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Strategy Briefing

Cannabis and the Alcohol Industry; Weed or Fertiliser?

Sep 2017

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

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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Overview

Why buy this report?

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.

From North America to the world?

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.

Canadian leaf

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.

US: Still half-baked?

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.

Blooming beyond the flowers

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.

From terroir to cannasseurs and budtenders

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.

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Introduction

Scope

Key findings

Green Tide Rising: North America

Geographic and Category evolution

Different shades of Green

Concentrated appeal and the rise of the alternatives

State of affairs: Snapshots

Hazy but Potent: US Snapshot

Green shoots: Mapping out the US

What is the legal framework?

Still holding up the tide

California dreaming?

The USD45bn question

Overview of the US marijuana supply chain*

Commoditisation and embracing the premiumisation mantra

Pioneering Heights: Canada Snapshot

Canada: Leading the way

The roadmap to a multibillion dollar market

Weed or Fertiliser? The Ad View

Weed or Fertiliser ? The Ad View

Speaking the same language

Competing or complimentary?

Symbiosis, Hybrids and Coopetition

Harnessing the green tide

US: Complacency is not an option

Standing shoulder to shoulder

Semantics, slang, and winking at core audiences

Crosspollination

Green, green wine

There in spirit

Cannabis RTDs

An experiential approach: Pairings

Cannabis Cocktails

Cannabis: A medicine but not a panacea

Conclusions

Definitions

Project definitions

Project definitions (1)

Project definitions (2)

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

Cannabis and the Alcohol Industry; Weed or Fertiliser?

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

From North America to the world?

Canadian leaf

US: Still half-baked?

Blooming beyond the flowers

From terroir to cannasseurs and budtenders

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Green Tide Rising: North America

Geographic and Category evolution

Different shades of Green

Concentrated appeal and the rise of the alternatives

State of affairs: Snapshots

Hazy but Potent: US Snapshot

Green shoots: Mapping out the US

What is the legal framework?

Still holding up the tide

California dreaming?

The USD45bn question

Overview of the US marijuana supply chain*

Commoditisation and embracing the premiumisation mantra

Pioneering Heights: Canada Snapshot

Canada: Leading the way

The roadmap to a multibillion dollar market

Weed or Fertiliser? The Ad View

Weed or Fertiliser ? The Ad View

Speaking the same language

Competing or complimentary?

Symbiosis, Hybrids and Coopetition

Harnessing the green tide

US: Complacency is not an option

Standing shoulder to shoulder

Semantics, slang, and winking at core audiences

Crosspollination

Green, green wine

There in spirit

Cannabis RTDs

An experiential approach: Pairings

Cannabis Cocktails

Cannabis: A medicine but not a panacea

Conclusions

Definitions

Project definitions

Project definitions (1)

Project definitions (2)

Why buy this report?

Want to find out more about this report?

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