More and more states in the US, as well as countries in the world, are legalizing Cannabis. As this global green movement is on the rise, many CBD-infused products are making their way onto the shelves. 

After smoking, vaping, and edibles, Cannabis Drinks have become the next way to ride the wave with minimal calories, no disrupting Drinks' report published by cannabis smoke, and zero tar. According to the market intelligence firm Prohibition Partners, cannabis drinks are likely to pose a threat to the alcoholic beverage industry due to these benefits.

Producers of cannabis and cannabis-infused products have to be extra cautious about promoting their products due to the varying legislation and legalization debates across different states. Cannabis has a very specific place in pop culture, commonly associated with Hip Hop. However, it is not just a metaphor anymore. Investing in cannabis has become commonplace for many artists.

While many conversations are steered around edibles and consumables, one category that is new and exciting is cannabis-infused drinks. Don’t believe us? Take it from Gwyneth Paltrow!

Paltrow calls cannabis a “hero ingredient of the future” for wellness and says she was drawn to Cann’s drinks, which are infused with small doses of THC and CBD, as an appealing alternative to alcohol. “There’s a whole sober-curious movement that’s going on and the cannabis-curious movement that’s going on, this is kind of at the intersection of those things in a way,” said Paltrow in conversation with CNBC.

While celebrities have begun rallying for Cannabis to be legalized with a verbal demonstration as well as overt investments, this conversation has also made celebrities out of many. Here are some influencers who have been influential in bringing cannabis-infused drinks into the limelight:

Rachel Burkons

Source: Rachel Burkons

Rachel Burkons is an educator and consultant specializing in the culinary and hospitality-focused cannabis industry. She is a seasoned professional whose mission is to normalize and mainstream cannabis by using food, beverage, and experiences as an educational touchstone. After spending more than a decade working alongside the biggest names, tastemakers, and brands in the world of wine and spirits as VP/Associate Publisher for national publications The Tasting Panel and SOMM Journal, Rachel was part of the team that launched The Clever Root, a national publication that brought cannabis to the dining conversation. Rachel sits on the advisory board for the Wine and Weed Symposium, hosted annually in Santa Rosa, and is a frequent collaborator with both the Cannabis Drinks Expo and Cannabis Edibles Expo. Since launching Altered Plates in 2016, Rachel has worked alongside some of the biggest brands in the cannabis space. She furthers the inclusion of cannabis in drinks and cocktails through her dedicated Instagram account @smokesipsavor, which currently has 12.9k followers.

Jamie Evans

Source: The Herb Somm

Jamie Evans is popularly known as @theherbsomm among her 30.6k followers on Instagram. She is the founder and creator of The Herb Somm, a culinary-meets-cannabis blog that's focused on the gourmet side of the cannabis industry. She is an entrepreneur, author, and writer specializing in cannabis, CBD, food, recipes, wine, and the canna-culinary world. As an industry leader, Jamie was named as one of Wine Enthusiast Magazine’s Top 40 Under 40 Tastemakers in 2018 and as a 2018 Innovator by SevenFifty Daily. She was also recognized as one of GreenMarket Report’s “Most Important Women in Weed” in 2020. Jamie is the co-editor of GoldLeaf's acclaimed Cannabis Cooking Journal and author of the CBD lifestyle book, The Ultimate Guide to CBD: Explore the World of Cannabidiol, published by Fair Winds Press of Quarto Publishing Group. Her next book, Cannabis Drinks: Secrets to Crafting CBD and THC Beverages at Home, released in April 2021. Alongside her work in the cannabis space, Jamie is a Certified Specialist of Wine with over a decade of wine industry experience.

Jake Bullock and Luke Anderson

Source: Four PM

Jake Bullock and Luke Anderson are founders of Cann beverages. The cannabis beverage brand Cann is offering consumers an alternative to alcohol. The company, co-founded by Jake Bullock and Luke Anderson, and its micro-dosed products have attracted attention from well-known investors and celebrities alike. In a conversation with Forbes, they said “Unlike many cannabis beverages on the market, we designed Cann to have the strength of a light beer or glass of wine. Our Canns have only one-fifth of the standard dose of THC, so Cann drinkers are in control of their experience and can enjoy the uplifting, social benefits of our tonics without ever feeling too high or anxious.” Cann’s core product contains two milligrams of THC, and its Hi-Boy product contains five milligrams of THC. Its product portfolio also includes Roadies, liquid packets that allow consumers to make drinks on the go. Cann’s Instagram presence is of 71.7k followers who enjoy cannabis drinks infused content at @drinkcann.

Warren Bobrow

Source: Forbes

Warren Bobrow is a chef, mixologist, and author popularly known as the Cocktail Whisperer. He has published six books on mixology. Warren is currently a Cannabis Alchemist, presently working on craft spirits in the cannabis industry. He has recently developed the world's first cannabis live resin emulsion libation for sale in the California-regulated marketplace. Warren currently writes for Skunk Magazine and Cannabis Cactus Magazine. He is also the author of Cannabis Cocktails, Mocktails & Tonics: The Art of Spirited Drinks & Buzz-Worthy Libations (2016). Warren documents his experiences on @warrenbobrow, his Instagram account with 11.1k followers.

Rade Kovacevic

Source: Toronto Star

Rade Kovacevic was the President and Chief Product Officer at Canopy Growth. Canopy is channeling the power of cannabis to build an organization made with intention and purpose, serving as a new model for an evolving industry. He has a history of being able to bring key stakeholders together on marijuana policy, as a Co-Founder and former President of the Canadian Association of Medical Cannabis Dispensaries (now the Association of Canadian Cannabis Retailers) and a Co-Founder and former Advocacy Committee Chair of the Canadian Medical Cannabis Industry Association (now the Cannabis Council of Canada). He believed that beverages are fueling growth in the CBD category, hoping that his company’s Quatreau product will resonate with US consumers looking for a naturally flavored, zero sugar option. Quatreau is a line of infused, naturally flavored sparkling water beverages. While both Rade and Canopy do not have a strong social media presence, they’ve played a huge role as catalysts in the conversation around cannabis-infused drinks.

By Prithvi Nagpal, Editor & Sommelier, Beverage Trade Network

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