Wine or grass? Experts discuss the future of cannabis-infused beverages

By Nicolas Jose Rodriguez

In places where recreational cannabis is legal, THC-fortified beverages often share shelves with beer, wine, and other beverages. But should alcoholic beverage manufacturers be concerned about competition from weed-infused beverages? Experts from these industries answered these questions in a report recently published by winemag.com

Colleen McClellan, Regional Director for Customer Solutions for Data essential, a leading food and beverage insight platform, expects business opportunities in the THC-soaked beverages space. “I think the more states relax the regulations, the more interest and usage will increase,” said McClellan, who is a trained sommelier.

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“The key aspect of acceptance will be the taste of the product. Taste is extremely important in repeat purchases, ”noted McClellan predicting brand consolidation in the cannabis drinks space.

The data expert emphasized that “there are consumers who enjoy consuming cannabis or products fortified with THC as this offers a functional benefit without the hangover effect” and emphasized the central importance of marketing in bringing consumers to pharmacies. “Weed has never been so bespoke. You can choose the type, strength and type of consumption like a bag of coffee beans. “

Purpose-oriented products are the wave of the future

Michelle Mendoza, chief breeder at Sweet Flower, a California pharmacy, said, “I think the most interesting development in infused beverages recently has been the proliferation of the smaller cannabinoids found in these beverages. We’re only going to see more of these smaller cannabinoids star in the industry. “

Meanwhile, Travis Tharp, CEO of Keef Brands, a Colorado-based cannabis beverage company, said that purpose-built products are the wave of the future.

“These products are based on extensive data and appeal to consumers and patients looking for specific intended effects. We are starting to see that beverages go beyond THC and contain lesser-known but therapeutically promising alternative cannabinoids. “

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According to Morgan McLachlan Co-Founder, Chief Product Officer and Master Distiller at AMASS, a beverage company specializing in botany-based adaptogenic beverages, “Adult marijuana use is a rapidly growing market and soft drinks have an even more meteoric one. The low and no alcohol sectors have grown 506% since 2015 and are projected to reach $ 280 million in sales this year. “

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Despite seemingly meteoric market growth, Jim Higdon, co-founder and chief communications officer of Cornbread Hemp, a Kentucky-based company that makes full-spectrum hemp oils, doesn’t think traditional wine, beer, and alcohol makers need to worry.

“THC drinks have their place, but this place is unlikely to be in the hands of a wine connoisseur with a discerning palate,” Higdon said.

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He notes that the ideal customer for a THC drink is either someone trying to drink less alcohol or a new user who wants a non-smoking cannabis option.

“There is no sense of the terroir of the cannabis flower in the finished beverage product,” said Higdon. “For a wine enthusiast who wants to enjoy the full complexity of the terpene profile of a cannabis strain, there is no substitute for a well-cured flower.”

This article originally appeared on Benzinga and was republished with permission.