Even Martha Stewart, a domestic goddess known for prim and proper living, is a vocal cannabis connoisseur who has her own, award-winning line of CBD products.
Like alcohol, cannabis is on its own unique journey — from a sketchy, stoner habit to an everyday tool used by those from all walks of life.
The reasons for alcohol’s move to the mainstream are vast and complex.
Nowadays, consumers have access to numerous categories of spirits in multiple groups and at a wide variety of price points, ensuring there is a product to suit almost every desire.
Format differentiation is also central to the growth of the cannabis category, with the numerous ways cannabis can address people’s wants and needs increasing at a breakneck pace.
Beyond formats, cannabis is also uniquely able to offer a variety of functions and uses on multiple occasions throughout the day, something the alcohol industry can’t match.
More than just smoking to get high or to manage an ongoing medical issue, there is an incredible opportunity for consumers to leverage cannabis products in unique ways, such as to tailor their mood.
So, the answer seems clear: Across formats, we must seek to alleviate the fear of effects by standardizing dosage and educating the end consumer.
As we near the potential for federal cannabis legalization, it is paramount that the future of cannabis is not just seen through the lens of the traditional or legacy consumer, but reimagined through the lens of those seeking to simply live their lives and improve their daily experiences.