The sale of beer brands to Tilray surprised many within the beer industry. One challenge of industry analysis is interpreting the impact of the many factors affecting business and consumer trends.

In one state, a beer market could be mature, saturated, and challenging to compete in, while another state's craft beer market might be in its early stages, offering substantial growth opportunities. Markets are impacted not only by location but also by overlapping forces, trends, and shifting consumer preferences. 

In recent years, CBD drinks, seltzers, and alternative beverages have become available, expanding choices for consumers. Whether they imbibe daily, socially, or on special occasions, consumers have a wide array of alternatives to beer, including kombuchas, smart waters, adaptogenic, sports and energy drinks, as well as non-alcoholic beer, wine, and cider. 

Cannabis was legalized in Canada on October 17, 2018. This country represents a more mature cannabis market, particularly in the beverage segment. The fastest-growing sector within cannabis is beverages. Key players in the Canadian cannabis industry include Canopy Growth Corporation, renowned for its broad range of cannabis products and partnerships with celebrities like Snoop Dogg; Aurora Cannabis, a significant producer and distributor; and Aphria Inc., focusing on medical and recreational cannabis.

These companies have played pivotal roles in shaping industry growth and contributing to its economic impact on regional and national levels. Bottled Terpenes is just one example of a product which can be produced and sold as an additive to beverages. Water soluble CBD, Terpenes and Cannabindoids can deliver these compounds in an odorless, tasteless solution, increasing its versatility. 

In the US, the Rohrabacher–Farr amendment, initially passed in 2014, prevents federal prosecution of individuals complying with state medical cannabis laws. Recreational cannabis use has been legalized in 23 states, three US territories, and D.C., while another eight states have decriminalized its use.
While dry lounges are discreetly opening in the United States, insights from our northern neighbors may illuminate the future of the US beverage industry. Although a somewhat complex picture emerges, it's evident that these two industries are converging. Upon federal de-scheduling of Cannabis in the United States, emerging markets will likely be led by companies like Tilray, strategically positioned to produce and market cannabis-infused beverages alongside recently acquired beer brands.
Globally, Cannabis is legal in 40 countries. Hemp, CBD, Delta9, and many of the 118 identified cannabinoids can enhance non-alcoholic beverages individually or synergistically for the "Entourage Effect." Hemp can be legally infused into alcoholic beverages, and many trendy cocktail bars in London offer CBD sugar or extract to enhance your beverage.

A comprehensive view of global market conditions offers a nuanced understanding of the many forces shaping the trajectory of the Craft Beer industry, influenced by technology, socio-economic factors, and politics. Stepping back to assess other markets and their potential impact on beer reveals valuable insights. Beer is still the preferred beverage of drinkers. The legalization of Cannabis doesn’t pose a threat to beer consumption, rather, it presents an opportunity.

Breweries that innovate in response to evolving market preferences could enter a new era of beverage production. Those adaptable and open to exploring alternative beverages might emerge as leaders in a fresh segment of the craft beverage industry.