To escape the ‘tobaccoization’ of cannabis beverages, Canada’s cannabis beverage companies will need to focus on the public’s understanding and perception of their products. One thing is for sure — this will involve distancing cannabis beverages from cannabis products that are smoked or vaped. For this to happen, cannabis beverage companies must escape the ‘tobaccoization’ of cannabis. Cannabis beverages are the industry’s best chance at a sensible approach to cannabis advertising and branding. Yet, without the ability to market to the non-cannabis consumer, cannabis beverage companies will struggle to make the leap into the beverage mainstream.
Although infused beverages have been predicted to shake things up in the legal market, Canada’s cannabis companies are experiencing yet another regulatory bottleneck.
Challenged to create brand identity in the flower market, the promise of many big cannabis companies resides in the ability of their cannabis beverages (HEXO with TRUSS, Canopy with Tweed and Houseplant, Tilray with Fluent, and Aphria with SweetWater Brewing, etc.) to win over the non-cannabis consumer. For this to happen, cannabis beverage companies must escape the ‘tobaccoization’ of cannabis.
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