Future-Forecasting Trend: Cannabis in drinks.

With young consumers shifting their behaviour towards healthier lifestyle choices,

and the softening of opinion towards the use of Cannabis in soft drinks is there an opportunity for adult soft drinks?

Coca-Cola thinks so and is reportedly in talks with a Canadian company to create a cannabis-infused health drink since Canada has recently legalised the use of recreational cannabis on the 17th October 2018.

The soft drinks giant said it is "closely watching" the expanding use of a cannabis element in drinks.

It is said to be in talks with Aurora Cannabis to create a drink infused with cannabidiol, a naturally occurring non-psychoactive compound derived from the cannabis plant.

Cannabidiol, or CBD, does not produce the high commonly associated with marijuana. It is believed by many to have anti-inflammation and pain-relieving properties and numerous CBD-infused products have emerged recently.

Aurora Elixirs is leading the way with natural ingredients infused with hemp extract and cannabinoids. Aurora Elixirs presents a brand that focuses on the transcendent experience of consuming ight doses of CBD in a safe vessel. Truly balanced, these tonics are marketed toward consumers that seek a refined and sensual experience.

Lagunitas is another player in the market. Their latest foray is a non-alcoholic, zero-calorie sparkling water infused with hops, CBD, THC, or both is called Hi-Fi Hops.

Every 12oz can has no more than 10mg of marijuana-infused goodness, with drinks featuring CBD and THC, or the “purple” version featuring just THC. THC is the compound in cannabis that creates a mild-altering buzz, while CBD is a non-psychoactive component that is thought to reduce stress, pain and inflammation.

What looks like an emerging may become big business in the next few years.