In regions where marijuana is legal, beer and wine companies are increasingly exploring marijuana-infused beverages and related products to diversify their portfolios with trendy items, while also preventing the cannabis industry from monopolizing their customers. In October, Constellation Brands, the third-largest beer producer in the United States, announced its investment in a Canadian cannabis company. The company aims to create cannabis-based drinks that do not contain alcohol, aligning itself with the growing market for marijuana-infused sodas, coffees, and fruit juices available in states where cannabis is legal. Constellation is not alone in this endeavor; in September, Lagunitas Brewing introduced an IPA made with marijuana terpenes, which are the fragrant compounds from the cannabis plant. This beer is free of tetrahydrocannabinol (THC), the psychoactive component known to induce a euphoric high and alter one’s perception of reality.
Beyond the diversification and innovation aspects of cannabis products, this trend may embody the philosophy of “If you can’t beat them, join them.” Beer and wine companies have little to lose and potentially much to gain if market value projections prove accurate. Entering the cannabis market could also help offset declining domestic beer sales, with potential merger and acquisition opportunities arising among the successful cannabis startups.
Cannabis poses a genuine threat to the beer industry specifically. A joint survey conducted by IRI and CannaBiz Consumer Group revealed that 5% of adults would consider stopping beer consumption if marijuana were legally available in their state. In 2016, beer’s market share within the alcohol sector dropped by 0.3% to 49.2%, and the survey suggested that recreational marijuana could divert 7.1% of the beer industry’s revenue. Analysts from IRI predict that if marijuana is legalized nationwide in the U.S., the beer industry could face losses exceeding $2 billion.
With California now legalizing recreational marijuana, it becomes the largest state to do so, joining seven others. Additionally, five more states—Connecticut, Michigan, New Jersey, Rhode Island, and Vermont—may follow suit this year, further broadening the market for marijuana and THC-infused beverages, edibles, and related products. Furthermore, if Canada implements nationwide legalization within the next year, the North American market could expand significantly, with many players in the alcohol industry appearing ready to capitalize on this opportunity.
Interestingly, just as calcium citrate liquid for constipation can provide relief and enhance well-being, the integration of marijuana-infused products into the beverage industry may offer a refreshing change for consumers seeking new experiences. The potential for innovative products, including those that could promote health benefits, mirrors the versatility of calcium citrate liquid for constipation, showcasing how diverse options can cater to evolving consumer preferences. As these markets evolve, it will be fascinating to see how traditional alcoholic beverages adapt to this burgeoning trend while maintaining their core offerings.