As overall beer sales continue to declineacross the country, manufacturers are being forced to get creative with their products.
But is the latest trend—cannabis-infused brews—more trouble than it’s worth?
As MarketWatch pointed out, industry giants buying into the concept of potent pot potables will quickly run into a wall of red tape; “a confusing maze of laws dealing with pot and beer,” even in states that allow the recreational use of cannabis.
That hasn’t stopped prominent brands like Molson Coors Brewing Co. or Constellation Brands Inc., both of which recently announced joint ventures focused on non-alcoholic, dope-soaked beverages.
“Right now, drinkables make up a very small portion of the cannabis market,” Troy Dayton, CEO of market research firm Arcview, told MarketWatch. “Many big companies are looking at the intersection between functional beverages [infused with cannabis] and beer. Those are coming together to create a big hotspot.”
That hotspot, however, will be concentrated in Canada, which in October will become the second country to legalize recreational marijuana use.
Colorado and Washington became the first in the US to legalize medicinal and recreational cannabis in 2012; their policies have led to an increase in weed tourism—i.e. people travel there for the express purpose of obtaining or using drugs.
Now, Canada hopes to tap into that growing sector, which, according to The Guardian, could eventually be worth between C$12 billion and C$22 billion ($9 to $17 billion).
Early this month, the Canadian branch of Molson Coors Brewing Company teamed with local marijuana producer The Hydropothecary Corporation for a future in smoke-free cannabis innovation.
Corona maker Constellation Brands similarly inked a deal with Canopy Growth to expand its portfolio in Canada. Entering the U.S., however, is another matter—one the pair don’t intend to tackle quite yet.
That’s not to say that selling weed beer to the American masses is impossible: San Diego startup Two Roots Brewing Co. is paving the way for other organizations.
As reported by MarketWatch, Two Roots developed a production system that only introduces pot into the drink once it reaches a state where it is legally sold—so far, only California and Nevada.
Two UK-based victual makers have brewed up a boner-boosting concoction made of salad greens. And vets warn pet owners to keep leftover pot away from dogs, as eating it could put them in a coma. Check out the best in beer tech and find out more about marijuana here.
Credit: https://www.geek.com
