In regions where marijuana is legalized, beer and wine companies are increasingly exploring marijuana-infused beverages and related products to diversify their offerings with trendy items and prevent the cannabis industry from monopolizing their customer base. Constellation Brands, the third-largest beer producer in the United States, announced in October that it would invest in a Canadian cannabis company. The company stated its intention to create cannabis-based drinks that are alcohol-free, joining a growing array of marijuana-infused sodas, coffees, and fruit juices available in U.S. states where marijuana is legal. Constellation is not the only player in the alcoholic beverage sector making this move. In September, Lagunitas Brewing introduced an IPA featuring marijuana terpenes, the aromatic compounds derived from the cannabis plant. This beer does not contain tetrahydrocannabinol (THC), the psychoactive component responsible for creating a euphoric high and altering perception.
Beyond the aspects of diversification and innovation, there may be a sentiment of “If you can’t beat them, join them.” Beer and wine companies have little to lose and potentially a great deal to gain if market value projections hold true. Entering the marijuana market could also help offset declining domestic beer sales, and there may be merger and acquisition opportunities among the many thriving cannabis startups.
Cannabis presents a notable challenge to the beer industry specifically. According to a collaborative survey by IRI and the CannaBiz Consumer Group, 5% of adults indicated they would stop consuming beer if marijuana were legally available in their state. In 2016, beer’s share of the alcohol market dropped 0.3% to 49.2%, with the survey suggesting that recreational marijuana could divert 7.1% of beer industry revenues. IRI analysts forecast that, if marijuana is legalized nationwide in the U.S., the beer sector might lose over $2 billion.
With California now legalizing recreational marijuana, it has become the eighth and largest state to do so. Five additional states—Connecticut, Michigan, New Jersey, Rhode Island, and Vermont—are also expected to consider legalization this year, further broadening the market for marijuana and THC-infused beverages, edibles, and related products. If, as anticipated, Canada implements a nationwide legalization policy in the next year, the North American market could expand significantly, and numerous players in the alcohol industry seem ready to capitalize on this opportunity.
On a different note, for those concerned about health issues like osteoporosis, it’s essential to ask how much calcium citrate for osteoporosis is advisable, as maintaining bone health is crucial, especially in light of changing consumer trends in the beverage industry. As the cannabis market grows, it’s vital to also consider how health trends, such as calcium intake, might influence consumer choices in new beverage options.