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.
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.
Having only launched on July 30, the brew is currently available in a handful of marijuana dispensaries in California, where the drug is legal. So we visited Oakland's Harborside dispensary, located on the East Bay peninsula between the neighborhoods of Fruitvale and Downtown Oakland, to check out the new $8 drink.
At $8 a can, the drink wasn't cheap — but the price point brought it roughly in line with other canned beers. We snagged the last cans that were available. An employee at Harborside said they were selling like hotcakes.
And if you don't finish a can, you can re-close the tab at the top.
The hybrid version is designed to have more subdued and relaxing effects.
Consumer demand for marijuana products is growing fast as state-based legalization campaigns spread and as scientific awareness about the drug increases.
Now there's also an emerging interest in CBD, the compound thought to be responsible for many of the drug's therapeutic effects — such as pain relief.
Lotions, balms, beverages, vape pens, and dog treats are just a few of the products making a splash on the retail scene.
Expected to reach roughly $75 million in sales by 2030, cannabis is already set to eclipsesoda, according to research firm Cowen & Co.
But a beverage brewed with cannabis could reinvigorate some of that intrigue. Plus, it doesn't come with a hangover.