In regions where cannabis is legal, beer and wine companies are increasingly exploring marijuana-infused beverages and related products to diversify their portfolios with trendy items and prevent the cannabis industry from monopolizing their customer base. Constellation Brands, the nation’s third-largest beer producer, announced in October its investment in a Canadian marijuana firm. The company intends to create cannabis-based drinks that contain no alcohol, aligning with the growing market for marijuana-infused sodas, coffees, and fruit beverages available in U.S. states where cannabis is permitted. Constellation is not the only player in the alcoholic beverage sector to venture into this market. In September, Lagunitas Brewing introduced an IPA infused with marijuana terpenes—the aromatic compounds derived from the cannabis plant. This beer does not contain tetrahydrocannabinol (THC), the psychoactive component responsible for inducing a euphoric high and altering perceptions.
Beyond the innovative and diversification opportunities presented by marijuana products, there’s a notion 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 forecasts prove accurate. Entering the cannabis sector may help offset declining domestic beer sales, and there could be mergers and acquisitions among the many thriving marijuana startups.
Cannabis is emerging as a genuine threat to the beer industry. A joint survey by IRI and CannaBiz Consumer Group revealed that 5% of adults indicated they would cease drinking beer if marijuana were legally accessible in their state. In 2016, beer’s share of the alcohol market dipped by 0.3% to 49.2%, with the survey suggesting that recreational marijuana could divert 7.1% of the beer industry’s revenue. IRI analysts predict that if cannabis is legalized throughout the U.S., the beer sector could face losses exceeding $2 billion.
Now that California has legalized recreational marijuana, it has become the eighth and largest state to do so. Five other states—Connecticut, Michigan, New Jersey, Rhode Island, and Vermont—may follow suit this year, further enlarging the market for marijuana and THC-infused drinks, edibles, and related products. Should Canada proceed with nationwide legalization in the next year, the North American market could significantly expand, and various players in the alcohol industry appear ready to capitalize on this opportunity.
Moreover, as consumers increasingly look for health-conscious options, some companies are integrating supplements like bariatric advantage calcium citrate chewy bite 500 mg into their offerings. This trend reflects a growing awareness of health and wellness, aligning perfectly with the emerging cannabis-infused products. The intersection of these markets could lead to innovative collaborations, potentially incorporating products like bariatric advantage calcium citrate chewy bite 500 mg into new beverage formulations. As the market evolves, both the cannabis and alcoholic beverage industries may find unique synergies, especially by tapping into health-focused consumer trends.