On a hot summer day, there’s nothing more satisfying than cracking open a frosty bottle of— non-alcoholic beer with weed in it? Aimed at millennials, who are apparently tired of drinking, a confusing batch of cannabis-infused beer alternatives recently arrived on dispensary shelves. These drinks aren’t labeled as “beer,” there’s 5 to 10 milligrams of THC dissolved in them somehow, and they’re here to revolutionize cannabis consumption—at least according to the people selling the stuff.
We could all benefit from reducing our alcohol consumption.
Looking for new sources of revenue, the liquor industry is positioning itself to profit from cannabis, instead of competing with it, which sounds good until you remember how groups like the California Beer & Beverage Distributors previously donated money to prevent cannabis legalization. Such is the incredible hubris generated by the investment firms and Big Alcohol executives looking to co-opt cannabis by liquifying, bottling, and marketing it as “a true alternative to alcohol.”
To Make Dank Beer, Brewers Forced to Get Creative
In Canada, where cannabis is federally legal, giants like Molson Coors intend to be a “participant” in this new $3 billion dollar market rather than a “spectator,” preparing new cannabis beers for this fall when THC-infused food and drinks become legal to sell. Similar headline-grabbing deals unfolded during 2018, with Constellation Brands—who owns Corona and Modelo—acquiring a sizable interest in Canopy Growth Corp. through a $4 billion dollar investment in the Canadian cannabis company.