Across the United States, alcohol consumption has dropped steadily in recent years, and a recent study conducted by a team of university researchers has uncovered a potential culprit: the rising legalization of marijuana. As more states in the U.S. go green, legal cannabis use is changing the rules of the game for many alcohol brands. In fact, the study shows that alcohol consumption dropped as much as 15 percent in states that have legalized recreational cannabis use, such as Colorado. Beer companies in particular are suffering losses as the cannabis industry grows and expands.

However, a handful of alcohol companies are staying ahead of the curve by establishing partnerships with major cannabis brands, crafting a unique marriage of products that appeals to a growing audience. Alcohol brands both large and small are pairing up with cannabis companies and making collaborative, cannabis-infused beverages that are shaping up to be the next big trend across both industries. For many alcohol brands, cannabis is the key to adapting to shifting trends in American culture.

Here are a few alcohol brands that are making the leap into the cannabis industry:
 

Heineken

Industry titan Heineken recently launched Hi-Fi Hops, a cannabis-infused sparkling beverage that can be found at several California dispensaries. The product falls under its Lagunitas brand umbrella and has the flavor of beer without any alcohol content. Instead of alcohol, the drink’s not-so-secret ingredient is cannabis – there’s a 10mg THC version and a hybrid version (5mg each of THC and CBD).
 

Constellation Brands

Constellation Brands is a massive North American firm best-known for brands like Corona, as well as its status as America’s first publicly-traded cannabis company. The firm has invested around $4 billion in the Canopy Growth Corporation, with plans to craft cannabis beverages for consumers in marijuana-legal states.
 

Molson Coors Brewing Co.

The Canadian branch of Molson Coors has announced a joint venture with medicinal marijuana company The Hydropothecary Corporation, one of the leading names in the Canadian cannabis industry. Together, the brands hope to create a non-alcoholic beverage infused with cannabis, with a business partnership that actually exists as its own brand-new start-up company.
 

The Future of Cannabis Beverages

As the legalization of cannabis spreads across new states every year, it’s clear that the industry will only continue to grow and expand into new sectors. Alcohol brands are likely to continue establishing new partnerships and creating cannabis-infused products, and it will be no surprise to see other beverage companies make moves as well. Health drinks, soft drinks, and other beverages may be offered in cannabis-infused varieties in the near future.
 

Stay Ahead of the Curve with Marijuana Marketing Xperts

As the cannabis industry grows by leaps and bounds, there’s always something new going on – from shifting regulations to unique trends, as a cannabis business owner, you don’t want to miss a beat. Let the expert team at Marijuana Marketing Xperts help you keep on top of the latest cannabis industry news and trends, and help you strategize a smart marketing plan to keep up with it all.

To learn more about recent trends in the cannabis industry, marketing news, and how you can use a savvy marketing plan to boost your business, contact Marijuana Marketing Xperts today.