In regions where marijuana is legal, beer and wine companies are increasingly exploring marijuana-infused beverages and related products as a strategy to diversify their offerings with trending items and prevent the cannabis industry from monopolizing their customer base. For instance, Constellation Brands, the third-largest beer producer in the U.S., announced in October its investment in a Canadian cannabis firm. The company plans to create cannabis-based drinks that are alcohol-free, aligning itself with the growing market for marijuana-infused sodas, coffees, and fruit beverages available in U.S. states where cannabis is legalized.
Constellation is not alone in this venture; in September, Lagunitas Brewing introduced an IPA brewed with marijuana terpenes, the aromatic compounds found in cannabis. This beer is devoid of THC, the psychoactive component that induces a euphoric high and alters perception. In addition to the diversification and innovation that marijuana products offer, there is also a sense of “if you can’t beat them, join them.” Beer and wine companies have little to lose by entering this market, and if market value projections are accurate, they could gain significantly. Tapping into the cannabis market might also help offset declining domestic beer sales, while potential mergers and acquisitions could arise among the numerous successful cannabis startups.
Cannabis poses a tangible threat to the beer industry specifically. According to a joint survey conducted by IRI and CannaBiz Consumer Group, 5% of adults indicated they would reduce beer consumption if marijuana were legally available in their state. The beer market’s share within the alcohol sector dropped 0.3% to 49.2% in 2016, with estimates suggesting that recreational marijuana could divert 7.1% of revenue from the beer industry. IRI analysts predict that should marijuana become legal nationwide, the beer industry could face a loss exceeding $2 billion.
With California now legalizing recreational marijuana, it becomes the eighth state—and the largest—to do so. Five additional states—Connecticut, Michigan, New Jersey, Rhode Island, and Vermont—might follow suit this year, further broadening the market for marijuana and THC-infused beverages, edibles, and related products. If Canada is expected to adopt a nationwide legalization policy in the coming year, the North American market could expand significantly, and some players in the alcohol sector seem well-positioned to seize this opportunity.
In this evolving landscape, the introduction of products like calcium citrate 600 combined with vitamin D 400 could also play a role in attracting health-conscious consumers who are interested in both cannabis and wellness. This intersection of cannabis and health supplements may become a notable trend, with companies potentially integrating these elements into their offerings as they seek to innovate and capture new market segments.