The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreSep 2017
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Competition on labour, water supplies and land values are issues already impacting the supply side of both industries but it is in the realm of consumption patterns where cannabis disruption can prove seismic. Appellations and terroir, Cannasseurs and cannabis pairings, hybrids and the substitution question - the embryonic marijuana industry is already appropriating alcohol’s semiotics. Could it fuel alcohol’s next growth cycle or will it suffocate an industry already on the defensive?
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
While cannabis decriminalisation and legalisation initiatives are currently primarily focused on the US and Canada markets, their relevance will be global through setting up regulatory frameworks, providing branding, positioning and distribution benchmarks, and spearheading innovation. The core strategic role of the North American market for alcohol only further underscores the importance of such developments for both industries.
Canada is becoming one of the de facto pioneers of the ascendant cannabis industry. Beyond its accepted medicinal status, it will be the recreational space that should be watched closely for highlighting an antagonistic or symbiotic relationship with alcohol.
While not yet federally legalised and still facing an uphill political battle under the current administration, the direction of travel is clear and irreversible. Keeping an eye on individual states leading the charge will be vital to avoid being swept along by the green tide once it rises in the medium to long term.
While a flower format has historically been and continues to be the most prevalent, the booming dynamism of alternatives such as concentrates and edibles highlights the potential for recreational cannabis beverages – an area where the alcohol industry would be either directly positioned against or next to.
The appropriation of the alcoholic drinks industries semantics, roles, attributes and positioning is already on-going. Hybrid products, craft pioneers and non-psychotropic cannabinoids will pave the way for the next green wave.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.