A new study indicates that beer manufacturers have a huge market to tap into with THC and CBD-infused drinks. As the interest in alcohol substitutes continues to rise, more states are legalizing marijuana.
This study was published in British Food Journal on the 28th of last month. It found that 53-56 percent who are beer drinkers were open to drinking cannabis products. Age, product information and prior purchasing habits all correlated with their response.
The respondents were more willing to drink CBD-infused drinks than THC-infused ones (53%)
The University of Tennessee’s study found that “about 28 percent of respondents would not be willing to drink CBD-infused drinks, while a similar number of respondents wouldn’t try THC-infused beverage alternatives.” The remaining respondents said they may be open to trying the drinks. The statistics indicate that there is a growing interest among beer drinkers in cannabis-infused beverages.
According to the research, more than half the respondents (57%) have used marijuana for recreational reasons in the previous year. The results may reflect preferences of product types rather than general opinions on marijuana.
Comparing individual responses to cannabinoids [THC and CBD]”The study shows that 44 percent of participants said they would use both products, while 20 percent did not. Only 4 percent of the respondents said that they would try CBD-infused beverage but not THC. It could be that both beverages have a similar target audience, but their marketing campaigns and consumption occasions are different.
The THC infused beverage could, for example be sold as a recreational product (e.g. As an alternative or in social settings, THC-infused beverages are a great option to drinking alcohol. CBD-infused drinks, however, could be promoted to help promote stress reduction or sleep.
This study also looked at demographics and found that those with higher incomes or younger people who drink beer, as well as those with past marijuana usage, were “more likely” to be willing to experiment with CBD-infused drinks.
Craft beverage markets are maturing and smaller businesses are looking for new areas of innovation. Craft beverage makers are becoming more interested in cannabis-infused nonalcoholic drinks, given the growing popularity of non-alcoholic beers and the liberalization of the cannabis regulatory environment. But much is still unknown about this potential market.”
According to the author of the report, entrepreneurs involved in beverage production in states that have legalized cannabis can benefit from partnering with cannabis companies for product development.
Manufacturers and entrepreneurs could use the results to develop new business strategies. They can gain novel insights about target audiences and potential markets for cannabis-infused beverage products.
These companies already have a good understanding of the regulations that govern product development, marketing, and sales. This will make manufacturing and distribution easier. In fact, cannabis and beverage producers have formed several alliances, and there has been a number of mergers and purchases in these fields.
It is important, before concluding the article, to provide a brief overview of the CBD/THC markets. This will help you understand the current legal status of these products. Cannabis-infused drinks are in a gray area due to the federal classification of cannabis for recreational use as a controlled drug, murky CBD and THC policies and regulations, and state-level variations in cannabis laws. Before pursuing alternative beverage options, craft beverage producers should speak with their legal teams.
In a survey conducted recently, more than 50% of marijuana users said they drink no or less alcohol following cannabis use.
When asked how marijuana consumption affected alcohol use, 54% of respondents responded that they tend to “drink less or never at all.” A further 22 percent claimed that there was no relationship between the use of marijuana and alcohol, while 14 percent stated it depends on circumstances. Nine percent reported that cannabis use was followed by more drinking.
The survey results match up well with an expanding body of scientific evidence that shows consumer behavior is changing, as legalization at the state level spreads. More adults can now legally access marijuana products through licensed retailers.
For example, a survey that was supported by the National Institute on Drug Abuse (NIDA) and released last month found that young adults are nearly three times more likely to use marijuana than alcohol on a daily or near-daily basis.
That survey provided more granular, age-specific findings than a similar report published last year, finding that more Americans overall smoke marijuana on a daily basis than drink alcohol every day—and that alcohol drinkers are more likely to say they would benefit from limiting their use than cannabis consumers are.
A separate study published in the journal Addiction this past May similarly found that there are more U.S. adults who use marijuana daily than who drink alcohol every day.
The new research also comes at nearly the same time as a Bloomberg Intelligence (BI) survey indicating that substitution of cannabis for alcohol is “soaring” as the state-level legalization movement expands and relative perceptions of harm shift. The poll also revealed that a large portion of Americans substituted marijuana and painkillers for cigarettes.
A separate BI analysis from September projected that the expansion of the marijuana legalization movement will continue to post a “significant threat” to the alcohol industry, citing survey data that suggests more people are using cannabis as a substitute for alcoholic beverages such a beer and wine.
Yet another study on the impact of marijuana consumption on people’s use of other drugs that was released last year suggested that, for many, cannabis may act as a less-dangerous substitute, allowing people to reduce their intake of substances such as alcohol, methamphetamine and opioids like morphine.
Another study out of Canada, where marijuana is federally legal, found that legalization was “associated with a decline in beer sales,” suggesting a substitution effect.
These analyses are in line with recent data from other surveys that looked more widely at American attitudes towards marijuana and alcohol. For example, a Gallup survey found that respondents view cannabis as less harmful than alcohol, tobacco and nicotine vapes—and more adults now smoke cannabis than smoke cigarettes.
A separate survey released by the American Psychiatric Association (APA) and Morning Consult last June also found that Americans consider marijuana to be significantly less dangerous than cigarettes, alcohol and opioids—and they say cannabis is less addictive than each of those substances, as well as technology.
The poll shows that more American adults use marijuana as a sleeping aid rather than prescription drugs or alcohol to fall asleep.