Tilray Brands - Rise of Cannabis Drinks Beyond the Mocktail Trend
The starring role that cannabis drinks were pegged for has been
taken for a roller-coaster ride, prompting us to ask:
What do consumers of cannabis beverages truly seek?
IN THE WORLD of beverages, the allure of the ‘new’ has always captivated consumers. Remember the rise and reign of the “mocktail?” At the dawn of the cannabis drinks market, entrepreneurs and enthusiasts anticipated a symbiotic dance between cannabis and bar culture, envisioning a world where the cannabis-infused sipper sat comfortably next to the old-fashioned on the bar menu.
Yet, like any good story, the plot has twisted. The stage set by early marketers didn’t quite match the play that unfolded. The starring role that cannabis drinks were pegged for has been taken for a roller-coaster ride, prompting us to ask: What do consumers of cannabis beverages truly seek?
Cross-Pollination Missteps
While the idea of merging the bar atmosphere with the allure of cannabis seemed promising, consumer behavior hasn’t supported this connection. The overlapping of cannabis and cocktail culture has seen limited success. This realization prompts the question: What do cannabis drink consumers truly want?
Take Uncle Arnies, which first entered the cannabis beverage sphere guided by Ave Miller, and were aligned with the prevailing mocktail trend. However, their sales data soon began to paint a different picture. Following a strategic shift towards high-potency products, Uncle Arnies saw remarkable quarterly growth in sales, with their high-THC beverages representing the lion’s share.
Additionally, repeat purchases of these potent drinks surged, indicating not only a preference for the stronger effects but also budding brand loyalty among consumers. In response, Uncle Arnies intensified their focus on producing and marketing these high-potency options. Their data-driven approach and timely adjustments in strategy have made them a testament to the larger industry movement: a clear consumer tilt towards more elevated, distinctive cannabis experiences, distinct from the typical alcohol offerings.
What Drives the Current Cannabis Drink Consumer?
So, if not the glitz and glamor of bar culture, what is it that’s driving consumers towards cannabis drinks?
• High Potency: A strong trend indicates that consumers desire drinks that offer a potent cannabis experience, mirroring the popularity of high THC strains in the traditional cannabis market.
• Alternative Consumption Options: The ease of consumption through drinks may appeal to those who seek the effects without wanting to smoke or use more traditional methods of consumption.
• Convenience: Drinks offer a discreet and accessible way for consumers to enjoy cannabis, especially for those who might be new to the product or might not have previously considered using cannabis.
Learning from the Canadian Market
Canada’s cannabis drinks market can be seen as a precursor to what might unfold in the US. With the northern neighbor having federally legalized cannabis earlier, their market has matured more rapidly. High-potency drinks and wellness-focused beverages have seen a substantial uptick in sales in Canada, indicating a potential trajectory for the US market.
The competitive landscape of Canadian cannabis drinks also offers a hint. Brands that have focused on delivering quality, consistent potency and clear messaging around the effects and benefits of their products have emerged victorious.
Take, for example, The Boston Beer Company’s first cannabis-infused product line, TeaPot. This innovative brand, led by Paul Weaver, a seasoned executive with over a decade of experience across both the alcohol and cannabis industries, has deftly combined the ritualistic nature of tea drinking with the burgeoning trend of cannabis consumption. They’ve tapped into the essence of craft culture — a deep respect for quality, tradition and innovation — to create distinct offerings like TeaPot’s first release of Good Day Iced Tea, which blends real lemon black tea infused with expertly grown Pedro’s Sweet Sativa, and Good Evening Iced Tea, where the tastemakers infused blueberry chamomile tea with the indica-dominant hybrid Black Sugar Rose. These two styles purposefully pair the right tea with the right strain for the right occasion, and each can is precisely dosed for social gatherings.
Looking Ahead
Navigating the cannabis drinks market has been a journey of discovery, adaptability and understanding the core of consumer desires. Drawing parallels from the music industry, just as we’ve seen genres evolve and fresh sounds emerge without overshadowing the classics, the beverage sector is witnessing a similar transformation with cannabis-infused offerings. Initial projections had anticipated a marriage of traditional bar culture with cannabis, but the unfolding reality emphasizes a strong inclination towards potent and convenient drinks.
For those of us in the business landscape, there are several insights to glean from this evolution. It’s imperative to stay closely connected with consumer preferences, remain agile and recognize that innovation isn’t about sidelining the old but enriching the overall experience. Brands like Uncle Arnies and Teapot, with their ability to pivot based on real-time data or blend tradition with modern trends, offer valuable blueprints.
As we chart our paths in this industry, it’s clear that the success mantra lies in a blend of harnessing technology, ensuring quality and crafting resonant narratives. The market’s dynamism means that staying receptive, adaptable and genuinely connected to the consumer pulse is not just recommended, but essential. The future is promising, and as stakeholders, we have the exciting task of not just navigating but actively sculpting this brave new world
To our beloved Rolling Stone aficionados, think of it this way: If traditional alcoholic drinks are the classic rock anthems we all adore, cannabis drinks could be the exhilarating, genre-defying tracks of Tame Impala or MGMT. They’re not here to replace the classics but to introduce a fresh, groundbreaking sound to the playlist. As we stand on the precipice of this revolution, one can only imagine a future where sipping a cannabis-infused drink becomes as iconic as donning a Ramones tee. The zeitgeist is shifting, and it’s high time we tune in to its frequency.
https://www.rollingstone.com/culture-council/articles/rise-of-cannabis-drinks-beyond-mocktail-trend-1234856020/