50% of beer drinkers open to trying cannabis drinks.
We live in a time when everything is being investigated, including the question of what beer drinkers think about alternative drinks made from… cannabis. More than half of respondents who describe themselves as beer drinkers would like to try a THC or CBD drink, according to an American study.
Significant opportunities for beer makers in the cannabis market
Alcohol-free beer and wine have been (somewhat) popular for a while now, but have you ever thought about cannabis as a possible alternative to your alcoholic refreshments? Researchers at the University of Tennessee Knoxville now wanted to know.
Their findings were published last month in the scientific journal British Food Journal under the wonderfully clear title‘Beer drinker perceptions of cannabis-infused beverages‘.
Let’s get straight to the point: according to the researchers – or rather the respondents – the study indicates that “there is a significant market opportunity for beer makers to branch out into the cannabis market with both THC- and CBD-infused beverages”.
Beer drinkers are curious about cannabis drinks.
The US study indicates that more than 50% of those surveyed who identify as beer drinkers are open to the idea of experimenting with cannabis drinks – “with age, product knowledge and past purchasing behaviour correlating with this response”. A total of 1,094 ‘US Beer Drinkers’ were surveyed for the study.
Participants in the study were revealed to be more likely to try out THC-based drinks than CBD-based drinks.“Approximately 28 per cent of respondents were unwilling to try CBD-infused beverages, with a similar percentage for THC-infused alternatives,” noted researchers.
“The remaining respondents indicated they might be willing to try the beverages. From a broad perspective, these statistics demonstrate a general curiosity among beer drinkers about cannabis-infused beverages.”
Smoking Weed and Drinking Beer Is Already Popular
The study also notes that more than half of beer drinkers surveyed (57 per cent) have used cannabis recreationally in the past year, suggesting that the results may mirror product style choices rather than all-around views on cannabis.
“When comparing individual responses to THC and CBD, the most common response was yes to both products (44%), followed by no to both products (20%),” the study said.
“Interestingly, only 4% of respondents indicated they would be willing to try CBD-infused beverages, but not THC-infused alternatives. This may indicate that the target audience for the two beverages is similar, but the marketing and drinking occasions are different, given the different reasons for product use.”
THC for Recreational Use, CBD for Health Benefits
Researchers dug a little deeper into the last difference. “For example, THC-infused beverages could be marketed for recreational purposes (e.g., in a social setting) or as an alternative to alcohol consumption. CBD-infused drinks howeverare non-intoxicating and could be marketed toward those who are looking to help with sleep issues or reduce stress".
The study also examined demographic information collected and discovered that younger beer drinkers, those with higher incomes, those with a history of cannabis use, and those more acquainted with cannabis and the cannabis industry were“more likely to try CBD-infused beverages.”
Bright Future for Cannabis Beverages
Craft beverage markets are maturing, and small businesses in the industry are looking for areas to innovate. “Given the rise in non-alcoholic beer sales and the liberalization of cannabis regulations, there is growing interest among craft beverage manufacturers in the viability of non-alcoholic, cannabis-infused beverages,” the study adds, further fueling the booze craze.
Where these Tennessee scientists also see potential success is in collaborations between existing cannabis companies and beverage companies. “There have already been several collaborations between cannabis producers and beverage companies, as well as mergers and acquisitions in these areas.”
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Liz Filmer
