The cannabis industry has mastered the art of selling pot-infused brownies, gummies and even popcorn. But it’s struggling to boost a potentially lucrative market that centers on persuading Americans to drink their weed.
In this Tuesday, Oct. 8, 2019, photo a sign advertising shots of CBD oil available as an addition to beverages is seen on a countertop at at Le District in the Financial district of New York. | AP Photo/Mary Altaffer
Most marijuana drinks have negligible calories, and the products pose little risk of a hangover. Cannabis beverage sales in the U.S. are expected to hit $421 million this year — more than double 2019 figures, according to Brightfield Group, which tracks the industry, Many cannabis beverages have traditionally been produced and marketed for their hardcore consumers, packing a THC wallop that would need to be calibrated or risk staggering the casual customer. The price of the drinks is driven up by marijuana’s federal illegality, requiring costly production, bottling and distribution operations to be set up in each state. There is also a more practical challenge: dispensaries don’t typically have refrigerated display cases.
With the spread of marijuana legalization across the country, overall cannabis sales are projected to double in the next four years, topping $40 billion, according to New Frontier Data, an analytics firm that focuses on the cannabis industry. “One of our biggest things that we always have to combat is the brownie story that everybody seems to have,” Tharp said. “Where people didn't seem to know how much they took, and then two hours later they took too much and it was a horrible experience.”
But Pedro Fonseca, director of retail for legendary California dispensary chain Harborside, which has four stores in the state, said drinks have become an important part of the product mix, making up about 3.5 to 4 percent of sales in any given month. Lower potency products, in particular, have made inroads with Harborside’s customers in recent years.
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