The high rise of infused beverages!
The Rise of Cannabis Beverages: A Game-Changer in the Consumer Market
Cannabis beverages are emerging as one of the fastest-growing segments in the cannabis industry, transforming how consumers experience cannabis and redefining the traditional consumption experience. These infused drinks, which range from sparkling waters to teas and tonics, are gaining popularity for their convenience, discreteness, and precise dosing. They appeal to a wide spectrum of consumers, including those who might shy away from smoking or vaping. Cannabis beverages are positioned to become a staple in the cannabis landscape, especially as new markets open up globally and more people seek approachable ways to enjoy cannabis.
How Cannabis Beverages Are Changing the Market
Cannabis-infused beverages have introduced a new dynamic to the cannabis market. Historically, cannabis consumption has been dominated by flower, edibles like brownies or gummies, and vapes. But cannabis beverages offer something different: a smoke-free, drinkable option that fits more easily into social situations, daily routines, or personal wellness regimens.
One of the biggest advantages of cannabis beverages is precise dosing. Many consumers—particularly those new to cannabis—worry about overconsumption or misjudging their dosage when smoking or eating edibles. With cannabis drinks, the dosage is clearly labeled, and the effects can often be felt faster than traditional edibles because the beverage allows for sublingual absorption or faster digestion. This makes it easier for consumers to control their experience.
The appeal of weed drinks isn’t just limited to THC. There are a growing number of CBD-infused beverages, which offer relaxation and wellness benefits without the psychoactive effects. This versatility allows these drinks to attract health-conscious and canna-curious consumers alike, making the beverage category one of the most approachable entry points for new cannabis users.
The Global Cannabis Beverage Market
While cannabis beverages have gained significant traction in the U.S. and Canada, they are also starting to make waves globally. However, the market’s development outside North America is shaped by the varying legal landscapes of cannabis use.
United States: In states where cannabis is legalized for both recreational and medical use, the cannabis beverage market is thriving. Brands like Cann, Lagunitas Hi-Fi Hops, and Keef Brands are setting the pace, offering everything from low-dose social sippers to stronger beverages for experienced consumers. These drinks are often marketed as an alternative to alcohol, appealing to those seeking a healthier, hangover-free social experience.
Canada: After the legalization of cannabis in 2018, the cannabis beverage market has grown steadily in Canada. Truss Beverage Co., a collaboration between Molson Coors and HEXO Corp, is a major player in this space, offering a wide range of beverages, from sparkling water to cannabis-infused teas. The Canadian market is well-positioned for growth, with health-conscious consumers increasingly turning to these beverages as an alternative to alcohol.
Europe: In Europe, the cannabis beverage market is still in its infancy but holds massive potential. Countries like the UK, Germany, and Switzerland have seen a rise in the popularity of CBD-infused beverages, as CBD is legal in many European countries. Full THC-infused beverages are not as widespread due to stricter cannabis laws, but with changing perceptions and potential legalization efforts, Europe is a market to watch in the coming years.
Other Markets: In countries like Australia, New Zealand, and South Africa, cannabis beverages are also starting to gain attention, particularly in wellness circles. CBD-infused beverages have become a popular alternative to traditional soft drinks or energy drinks, offering a functional, calming effect without the "high."
A Gateway for the Canna-Curious
For individuals curious about cannabis but hesitant to try smoking or vaping, beverages offer an approachable entry point. One reason for this is that cannabis beverages offer a familiar consumption method—drinking—whereas smoking or vaping can feel intimidating or unfamiliar to newcomers.
Furthermore, many cannabis beverages are formulated to provide lower doses of THC, such as 2.5mg or 5mg per serving, allowing beginners to start with a mild experience. This is in contrast to more traditional edibles, which can sometimes lead to unpredictable effects if dosing is misjudged. Cannabis beverages, on the other hand, tend to kick in within 15-30 minutes, offering a more controlled and consistent experience than edibles, which can take over an hour to take effect.
The wellness angle is another key factor for the canna-curious. CBD beverages, in particular, have drawn attention for their non-psychoactive properties. Many people who might be interested in the potential benefits of cannabis but are wary of getting "high" can enjoy CBD beverages for relaxation, pain relief, or anxiety reduction without intoxication.
The Evolution: From the Past to Today
Cannabis infused drinks aren’t entirely new. Historically, various cultures have used cannabis-infused drinks for ceremonial, medicinal, or recreational purposes. For example, bhang, a traditional Indian drink, has been consumed for centuries, particularly during festivals like Holi. It’s made by grinding cannabis leaves and flowers into a paste and mixing it with milk, sugar, and spices to create a potent beverage.
However, modern cannabis beverages began to emerge in the U.S. and Canada in the last decade, fueled by legalization and technological advancements in cannabinoid extraction. As cannabis legalization spread, companies saw the potential to create a new class of cannabis products tailored to social consumption. The rise of nanoemulsion technology, which allows for cannabinoids to be evenly dispersed in liquids and quickly absorbed by the body, has been key to the success of these drinks. This technology ensures a consistent experience with every sip, addressing one of the most significant challenges in cannabis edibles: variable absorption rates.
The appeal of cannabis beverages is also being driven by consumers looking for a healthier alternative to alcohol. Many cannabis drinks are low in calories, free of sugar, and offer the relaxation of cannabis without the negative side effects of alcohol, such as hangovers or dehydration. In a health-conscious world where mindfulness and wellness are top of mind, cannabis beverages fit in perfectly.
Are bevies The New "Magic Brownies"?
While edibles like "magic brownies" have long been a staple of cannabis culture, infused beverages are quickly becoming the preferred method for many. Unlike edibles, which can take an unpredictable amount of time to kick in, cannabis beverages often have a faster onset due to the body’s absorption mechanisms. Additionally, drinks offer a social element similar to alcohol, making them perfect for parties, gatherings, or just winding down at home.
Cannabis beverages also lend themselves to more controlled consumption. With edibles, it’s easy to accidentally eat too much, leading to an overwhelming experience. Cannabis drinks, on the other hand, can be consumed slowly and steadily, allowing users to pace themselves and adjust their dose as needed. This controlled experience makes cannabis beverages an excellent option for both beginners and seasoned users who want to enjoy cannabis in a social or casual setting without overdoing it.
Forecast for Cannabis Beverage Sales Over the Next 5 Years
The future of cannabis beverages looks bright, with significant growth expected in the U.S., Canada, and Europe over the next five years.
United States: By 2028, the U.S. cannabis beverage market is projected to reach $2.8 billion, driven by increasing legalization, product innovation, and the demand for alternative consumption methods. As more states legalize recreational cannabis, the market will continue to expand, especially in health-conscious regions like California, Colorado, and New York.
Canada: Canada’s cannabis beverage market is expected to grow at a compound annual growth rate (CAGR) of 17% over the next few years. With established players like Truss Beverage Co. and new entrants continually innovating, the Canadian market will likely see an expanding range of beverages, including higher-dosage products and premium offerings aimed at cannabis connoisseurs.
Europe: In Europe, the cannabis beverage market is still in its early stages but is poised for rapid growth. As CBD products gain popularity and countries begin to explore the potential for legalizing THC, the European cannabis beverage market could reach €1.5 billion by 2028. The UK, Germany, and Switzerland are expected to be key players in this growth, particularly as CBD-infused drinks become more popular in the wellness space.
Cannabis beverages are revolutionizing the cannabis market, offering consumers a new, convenient, and health-conscious way to enjoy cannabis. Whether it's for socializing, wellness, or simply replacing alcohol, these drinks are proving to be more than just a trend. With technological advancements improving the quality and consistency of cannabis-infused drinks, and as more people seek alternative ways to consume cannabis, the future of this segment is promising.
The global expansion of cannabis beverages is likely to continue as legalization spreads and consumers seek more options. From the U.S. to Europe, infused beverages are positioning themselves as a mainstream alternative to smoking, vaping, and edibles, appealing to both new users and seasoned cannabis enthusiasts alike.
Beverages may just be the new “magic brownies”, but with a more sophisticated, precise, and social twist, and the market is happening now!