CBD in your Soda: Coca-Cola Considers Cannabis
Following a boom in innovation in the cannabis drinks space, Coca-Cola has confirmed that it's exploring the possibility of using CBD oil in some of its drinks in the future.
Coca-Cola has embraced the massive financial potential of the cannabis space, which is set to be worth $22bn by 2022 (Brightfield Group, 2018). The global brand is in talks with Canadian medicinal cannabis producer Aurora Cannabis with the aim of developing a range of drinks infused with non-psychoactive CBD. The drinks will take advantage of the medicinal effects of the compound, which is said to ease pain, inflammation and anxiety.
For more on cannabis as a multipurpose elixir, see our report 10 Wellbeing Trends to Watch.
Michael Christopher, head of Californian cannabis drinks brand Mood33, is enthusiastic about this new development. As he stated at Advertising Week New York (October 1-3 2018), "It's a huge validator of our category for CPG [consumer-packaged goods] to be using [CBD] as a hero ingredient."
It appears, then, that Christopher doesn't see Coca-Cola as a threat. Instead, he is welcoming it as a potential investor in regional brands like Mood33, should cannabis eventually become fully legal across the US – as many expect it will do.
See our Spotlight Trend Commercialising Cannabis to learn more about this fast-growing industry. You might also want to take a look at The Beverage Buzz: Alcohol-Style THC Drinks for examples of how North American drinks brands are currently tapping into the cannabis space. Additionally, Fluid Flavours offers insights into innovations in the beverage industry.