not clear whether this sort of customer-focused political organizing—”brotesting,” in the parlance of the rideshare wars of the 2010s—can turn the tide for THC on such a short timeline. But as more recent history shows us, the practice carries political risk, too.