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Molson Venture Sees Drinks Making Up to 30% of Canada Pot Market

  • Truss intends to lead the cannabis-infused beverage market
  • Will have several types of beverages ready for December launch
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Photographer: Chris Ratcliffe/Bloomberg

Cannabis-infused beverages will make up 20% to 30% of the Canadian pot market and the joint venture between Molson Coors Brewing Co. and Hexo Corp. intends to be the leader in the segment, according to its chief executive officer.

Canada will allow beverages, along with edibles and other new formats, to be sold in legal dispensaries beginning in December. After legalization was originally limited to dried flower and oils, companies are now positioning themselves to take advantage of the new categories, which are expected to attract more consumer demand and generate higher margins.