History doesn’t repeat itself, but it rhymes

American history hasn’t been kind to cannabis, but against all odds, the psychoactive herb has gone mainstream in American society, although it’s still federally illegal. Cannabis is far from just a cultural mainstay for movies and music, and we’re seeing cannabis-based products on the shelves of makeup counters, grocery stores, and wellness shops.

It’s now a common sight for celebrities and chefs to host cannabis-infused dinners for their friends and select fans. Even Martha Stewart, a local celebrity known for living a decent and neat life, is an active cannabis lover who now has her CBD-based line of products.

In the same vein, alcohol, which has moved from the pub to the mainstream, and cannabis are taking a similar role and carving out a new space in modern culture. This isn’t all that surprising considering there are many similarities in how alcohol has grown and resurfaced in the mainstream since the Prohibition years and the rise of cannabis use in modern times.

Alcoholic beverages have now become an integral part of modern culture and have been incorporated into every aspect of life. According to the latest data from federal health statistics, the average American drinks about 1.35 drinks per day9.5 drinks per week and 494 drinks per year that contain some form of alcohol.

Much like alcohol, cannabis has had its own journey from a lazy stoner habit to being integrated into every aspect of life both recreationally and medicinally. With cannabis and hemp-infused beverages now gaining momentum, and in some cases being shipped across state lines, the beverage industry can provide a good historical comparison. How did the cannabis industry experience the wine boom of the 1980s?

The factors that have influenced the bumpy transition from alcohol to the mainstream are complex and extensive. However, if judged as an agent for the normalization of cannabis, there are three main aspects that the cannabis industry should focus on if it wants to establish itself in the mainstream. The three focus aspects include;

• Offers a wide variety of formats

• Encouraging more diverse uses and

• Specifying user expectations for a responsible experience.

Offers a wide variety of formats

For cannabis to be accessible, the industry needs to explore the essence of options and diversity to promote the normalization and appreciation of alcohol. For example, what we have on the market today is a long list of spirits offerings, ranging from premium spirits to cheap spirit blends. There’s also the option of unaged rum to decade-old whiskeys, flavorful gins to tasteless vodkas.

Consumers today have the luxury of a wide range of spirits in all possible groups at different prices. This ensures that the product caters to every desire and budget and that can be applied to cannabis. The criminalization and prohibition of cannabis made it difficult for innovative and inventive options to emerge. And in many ways, they have alienated cannabis from potential users. But this narrative is developing quickly. For example, there is now massive interest in vaporizers and concentrates.

Back in 2018, concentrates climbed the chart. According to data released by BDSA, concentrates have surpassed flower in terms of sales expansion since 2018. Now, cannabis beverages are beginning to take the spotlight as companies continue to understand how to improve production. More importantly, consumers are also beginning to discover the joy of having hangover-free cannabis drinks.

Promotion of more diverse opportunities for use

Formats aside, cannabis can offer a variety of uses and functions on different occasions throughout the day. A unique ability that the alcohol industry does not have.

Even if alcohol was able to position itself several times, it is still very limited. Alcohol is generally acceptable at social gatherings, mostly at night. Day/solo drinking is socially frowned upon. Basically, the function of alcohol is the same. A shot/glass/mug of your choice of alcohol will basically make you feel the same way.

But that’s not the case with cannabis. Cannabis use extends much deeper than the surface buzz of recreational cannabis use. People experience the effects of cannabis strains differently; its use is social and more individual. The ever-evolving innovations will only help users continue to redefine and redefine their connections to cannabis

Also, as alcohol consumption norms have evolved with emerging participants finding modern ways to consume alcohol, the culture and lifestyle of cannabis is evolving. Instead of just puffing up a joint to get high or manage an ongoing health condition, amazing opportunities are now available for cannabis users. Users can now experience cannabis in unique ways, such as influencing their moods and feelings.

Specifying user expectations for a responsible experience

After all, introducing newbies to an optimal cannabis experience depends largely on product authenticity and introductory education. The need to establish a predictable and consistent dosing standard then becomes urgent.

Let’s look at alcohol again; The portion is defined. This is done through careful and conscious design; For example, a cocktail, a glass of wine, and a beer all have the same alcohol content. This gives users an idea of ​​what they are ingesting and how to interact with and manage their experience with a type of alcohol. But cannabis still has a long way to go as dosing standards have yet to be established.

Therefore, the cannabis industry must strive to actively establish a dosing standard to allay fears of cannabis effects. A common phrase in the industry is “everyone has an edible story” due to dosage uncertainty, especially for newbies. Industry must work together to ensure this is a thing of the past.

Conclusion

As the odds for federal cannabis legalization continue to increase, the future of cannabis must not be viewed through the lens of legacy or traditional consumers. Rather, the future of cannabis should be seen through the lens of individuals looking to enhance their cannabis experience and enjoy life.

Cannabis culture has grown massively and there is a place for everyone and everyone. Public acceptance is at an all-time high and the future promises more for every cannabis user.

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