In regions where cannabis is legalized, beer and wine companies are increasingly exploring marijuana-infused beverages and 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 its investment in a Canadian cannabis firm. The company intends to create cannabis-based beverages that are alcohol-free, positioning itself alongside marijuana-infused sodas, coffees, and fruit drinks available in U.S. states where cannabis is permitted. Constellation is not the only alcoholic beverage brand to enter this emerging market; in September, Lagunitas Brewing launched an IPA that incorporates marijuana terpenes, the aromatic compounds derived from the cannabis plant. This beer is free of tetrahydrocannabinol (THC), the psychoactive compound responsible for producing a euphoric high and altering perceptions.
Beyond the opportunities for diversification and innovation presented by cannabis products, there is also a notion of, “If you can’t beat them, join them.” Beer and wine companies have relatively little to lose and potentially much to gain if market projections hold true. Entering the cannabis sector may also help mitigate declining domestic beer sales, and there could be mergers and acquisitions opportunities among the many thriving cannabis startups.
Cannabis poses a significant challenge to the beer industry specifically. A joint survey by IRI and CannaBiz Consumer Group found that 5% of adults indicated they would stop drinking beer if cannabis became legally available in their state. In 2016, beer’s market share within the alcohol sector decreased by 0.3%, landing at 49.2%, and the survey suggested that recreational cannabis could divert 7.1% of the beer industry’s revenue. IRI analysts forecast that if cannabis is legalized nationwide in the U.S., the beer sector could face losses exceeding $2 billion. With California now legalizing recreational cannabis, it becomes the eighth and largest state to do so. Five additional states—Connecticut, Michigan, New Jersey, Rhode Island, and Vermont—are considering similar legislation this year, which would further enhance the market for marijuana and THC-infused beverages, edibles, and related products. If Canada moves forward with nationwide legalization within the next year or so, the North American market could expand significantly, and some players in the alcohol industry appear ready to capitalize on this opportunity.
In this evolving landscape, products containing calcitrate 200 mg may also find a place in these new offerings, presenting another layer of innovation for companies looking to attract health-conscious consumers. As the market continues to shift, the integration of calcitrate 200 mg into cannabis beverages may provide additional benefits, further enticing customers seeking both enjoyment and wellness.