Marijuana Beverages are the latest “trend” in cannabis consumption methods. But are cannabis drinks just a trend? Research says “no.” The global cannabis beverages market size in 2023 was valued as follows: 1.16 billion US dollars. From 2024, the market is expected to grow at a CAGR of 19.2 percent, reaching: $3.8 billion by 2030.

So what is the reason for the increase in the consumption of cannabis-containing beverages? Today’s consumers are becoming increasingly health conscious and more careful about the substances they put into their bodies. For example, only 62 percent of adults under the age of 35 consume alcohol. That number is down from 72 percent just two decades ago.

In fact, cannabis consumption is increasing overall. A. Working from 2022 It reported that 17.7 million people use marijuana daily or nearly daily. Meanwhile, 14.7 million people reported drinking just as frequently.

It appears the scales are tipping towards marijuana use and away from alcohol. And yes, Big Alcohol feels threatened. recently Marijuana Moment article Big Alcohol claims wine and spirits sales decline – total US spirits volumes in 2023 alone decreased by 3 percent.

From where? This decline is partly due to consumers choosing to live an alcohol-free lifestyle (45 percent of millennials (now demanding non-alcoholic products) and increased consumer access to legal cannabis, including cannabis-containing beverages.

So it’s little surprise that Big Alcohol is considering stepping into the cannabis beverage market. For example, The Boston Beer Company, which owns the Samuel Adams Boston Lager, Twisted Tea, Truly hard seltzer, and Angry Orchard brands, has already entered the cannabis beverage market. In 2022, Boston Beer Company, TeaPot cannabis-infused iced teas in Canada.

As marijuana legalization expands across the U.S., we can expect additional companies in Big Alcohol to move into the marijuana beverage market to diversify their revenues and offset lost profits from declining alcohol sales.

The real question is: Is Big Alcohol’s foray into marijuana beverages a sign of progress or a potential problem?

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Here’s what we know: Having Big Alcohol in the corner of marijuana-infused beverages could help normalize marijuana use. It could also make cannabis beverages available to a wider audience and better distribution channels. Even Total Wine & More, an American alcohol retailer partnering with cannabis brands to sell brewed seltzer. Big Alcohol’s involvement could also lead to clearer and safer regulations on cannabis products.

All of the above would be great, of course. So what happens to the smaller cannabis brands that are consistently making a name for themselves in the industry? Will Big Alcohol buy them out and take control of the cannabis beverage industry? Would the alcohol tycoons knowingly or unknowingly sweep these small cannabis brands off their feet and make them go bankrupt?

Other concerns include that Big Alcohol is prioritizing profits over quality, and that infused beverages could become watered down or even less potent if they begin to dominate the cannabis beverage space. Not to mention, the additives Big Alcohol adds to wine, beer, and other alcoholic beverages are far from healthy. In fact, alcoholic beverages are known to “contain” alcohol. various carcinogenic pollutants those produced during fermentation and production, such as nitrosamines, asbestos fibers, phenols and hydrocarbons.

Is this the future we want for cannabis consumers?

These are the concerns many cannabis business leaders are voicing today. Monica Olano, founder and CEO of Cali Sober Mom and cannabis reform advocate, was quoted in the Cannabis Regulatory Authority article: “Marijuana Businesses Selling to Major Alcoholics” and said, “Research has shown that alcohol brands use additives linked to cancer in their products. Will we allow the hemp and hemp industry (Big Alcohol) to be sold out and our wellness product tainted with harmful additives? “This will eliminate a lot of the hard work the industry has done to create safer, healthier alternatives to alcohol that focus on wellness.”

So what’s the answer to the question: Is Big Alcohol’s move into marijuana-based beverages more of an advancement or a problem?

Here’s the deal. Big Alcohol’s role in the cannabis beverage market will bring both opportunities And difficulties. What consumers need to be wary of when purchasing cannabis-infused beverages is their ingredients, especially as alcohol leaders step into the cannabis industry. If you want to indulge in cannabis seltzer for its health benefits, make sure the beverage you choose is free of harmful additives.

As leaders in the cannabis industry, it’s important to voice your concerns, but it’s also important to be open to the possibility of Big Alcohol entering the cannabis market. Look for ways to collaborate rather than dominate or be dominated.

In the coming years, I expect to see Big Alcohol brands partnering with small and mid-sized cannabis companies to create cannabis products at scale. The best-case scenario is for these industries to come together to truly meet consumer demand and health concerns.