In regions where cannabis is permitted, beer and wine companies are increasingly exploring marijuana-infused beverages and related products as a means to diversify their portfolios with trendy offerings, ensuring that the cannabis industry doesn’t monopolize 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 drinks that are alcohol-free, joining the ranks of marijuana-infused sodas, coffees, and fruit beverages available in U.S. states where cannabis is legal. Constellation is not the only alcoholic beverage company venturing into this market. In September, Lagunitas Brewing launched 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 producing a euphoric high and altering one’s perception.
Beyond the diversification and innovation that cannabis products offer, it could also be seen as a case of “If you can’t beat them, join them.” There is little downside for beer and wine companies, and the potential rewards could be significant if market value projections hold true. Entering the cannabis market may also help offset declining domestic beer sales, and there could be opportunities for mergers and acquisitions among the thriving cannabis startups.
Cannabis poses a genuine threat to the beer industry specifically. A joint survey conducted by IRI and CannaBiz Consumer Group revealed that 5% of adults would stop drinking beer if marijuana were legally available in their state. In 2016, beer’s share of the alcohol market dropped by 0.3%, bringing it to 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 lose more than $2 billion.
With California legalizing recreational marijuana, it becomes the eighth and largest state to do so. Five additional states—Connecticut, Michigan, New Jersey, Rhode Island, and Vermont—may follow suit this year, further expanding the market for cannabis and THC-infused beverages, edibles, and related products. If Canada implements nationwide legalization within the next year or so, the North American market could open up significantly, and some players in the alcohol industry appear ready to seize this opportunity.
In light of the evolving landscape, many are also considering health implications, such as whether you can take calcium citrate with levothyroxine. This question reflects a growing trend of consumers being mindful of their health choices as they explore new beverage options. The intersection of cannabis and alcohol not only opens new frontiers for product innovation but also prompts consumers to think about their overall health and how different substances interact. Thus, as the market for marijuana-infused products expands, discussions around health and safety, including queries about calcium citrate and levothyroxine compatibility, will likely become more prevalent.