The Next Big Thing in the Cannabis Beverage Industry: Taste and Quality

tirsdag den 11. august 2020
The Next Big Thing in the Cannabis Beverage Industry: Taste and Quality 
Since the legalization of hemp and hemp-derived CBD products nationwide, North America has been at the forefront of the cannabis-infused beverage sector. Within the first year, the U.S. generated 164.62 million and is anticipated to reach $1.4 Billion in sales by 2024 according to leading global food and drink consulting firm  Zenith Global. 
One factor contributing to an increase in CBD sales is the rapid shift in consumer preferences with “wellness” being at the forefront of product purchases. According to a Quartz survey study, over 10% of Americans between 18 and 44 use CBD based products to combat economicpolitical, and social anxieties. Those over the age of 44 are acquiring CBD products as an alternative to relieve muscle pains, improve mental relaxation, and reduce joint and chronic pain. CBD beverage consumption is also on the rise with consumers who are replacing soft drinks and alcohol for healthier options. 
The beverage alcohol market shows enormous potential for CBD and THC infused products across marijuana legalized states, Canada and the UK. Many distilleries are experimenting with casual to rich blends of cannabis-infused drinks, and marketing them as a ‘healthy buzz without the calories', as a viable substitute for cannabis and alcohol shoppers alike. A variety of beverage producers are offering IPA’s, coffee, energy drinks, and sparkling waters to expand existing portfolios as consumption and sales trend upward.  
Cannabis-infused wines and beers have gained steady attraction due to clever marketing depicting THC infused products as lifestyle brandsDigital branding from major players in the CBD beverage space, now target shoppers seeking appealing and distinctive taste and quality in what they drink during social outings. We’ve compiled a list of US and UK brands that have taken an innovative approach in taste and sales due to trending behaviors in the Cannabis beverage industry: 

  • Cannabis Jalapeno Bloody Mary Mix - Littleton, Colorado-based premium cocktail mixer, Top Shelf introduced its first cannabidiol based Bloody Mary mix made from all-natural ingredients infused with organic nutraceutical CBD extract. 
  • House of Saka Luxury Cannabis Rose’ - Napa Valley winery House of Saka launched the world’s first-ever alcohol-less sparkling libation. The formulation consists of red and white grape blends infused with THC and CBD extracts for mental relaxation after consumption.  
  • Vegan Cannabis Wines - Marketed as a full-bodied wine brand from the House of Saka; the luxury wine company fused Chardonnay varietals coupled with Pinot Noir and Pinot Meunier for bolder taste and color. House of Saka stands behind its ‘vegan’ claims by using vegan fining agents as part of the clarification and stabilization process.  
  • OTO Non-Alcoholic Cocktail Bitters - European based CBD company OTO introduced non-alcoholic CBD cocktail bitters fused with botanical extracts, licorice, cardamom, and cacao to complement the relaxation effects of CBD. The herbal additives are antioxidant potent and inspire subtle calmness for those looking to socialize in a healthy state of mind. 

  • CBD Hemp Soda - Royal Oak, Michigan producers of CBD-enriched hemp beverages and edibles, utilized pharma-grade cannabidiol and reformulated classic Ginger Ale and Orange Cream flavors to create a flavorful and sustainable CBD Hemp Soda blend. 
  • CBD Beer - California based brewing company, Outbound Brewing released a line of non-alcoholic 20mg broad-spectrum CBD brews, along with a 10mg THC version. Both lines offer 30 calories in each bottle with flavorings extending from Outbound’s flavor profile --- Grapefruit, Blood Orange, and Pale Haze.  
  • TranQuini and Wowie Shot - Data technology company Innovium invested in the beverage market to introduce a de-stress and relaxation beverage TranQuiniInnovium also developed a 5-hour energy alternative Wowie. The 20mg CBD shot contains adaptogens to combat universal stress factors, sleep complications, and fatigue. Innovium product developers sought to fulfill a substitute for sugar-induced energy shots that resulted in unwanted side effects.  

As shifts in alternative casual consumption progress, the non-alcoholic and alcoholic CBD/THC beverage market only proves its versatility and potential to deliver increased sales revenue. Many beverage manufacturers have partnered to develop lobbying organizations in efforts to monitor and push legal state and federal initiatives to build cadence in both distribution and cross earnings.  
This appears to be the only hurdle for the multi-billion-dollar industry. However, as momentum builds through consumer behavior and new product development, food and beverage industry analysts remain confident that CBD and possibly THC fused products may appear on the shelves of major brick and mortar markets within the next 10 to 20 years.