Too mellow? How companies try to speed the cannabis beer buzz

Dive Brief:

  • Partnerships between big alcohol companies and cannabis firms are struggling to develop consumer-friendly pot-infused drinks that can give alcohol a run for its money. It’s difficult because cannabis and alcohol are different and don’t metabolize at the same rate, Bloomberg reported.
  • One major difference is that alcohol is water-soluble but cannabis is not. Booze is more quickly absorbed into the bloodstream while pot-infused products take longer to make it through the digestive process. Synchronizing this so-called “onset time” is challenging those making cannabis-infused beverages, Bloomberg reported.
  • Currently, cannabis beverages comprise less than 0.5% of total U.S. legal pot sales, according to BDS AnalyticsAs cannabis-infused beverages become more widely legalized and the market category is projected to be valued at $600 million by 2022, manufacturers are looking to quickly make progress on these weed drinks.

Dive Insight:

Some major alcohol companies have partnered with cannabis firms to develop CBD or

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