Cannabis-Infused Beverages Emerge as Potential Beer Industry Disruptor 

 

U.S. consumers looking to catch a buzz without the booze will soon be able to purchase an assortment of beer-centric products thanks to a pair of ventures aiming to disrupt the current alcohol market with cannabis-infused beverages.

Petaluma, California-headquartered Lagunitas Brewing Company, which has a well-documented history with marijuana and is now wholly owned by Amsterdam-based Heineken International B.V., today announced the launch of two psychedelic sparkling water products.

Called Hi-Fi Hops, the two “IPA-inspired” non-alcoholic beverages are made in partnership with CannaCraft — which produces the AbsoluteXtracts line of vape cartridges — and contain zero alcohol, zero calories, and zero carbohydrates.

Set to debut at California-licensed dispensaries on July 30, the hoppy sparkling water beverages come in two doses: one containing 5 mg of THC (tetrahydrocannabinol) and 5 mg of CBD (Cannabidiol), and another containing 10 mg of THC.

According to representatives from both companies, who declined to reveal the specific financial terms of their arrangement, Lagunitas will produce the hop-infused, carbonated water and ship the liquid to CannaCraft’s facility in nearby Santa Rosa, California.

CannaCraft will then infuse its emulsified THC and CBD oils into the hoppy water, and package upwards of 25,000 12 oz. cans (about 75 barrels) for distribution throughout California.

Speaking to Brewbound, Lagunitas spokeswoman Karen Hamilton said the products – which prominently display the Lagunitas logo and are branded with the company’s signature splotch moniker — would retail for $8 and have a shelf life of eight months.“If you are going to do an extension of your brand, it makes sense to create continuity, otherwise there is no connection,” Hamilton said, noting that the two companies hope to build off of Lagunitas’ image as a high-end producer of hoppy beers, as well as its penchant for marijuana as the emerging market for THC-infused beverages, grows.“There is a pretty big frontier ahead,” she added. “It is an exciting one, and the future is unknown, but we know that Cannabis and CBD will be a big part of it.”…

FINISH READING: Cannabis-Infused Beverages Emerge as Potential Beer Industry Disruptor | Brewbound.com






 

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