Crafting an Intersection: Cannabis, Beer and Cannabeers

Craft Brewers Conference 2019
Location: Denver, Colorado
Speakers: Jessica Lukas

Cannabis is not new to the craft beer industry or consumer, but legal cannabis is. In this session, we will breakdown the legal cannabis landscape, the exploding cannabis beverage (and new cannabeer) market, and uncover the risks and opportunities cannabis brings to craft brewers across all markets. As more and more global beverage alcohol companies dive-in, you must understand the current and potential impact of cannabis on craft beer. YES, overlap, substitution, and pairing does exist, BUT craft brewers are in a unique position to take advantage of innovation opportunities, consumer synergies, new flavors/ingredients, partnerships, tourism, and more that legal cannabis brings to the table.

Learning Objectives:

Understand the legal cannabis landscape, current market size and future projections, as well as cannabis category evolution (with focus on cannabis beverages); Learn the similarities and differences between craft beer and cannabis, the opportunities this presents, and the risks that arise due to the interaction of cannabis and craft beer; Know the cannabis+craft beer consumer and uncover how they think, act, and behave, and take-away actionable insights on the occasions and need states

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