In regions where cannabis is legal, beer and wine companies are increasingly exploring marijuana-infused beverages and related products as a means 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 be investing in a Canadian cannabis firm. The company plans to create cannabis-based beverages that are non-alcoholic, joining a growing market that includes marijuana-infused sodas, coffees, and fruit drinks sold in states where cannabis is permitted. Constellation is not alone in this endeavor; in September, Lagunitas Brewing introduced an IPA crafted with marijuana terpenes—aromatic compounds derived from the cannabis plant. Notably, this beer does not contain tetrahydrocannabinol (THC), the psychoactive component responsible for producing a euphoric high and altering one’s perception of reality.
Beyond the diversification and innovation associated with cannabis products, there is also a sense of “if you can’t beat them, join them.” Beer and wine companies face minimal risk in venturing into this market, with the potential for significant rewards if market value projections hold true. Entering the cannabis sector could also help mitigate declining domestic beer sales, along with the potential for mergers and acquisitions among the many thriving cannabis startups.
Cannabis poses a legitimate challenge to the beer industry specifically. In a joint survey conducted by IRI and CannaBiz Consumer Group, 5% of adults indicated they would cease drinking beer if cannabis was legally accessible in their state. The share of beer in the alcohol market dropped by 0.3% to 49.2% in 2016, and the survey suggested that recreational cannabis could divert 7.1% of the beer industry’s revenue. Analysts at IRI predict that if cannabis becomes legalized nationwide in the U.S., the beer sector could lose over $2 billion. With California now legalizing recreational cannabis, it has become the eighth and largest state to do so. Five additional states—Connecticut, Michigan, New Jersey, Rhode Island, and Vermont—are likely to follow suit this year, further expanding the market for marijuana and THC-infused beverages, edibles, and other related products. If Canada moves toward a nationwide legalization policy in the coming year, the North American market could see significant expansion, and several players in the alcohol industry seem ready to capitalize on this opportunity.
Additionally, as companies explore these new frontiers, they may also consider the benefits of incorporating health-oriented products like best calcium citrate 500 mg to attract health-conscious consumers. The integration of cannabis products and such supplements could create a unique niche market that combines wellness with indulgence, further enhancing their product portfolios. The best calcium citrate 500 mg could become a complementary offering alongside their cannabis beverages, appealing to consumers looking for both enjoyment and health benefits. This synergy between cannabis and health products may well prove advantageous as the industry continues to evolve.