Big Alcohol Prepares For The Green Wave

It’s no surprise that the Wine & Spirits Wholesalers of America (WSWA) have announced that they support cannabis legalization on the federal level. Why wouldn’t they? Consumer support for legal cannabis is at an all-time high, and there’s money to be made in this industry. It’s in alcohol’s best interest to assume a “if you can’t beat them, join them” mentality.

More and more alcohol manufacturers are starting to dedicate resources to capturing market share with cannabis-infused beverages. Constellation Brands Inc. (which makes Corona beer, Robert Mondavi wines and Svedka vodka) recently took a minority stake in Canada’s Canopy Growth. Heineken-owned Lagunitas Brewing Company is going to start infusing cannabis into a non-alcoholic IPA-inspired beverage. And a handful of wineries are getting the word out on weed wine.

But while the alcohol industry is learning from us, we can also learn from them.

Read more at this link.

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