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“We would love to see evolution within
the regulatory environment to extend
cannabis beverages into the on-premise
channel because coming from a beverage
alcohol background, we know the
importance of on-premise environments
in terms of consumer trial, and in terms of
delivering a really nice branded experience
with a coaster and a glass,” said MacNeil.
“There’s a lot that the on-premise channel
provides for the alcohol industry and we
would love that opportunity with cannabis,
but we’re not quite there yet.”
A crossover can be seen in the current
partnerships struck between Canada’s
largest licensed cannabis producers
and multinational beer, wine and spirit
companies as they begin to bring CBD-infused
drinks to market, including HEXO
Corp’s partnership with Molson Coors,
Tilray Inc.’s partnership with Anheuser-
Busch InBev and Canopy Growth’s
partnership with premium beer, wine and
spirit maker Constellation Brands.
“We are in the drinks business, so
are our partners at Constellation,” said
MacNeil. “They bring a lot of experience,
and our success relies on a combination
of experts within cannabis and experts
F E AT U R E
Photo courtesy of Vertosa
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