When we think of Pabst Blue Ribbon, the first thought is often the iconic beer and label, or potentially one of the brand’s other endeavors, like hard coffee, hard seltzer, even whiskey. Though, the Pabst name is venturing further into the cannabis-infused market, as Pabst Labs unveiled its brand new, cutting edge manufacturing facility and distribution center in Desert Hot Springs, California last week.
The new plant was designed and built by Pabst Labs, which gave the company full control over its manufacturing and packaging processes, and it will more than triple the company’s production capabilities. It’s described as “one of the few, dedicated cannabis beverage facilities in America.”
Pabst granted the rights to Pabst Labs back in 2020 to begin making the non-alcoholic, cannabis-infused Pabst Blue Ribbon Cannabis Infused Seltzer. It became the first-ever national brand to enter the cannabis space, according to a Pabst Labs press release.
Pabst Labs says that the headquarters will allow the company to raise the bar on quality while expanding its output and innovation “considerably.” The company also hopes to enable other brands to have access to its facility through copackagin relationships, which it says will help to “raise beverage quality and opportunity throughout the industry.”
“Leveraging over 20 years of beverage manufacturing experience, the goal while building our factory was to establish a standard for quality and efficiency that would set the bar in all cannabis-infused [beverage] facilities for years to come. It’s a game changer,” says Pabst Labs Director of Production Chuck Barlick. “The new factory in Desert Hot Springs will operate under customary world-class manufacturing practices such as HACCP, SQF, GMPs, Lean Manufacturing and Visual Work Instructions.”
Pabst Labs also produces Not Your Father’s Cannabis Infused Root Beer and its St. Ides Cannabis product line, which includes the 100mg infused four-ounce shots.
Cannabis-focused analytics company Headset has suggested that PBR High Seltzer is one of the top-selling THC-infused carbonated beverages in California.
Pabst Labs also cites data which shows THC-infused beverages seeing a 40% growth rate, the fastest growing category in the cannabis industry according to the Cannabis Beverage Association. Brightfield Group research agency has also predicted that THC-infused beverages will account for $1 billion in U.S. sales by 2025.
Another report, published by The Brainy Insights, found that the global market for cannabis-infused beverages could balloon to nearly $3 billion annually, a CAGR of 24.5% during the forecast period 2021-2018.
Familiarity is a huge factor for the growth of cannabis-infused beverages. They have the ability to attract new consumers who might be more hesitant about rolling a joint, smoking out of a pipe, let alone trying out something like a dab rig.
In general, beverages are also more in line with our lifestyles. If you’re in the middle of a party or crowded gathering, it’s not always cool to just light up a joint, but to sip on a beverage? Have at it.
A Globe Newswire release on The Brainy Insights report notes the growing demand for wellness beverages and the medicinal and recreational legalization of cannabis in regions around the world are also influences on the growing global cannabis beverage market.
The release says that the key players in the cannabis beverage industry are “now concentrating on implementing strategies like adopting new technology, product innovations, mergers & acquisitions, joint venture, alliances, and partnerships to improve their market position in the global cannabis beverages industry.”
Pabst also isn’t the only beverage company making big moves in the cannabis industry this year. Earlier this month, Jones Soda Co. revealed its new cannabis brand, Mary Jones Cannabis Co., with plans to offer a variety of drinks, syrups and gummies.
