Checkout
Scientists Are Racing to Make Weed As Easy to Drink as Beer
The challenge is to create marijuana beverages that hit at the same time as alcoholic ones.
This article is for subscribers only.
People who drink alcohol typically learn the hard way how much is too much—usually in their teens or early 20s. As adults, they’re not interested in learning the same hard-knocks lesson about cannabis.
This is the challenge for an industry seeking to win over new or inexperienced users as legalization spreads through North America and around the world. It’s a particularly daunting one for makers of cannabis-infused beverages, which are keen to participate in a category that researcher Canaccord Genuity Group Inc. expects will be worth $600 million in the U.S. by 2022.