Coors Is Releasing Cannabis-Infused Beer — but There's a Catch
Add this to your list of weekend hangover remedies: Coors is adding cannabis-infused beer to its already impressive roster of beers and beer brands.
Last week, one of the world's most popular beer brands, Molson Coors, announced they're teaming up with a Canadian marijuana company, Hydropothecary, to make a cannabis-infused beer. The catch? It's nonalcoholic — and it'll only be available in Canada.
The announcement follows Canada approving marijuana legalization back in June — the first G7 nation and the second nation in the world to do so. The partnership will also make Molson Coors the first to market when marijuana edibles become legalized in Canada. According to USA Today, legal marijuana sales in Canada begin nationally in October, and the cannabis-infused drink will likely be on shelves next summer.
"Canada is breaking new ground in the cannabis sector and, as one of the country's leading beverage companies, Molson Coors Canada has a unique opportunity to participate in this exciting and rapidly expanding consumer segment," Molson Coors Canada CEO Frederic Landtmeters said in a statement.
This is far from the first cannabis-infused drink on the market, though. Colorado-based cannabis products brand Dixie Elixirs sells THC-infused lemonade, limeade and fruit punch, but they're only available in Colorado, California and Nevada. The inventor of Blue Moon, Keith Villa, is launching three nonalcoholic marijuana-infused drinks this fall, but only in Colorado. And last month, California-based Lagunitas released cannabis-infused sparkling water called Hi-Fi Hops, but it's only available in California.
What makes Coors' announcement stand out from the crowd is its brand recognition, and the move may just help increase its sales. Molson Coors reported a 2.4 percent year-over-year decline in worldwide sales. With the Canadian marijuana market projected to be valued at $7.17 billion in 2019 and with nearly 60 percent of Canadian users planning to purchase marijuana edibles (according to Deloitte), there's a good chance, but only time will tell.
In the meantime, we'll be over here planning our Cannabis in Canada Summer 2019 road trip.