THC beverages: the latest hot market segment in the U.S.

As the American states legalize cannabis, In fact, some companies are betting that people will want to drink it too. Major beverage manufacturers like Constellation, which has invested nearly 5 billion $ in Canopy Growth, have already entered the cannabis-infused beverage market.

The latest hydrosolubilization technology of cannabinoids have made it possible to blend THC into a whole range of beverages. Today, beverage manufacturers believe that people who don't want to smoke cannabis or drink alcohol for social or health reasons can find an alternative in cannabis drinks.

According to Amanda Reiman, Vice President of Public Policy Research at New Frontier Data, a company specializing in cannabis that tracks consumption patterns, the market is increasingly crowded while it's still in its infancy.

«The choice for consumers wasn't as wide in the past, but we've seen dozens of companies enter the cannabis beverage business,» said Reiman.

Drawing on its experience in beer and spirits manufacturing, Pabst Blue Ribbon has begun selling a range of non-alcoholic «High Seltzers». Each 33-centiliter can contains 10 milligrams of THC, which, according to the company, «is just the right amount for a good time». The drinks are flavored with pineapple, mango, strawberry or lemon. They are sold online or in dispensaries in states where the use of cannabis for medical or recreational purposes is authorized.

Other beer and spirits companies have moved into this sector, including Anheuser-Busch, the maker of Budweiser, and Constellation Brands, which distributes Corona in the USA and owns Lagunitas. The range of weed drinks contains varying doses of THC - generally between 2.5 milligrams and 10 milligrams - mixed only with water-based beverages. Mixing cannabis and alcohol is prohibited in most states that allow cannabis consumption.

Brightfield Group, a cannabis research agency, estimates that all the cannabis beverages will account for $1 billion in sales in the United States by 2025.

While cannabis drinks have been talked about in the past, some experts are calling this a unique moment, and the right time for this type of drink to be adopted more widely.

«There have been multiple false announcements about THC drinks being the next big thing», says Keef Brands CEO Travis Tharp. «But I think we've reached a point where the year-on-year growth is substantial.»

Travis Tharp adds that the market for THC beverages has so far been limited by the lack of research and the scarcity of standards and best practices, which he sees as one of the main obstacles preventing the industry from reaching the general public more quickly.