Johnnie Walker and Guinness producer interested in THC drinks

A recent report by Bloomberg indicates that British company Diageo, whose products include Johnnie Walker whisky and Guinness, is looking to enter the cannabis-based drinks market. The company has reportedly met with at least three Canadian cannabis companies to discuss the possibility of creating new infused drinks.

Diageo is one of the world's largest alcohol producers. Its entry into the cannabis-infused beverage market would be another milestone for this fast-growing sector. Constellation Brands has already taken 38% from Canopy Growth for $3.8 billion, Molson Coors joins forces with Hydropothecary to create new beverages and Pernod Ricard also interested.

In Diageo's case, 3 names are circulating for the partnership: Aphria, Tilray and Aurora Cannabis, in short the 3 remaining big Canadian cannabis producers. Aphria's commercial director, Jakob Ripshtein, worked for Diageo for 10 years before joining Aphria in early 2018.

The progress of discussions is not known, but the partnership should arrive once cannabis legalization is open next october.

Offsetting lower alcohol sales

Alcohol manufacturers' main attraction to the cannabis sector is economic: young people are consuming less and less alcohol, and sales are declining slightly in mature markets.

The cannabis sector is estimated to generate $75 billion in global sales by 2030, and cannabis sales in states where it is legal are superimposed on a decline in alcohol sales.

«As access to cannabis increases, we expect further pressure on alcohol sales, given this notable split in consumption patterns,» writes Vivien Azer, senior analyst for Cowen's beverage and tobacco companies, in a report published last April.

In Canada, the edibles will not begin until 2019 , one year after legalization, and is expected to generate 15 billion dollars a year, 10 billion more than legal cannabis sales alone.