The starring role that cannabis drinks were pegged for has been taken for a roller-coaster ride, prompting us to ask: What do consumers of cannabis beverages truly seek?
While the idea of merging the bar atmosphere with the allure of cannabis seemed promising, consumer behavior hasn’t supported this connection. The overlapping of cannabis and cocktail culture has seen limited success. This realization prompts the question: What do cannabis drink consumers truly want?
A strong trend indicates that consumers desire drinks that offer a potent cannabis experience, mirroring the popularity of high THC strains in the traditional cannabis market.The ease of consumption through drinks may appeal to those who seek the effects without wanting to smoke or use more traditional methods of consumption.
Take, for example, The Boston Beer Company’s first cannabis-infused product line, TeaPot. This innovative brand, led by Paul Weaver, a seasoned executive with over a decade of experience across both the alcohol and cannabis industries, has deftly combined the ritualistic nature of tea drinking with the burgeoning trend of cannabis consumption.
For those of us in the business landscape, there are several insights to glean from this evolution. It’s imperative to stay closely connected with consumer preferences, remain agile and recognize that innovation isn’t about sidelining the old but enriching the overall experience. Brands like Uncle Arnies and Teapot, with their ability to pivot based on real-time data or blend tradition with modern trends, offer valuable blueprints.
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