Cannabis infused drinks make up just 3% of global cannabis consumption. So it begs the question; why are the big alcohol brands investing in this industry? Molson Coors took a controlling stake in a joint venture with a licensed cannabis producer in Canada called HEXO. Anheuser-Busch InBev put $50 million towards a similar joint venture with the British Columbia-based Tilray. Constellation Brands, which includes Corona and Modelo, invested $4 billion — the biggest investment in the history of cannabis — for a 38 percent stake in the largest Canadian marijuana producer, Canopy Growth. These companies are seeing their industries slow and steadily decline over the last decade and are therefore looking for the next big thing!
Science
The THC and CBD cannabinoids are fat-soluble compounds which do not easily mix with water. This is one of the reasons why edibles have traditionally been a more popular choice. Edible products are mixed with fatty butters and oils which are better carriers of the cannabinoids. Novel technology has now allowed beverage startups to create better tasting cannabis drinks, reaching casual consumers looking for an alternative to alcohol. This is through a process called nano-emulsification, cannabis oil is broken down into microscopic particles and then mixed with an emulsifier, a substance that helps oil dissolve in water. It’s the new technology around nanoemulsions that makes THC extremely bioavailable. The easier it is for your body to absorb the cannabis, the faster you feel the effects.
Cannabis infused coffee and tea
The nano-emulsification process results in the cannabis by-passing the liver. The liver is there to help purify the body by taking out things it doesn’t want. If you would prefer the liver to work its magic, slowing the onset of the THC by 20–45 minutes, then look no further than the Cannabis-infused herbal-tea brand Kikoko. You will also find many companies selling cannabis-infused coffees — as mentioned in my previous article this is an area ripe for research.
Beer
Drinkers are increasingly trading alcohol for cannabis — who wants a hangover ever Sunday morning. Many breweries are looking to create a product that can be enjoyed in the same way you enjoy your favourite beer. Also many of these products are working with terpenes to enhance the flavour. Lagunitas have an alcohol free cannabis beer called hifi hops — check it out here.
Sparkling drinks
In the past, cannabis colas like Keef Cola have reigned supreme. The sugary syrup is a great carrier for THC but not necessarily appealing to the modern consumer. In 2017 Keef Brands released the first water-soluble low calorie, low sugar cannabis formulation — this has become a much more popular choice. You may also have come across the Cannabis Quencher a line of juices and lemonades in flavors like hibiscus and strawberry that have been sold by the company VCC Brands. These products carrier much higher doses of THC.
Compared to flower, vapes and other edible the cannabis drinks market is small, but it is growing and perhaps people will find drinking THC to be more clean, appealing, and healthy than vaping oil or smoking. As the science improves and the manufactures can jump the ‘onset time’ hurdle it could become a more obvious choice.
