In regions where cannabis is permitted, beer and wine companies are progressively exploring the realm of marijuana-infused drinks and related products to diversify their offerings with trendy items and prevent the cannabis industry from monopolizing their clientele. In October, Constellation Brands, the third-largest beer producer in the United States, announced its investment in a Canadian cannabis firm. The company intends to create cannabis-based beverages that are alcohol-free, aligning itself with the growing market of marijuana-infused sodas, coffees, and fruit drinks available in U.S. states where cannabis is legal. Constellation is not the only player in the alcoholic beverage sector making this move. In September, Lagunitas Brewing introduced an IPA infused with marijuana terpenes, the aromatic compounds derived from the cannabis plant. This beer does not contain tetrahydrocannabinol (THC), the psychoactive substance responsible for inducing a euphoric high and altering one’s perception of reality.
Beyond the diversification and innovation aspects of cannabis products, it may also reflect a sentiment of “If you can’t beat them, join them.” Beer and wine companies have little to lose and potentially much to gain if market value estimates hold true. Entering the cannabis sector could help offset declining domestic beer sales, and there may be opportunities for mergers and acquisitions among the thriving cannabis startups.
Cannabis presents a legitimate challenge to the beer industry specifically. According to a joint survey conducted by IRI and CannaBiz Consumer Group, 5% of adults indicated they would stop consuming beer if marijuana were legally available in their state. In 2016, beer’s market share in 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 project 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 state and the largest to do so. Five other states—Connecticut, Michigan, New Jersey, Rhode Island, and Vermont—are considering similar measures this year, which would further broaden the market for marijuana and THC-infused beverages, edibles, and related products. If Canada moves forward with nationwide legalization within the next year, the North American market could expand significantly, and various players in the alcohol industry seem prepared to capitalize on this opportunity.
Additionally, discussions around health implications, such as the use of calcium citrate during pregnancy, are becoming increasingly relevant as cannabis products gain traction. As the industry evolves, it is crucial for both consumers and producers to consider the health impacts of these new offerings, including how calcium citrate during pregnancy can be affected by marijuana-infused products. The intersection of health considerations and market trends will shape the future landscape of both the alcohol and cannabis industries.