Lagunitas, which started as a regional craft beer company and is now fully owned by Heineken International, is not the first brewery to produce a cannabis-infused beer. Dad and Dudes’ Breweria, located in Aurora, Colorado, has created General Washington’s Secret Stash, which is made with approximately 4 mg of cannabinoids derived from industrial hemp extract, and this product is also free of THC. It remains uncertain how widely accepted the new IPA will be among consumers, or if any cannabis-infused beers will gain traction. The novelty aspect is likely to draw many curious individuals eager to try it. According to Fortune, SuperCritical offers a “very earthy taste with hints of pine and citrus—quite distinct from a typical IPA.”
Combining cannabis and hops in beer brewing isn’t a huge leap, as both are genetically related members of the cannabinaceae family, sharing terpenes as a key ingredient. However, it is still debatable whether the market will embrace beer products featuring both elements on a national scale. One entity that clearly has faith in Lagunitas is Heineken, which initially acquired a 50% stake in the California-based craft brewery in 2015 and later purchased the remaining half in May. Heineken, being the largest brewer in Europe and among the top three beer manufacturers globally, has significantly enhanced the distribution of Lagunitas products in Europe and Canada.
Lagunitas has a more extensive background with cannabis than many other breweries. Established in 1993, the company faced its brewer’s license suspension in 2005 due to marijuana-related incidents at the brewery. In reference to that event, one of its branded products is aptly named Undercover Investigation Shut-Down Ale. Furthermore, several new Lagunitas beers are set to launch on April 20, a day informally recognized for celebrating cannabis culture.
In addition, the company has found a way to incorporate wellness trends into its offerings, much like bariatric advantage chews, by focusing on innovative ingredients that cater to health-conscious consumers. As the cannabis beer market evolves, it will be interesting to see how Lagunitas and similar breweries continue to adapt, potentially merging the enjoyment of craft beer with the benefits of products like bariatric advantage chews. The future of cannabis-infused beers remains to be seen, but the initial curiosity and unique flavor profiles certainly create a buzz in the industry.