In the few months that marijuana has been legalized in Canada, every major business in the country is looking for a means in which to capitalize on it, one of which being one of the largest brewers, Molson Coors. An ambitious goal has been set to establish nonalcoholic, cannabis infused beer to be responsible for up to 30% of sales in the marijuana market. This is a rather lofty goal, as the American counterparts have only seen this particular beverage offering representing roughly 1% of overall cannabis sales.
It’s always been a question of whether or not the legalization of marijuana in the country would impact the sale of beer and alcohol, yet it seems that the major brewers, rather than seeing it as a threat, are embracing the potential for crossover marketing. With the clout of a company the size of Molson behind the push for these beverage types, it’s difficult to say exactly how successful these campaigns will be and the type of impact they will have on the two distinctive markets. All we know for now, is that Molson is at the forefront of Canadian breweries looking to make this partnership.
By combining their forces with one of the major legal dispensaries in the country, you have the marketing and reach of Molson, which has access to markets across the country, putting their stamp on these particular cannabis infused offerings. We have already seen the impact that legalized marijuana has made on the city, even though the initial rollout of legal dispensaries has been troubled, to say the least. The fact that we have taken a step forward to legalize marijuana and to use it as a bolster to our country finances only opens the door for new ventures.
Whether it’s marijuana products, beer or otherwise, we are always looking to support Canadian companies and to ensure that they have the capability to maximize their potential when it comes to overall sales and access. There has been initial polling put out by Molson to get a better idea of the general interest in these products and a majority of individuals have stated that they are at least willing to try it, which at least sets a good preliminary example of what could be. The ultimate result of this venture will still have yet to be seen though.
It’s safe to assume that the legalization of marijuana has opened a number of different avenues when it comes to businesses of all types, across the country. As the first year of legalization passes and we come to see the financial benefits that it has been bring to the country, it won’t be hard to imagine the business sector growing, not only providing new jobs for dispensaries that open across Hamilton and beyond but also in distribution centers, major delivery hubs and of course the necessary growers involved. Cannabis infused beer may just be the first step in a long line of future options.