Molson Coors Canada Hops into The Canadian Cannabis Sector
August 1 , 2018
Molson Coors Canada has decided to hop into the Canadian cannabis sector by offering a non-alcoholic beverage that's cannabis-infused. Molson won't be growing weed themselves. Instead, a joint venture was sparked between Hydropothecary (HEXO) Corporation and Molson Coors Canada with Molson holding on to 57. 5% interest in the venture.
The CEO and president of Molson Coors Canada Frederic Landtmeters, told the Toronto Star, "While we remain a beer business at our core, we are excited to create a separate new venture with a trusted partner that will be a market leader in offering Canadian consumers new experiences."
Retail or recreational cannabis legalization is set to take place for adults 18 and up across the entire country of Canada in the middle of October. This opens an entirely new market for Canadian consumers with products to be offered such as the ones by Molson Coors. It'll be fascinating to watch the process unfold as Canada has strict guidelines adhering to cannabis business compliance.
Marketing Cannabis in Canada Is Strict
When it comes to advertising your cannabis product or brand in Canada, you better be on point. You can’t just add some flashy photos and cool names to the package. There are stringent guidelines you must adhere to.
These guidelines are especially strict when it comes to advertising and the influence it can have on children. The Canadian government is stern when it comes to stomping out the black market for cannabis, keeping cash out of the hands of organized crime members, and preventing kids from being wrongfully exposed to cannabis.
Unlike the U.S., Canada is making cannabis legal across the entire country at once. This is huge and will help influence leaders around the world. You can bet all eyes are on the Canadian cannabis sector and how they are regulating it.
Cannabis Infused Beverages Might Be A Hit
In New York and Colorado, CBD is all the buzz for not having a buzz. This stuff is being added to everything from cupcakes and suckers to coffee, lemonade, and tea. You can find cafes and bakeries that specialize in these cannabis concoctions.
Cannabis beer, cannabis margaritas, cannabis-infused mojitos, these used only to be things that dreams were made of but not anymore! Cannabis-infused beverages with no hangover and a reduced incident rate are becoming very appealing. Cannabis frequently helps to calm situations rather than adding fuel to the fire.
Alcohol often fuels many driving fatalities and domestic violence situations. Adding cannabis to a beverage versus alcohol may be a pleasant change and a much-needed one.
Hop Crops and Pot Crops
A little-known family relation between cannabis and hops is that the two are cousins. The Hop plant is part of the Cannabaceae family of plants, one that contains roughly 170 plant species. Hops even have some similarities with cannabis, such as terpenes, and CBD.
Now, I know what you're thinking. Hops doesn't have cannabis or cannabinoids like THC, CBG, or CBD in it. However, that's not entirely true. In a region referred to as the Silk Road, located in Northern India, a specific variety of the hop plant was discovered. It was cross-pollinated with cannabis that was growing wild and contained CBD.
Now companies like Peak Health Foundation in Colorado have a variety of the hop plant that they can extract CBD from. CBD like this opens new doors. Even beer made from these hops offer loads of potential new products designed towards a health-conscious new generation of consumers.
Cannabis Offers All Kinds of Things
Cannabinoids such as THC, CBG, and CBD also offer the beverage industry a unique advantage. That advantage is their versatility to being applied to a wide range of food products without causing discoloration or ruining the flavor. By adding water-soluble products such as cannabis-infused beverages to recipes, it opens a whole new world of possibilities.
Euromonitor International estimates the global cannabis industry to be around $150 billion. With this kind of money floating around it's attracting all sorts of curious minds looking for ways to capitalize on the green rush. From cannabis-infused edible makers to cannabis-infused beverage makers the green industry is budding. Joint ventures such as the one between Molson and HEXO are cultivating future generational wealth for investors in the cannabis space.
Even though recreational Cannabis will be legal as of October 17th, 2018 across all of Canada, beverage companies and edible makers will have to wait before going to market. Regulations surrounding the cannabis-infused beverage and edible industry are not expected to be introduced until 2019 or later.
Molson Coors is Doing What All Good Businesses Should Do
Cannabis and alcohol have co-existed for thousands of years. They both have faced government prohibition, and cannabis is still fighting to end it. Cannabis doesn’t cause people to drink less. Just ask California where medical cannabis has been legal since 1996.
Both cannabis and alcohol have thrived in the legal market in California. Molson Coors is doing what every good business should do, and that is adapt to new things and change with the times. With recreational cannabis set to be legalized on October 17th, 2018 across all of Canada, Molson Coors is on track to be the #1 cannabis-infused beverage in the country.