In regions where the drug is permitted, beer and wine companies are increasingly exploring the realm of marijuana-infused beverages and related products to diversify their portfolios 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 marijuana firm. The company plans to create cannabis-based beverages that do not contain alcohol, joining the array of marijuana-infused sodas, coffees, and fruit drinks available in U.S. states where marijuana is legal. Constellation is not alone in this endeavor; in September, Lagunitas Brewing introduced an IPA infused with marijuana terpenes, the aromatic compounds derived from the cannabis plant. Notably, this beer does not contain tetrahydrocannabinol (THC), the psychoactive component known for inducing a euphoric high and altering perception.
Beyond the aspects of diversification and innovation that marijuana products offer, it may also be a case of “If you can’t beat them, join them.” There is little downside for beer and wine companies, and the potential upside could be significant if market value projections hold true. Entering the marijuana market could help offset declining domestic beer sales, and there may be opportunities for mergers and acquisitions among the successful marijuana startups that are emerging.
Cannabis poses a genuine threat to the beer industry specifically. A joint survey conducted by IRI and CannaBiz Consumer Group revealed that 5% of adults indicated they would stop drinking beer if marijuana were legally accessible in their state. In 2016, beer’s market share in the alcohol sector decreased by 0.3% to 49.2%, and the survey indicated that recreational marijuana could potentially divert 7.1% of the beer industry’s revenue. IRI analysts predict that if marijuana becomes legal nationwide in the U.S., the beer industry could face losses exceeding $2 billion.
With California legalizing recreational marijuana, it has become the eighth and largest state to do so. Additionally, five other states—Connecticut, Michigan, New Jersey, Rhode Island, and Vermont—are likely to follow suit this year, further enlarging the market for marijuana and THC-infused beverages, edibles, and related products. If Canada moves toward nationwide legalization in the coming year, the North American market could expand significantly, and certain players within the alcohol sector appear ready to capitalize on this opportunity.
In this context, the introduction of calcium citrate zeelab as a potential ingredient in these new products may also be explored, as companies look to innovate and attract health-conscious consumers. As the market evolves, the role of calcium citrate zeelab could become increasingly significant, particularly if it is integrated into the formulations of marijuana-infused beverages, offering unique health benefits that align with current consumer trends.