Archive for the ‘Trends’ Category

Service of Changing Taste: The Lowdown and the High

Monday, August 13th, 2018

Photo: 13.com

Question: What do smart marketers do when consumers cool on their once hot product? Answer: Develop the next trend.

Beer consumption has slumped—Americans chose wine or cocktails over beer in 2017 for the first time. Saabira Chaudhuri and Annie Gasparro wrote that drinkers “are thinking about other things: taste, value, beer bellies.”

Photo: stealingshare.com

In their Wall Street Journal article they cite Beer Institute stats: the brew was 60.8 percent of people’s drink of choice in the mid-1990s. Last year it dropped to 49.7 percent. People 21 to 27 years of age chose beer 65 percent of the time in 2006 vs. 43 percent two years ago according to Anheuser-Busch InBev SA.

Enter brewers like Lagunitas, a Heineken company, among several “diving into the deep end of the cannabis-infused drink pool.” The brand introduced a sparkling water drink for sale in California called Hi-Fi Hops according to Steve Huff on maxim.com. “Lagunitas says their 420-friendly fizz comes in two strengths: a lighter version with 5mgs of THC and a stronger one loaded with 10mgs of the only reason anyone messes with cannabis anyway (it’s the THC that brings the mellow, in case you didn’t know).” THC stands for tetrahydrocannabidinol.

Photo: forbes.com

According to Huff, “If anything, the beer maker is a little late to this game. Blue Moon founder Keith Villa is producing craft beer loaded with THC. Corona is ready to join the game, too. And California vintners have been infusing wine with weed for a while now.”

Cannabis is legal in Canada but is against federal law here. Mike Adams, contributing writer at Forbes, wrote that “Molson Coors, the second largest brewer in the world, is reportedly trying to get into the game.” It’s considered by some currently a risky venture for sales in the U.S right now though “the beverage sector alone is expected to produce $15 billion a year, according to statistics from Cannabiz Consumer Group.”

Photo: newsnetwork.mayoclinic.org

Adams reported that in Canada the market might jump from $5 billion to $22 billion because, as a Canadian brewer planning to introduce a cannabis beer observed, “Smoking has lost, and beverages are how we like to become altered.”

Do you think that cannabis drinks will take up the sales gap for breweries made by decreased beer sales? Will pressure by breweries, along with other interest groups wanting to make cannabis legal, convince lawmakers to change the law in the US? Have you tried a cannabis drink?

Photo: thedrinkbusiness.com

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