The Cannabis Beverage Revolution
Written By Chris Fontes
Photos Courtesy of Author
As long as humans have recorded history, we’ve been using cannabis for a multitude of health benefits, spiritual practices, and recreational purposes. This cannabis use was largely smoking flower or consuming edibles, leaving large swaths of consumption methods untapped. Even with legalization of marijuana in various states, certain consumption pathways remained untapped, notably beverages. Today, however, we are witnessing a seismic shift in the industry with the rise of cannabis-infused beverages, which are set to revolutionize how the masses consume cannabis.
Initially, cannabis beverages were locked into the traditional marijuana industry model. The predominant methods of consumption, such as smoking, vaping, and edibles, reigned supreme (and still do), and the technological know-how to create a cannabis-infused beverage that could consistently deliver the desired effects was scarce. Moreover, the challenge of achieving the right balance between flavor and potency was daunting. This led to a sluggish start for the cannabis beverage sector.
In the existing marijuana framework, consumer sales are limited to dispensaries, and as such, beverages have hovered between 1% and 2% of the market share. This data was used by many to show the lack of desire for beverages among consumers.
That correlation was very, very wrong.
It turns out that American consumers like to purchase beverages the same way they always have: at grocery stores, convenience stores, and on-premise purchasing at consumption locations such as restaurants, bars, clubs, and concerts.
The hemp industry - which has been driving innovation in the cannabis space due to its under-regulated status - has determined that cannabis beverages are very much desired, so long as we can sell them at these types of common purchasing outlets that Americans prefer.
Entities like High Spirits Beverages, for example, are growing rapidly staying away from the hyper-regulated and failing marijuana frameworks, instead embracing the hemp side of the framework to leverage national production and distribution (they can even ship directly to your door with the blessing from the US Postal Service).
Additionally, through innovation and extensive research, we've overcome the hurdles that once stagnated cannabis beverage manufacturing. The advent of advanced biodelivery systems and technologies has made it possible to create cannabis-infused drinks with a faster onset and longer-lasting effects. It's now feasible to infuse cannabinoids into beverages in a way that maintains their liquid suspension for extended periods and stays homogenized (meaning, the top of the barrel and the bottom of the barrel have the exact same amount of milligrams), offering an enjoyable and consistent drinking experience.
The hemp industry has thus provided an invaluable lesson for the cannabis beverage sector: on-premise consumption is vital for success, and we now have the tech and the legal framework to make it happen. Consumers want to experience the product in a social environment, similar to traditional alcoholic beverages. Drinking is an intrinsic part of human society, a daily ritual for most people, and beverages already occupy a space in our routine consumption habits. Consequently, introducing cannabis-infused drinks is a logical and natural step to replacing the product in hand rather than attempting to establish a new consumption habit, such as smoking. This makes for a smoother, faster adoption by consumers, which helps the cannabis industry inclusive of marijuana and hemp.
Further propelling this revolutionary movement is the growing trend towards low-alcohol or no-alcohol beverages. Health-conscious consumers and those seeking alternative ways to unwind are increasingly turning away from alcoholic beverages, creating a vacuum that cannabis drinks are well-positioned to fill. This shift is a boon to liquor distributors and retailers, such as bars and restaurants, who can now diversify their offerings and cater to a broader clientele.
For these establishments, stocking cannabis beverages offers not just an expansion of their product range but a unique selling proposition. With cannabis drinks, they can appeal to a new demographic of consumers interested in exploring the benefits of cannabis without resorting to smoking or edibles. These beverages provide an exciting, enjoyable, and socially acceptable way to experience the effects of cannabis, making them a potent addition to any beverage list.
In short, the Cannabis Beverage Revolution signifies more than just a new chapter in the cannabis industry; it represents a reshaping of societal norms around cannabis consumption entirely, and shows previous prohibition zealots that cannabis is approachable, safe, and even enticing. This massive shift not only offers consumers a novel way to enjoy cannabis but also invites new players - from traditional beverage manufacturers to bars and restaurants - into the expanding cannabis space (and into the lobbying space, bringing much needed weight behind the push for normalization). With the right technology, innovative marketing, and changing consumer behavior, cannabis beverages hold the potential to redefine the industry landscape in a manner hitherto unimagined.