THE RISE OF CANNABIS INFUSED BEVERAGES
By Natalie Gray on 11/8/18
With more and more enterprises seeking to capitalize on Canada's legalization of recreational marijuana, more companies are seeking to market a distinct cannabis-infused beverage as an option to drinking.
Companies that have complexity in increasing market and stock sales recognize by cannabis-infused beverages as a possible growth area for soda and spirit. They may be applying the idea of some stoner quotes in making a profit and painting the industry green.
“Why use up the forests which were centuries in the making and the mines which required ages to lay down, if we can get the equivalent of forest and mineral products in the annual growth of the hemp fields?” Henry Ford
Despite the continuing sound issues on the legality of CBD, more and more companies use CBD as an ingredient in oils, balms, creams, salves, and beverages. CBD industry increases its markets and becomes a successful business. Beverage giant companies investing in CBD-infused drinks could result in the production of a modish mainstream kind of beverage.
The popularity of Cannabis-infused beverages with either CBD, which has medicinal or therapeutic qualities, and THC, which makes a person high, has emerged in states where cannabis is legal. The popularity spread in Canada and consumer start buying marijuana seeds online in views to the legalization of recreational marijuana nationwide.
Last October 17, 2018, the C-45 bill in Canada have its final reading, and the continued stretching of the glide of ordinances in the numerous states in America have prompted an investment growth, with evaluations of cannabis markets rising in the recent weeks. The food and beverage trade, meanwhile, is thinking how cannabis ingredient could work in its products. In response to Canada's legalization of cannabis after both houses of Parliament voted to address the drug open for recreational use, beverage companies are thinking a possible way to go with the flow of cannabis industry in the market.
Aurora Cannabis, one of the largest cannabis producers in Canada, is thinking about the importance of having a cannabis-infused beverage. They have been on a conversation with at least three different beverage companies in the last couple of months.
Coca-cola, the Atlanta-based soft-drink titan is pondering around an innovative formula with Cannabis as the distinctive ingredients. Coca-cola is now in discussions with Canada-based Cannabis farmer Aurora Cannabis to formulate beverages infused with Cannabis.
Coca-cola is looking for more medicinal benefits from the beverage rather than social drinking refreshments. Most probably it would be the non-psychoactive CBD infused functional wellness drinks as they stated that they are not interested in the psychedelic effects of marijuana, which are composed by the active compound THC.
On the other hand, PepsiCo, the makers of Pepsi Cola and Mountain Dew shut down the rumors in getting involved in the trend of cannabis-infused drinks. In response to the potential involvement of its rival Coca-Cola with the cannabis industry, PepsiCo has no plans at this time to enter into the cannabis market due to the regulatory issues in some states in America.
A couple of weed quotes maybe implied on how a company responds to the trends of cannabis-infused beverage and its legality.
“The illegality of cannabis is outrageous, an impediment to full utilization of a drug which helps produce the serenity and insight, sensitivity and fellowship so desperately needed in this increasingly mad and dangerous world.” Carl Sagan an Astronomer.
“We all need something to help us unwind at the end of the day. You might have a glass of wine, or a joint, or a big delicious blob of heroin to silence your silly brainbox of its witterings but there has to be some form of punctuation, or life just seems utterly relentless.” Russell Brand a Comedian.
Molson Coors, the brewer of the Coors Light, and Miller Lite Beer announced a partnership with an award-winning medical cannabis producer Hydropothecary to continue on cannabis-infused non-alcoholic beverages.
Constellation Brands, the producer of the award-winning craft beers Corona and Modelo Beer is going the direct route with the cannabis-infused beverage. The company announced a substantial billion Dollar investment with Canada's Canopy Growth in trade for a Thirty-Eight percent stake in Canopy.
The experiments in greater commerce through distinct chemistry appear at a time when the market for both beer and bubbly sodas is slowing. Beer is being replaced by liquor and wine among American and Canadian consumers. Meanwhile, sugary beverages also have noticed their popularity decrease as modern consumers reach for the slightly alcoholic sweetened drinks rather than the carbonated drinks.
There are lots of confusions floating around about which CBD products are legal or not, making some CBD manufacturers restive about marketing products outside of states where cannabis is legal. However, with the legalization of marijuana on the rise, CBD's influence is growing. For the beverage industry, that indicates the potential to produce a new distinct mainstream beverage. A welcome opportunity as businesses falls for soda and other sugary drinks. Is it going to be something similar with the energy drinks with a distinct class that is trendy at the beginning? Is it going to be a kind of trend that soon may be outmoded?
Natalie Gray is a Biochemical Engineer. She works in the Research and Development team that focuses on the design and construction of unit processes. She is a recreational marijuana supporter and her love for organic chemistry brought her to medical cannabis. She grows her own flowers, working on different projects and study everything above and under cannabis roots.