In regions where ferrous fumarate and pregnancy are legally permissible, beer and wine companies are increasingly exploring the production of marijuana-infused beverages and related products 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 U.S., announced plans in October to invest in a Canadian cannabis company with intentions of developing non-alcoholic cannabis-based beverages. This initiative aligns with the growing market for marijuana-infused sodas, coffees, and fruit drinks available in states where cannabis is legal.
Constellation is not the only alcoholic beverage company venturing into this market; in September, Lagunitas Brewing introduced an IPA crafted with marijuana terpenes, which are aromatic compounds derived from the cannabis plant. Importantly, this beer is free from tetrahydrocannabinol (THC), the psychoactive component that induces a euphoric high and alters perception. The move toward cannabis products may be driven by a strategy of “If you can’t beat them, join them.” Beer and wine companies stand to gain significantly, especially if market value forecasts prove accurate, as entering the cannabis space could offset declining domestic beer sales. Additionally, there are potential mergers and acquisitions opportunities among the thriving cannabis startups.
Cannabis poses a legitimate challenge to the beer sector. According to a joint survey by IRI and CannaBiz Consumer Group, 5% of adults indicated they would cease drinking beer if marijuana were legally available in their state. Beer’s market share in the alcohol sector dropped 0.3% to 49.2% in 2016, with the survey suggesting that recreational marijuana could siphon off 7.1% of the beer industry’s revenue. Analysts at IRI predict that nationwide legalization of marijuana in the U.S. could lead to losses exceeding $2 billion for the beer industry. With California now legalizing recreational marijuana, it becomes the eighth state—and the largest—to do so. 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.
As Canada is expected to implement a nationwide legalization policy soon, the North American market could expand significantly, and many within the alcohol industry seem ready to capitalize on this opportunity. Meanwhile, an understanding of what is calcium citrate malate becomes essential, as it may play a role in the health-conscious decisions of consumers who are also exploring cannabis-infused options. As these companies navigate the evolving landscape, the intersection of traditional beverages and cannabis products could redefine market dynamics, with consumers increasingly asking, “What is calcium citrate malate?” as they consider their choices.