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Coca-Cola plans to launch boxes of cannabis-infused wellness drinks as part of the latest auction by a big drink giant to tackle the nascent market of potentially potent upgraded drinkers.
"With many others in the beverage industry, we are closely watching the growth of non-psychoactive CBD as an ingredient in functional wellness drinks worldwide," the company said in a statement. published in response to a report by BNN Bloomberg. new service.
BNN said Coca-Cola was in talks with cannabis producer Aurora Cannabis to make marijuana infused wellness drinks. Aurora Cannabis has not confirmed that it is in talks with Coke, but the company's chief executive has acknowledged that she has been talking to several beverage companies in recent months.
"I think it's important to have a drink, period," said Terry Booth, CEO of Aurora Cannabis, in an interview with Bloomberg. "We can not comment on speculation right now … we talked [sic] at least three different beverage companies in the space in the last three months. "
Cannabinoid-infused drinks such as CBD, which has medicinal benefits, relieve pain, and THC, which attracts users, have become popular in US states where the drug is legalized and in Canada where it has been completely decriminalized in Canada. National level.
The Portland Brewing Coalition has already launched Two Flowers IPA infused with CBD, and leading brands like Molson Coors have announced a partnership with Hydropothecary for the research of cannabis infused beverages.
Other major beer companies take the direct route. Constellation Brands, which produces beers like Corona and Negro Modelo, as well as whiskeys, tequilas, vodkas and other spirits, has invested $ 4 billion in Canopy Growth, another Canadian cannabis company.
Coke is not the first manufacturer of soft drinks without alcohol to try a bud-based infusion. This honor belongs to California Dreamin, a startup that we have covered and which seeks to market cannabinoid-based drinks. The company, launched by Y Combinator, focuses on a THC-based drink.
As we wrote earlier this year:
Each bottle contains 10 milligrams of THC, a standard dose of the psychoactive chemical contained in marijuana. The company only uses sativa, the most energizing type of euphoric pot, compared to the indica variety, which is more relaxing for the body. This is compared to some competing marijuana drinks with no less than 100 mg – enough for a single sip to make you soar and a bottle will set apart all the sturdiest stoners. "We want it to be a light touch," says Amy Ludlum, co-founder of California Dreamin, Seven Cities Beverage Company. "We do not want to give anyone a couch. We want it to be social.
The best-selling experiences with new chemistry comes at a time when demand for beer and soda is slowing. Beer is being replaced by alcohol and wine among American consumers (or a growing number of consumers are eating both). Meanwhile, sugary drinks have also seen their popularity dwindle, with new consumers reaching kombucha rather than coca.
It is also more logical to fumble with a growing number of states for legalization and our neighbor to the North doubles its total support for cannabis.
Coca-Cola's interest reports sent shares of Aurora Cannabis up nearly 19% in OTC transactions.
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