| I was in search of an ice-cold beverage earlier this month while enjoying myself at a get-together during the long Labor Day weekend. One cooler was marked “water/pop” and the other was “alcohol.” The adult cooler was full of beer and these colorful hard seltzer cans featuring fun flavors like pink lemonade, tropical punch and berry blast. I ended up keeping it simple and going with a bottle of water or Diet Coke—I honestly don’t remember. But I do remember wondering about the absence of a third cooler marked “THC/cannabis,” and when that option would be normalized at social gatherings and holiday parties. Maybe it already is the norm in some states, but not so much where I socialize in Ohio. The branding of cannabis-infused seltzers, from fruity flavors to bright and flashy colors, is reminiscent of what we view as the norm in the alcohol space today. And we see signs of that already. When asked what consumer trends he foresees for autumn 2022, Fluent Creative Marketing Director Oswaldo Graziani recently told Cannabis Business Times,“It’s no secret that beverages are the fastest-growing trend in the cannabis industry, and there are solid reasons for it. The demographics of the cannabis consumer are expanding rapidly, so it’s not only about smoking anymore.” Theory Wellness Chief Marketing Officer Thomas Winstanley said much of the same. “We continue to be bullish around beverages,” he said. “As we approach the holiday season with social gatherings (post-COVID), we see a lot of potential continuing around adopting this category since it’s controllable, discreet and an alternative to alcohol. It’s the perfect way for the social consumption of cannabis. We think it will be a big fall for beverages.” The forecast for the industry’s beverage market remains strong as curious consumers continue to crack open cans. Cannabis businesses hoping to capitalize on the segment are bringing in new and existing flavors to keep that portfolio fresh and evolving. -Tony Lange, Associate Editor | 