RE:Good article opdweedI'm just not buying it, that making it cool again will do anything to the bottom line. If it were legal to add THC to alcohol it is much more practical to take your favourite drink and add a few drops of THC or take a gel. You can have your favourite brand with the THC for far less, I think this is where the issue lies in the drink sector. It will take many years to build a new brand to scale enough for profit, and that can only happen when and if THC is permitted to be mixed with alcohol. I've tried discussing this on another board....it ended up they sold off BIO...if STZ (with decades if drink experience) and now Inbev selling craft, Molson selling Truss, because they all can't see a clear path to profit, why on earth would anyone think this craft venture will not end up being a huge drain. It's a big gamble folks, and it's with your money.