Navigating Potency Testing Challenges in Cannabis Beverages

Potency consistency in cannabis beverages is a critical issue that can significantly impact consumer trust and industry credibility. While the alcohol industry, particularly beer, benefits from well-established testing standards allowing a 0.3% variance in alcohol by volume (ABV), the cannabis industry is still grappling with finding its footing in this regard. This lack of uniformity presents unique challenges, especially when even a slight deviation in THC or CBD levels can alter the consumer experience in profound ways.

Alcohol Standards: A Model for Consistency

In the alcohol sector, the variance allowed in ABV labeling is a narrow 0.3%, setting a benchmark for consistency that has been crucial in building consumer trust. For instance, if a beer is labeled as 5% ABV, it must fall between 4.7% and 5.3% to comply with regulatory standards . This consistency is not just a regulatory box to check—it has been a fundamental part of how the alcohol industry has maintained consumer trust over decades. Consumers can reliably purchase a product knowing that the experience will be consistent every time. This standardization is a model that the cannabis beverage industry is still striving to achieve.

Cannabis Beverages: A Young Industry with Growing Pains

The cannabis beverage industry, by contrast, is still evolving. Potency testing presents a more complex challenge where a 10% variance in THC or CBD levels can significantly alter the consumer experience. Unlike alcohol, where minor variations in ABV may go unnoticed, the effects of even slight deviations in cannabis potency are far more pronounced.

As someone who is privy to a multitude of conversations among leaders in the cannabis space, it’s clear that this issue is top of mind. The right leaders in the space are actively working to create an industry that is respectable and prioritizes consumer safety, rather than one that’s simply chasing short-term profits. This ethos is critical for the industry’s long-term success and its ability to gain widespread consumer trust.

The Financial Strain of Inconsistencies

One of the most significant hurdles for cannabis companies, particularly small to mid-sized ones, is the financial implications of inconsistent testing results. Discarding entire batches due to failed potency tests could be financially devastating, especially in an industry where profit margins are often thin . For many of these companies, the thought of having to discard a batch due to a slight deviation from the labeled potency isn’t just frustrating—it’s potentially catastrophic.

This financial strain is compounded by the lack of standardized testing protocols across states. Without a unified set of standards, cannabis producers are left to navigate a patchwork of regulations that vary from one jurisdiction to another. This lack of consistency not only complicates compliance efforts but also increases the risk of products being recalled or failing to meet state-specific standards .

The Importance of Consistency and Accuracy

Consistency and accuracy in potency labeling are not just regulatory necessities; they are essential for building consumer trust. Just as the alcohol industry has benefited from strict adherence to labeling standards, cannabis companies that can deliver consistent products are likely to see stronger brand loyalty and customer retention. Consumers need to know that the product they purchase will deliver the same experience every time. In an industry still working to overcome stigma and skepticism, accurate labeling is key to gaining and maintaining consumer trust.

Moreover, the industry’s leaders recognize that consistency is not just about avoiding recalls or regulatory penalties—it’s about building a foundation of reliability that will support the industry’s growth over the long term. The more consistent and trustworthy the products are, the more likely consumers are to view cannabis beverages as a viable alternative to traditional alcohol or other wellness products .

A Call for Standardization

There is a growing push within the cannabis industry for the adoption of standardized national testing protocols, much like those in place for alcohol. Such standards would help ensure that consumers receive a reliable and consistent experience, regardless of where they purchase their cannabis products. Standardization would also help level the playing field for producers, providing them with clear guidelines and reducing the risk of costly product recalls .

This push for standardization is not just about regulatory compliance—it’s about setting a standard of excellence that will help the industry gain the respect it deserves. By prioritizing consumer safety and product consistency, the cannabis beverage industry can build the kind of trust and credibility that has been a hallmark of the alcohol industry for decades.

As the cannabis beverage sector continues to grow, addressing these challenges head-on will be crucial for its long-term success. By learning from the established practices of the alcohol industry and pushing for greater standardization, the cannabis sector can navigate its growing pains and build a foundation of trust and reliability that will support its long-term growth.

Addendum: Sources

• Alcohol Labeling Standards:

  • Information on alcohol ABV variance and TTB regulations.

• Cannabis Testing Standards and Industry Challenges:

  • Discussion on the financial and operational challenges faced by cannabis beverage companies due to inconsistent testing standards.

  • Overview of the importance of consistency and the call for standardized national testing protocols.