Beer drinker perceptions of cannabis-infused beverages

Purpose As cannabis markets have expanded and nonalcoholic beer sales have grown, craft beverage manufacturers are increasingly interested in alternative beverage markets for product differentiation. This study evaluates consumer perceptions of nonalcoholic, cannabis-infused beverages to explore the market potential. Design/methodology/approach The study used survey data from 1,094 US beer drinkers to identify consumer willingness to try and general perceptions of cannabis-infused beverages. First, we identified who is most likely to try cannabis-infused beverages using multinomial logistic regression analysis. Then, we identified perceptions of cannabis-infused beverages relative to conventional beer by asking respondents to rate the expected taste, nutrition, safety and price for one of three hypothetical product options: a traditional beer, a cannabidiol (CBD) beverage or a tetrahydrocannabinol (THC) beverage. Comparisons across products were then drawn using standard statistical tests. Findings Approximately 53–56% of beer drinkers in our sample stated they were willing to try cannabis-infused beverages, with age, product knowledge and past purchasing behaviors correlating with this response. Additionally, consumers expected cannabis-infused beverage scores to have similar safety and nutrition metrics to traditional beer but at higher prices. On average, consumers expected CBD- and THC-infused beverages to be $0.33 and $0.98 more expensive per six-pack than a conventional beer, respectively. Originality/value With an evolving craft beverage and cannabis landscape, these results provide a glimpse into beer drinkers’ attitudes toward CBD- and THC-infused beverages. The results offer novel insights into the target audience and market potential for cannabis-infused beverages that manufacturers and entrepreneurs can use in their business strategies. Additionally, the findings can be useful to policymakers and public health officials in monitoring this emerging market, informing policy design and designing public health messaging. Lastly, the study opens avenues for future research on consumer perceptions of cannabis versus alcoholic products across academic disciplines.