Cannabis brands imitiate beverages in the alcohol industry—without the alcohol
Trend - The growth of the North American cannabis industry has resulted in a number of ventures within the food and beverage space. A more recent one is the imitation of alcoholic beverage flavors and branding—like wine and beer—that are infused with cannabis but are non-alcoholic.
Insight - Individuals who are accustomed to consuming cannabis tend to do so for both recreational and medicinal reasons. For many of these consumers, cannabis tends to be a great alternative to alcohol for its ability to keep people calm in social situations, and avoid consequences like hangovers. Brands that are able to successfully mimic a social experience without the use of alcohol are appealing to these individuals.
Insight - Individuals who are accustomed to consuming cannabis tend to do so for both recreational and medicinal reasons. For many of these consumers, cannabis tends to be a great alternative to alcohol for its ability to keep people calm in social situations, and avoid consequences like hangovers. Brands that are able to successfully mimic a social experience without the use of alcohol are appealing to these individuals.
Workshop Question - How is your brand enhancing its customers’ social experiences?
Trend Themes
1. Non-alcoholic Cannabis Beverages - Consumers are turning to non-alcoholic cannabis beverages that mimic the social experience of alcohol, with less adverse effects.
2. Cbd-infused Beverages - The demand for CBD-infused beverages is growing as consumers seek wellness, flavor, and refreshment.
3. Cannabis Mixology - Cannabis mixology is a new trend that merges modern mixology and cannabis culture to create mindfully crafted cocktails.
Industry Implications
1. Cannabis Industry - The cannabis industry is expanding into the food and beverage space, offering new ventures and product lines that imitate alcohol, but infused with cannabis.
2. Beverage Industry - The beverage industry is being disrupted by the rise of CBD- and cannabis-infused beverages that offer unique flavors and therapeutic benefits.
3. Hospitality Industry - The hospitality industry can benefit from the trend towards non-alcoholic, cannabis-infused beverages and mixology, as consumers seek new social experiences in bars and restaurants.
