Raise Your Glasses

to cannabis infused beverages

When consumers turn to a refreshing summer drink, many crack open a cold beer. But sales of cannabis infused beverages are surging. While beer sales are in the billions of dollars, sales of cannabis beverages are in the hundreds of millions. Even so, the upstart drink is coming on strong with industry experts expecting nearly 30 percent growth each year for the next several years.

To be sure, beer has a major head start in its quest to quench thirsty palates. The first solid proof of beer production comes from the period of the Sumerians around 4,000 BCE. During an archeological excavation in Mesopotamia, a tablet was discovered that showed villagers drinking a beverage from a bowl with straws. Archeologists also found an ode to Ninkasi, the patron goddess of brewing.

It will take some time to bridge the gap in market share, but distillers and distributors of cannabis drinks can take heart in many positive dynamics in the consumer market.

Knowing and appealing to what consumers are longing for is the first key to building a successful cannabis campaign. This is true for any new product including cannabis beverages, which are making their entrance and trying to compete in an already saturated market of spirited drinks.

Consumers turn to alcohol to relax or get a buzz, but many don’t like the result of binge drinking beer — dry mouth, the spins, passing out and to be polite, we’ll call it nausea.

As consumers begin educating themselves about the attributes of cannabis drinks, they are realizing infused drinks have many inherent benefits.

Veteran and novice drinkers alike believe cannabis infused drinks deliver the high without the unsavory baggage of beer and other alcoholic drinks. People surveyed say they’re tired of feeling hung over after consuming large quantities of alcohol. They’re looking for a sensory, social experience that doesn’t come with the baggage of beer and other alcoholic drinks.

In a society where millions of people are becoming increasingly aware of the negative impact alcohol has on their health and well-being, many are turning to a new generation of drinks that make them high to relax or socialize but come with little downside.

The cannabis industry is attracting new apostles every day, but many are slow to jump in with both feet. They prefer a slower approach. While they’re reluctant to light up and smoke pot or consume edibles, they are much more comfortable tipping a cold one and trying cannabis drinks.

Veteran cannabis users are also intrigued by the weed’s liquid cousin. These consumers are using cannabis beverages to complement edibles or replace joints.

The cannabis beverage industry is just discovering these consumer habits

and market dynamics. Once makers fully absorb these facts, they’ll be in a better position to make and market their products, perhaps draining a portion of beer and booze’s huge market share.

Cannabis beverages face not only the challenge of joining the party late, the beverage industry in general and beer sales specifically are tapering a bit. Manufacturers are so concerned, they’re exploring new products and markets. This gives cannabis beverages an edge because it is a stark alternative to traditional drinks and may be unique enough to convince consumers to imbibe.

While medical marijuana is legal in all fifty states, drinking and smoking pot isn’t. Eighteen states have legalized cannabis for recreational use, and this presents an opportunity for infused beverages to attract consumers looking for something new to the market.

Beyond the lifestyle benefits of cannabis, there is also a physiological allure within the cannabis industry. It may take several hours for the calming properties of edibles to take effect. Meanwhile, cannabis has a more immediate impact, with consumers getting high or buzzed with drinks in minutes, rather than hours. This also allows consumers to better track how cannabis is affecting them. Because the edible effect is so delayed, consumers think they need another dose to get high. This can lead to overconsumption.

Even with its many benefits, cannabis infused drinks are fighting an uphill battle to join other drinks on store shelves. While beer, wine and liquor can be stored at room temperature, cannabis drinks must be refrigerated. This limits the number of ways the drink can be displayed. Retailers will also have to make space in their coolers for this

newcomer to the market.

Infused drinks face another hurdle. CBD and THC are regulated differently, meaning in some cases CBD infused drinks can be sold in liquor stores and bars while THC drinks face greater limits. In some instances, they can only be sold in licensed dispensaries, depending on state and local laws.

The issue of consumption is still up in the air with legislators and regulators searching for the best way to allow public consumption of cannabis. For now, cannabis infused food and drinks cannot be consumed in public spaces such as restaurants, bars or other venues. The ability to sell cannabis beverages is limited because people can consume it only in their homes.

The opportunity is there for manufacturers to make and sell cannabis infused drinks, but they’ll have to navigate around obstacles that would deliver the high life to consumers.

As consumers begin educating themselves about the attributes of cannabis drinks, they are realizing infused drinks have many inherent benefits.