In regions where marijuana is legalized, beer and wine companies are increasingly exploring marijuana-infused beverages and related products as a strategy to diversify their portfolios with trendy items and prevent the cannabis industry from monopolizing their customer base. Constellation Brands, the third-largest beer manufacturer in the United States, announced in October that it would be investing in a Canadian cannabis company. The company plans to create cannabis-based drinks that are alcohol-free, joining the growing market of marijuana-infused sodas, coffees, and fruit beverages available in U.S. states where marijuana is permitted. Constellation is not alone in this venture; in September, Lagunitas Brewing introduced an IPA infused with marijuana terpenes, the aromatic compounds derived from the cannabis plant. This beer is free from tetrahydrocannabinol (THC), the psychoactive component that can induce a euphoric high and alter reality.
Beyond the diversification and innovation aspects associated with marijuana products, it may also reflect a “join them if you can’t beat them” mentality. Beer and wine companies have little to lose and potentially much to gain if market value predictions hold true. Entering the cannabis sector could also help offset declining domestic beer sales, and there may be opportunities for mergers and acquisitions among the numerous successful marijuana startups.
Cannabis poses a significant challenge to the beer industry specifically. According to a joint survey conducted by IRI and the CannaBiz Consumer Group, 5% of adults indicated they would stop drinking beer if marijuana were legally available in their state. In 2016, beer’s market share in the alcoholic beverage sector decreased by 0.3% to 49.2%, and the survey suggested that recreational marijuana could divert 7.1% of the beer industry’s revenue. IRI analysts 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 eighth state, and the largest, to do so. Five additional 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. If Canada implements nationwide legalization in the next year or so, the North American market could expand significantly, and some players in the alcohol industry seem ready to capitalize on this opportunity. As these changes unfold, the addition of products like Citracal Petites 400 mg Calcium Citrate may also become relevant, offering consumers a way to supplement their diets while enjoying new beverage options. The intersection of these industries could lead to innovative products that incorporate both cannabis and health-enhancing ingredients like Citracal Petites.