The Future of Socializing

The Future of Socializing: Cannabis Consumption Lounges

The traditional bar industry, a staple of American nightlife, has been valued at over $28 billion. However, there's a significant shift in recent years. Traditional bars, where the primary activity is drinking, are facing competition from establishments that offer a mix of activities. From putt-putt bars, fowling bars, escape rooms, to places like Top Golf, the modern consumer, especially the younger generations, are seeking more than just a drink—they're seeking an experience.

The Generational Shift

Recent studies have shown a decline in alcohol consumption among younger generations, particularly Millennials and Gen-Z. A report from Berenberg Research shows Gen Z drinks 20% less alcohol per capita than Millennials. These generations are more health-conscious, more aware of the risks associated with excessive alcohol consumption, and are often looking for alternatives. Enter cannabis. With the legalization wave sweeping across the U.S., cannabis has emerged as a popular alternative to alcohol. This shift is not just about substance preference but also about the kind of social experiences these generations are seeking.

Cannabis Beverages: A Growing Market

The cannabis beverage market is expected to reach $2.8 billion by 2025. This growth is driven by innovations in the cannabis industry, producing beverages that offer a controlled and sociable high, similar to having a drink. Brands like Nowadays Microdose are leading the way, offering products that can easily replace alcoholic beverages in social settings.

Cannabis Consumption Lounges: The New Bars

Taking a cue from this shift, entrepreneurs are setting up cannabis consumption lounges. These lounges are designed to offer a safe and legal environment for cannabis enthusiasts to socialize, much like bars. But they're not just about cannabis. They're about creating a holistic experience. From gourmet food offerings, live music, art installations, to workshops, these lounges are redefining what it means to 'go out'.

Bars and Lounges: Competition or Collaboration?

While it's easy to see cannabis lounges as direct competitors to traditional bars, there's potential for collaboration. Bars can introduce cannabis-infused beverages to their menu, offering a mix of alcoholic and non-alcoholic options. This not only caters to the changing preferences of the younger generations but also introduces a new revenue stream for bars.

Tilray Brands: Pioneering the Future of Cannabis Beverages and Beyond

Tilray Brands is not just another player in the cannabis industry; they're shaping its future. Their strategic acquisitions in both the cannabis and alcohol sectors signal a vision that goes beyond the present, hinting at a transformative future for social consumption.

A Dual Strategy: Cannabis and Alcohol

While many companies focus on dominating a single market, Tilray has cast its net wider. Their aggressive expansion into the U.S. beverage alcohol sector, coupled with their stronghold in the Canadian cannabis market, showcases a dual strategy. But it's not just about market share; it's about positioning for the future.

Beyond the Bottle: The Potential of Cannabis Lounges

Owning breweries and alcohol brands isn't just about selling drinks. These spaces, with their established clientele and ambiance, have the potential to be transformed into unique cannabis consumption lounges. Imagine walking into a familiar brewery, but instead of just beers on tap, there's a menu of cannabis-infused beverages, curated for various experiences. This isn't just a business strategy; it's a reimagining of social spaces.

The Road Ahead: Challenges and Opportunities

Of course, this vision isn't without its challenges. Regulatory hurdles, market dynamics, and consumer preferences will play crucial roles. But Tilray, with its vast network and infrastructure, is poised to navigate these challenges. Their existing facilities, from bottling lines to distribution networks, give them a head start in the race to dominate the U.S. cannabis beverage market post-legalization.

When we think about the future of social consumption, it's not just about what we consume but where and how. Tilray's moves suggest they're thinking about this future, and if they play their cards right, they might just redefine our social experiences.

Cannabis Leader Spotlight: Brandon Andrew, Chief Creative Officer for Calexo

In the dynamic world of cannabis, certain individuals stand out, not just for their contributions but for their vision and passion. Brandon Andrew, the Chief Creative Officer for Calexo, is one such individual. With over 15 years of experience in media, marketing, and creative direction, Brandon has consistently pushed the boundaries of what we expect from brands in the 21st century. His leadership style fosters an environment where creatives feel empowered to explore groundbreaking ways of thinking, leading to trend-defining categories, innovative user experiences, and award-winning websites. Today, we delve deeper into Brandon's journey, his insights, and his aspirations for the future of the cannabis industry.

What inspired you to venture into the cannabis industry, and how has your journey been so far? Additionally, what motivated you to launch Calexo? Our journey into the cannabis industry was serendipitous, a fusion of necessity and innovation. In late 2018, we found ourselves at a gathering, surrounded by friends reveling in alcoholic libations. However, my personal health situation prevented me from partaking in alcohol, and I sought an alternative way to participate in the celebration. That night, Ken and I crafted our inaugural cannabis-infused drink, an experiment that turned into a revelation. The inspiration was clear - we discovered that cannabis beverages could be both delicious and fast-acting, allowing us to share in the camaraderie of social drinking without the associated downsides. This moment ignited a mission: to make this experience accessible to a broader audience, to redefine the culture of celebration, and to provide individuals with a healthier, more mindful choice. Our journey into the cannabis industry has been a wild and exciting odyssey that has kept us on the edge of our seats. We've learned a lot while navigating the challenges of the industry, and refined our vision to align with our mission of offering delightful, controlled, and health-conscious alternatives to traditional drinks. The launch of Calexo is not just a business venture; it's a commitment to empowering people to celebrate without compromise.

The cannabis industry is known for its regulatory challenges and evolving landscape. How do you navigate these hurdles, and what keeps you motivated? Especially from a marketing and advertising standpoint. Navigating the cannabis industry's complex and ever-changing landscape has indeed been a challenge. From regulatory shifts to banking obstacles, these hurdles are an inherent part of our journey. At Calexo, we approach these challenges with a unique perspective rooted in design thinking. We see these limitations as opportunities to innovate without compromising on quality, experience, flavor, or aesthetics. What truly keeps us motivated is the realization of how alcohol has adversely affected our lives and the lives of those around us. We've witnessed firsthand the negative impact it can have. This motivates us every day to provide people with a healthier and more enjoyable way to celebrate. Despite the constant hurdles and the maze of regulations, it's the positive impact our drinks have on our consumers that fuels our determination. From a marketing and advertising standpoint, we strive to be creative within the boundaries set by the industry. We want to ensure that our message reaches those who can benefit from our products, all while adhering to the evolving rules and regulations. It's a dynamic journey, but our commitment to offering a better way to drink remains unwavering.

From your perspective, how crucial is branding and storytelling for cannabis brands, especially in today's saturated market? What are you doing at Calexo from a storytelling standpoint that is working? Branding and storytelling are absolutely vital for cannabis brands, especially in today's saturated market. At Calexo, we've centered our branding and storytelling on a fundamental concept: control. Our mission is to provide consumers with a sense of control over their drinking experience, and this theme runs through every aspect of our brand – from packaging to formulation to the quickly felt effects and the fluid-to-cannabis ratio. Our approach stems from a collective frustration with traditional alcohol and the stigma surrounding cannabis use. The "war on drugs" era, spearheaded by campaigns like Nixon's, has left a lasting mark on society, making it essential to challenge these perceptions. Our storytelling and marketing efforts serve as advocacy for better choices and improved well-being.

Where do you see the cannabis industry heading in the next 5 years, particularly in the beverage sector? In the next five years, the beverage sector of the cannabis industry is poised for significant growth and transformation. Younger generations are increasingly opting for alternatives to alcohol, and those over 40 are looking for options that don't come with the dreaded hangover. Despite challenges like limited banking access and evolving manufacturing and distribution processes, traditional beverage distributors are taking notice of the changing drinking behaviors. If current trends continue, infused beverages could become a major player in the traditional beverage market by 2028. It's important to note that we at Calexo are not against alcohol; we simply believe in providing more choices and healthier directions for those who seek an alternative. Everyone deserves the opportunity to enjoy a drink without compromising their well-being.

How do you think entrepreneurs and brands can better leverage the concept of Cannabis Consumption Lounges to resonate with the younger, experience-seeking generations? And how do you evaluate their efforts in integrating cannabis beverages into these social spaces thus far? Leveraging the concept of Cannabis Consumption Lounges to resonate with younger generations seeking unique experiences is indeed challenging. These lounges often cater to the high-concentration, high-THC market, focusing on traditional cannabis consumers who are price-sensitive when it comes to milligrams per dollar. These spaces typically offer dab bars, cannabis-themed merchandise, and a specific ambiance. However, for individuals seeking a healthier drinking alternative, convincing their friends, who may still drink alcohol, to visit a cannabis consumption lounge with limited beverage options can be a tough sell. Budtenders at these lounges are often enthusiasts with high tolerances, making them less likely to recommend low-dose beverages. On the other hand, drinkers looking for a better option might not find alcohol-free spaces appealing. The integration of low-dose cannabis beverages into cannabis lounges remains a challenge, as these spaces tend to focus on different consumer preferences and priorities.

What piece of advice would you give to budding entrepreneurs looking at the cannabis beverage industry and wanting to dive in? Entering the cannabis beverage industry is not just a business venture; it's an act of advocacy, especially given the industry's youth and the prevailing global stigma. To succeed, believe in your mission because you'll be navigating uphill terrain. Education is key, influencing product development, packaging, marketing, and community engagement. Maintaining a strong sense of self and perspective will guide you through the turbulent socio-political landscape of the cannabis industry.

Outside of your professional life, how has cannabis influenced your personal experiences or perspectives? As a queer artist, my journey with cannabis has deeply impacted my personal life. In my twenties, I worked in the food and beverage industry and often relied on alcohol as my primary social lubricant. I lived in a cycle of hangovers, fiery rants, and witty comebacks, sometimes the life of the party, but it took a toll. However, everything changed when I faced a rare cancer diagnosis and the subsequent radiation treatment. Doctors told me to quit drinking, and it was then that I decided to give cannabis a try. Cannabis became my companion in managing anxiety and finding balance. It granted me the confidence to regain control of my life, fostering new ways to engage with the world and socialize. The journey towards a balanced relationship with cannabis transformed my physical health, mental well-being, and emotional harmony. While I acknowledge that cannabis isn't a universal solution, I believe there are many individuals who can benefit from it. It offers a more sociable path to discovering healthier ways to celebrate and find equilibrium in life.

What's in My Bar?

Each week, I dive deep into the world of beverages, exploring new flavors, brands, and concoctions that tantalize the taste buds and elevate the senses. From refreshing mocktails to infused delights, my bar is a testament to the ever-evolving world of drinkable cannabis. Curious about what's caught my attention this week? Let's uncork the bottles and pour out the stories!

Calexo: Dive into the dual delights of Calexo. Their un-infused line-up has been my go-to for daytime refreshment, offering genuine flavors that tantalize the taste buds. As the sun sets, I transition to their infused offerings, immersing myself in a gentle euphoria. Beyond the taste, Calexo stands out with its artistic branding, making each sip feel like a creative journey. Whether you're seeking inspiration or relaxation, Calexo has a drink tailored for the moment.

Wynk: Meet Wynk, the effervescent sensation that's perfect solo or as the crowning touch to a cocktail. This week, I experimented with Wynk's Lime Twist, transforming a NonAlc Margarita into a sparkling masterpiece. The delightful carbonation of Wynk adds a zesty zing, elevating even the simplest of drinks. If you're looking to add a bubbly twist to your beverages, Wynk is the answer.

Hemp Beverage Co.: Venturing into the world of mocktails, I tried my hand at Hemp Beverage Co.'s mocktail creator, whipping up a cucumber cooler. The result? A light, refreshing drink that was an instant hit. A word of caution, though: I unintentionally went a tad overboard with the dosage, leading to a more elevated experience than planned. But, no regrets—the drink was an absolute delight, proving that sometimes, accidents lead to delicious discoveries. For those eager to embark on their own Hemp Beverage Co. journey, I've got a treat for you! Use the exclusive discount code LARSM15 at hempbevco.com for 15% off your purchase.

Recipe of the Week: Cucumber Cooler

During my recent elopement in Denver, a standout mocktail at the hotel bar became my nightly go-to: the Cucumber Cooler. The crisp, refreshing taste was unforgettable, and I knew I had to recreate it once back home. With a little infusion magic from Hemp Beverage Co., I've given this favorite a delightful twist. Ready to try it out? Here's the recipe, and don't forget to use the exclusive discount code LARSM15 at hempbevco.com for 15% off!

Ingredients:

• 1.5oz Seedlip 94

• 0.75oz Lemon Juice

• 0.75oz Hemp Beverage Co. (For a high-dose experience. For a milder touch, use 2mL)

• FeverTree Cucumber Tonic

• Cucumber slices for garnish

Instructions:

1. In a mixing glass, combine Seedlip 94, lemon juice, and your desired dose of Hemp Beverage Co.

2. Stir the mixture well.

3. Strain into a glass filled with ice.

4. Top off with FeverTree Cucumber Tonic.

5. Garnish with a slice of cucumber.

6. Sit back, sip, and savor the refreshing infusion!

Enjoy this delightful mocktail, and remember, for all your infusion needs, head to hempbevco.com and use the code LARSM15 for an exclusive 15% discount!