Marlboro ready to invest in cannabis?

While legal cannabis sales in Canada are fast approaching, The cannabis industry is in full swing. The big companies in the beverage, retail and tobacco industries all seem to be biding their time. Among them, big names like Coca Cola or Walmart. Whether they're just keeping an eye on market developments or engaging in discussions with cannabis entrepreneurs now, these companies are all showing a growing interest in the cannabis business.

An industry in search of renewal

Faced with the decline of the tobacco industry, even giants such as Philip Morris are paying the price, the tobacco industry is eyeing the cannabis market. Recently, it was Imperial Brands which had invested $10 million in medical cannabis research alongside’Oxford Cannabinoid Technologies and the associated consulting firm, Casa Verde.

Now it's Marlboro's turn to get in on the action. According to Globe & Mail which reported the news, the tobacco company is said to be in talks with medical cannabis producer Aphria. The 2015 farce on packs of Marlboro pre-rolled gaskets was, after all, visionary.

The Atria company, producer of the famous Marloboro brand, is reportedly aiming to acquire shares in Aphria, initially in fairly small proportions but with the ambition of becoming a major shareholder. Details of the proposal have not been made public, but since this announcement, Aphria has risen by 16 % on the stock market.

The tobacco industry has obvious advantages in getting involved in cannabis: a shared consumption pattern, existing plant processing structures, marketing tools and a worldwide reputation. It is interesting to note, however, that it is investing in medical cannabis in particular. Perhaps they're trying to improve the image of their products, or perhaps it's simply because recreational cannabis doesn't yet have the global reach that medical cannabis does.