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Brief Published: 5 Nov 2019

Artet Launches the World’s First THC Aperitif


Catering to a growing number of sober curious consumers looking to cannabis as a viable alternative to alcohol, new US start-up Artet has launched the industry’s first ready-to-drink luxury aperitif laced with THC.

Each serving of the beverage features 2.5mg of THC (the psychoactive compound found in marijuana) blended with eight botanicals, to be enjoyed on the rocks or mixed into an alcoholic or non-alcoholic cocktail for additional buzz. The THC also has the supplementary benefit of promoting hunger, making it perfect for a pre-dinner experience.

As discussed in Alcohol Trends 2019: Imbibe, brands are looking for alcohol alternatives that act as a social lubricant for consumers who wish to avoid alcohol for health reasons.

Meanwhile, the spirit-based aperitif category grew by 7.3% in 2018 (IWSR, 2019) making it a smart area to invest in and innovate.

This is also a great example of how cannabis is continuing to prove itself across a range of categories in the luxury market, from product development and dining to travel and retail.

Read also our Spotlight Trend Commercialising Cannabis for a wider perspective on the burgeoning cannabis opportunity.