Little proof exists that there’s a market for drinkable marijuana, yet that’s what’s on the menu for much of the future market, thanks to the goals of Big Alcohol. Between two and three percent of polled consumers say they prefer to drink their weed, yet industry targets have as much as 30% of us consuming cannabis beverages in the future.
- Last year Constellation Brands pumped $4B into Canopy Growth. If that weren’t a splashy enough alcohol entrance, Molson Coors took a controlling stake in Canadian brand HEXO and Anheuser-Busch InBev put $50M into a venture with B.C.-based Tilray.
- After years of declining sales, alcohol is thinking this unsettled moment in cannabis history might be the time to disrupt how we consume weed.