A Beverage Solution

[dropcap class=”kp-dropcap”]W[/dropcap]hen state-level adult-use legalization began in 2014, the consumer market was dominated by flower, just as the medical and black markets were. The market, driven by changes in consumption patterns, has since moved toward edibles and oils. But what will happen once public consumption (in restaurants, bars, parks, etc.) becomes an option? Perhaps it’s cannabis-infused alcoholic drinks, but without the alcohol.

When people meet at bars and restaurants, drinks flow. As humans have known for thousands of years, alcohol—in moderation—helps to lubricate conversation and loosen tongues. When social and public use is permitted, can cannabis become a substitute or complement to alcohol? Can cannabis lounges be like bars that serve alcohol, rather than simply a place to consume in public?

A number of problems and opportunities arise here. First, alcohol and cannabis often don’t mix well, and no government is going to permit cannabis-infused alcohol. Second, most of the cannabis-infused drinks that are currently available tend to be sugary-sweet sodas, coffee or tea. And third, when cannabis is consumed via drink, psychotropic effects can sometimes take over an hour, while alcohol’s effects work quickly, often in minutes. What is the cannabis industry thinking about to deal with these issues?

First, there is the possibility of removing alcohol (almost) entirely from beer or wine. The alcohol industry already does this with non-alcoholic beer and wine, which is readily available. Simply infuse those beverages with terpenes from cannabis, and voila, cannabis-infused alcohol. Consumers could experience the flavors of beer or wine, with hints (or more) of cannabis. Of course, it’s not that easy, but pioneers in the industry are already researching and testing potential cannabis-infused alcoholic beverages. Rebel Coast Winery in Rancho Palos Verdes, California, advertises on its website a cannabis infused sauvignon blanc, in addition to its regular wines. However, due to problems concerning California’s new cannabis rules, the winery has yet to ship its first bottle.

Here in Colorado, the craft beer industry already recognizes that hemp can be an ingredient in beer. New Belgium Brewery in Fort Collins recently introduced a hemp-infused India pale ale. Hemp, of course, has cannabidiol (CBD), but de minimis amounts of tetrahydrocannabinol (THC), and while hemp and CBD are exploding in popularity, CBD is no substitute for THC. A smaller brewery in metro Denver called Dude’s Brews sells a beer called Dank India Pale Ale, which includes hops related to cannabis. Breweries in California and Oregon have sold similar concoctions.

“Here in Colorado, the craft beer industry already recognizes that hemp can be an ingredient in beer.”

The second problem with cannabis-infused alcohol might be more intractable. How can the industry serve a drink that works as quickly as alcohol? The industry has been developing other delivery devices, such as vape pens and inhalers, which work quickly. Can a cannabis drink work the same way? Perhaps larger companies are already working on this.

Constellation Brands in Canada, which owns brands such as Robert Mondavi Winery and Corona, has been very public about its move into cannabis in that country. Earlier this year, its CEO Rob Sands said that his company and a partner were working on a cannabis-infused beverage expected to be unveiled in 2019. Sands wouldn’t say whether, in his words, cannabis is “cannibalistic or complementary” with alcohol.

With alcohol sales falling flat in Western countries, alcohol companies will be looking for new areas of growth. Cannabis-infused drinks could be the next big thing and would allow drinkers and smokers a new way to consume cannabis.