Brewing Buds: Big Beer corporations enter the cannabis industry

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'Big Beer’ could have a big impact on the cannabis-infused beer landscape. — via TheGrowthOp

How and why is Big Beer entering the cannabis beer market this late in the game? This post examines four recent Big Beer moves into the space, how they currently fare among the competition and their probable strategy to dominate the infused recreational beverages market in the long run.California beer brand Lagunitas, which was bought out in its entirety by Heineken in 2017, released its IPA-inspired “Hi-Fi Hops” in June the next year.

. According to Sands, Constellation saw “one of the most significant global growth opportunities for the next decade” in legal cannabis. Although prudent in its use of a non-psychoactive strain of cannabis, New Belgium hasn’t been coy in its support of cannabis activism. In July 2018, CEO Steve Fechheimer joined forces with GCH Incorporated, a legal cannabis company founded by country singer Willie Nelson. Together they partnered with the Vote Hemp organization to advocate for federal and state reform of laws encumbering the hemp industry, as well as for the removal of cannabis from the U.S.

 

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