That is what at least some segments of the alcohol industry increasingly feel about cannabis as it becomes more and more mainstream. For decades, much of the industry has generally opposed cannabis, and legalization at first seemed to be taking a bite out of the demand for booze. But now, they are catching on and want a piece of the action now, knowing what an unstoppable juggernaut that legalized cannabis has become. And this is just the beginning.
Among Millennials, alcohol is retreating while cannabis is advancing, a trend that shows no signs of stopping anytime soon. Thus, some alcohol companies, particularly the craft brewer Lagunitas (itself owned by the Dutch multinational beer company Heineken) are now starting to market cannabis-infused beverages in California and other states where recreational cannabis is legal. Meanwhile, the more conservative segments of the alcohol industry, who are loath to associate themselves with something as controversial as cannabis, are likely going to be left behind as a result.
UPDATE: As of October 2018, it also appears that after sitting on the sidelines for years now, Big Tobacco giant Altria Group (formerly known as Philip Morris) is considering a stake in Aphria, a Canadian cannabis company. We strongly urge the cannabis industry to refrain from making such a Faustian bargain.
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