Heineken launches a new marijuana-infused brew

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  • Heineken’s new brew, from California beer brand Lagunitas, is made with marijuana instead of alcohol.
  • Hi-Fi Hops is currently only available in a select number of dispensaries in California, where cannabis is legal.
  • It’s part of a growing trend of established companies diving into the marijuana industry.

Lagunitas, Heineken’s fast-growing California beer label, bills its new brew as “hoppy sparkling water.”

That’s because these cans of brew contain zero alcohol. Instead of booze, the beer-like beverage is made with THC, the main psychoactive ingredient in marijuana.

Heineken launches a new marijuana-infused brew - Brand Spur

Called Hi-Fi Hops, Lagunitas’ new cannabis drink is the latest wave of a larger move by established companies diving into the marijuana industry. In addition to a brew made with THC, the ingredient in marijuana that causes a high, Lagunitas’ new “beer” is also available with CBD, the non-psychoactive cannabis component that’s thought to be responsible for many of its therapeutic effects.

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This follows suit with the latest trend of larger established companies jumping into the marijuana industry, according to Business Insider. Not only have they released a THC brew, the “beer” is available with CBD, the non-psychoactive cannabis component that can be helpful with pain and anxiety among a list of potential health benefits. Business Insider reports that the CBD industry is worth roughly $1 billion.

Read Also:  GLOBAL ALCOHOL CONSUMPTION UP IN 2017 THANKS TO WINE AND CIDER

Heineken launches a new marijuana-infused brew - Brand Spur

The THC version of the drink contains 10mg per can, the recommended starting dose for most edibles. The second “hybrid” version contains 5mg of THC and 5mg of CBD and is crafted to have a more relaxing and subtle effect.

The brew recently launched on July 30th and is only available in a few California dispensaries, where marijuana is now legal. The drink runs for about $8 for a 12oz can which is in line with other speciality drinks, but the catch is you can’t drink them at a normal bar like you would a “traditional” beer.

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Heineken launches a new marijuana-infused brew - Brand Spur

The move by Heineken is strategic as marijuana becomes more mainstream, and could potentially save the “struggling beer and soda industry.” According to Business Insider, the cannabis industry is expected to reach roughly $75 million in sales by 2030.

Business Insider visited a dispensary in Oakland, California where they tested the drink for themselves. They noted the special cans the company has produced, including a safety lid that isn’t necessarily easy to open, but can be resealed for travel and multiple consumptions.

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