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  • 2018 Editions
    • The Cannabis Revolution: How Cannabis is Disrupting the Food and Beverage Industry - Published February 2018
      This report takes a broad view of innovation opportunities inside the larger cannabis industry, specifically as it relates to food and beverage companies. Much of the research commonly available is either too macro to be actionable, or extremely investment-focused. This report aims to surface innovation opportunities derived from a broad range of content sources, viewpoints and industry insider interviews.

    • Supply Chain Symbiosis: Why the Beverage Industry and Blockchain are the Missing Link in the Cannabis Revolution - Published June 2018
      The cultural tide is shifting toward full legalization in countries like Canada and the United States, positioning cannabis at the forefront of a new wave of supply chain logistics innovation. After regulatory issues, distribution is the number one challenge for cannabis companies - but it is a core competency for the beverage industry, presenting a logical and profitable entry point into cannabis for the food and beverage industry.

      The legalization push for cannabis also coincides at the precise time of the maturation and mainstream adoption of blockchain technology, which at a fundamental technical level is perfectly positioned to streamline the cannabis supply chain, while also solving a myriad of regulatory headaches for the cannabis industry.

    • Cannabis is the New Alcohol: Reinventing Cannabis For Sustainable Mainstream Use - Published July 2018
      The beverage industry is uniquely positioned to capitalize on this growing market. Why? Because the new cannabis consumer is the old alcohol consumer.

      Research indicates that many alcohol consumers are switching to or plan to switch to cannabis as it becomes legal. New food and beverage product entries into this space are key contributors to the growth of this next phase of cannabis culture because a) the bulk of new use is by mainstream consumers who want a casual high similar to the alcohol drinking experience, and b) this user wants to replicate the social experience of drinking alcohol: it's a demographic that prefers to drink or eat rather than smoke, and is most amenable to ingesting the substance over the course of an evening, slowly, in liquid or low-dose edible form.

      The beverage industry is best positioned to help the new cannabis consumer replicate the social intake experience they are accustomed to with alcohol, but with fewer side effects.
  • Each 70+ pages with extensive text analysis, graphs, charts and tables.
  • Immediate Download, PDF format, 3-user access.
Cannabis Series Bundle
What's Inside? View Details

Get superior data, market insights and industry perspective to analyze beverage segments, evaluate opportunities and benchmark performance.

Report Overview  more details

These Cannabis Reports Feature

Marijuana Legalization: clearly a market disruptor. This 3-report set analyzes opportunities for the food & beverage industries to capitalize via cannabis innovation, explores supply chain symbiosis between the beverage and cannabis markets, discusses the role blockchain technology will play and looks at the parallels between the alcohol beverage and cannabis markets. They also offer the beverage industry paradigm as a model for overcoming challenges to reinventing marijuana to develop sustainable, mainstream cannabis products in the food and beverage sector.

This three report set produced in cooperation between Beverage Marketing Corporation and emerging trends innovation experts, HVCK, analyzes the cannabis market and sets the stage for innovative companies - particularly those in the food and beverage industry - to capitalize on the legalization of marijuana. The reports offer Insightful analysis, recommendations and a well-rounded understanding of market implications of the unprecedented disruption posed by the prospect of marijuana legalization. Count on practical guidance on innovative product potential, tips for taking advantage of supply chain synergies and discussions on how alcohol beverage companies can use experience gained through historical market challenges to get a leg up in minimizing threats and maximizing opportunities.

The three-part report set, begins with "How Cannabis is Disrupting the Food and Beverage Industry", delves deeper with "The Supply Chain Symbiosis: Why the Beverage Industry and Blockchain Are the Missing Link in the Cannabis Revolution" and finally, drives home the actionable beverage industry insights with "Cannabis is the New Alcohol: Reinventing Cannabis for Sustainable Mainstream Use" These complementary reports provide the well-rounded market view, analysis and recommendations food and beverage marketers, cannabis entrepreneurs, on- and off-premise marketers, e-commerce retailers, wholesale distributors and investors need to be ready as this game changing phenomenon unfolds.

This three-report set:

  • analyzes the opportunities, threats and market disruption marijuana legalization represents;
  • looks at its impact on the food and beverage markets;
  • assesses market potential;
  • recommends specific action for capitalizing on opportunities;
  • looks at the supply chain synergies that make cannabis an interesting play for food and beverage marketers, suppliers and distributors;
  • addresses cannabis packaging and branding;
  • explores the role blockchain technology will play in the e-commerce distribution of cannabis based products;
  • speaks with cannabis industry entrepreneurs, getting their take on what's happening and what's coming next;
  • makes recommendations for market entry and development of sustainable mainstream products;
  • discusses product education issues;
  • sheds light on dosing issues and discusses low-dose product opportunities;
  • discusses product and market entry opportunities in recreational, wellness and functional food and beverage products;
  • analyzes the similar challenges the alcohol and cannabis industries face, giving alcohol companies a head-start in capitalizing on this opportunity as well as recognizing and overcoming threats.

The Cannabis Revolution: How Cannabis is Disrupting the Food and Beverage Industry

The Industry pg 5

  • Overview pg 6
  • History pg 7
  • Startups and Venture Capital pg 11

The Market pg 12

  • Market Analysis pg 13
  • Canada pg 15

The Products pg 16

  • Product Trends pg 17
  • Food Products pg 18
  • Dosing pg 21
  • Beverages pg 22
  • Other Products pg 27
  • Pharma & Wellness pg 28

The Technology pg 33

  • Technology Trends pg 34
  • Cultivation and Agriculture pg 35
  • Dispensary and Distribution pg 39
  • Supply Chain and Commerce pg 42
  • The Impact of Blockchain pg 43

The Competition pg 45

  • Competitive Landscape pg 46
  • Barriers to Entry pg 47

The Impact pg 49

  • Societal Impact pg 50
  • Consumer Demographics pg 53

The Insights pg 56

The Outlook pg 71

Supply Chain Symbiosis: Why the Beverage Industry and Blockchain are the Missing Link in the Cannabis Revolution


Current Supply Chain Ecosystem

  • Food and Beverage Industry Supply Chain
  • Current Snapshot and How We Got to Today in Cannabis Supply Chain
    • Nevada
    • Oregon
    • California
  • Monopolies
  • Leading Cannabis Distributors
  • Vertical Integration
    • Vertically Integrated Companies to Watch

Cannabis Supply Chain Challenges

  • Distribution
  • Sourcing
  • Security
  • Insurance
  • Additional Concerns

Opportunities for Food and Beverage Supply Chain Collaboration

  • Packaging
  • Retail
  • Sales and Marketing
  • Partnerships and Investments


  • Understanding the Impact of Seed-to-Sale
  • Supply Chain Technology Categories

Blockchain 101

  • The Case For a Distributed Tracking Technology
  • How Blockchain Works
  • A Perfect Fit
  • A Specific Cannabis Use Case
  • Cryptocurrencies Explained
  • Potential Consumer Impact
  • Consumer Safety and the Blockchain
  • Traceability
  • Interesting Blockchain Supply Chain Projects
  • Blockchain Activity in the Beverage Industry

The Outlook

  • Key Takeaways
  • Opportunities
  • Areas for Deeper Dive & Consideration


  • Industry Insights
    • Interview with Eric Spitz
    • Interview with Terry Blevins
    • Interview with Chris Boudreau
    • Interview with Pranav Snood
    • Interview with Dr. Darin Detwiler
  • Glossary of Terms

HVCK Company Page

Cannabis is the New Alcohol: Reinventing Cannabis for Sustained Mainstream Use

Abstract pg 6

History of Liquid Cannabis and Cannabis Beverages pg 7

Market Size: Cannabis and the Cannabis Beverage Market pg 8

  • California pg 9
  • Cannabis Consumables Data pg 10

Regulation Updates pg 11

  • Federal pg 12
  • California Regulations Pertaining to Beverages and Edibles pg 13

Canada: The Test Market pg 14

  • Canada's New Federal Legalization Rules pg 16
  • Edibles and Beverages pg 17
  • Impaired Driving pg 19
  • Branding and Packaging pg 19
  • Retail pg 19
  • Distribution pg 20
  • Corporatization and Near Future Predictions pg 20
  • The Effect on Alcohol pg 21

Banks: Working Around and With Them pg 22

Cannabis Advocates pg 25

Restaurants & Bars pg 28

  • Regulations pg 30
  • California pg 30
  • Colorado pg 30

The Retail Experience pg 31

  • The MedMen Model: Reinventing the Modern Dispensary Experience pg 32
  • Ember: A Journal of Cannabis and Culture pg 35

Safety pg 36

  • Sobriety Testing Enforcement pg 37
  • Attempts to Solve Impaired Driving pg 37

The Psychological Response to Cannabis Consumption pg 38

  • Side Effects pg 38

Early Corporate Cannabis Investment pg 40

  • Food & Beverage Companies Investing in Cannaibs pg 41
  • Other Companies and Industries Entering the Cannabis Market pg 41

Cannabis Marketing + Consumber Education pg 42

  • White Papers pg 43
  • Packaging and Merchandising pg 44
  • Tastings pg 45

Ad Campaigns and Packaging: Changing the Narrative pg 46

  • Ad Examples pg 48
  • Billboards pg 50
  • Advertising Non-Cannabis Food & Beverages to Cannabis Users pg 52

Cannabis Beverages pg 54

  • Why Cannabis Beverages? pg 55
  • Cannabis Beverage Categories to Watch pg 59
  • Marijuana-Laced Wine pg 60
  • Hemp, CBD, and THC pg 61
  • The Fight For CBD pg 63

Current Cannabis Beverage Products pg 66

Cannabis' Effect on Non-Cannabis Beverages pg 77

Alcohol + Cannabis: Sharing Best Practices & Personnel pg 78

  • Cannabis Companies + Former Food and Beverage Executives pg 79
  • Sharing Best Practices pg 81
  • Distribution pg 81
  • Cultivation and Manufacturing pg 81
  • R & D pg 82
  • Vertical Integration and Sales Models pg 82
  • Overlapping Trends: The Cocktail Craze pg 82

Alcohol + Cannabis: Crossover Consumers pg 83

  • User Profiles pg 84

The Outlook pg 86

  • Key Takeaways pg 88

Opportunities pg 90

The 10-Year Outlook pg 92

  • Areas For Deeper Dive and Consideration pg 93

Appendix pg 94

  • Full Interview Transcripts pg 95
    • Interview with Tarek Tabsh, Cannabis Serial Entrepreneur pg 95
    • Interview with Jay Grillo, Founder/EVP/COO, Le Herbe pg 99
    • Interview with Marc-Boris St. Maurice, Cannabis Activist and Entrepreneur pg 102
    • Interview with Abe Stevens, Founder of Humboldt Distillery pg 105
    • Interview with Jeffrey Maser, Founder and CEO, Tinley Beverages pg 107

HVCK / BMC Company Pages pg 114

Have Questions?
Contact Charlene Harvey at 212-688-7640 x1962 or via email.

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