How is rising demand for cannabis beverages reflecting broader changes in functional beverages and the non-alcoholic alternative category?
Despite a state-by-state approach to distribution and increased regulatory scrutiny, the ascending hemp-derived category represents a “seismic” cultural shift in consumers’ relationship with alcohol, said Aaron Nosbisch, founder of infused beverage brand BRĒZ and social advertising platform LUCYD.
In this video from BevNET Live Summer 2024, Nosbisch discussed the future of the cannabis beverage category with Ian Dominguez, founder and chief investment officerof cannabis investment group Delta Emerald Ventures.
“What’s exciting to me is the consumer’s mind and the channels themselves are melding alcohol and non-alcoholic beverages,” Dominguez said. “That is having really important implications for all brands.”
The category is playing out in route-to-market strategies, merchandising and, in the process, redefining many aspects of beverage retail overall.