More Than Half Of Beer Drinkers Are Open To Trying Marijuana-Infused Beverage Alternatives, Study Shows

As interest in alcohol alternatives continues to grow while more states move to legalize marijuana, a new study signals that there’s a significant market opportunity for beer makers to enter into the cannabis space with THC- and CBD-infused beverages.

The study, published in the British Food Journal last month, found that approximately 53-56 percent of people who identify as beer drinkers expressed openness to trying cannabis beverages, “with age, product knowledge and past purchasing behaviors correlating with this response.”

Respondents were slightly more likely to say they’re willing to try THC-infused drinks (56 percent) over CBD-infused beverages (53 percent).

“About 28 percent of respondents were not willing to try CBD-infused beverages, and a similar percentage of respondents for THC-infused alternatives,” the University of Tennessee study author wrote. “The remaining respondents stated they might be willing to try the beverages. From a broad perspective, these statistics show a general curiosity among beer drinkers for cannabis-infused beverages.”

The study also noted that more than half of beer drinkers surveyed (57 percent) have reported using cannabis for recreational purposes in the last year, indicating that the results partially reflect product type preferences rather than opinions about marijuana overall.

“In comparing individual responses across the two cannabinoids [THC and CBD], the most common response was yes to both products (44 percent), followed by no to both products (20 percent),” the study says. “Interestingly, just 4 percent of respondents stated they were willing to try CBD-infused beverages but not the THC-infused alternative. This could suggest that the target population for the two beverages is similar, but the marketing and drinking occasions would be different given the varying reasons for product use.”

“For example, THC-infused beverages could be marketed for recreational purposes (e.g. social environments) or as an alternative to alcohol consumption. CBD-infused beverages, on the other hand, are non-intoxicating and could be marketed to promote sleep or stress relief,” it said.

The study also analyzed demographic data, finding that younger beer drinkers, people with higher incomes, those who reported past-year marijuana use and those who were more familiar with the cannabis industry “were more likely to state a willingness to try CBD-infused beverages.”

“Craft beverage markets are maturing, and small businesses in the industry are searching for areas of innovation. Given the rise in non-alcoholic beer sales and a liberalizing cannabis regulatory landscape, there is budding interest among craft beverage manufacturers in the viability of cannabis-infused, nonalcoholic beverages. However, much remains unknown about the potential extent of this market.”

The study author also pointed out that, “from a market development perspective, “one avenue for entrepreneurs in beverage manufacturing operating in states with legal cannabis is to partner with cannabis companies in product development.”

“The results offer novel insights into the target audience and market potential for cannabis-infused beverages that manufacturers and entrepreneurs can use in their business strategies.”

“These companies have already navigated regulatory hurdles of product development, labeling, sales, etc., which could ease manufacturing and distribution hurdles in meeting regulatory guidelines,” he said. “Indeed, there have been several partnerships between cannabis producers and beverage manufacturers, as well as mergers and acquisitions across these realms.”

“Before concluding, it is essential to include a note on the regulatory landscape of the CBD and THC markets and the legality of these products. Given the current federal classification of recreational cannabis as a controlled substance, the murkiness of CBD and THC regulations and policy, and the state-level variation in cannabis laws, cannabis-infused beverages operate in a legal gray area. Craft beverage manufacturers interested in pursuing these alternative beverages should consult their legal team before proceeding.”

Meanwhile, a recent poll found that more than half of marijuana consumers say they drink less alcohol, or none at all, after using cannabis.

Asked how consuming marijuana affected their alcohol use, 54 percent of respondents said they “tend to drink less or not at all.” Another 22 percent said there wasn’t a relationship between use of the two substances, and 14 percent said it “depends on the circumstances.” Just 9 percent said they tended to drink more alcohol after using cannabis.

The results of the survey stack up neatly against an increasing body of scientific research indicating that consumer trends are shifting as the state-level legalization movement spreads and more adults are able to lawfully access marijuana products at licensed retailers.

For example, a survey that was supported by the National Institute on Drug Abuse (NIDA) and released last month found that young adults are nearly three times more likely to use marijuana than alcohol on a daily or near-daily basis.

That survey provided more granular, age-specific findings than a similar report published last year, finding that more Americans overall smoke marijuana on a daily basis than drink alcohol every day—and that alcohol drinkers are more likely to say they would benefit from limiting their use than cannabis consumers are.

A separate study published in the journal Addiction this past May similarly found that there are more U.S. adults who use marijuana daily than who drink alcohol every day.

The new research also comes at nearly the same time as a Bloomberg Intelligence (BI) survey indicating that substitution of cannabis for alcohol is “soaring” as the state-level legalization movement expands and relative perceptions of harm shift. A significant portion of Americans also said in that poll that they substitute marijuana for cigarettes and painkillers.

A separate BI analysis from September projected that the expansion of the marijuana legalization movement will continue to post a “significant threat” to the alcohol industry, citing survey data that suggests more people are using cannabis as a substitute for alcoholic beverages such a beer and wine.

Yet another study on the impact of marijuana consumption on people’s use of other drugs that was released last year suggested that, for many, cannabis may act as a less-dangerous substitute, allowing people to reduce their intake of substances such as alcohol, methamphetamine and opioids like morphine.

Another study out of Canada, where marijuana is federally legal, found that legalization was “associated with a decline in beer sales,” suggesting a substitution effect.

The analyses comport with other recent survey data that more broadly looked at American views on marijuana versus alcohol. For example, a Gallup survey found that respondents view cannabis as less harmful than alcohol, tobacco and nicotine vapes—and more adults now smoke cannabis than smoke cigarettes.

A separate survey released by the American Psychiatric Association (APA) and Morning Consult last June also found that Americans consider marijuana to be significantly less dangerous than cigarettes, alcohol and opioids—and they say cannabis is less addictive than each of those substances, as well as technology.

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