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.