Consumer Trends

Beverage does not need to replace alcohol to matter. It only needs to capture one occasion per week. When ritual shifts, categories follow.

The gap between expectation and experience is why consumers don't return. Process control is the only way effects-based cannabis works.

Tobacco and alcohol are quietly building cannabis IP, infrastructure and data. It's not if they enter — it's when the rest of us notice.

Edibles.com quietly built one of the most intriguing cannabinoid access platforms in the country. Consumers can now shop by experience, not just by brand.

Logic doesn't work in the cannabinoid space. Power and influence do. Spirits, pharma, big ag and retail are all circling the same disruption.

Nobody buys wine by ABV. THC% is pushing cannabis toward commodity, and sensory science backed by data is the missing lexicon.