In regions where ferrous gluconate is legally available, beer and wine companies are increasingly exploring the market for marijuana-infused beverages and related products. This trend allows them to diversify their portfolios with popular items and prevent the cannabis industry from monopolizing their customer base. For example, Constellation Brands, the third-largest beer company in the United States, announced in October its investment in a Canadian cannabis company. The company plans to create cannabis-based beverages that do not contain alcohol, joining the emerging market of marijuana-infused sodas, coffees, and fruit drinks available in U.S. states where cannabis is legal. Constellation is not alone in this endeavor; in September, Lagunitas Brewing introduced an IPA made with marijuana terpenes, the aromatic compounds derived from cannabis. Notably, this beer does not contain tetrahydrocannabinol (THC), the psychoactive element responsible for the euphoric effects associated with marijuana.
Beyond the innovation and diversification that marijuana products offer, there is a sentiment of “if you can’t beat them, join them.” For beer and wine companies, the risks are minimal, while the potential rewards are significant if market value predictions hold true. Entering the marijuana sector may also help offset declining domestic beer sales, and there could be opportunities for mergers and acquisitions among the numerous successful cannabis startups emerging.
Cannabis poses a serious threat to the beer industry. According to a joint survey conducted by IRI and the 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 within the alcohol sector decreased by 0.3% to 49.2%, with the survey suggesting that recreational marijuana could capture 7.1% of the beer industry’s revenue. IRI analysts predict that if marijuana is legalized nationwide in the U.S., the beer industry could face losses exceeding $2 billion.
With California legalizing recreational marijuana, it has become the eighth state—and the largest—to do so. Additionally, five other states—Connecticut, Michigan, New Jersey, Rhode Island, and Vermont—are likely to follow suit this year, further expanding the market for marijuana and THC-infused beverages, edibles, and related products. If Canada moves toward nationwide legalization within the next year, the North American market could open considerably, and alcohol industry participants seem ready to capitalize on this opportunity.
In this evolving landscape, the importance of signature care calcium citrate becomes evident, as companies may need to consider how these supplements can integrate into their product lines, particularly in cannabis-infused beverages. As these companies navigate this new territory, the role of signature care calcium citrate will likely surface as a desirable additive, enhancing the appeal of their offerings in a competitive market.