While the bar and club scene might be evergreen, Gen Z is changing the game by consuming less alcohol. This shift opens the door for other entertainment options, including the rising star: cannabis-infused beverages.
This burgeoning trend is backed by industry forecasts predicting a surge in the U.S. market for such drinks. Estimated to be worth an astounding $1.4 billion by 2024, up from $89 million in 2018, the demand for cannabis-infused drinks is capturing the attention of even traditional alcohol companies like Heineken.
This shift in consumer preference is diversifying the choices of mood-altering experiences and introducing potential therapeutic benefits such as better sleep and pain relief. With a wide spectrum of options, ranging from low doses of 2.5 mg to potent hits of 100 mg of active ingredients like CBD or THC, the market is flexible enough to cater to both cannabis novices and veterans.
Recognizing this shift, there's a push to make low-dose cannabis beverages as accessible as their alcoholic counterparts, prompting regulatory discussions that could move oversight from the FDA to the Alcohol and Tobacco Tax and Trade Bureau (TTB). Leading the way in this initiative are states like Massachusetts, which are positioning these products not just as a new category but also as viable alternatives to traditional alcoholic beverages.
The Science of Infusion: Emulsions
Infused drinks rely on emulsions created by diluting CBD or THC extracts with oil. Companies specializing in cannabis oils are emerging alongside beverage makers. An emulsion is essentially tiny liquid droplets of CBD or THC suspended in another liquid, typically stabilized to avoid degradation or separation. Manufacturers focus on clarity, taste, and consistency to meet diverse consumer demands.
Emulsion Categories:
- Conventional Emulsifiers: Utilize synthetic ingredients but may leave a bitter taste.
- Natural Emulsifiers: Plant-based and increasingly popular for their neutral flavor.
- Certified-Organic Ingredients: Offer a neutral flavor, ideal for additional flavoring.
Solving the Solubility Puzzle
Standing out in an increasingly crowded market means overcoming unique challenges, like the solubility of THC and CBD extracts. Some companies, such as Keef, employ innovative techniques like sonic waves and gum Arabic to create emulsions that don't separate or stick to the can.
Customized Emulsions for Diverse Products
Companies like Vertosa are pushing the envelope by offering a range of nanoemulsions tailored to specific beverages, from CBD-laden wines to caffeine-free coffees. They believe that the key to optimum stability and absorption lies in specialized emulsions.
Image courtesy of Business Wire
Real-World Ingenuity
Take Head Water, a firm that produces CBD-infused waters in collaboration with Relyf. Early challenges included preventing CBD from oxidizing, which would affect its potency. Their ingenious solution? A production process shielded from light and immediate packaging in aluminum cans.
Image courtesy of al.com
The Next Wave: Upcoming Innovators
Azuca, led by Ron Silver, is set to shake up the infused beverage market. Boasting patented technology, Silver aims to improve how our bodies absorb CBD and THC.
Image courtesy of Everest Cannabis Co.
Optimizing Cannabis Oil Is Key in Infused Drinks
High-purity cannabis extracts are the backbone for a multitude of products, from THCA crystals and shatter to versatile cannabis oils and tinctures. When it comes to ethanol-based cannabis extraction, rotary evaporators truly stand out. They efficiently isolate desirable compounds like terpenes, flavonoids, and cannabinoids, all while eliminating unwanted waxes and lipids. This two-fold benefit improves product quality and makes the extraction process more cost-effective by allowing ethanol to be reclaimed and reused.
At TC, we are keeping our fingers on the market’s pulse and always on the lookout for changes in the hemp-scape, so you don’t have to. Subscribe to our newsletter and we’ll deliver the timeliest insider news and happenings on all things cannabis.