With Canada set to allow the sale of edible cannabis products from tomorrow (17 October); Andy Morton, Deputy Editor at GlobalData’s just-drinks, offers his view:
“Canada is the canary in the coal mine for the global cannabis beverage market, and the future of the category will hinge on what happens after 17th October. I predict it will be a huge success from the beginning. Strong sales for first-mover smaller companies will pave the way for the likes of Constellation Brands and Anheuser-Busch InBev to sweep in once issues around regulation and logistics are smoothed away.
“However, it is CBD beverages that will find the biggest success, as opposed to their THC-infused cousins. Consumers will find other ways to get their kicks from psychoactive cannabis, likely through vaping. CBD, meanwhile, will grow to dominate the sports drinks market, as well as mindfulness beverages, a sector poised for significant growth over the next few years.
“CBD – the quiet man of cannabis – won’t get the same headlines as THC, but it will make beverage companies more money.”
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