THC Drinks Aren’t The New Beer, They’re Something Else, Says Tilray
As beer consumption dips and consumers search for lighter ways to unwind, hemp-derived THC beverages are carving out a serious niche in the U.S. market. For Tilray Brands Inc. (NASDAQ:TLRY), one of the world’s largest cannabis companies and a top craft beer player in the U.S., the rise of weed drinks isn’t just a trend; it’s a business strategy.
“We believe hemp beverages are just one more choice for adults looking to relax and unwind,” Sam Garfinkel, senior vice president of commercial operations and strategy for Tilray Wellness, told Benzinga. “That concept shapes everything from formula development to our retailer strategy.”
Tilray’s Craft Beer Advantage
Tilray’s deep bench in the alcohol world, including ownership of brands like SweetWater, Shock Top and Blue Point, is more than a diversification play. It gives the company a distribution and R&D infrastructure few cannabis brands can match.
“We’re fortunate to have a vast network of distributors, wholesalers, legal/regulatory experts, and food scientists,” said Garfinkel. “That helps us get to market with breakthrough brands like Happy Flower and Fizzy Jane.”
Formulation Challenges And Flavor Opportunities
Unlike alcohol, low-dose THC doesn’t bring much flavor of its own, but Tilray sees that as a creative opportunity.
“Herbal ingredients actually complement …