In regions where cannabis is legal, beer and wine companies are increasingly exploring marijuana-infused beverages and other related products as a strategy 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 was investing in a Canadian cannabis firm. The company stated its intention to create cannabis-based beverages that are alcohol-free, joining the ranks of marijuana-infused sodas, coffees, and fruit drinks available in U.S. states where cannabis is legalized. Constellation is not the only alcoholic beverage brand venturing into this market; in September, Lagunitas Brewing introduced an IPA infused with marijuana terpenes, the aromatic compounds found in cannabis. This beer does not contain tetrahydrocannabinol (THC), the psychoactive component that can induce a euphoric high and alter perception.
Aside from the innovative and diversifying nature of marijuana products, it may also be a case of “If you can’t beat ’em, join ’em.” Beer and wine companies have little to lose and potentially much to gain if market value predictions hold true. Entering the cannabis market could also help offset declining domestic beer sales, and opportunities for mergers and acquisitions may arise among successful cannabis startups. Cannabis poses a significant threat to the beer industry. According to a joint survey by IRI and CannaBiz Consumer Group, 5% of adults indicated they would stop drinking beer if marijuana were legally available in their state. The beer market’s share in the alcohol sector dropped by 0.3% to 49.2% in 2016, and the survey suggested that recreational marijuana could divert 7.1% of the beer industry’s revenue. IRI analysts project that if cannabis is legalized nationwide in the U.S., the beer industry could face losses of over $2 billion.
With California recently legalizing recreational marijuana, it has become the eighth state to do so, and the largest. Five other states—Connecticut, Michigan, New Jersey, Rhode Island, and Vermont—are expected to follow suit this year, further broadening the market for cannabis and THC-infused beverages, edibles, and related products. If Canada moves towards nationwide legalization in the coming year, the North American market could expand significantly, and various stakeholders in the alcohol industry seem ready to capitalize on this opportunity. Additionally, as consumers become more health-conscious, products like source naturals calcium citrate may gain traction, as they complement the growing trend of combining wellness with indulgence in these new beverage categories. The inclusion of source naturals calcium citrate could appeal to those looking for healthier options within the expanding range of cannabis-infused products. As these trends evolve, the integration of source naturals calcium citrate could represent a significant advancement in the beverage market, especially as companies seek to innovate and address consumer health needs.