Article via Mazakali.

Consider for a moment the three most widely used drugs on earth: caffeine, nicotine and alcohol. Collectively, they represent a nearly $2.7 trillion global market with ~$420 billion of that in the United States alone. Each has been socialized into our collective consciences and enjoys a sanctioned time for daily use - known as the coffee break, the smoke break and the happy hour. Two of the three are beverages.

Wine may be for wisdom; cannabis is for consciousness.

Why now?

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Infused drinkables currently hold a market share of under 1% in the US, a figure that is far too low when compared with industry estimates for a $2.8 billion global cannabis beverage market by 2025. Advances in cannabis science along with the thirst for a healthier alternative to alcohol are but two factors behind this anticipated growth.

While there are many technological approaches to achieving water solubility, the most common approach to infused drinkables is nano-emulsification. The primary goal here is to increase total surface area via a reduction in particle size to below 500 nanometers. The outcome of this is enhanced solubility along with accelerated absorption and onset.

Another solubilization technology is based on using cyclodextrins which keep the active molecules solubilized in water. Compared to nanoemulsions, this methodology allows for a reduction in the use of surfactants, emulsifiers, and other additives and can therefore achieve a higher drug loading capacity.

Healthier alternative to alcohol: An increase in our focus on health and wellness is driving many of us to seek alternatives to alcohol to socialize and relax. In today’s fast-paced world, we strive for physical, mental or emotional homeostasis and alcohol simply does not fit the bill. Non-alcoholic beverages infused with cannabinoids and adaptogens offer health, hydration and psycho-activity in a low-calorie package without the hangover effects.

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Cannabis beverage companies are well-served to understand these trends and adopt solubility-enhancing strategies, necessary for product differentiation as well as intellectual property generation.

Areas of focus for infused beverage companies:

•          Technological advancements to tailor onset and offset times

•          Infusions with cannabinoids such as Delta-8, CBG and THCA

•          Increased focus on fit-for-purpose strategies that address the myriad cannabinoids and methods of extraction

•          Additional data to demonstrate efficacy and a more consistent user experience

•          Taste-masking improvements along with diversity of cannabis-based beverages to suit a range of lifestyles and preferences

•          Incorporation of other natural substances such as terpenes, adaptogens, probiotics, vitamins and minerals

•          Safety, regulatory and legality in an increasingly e-commerce focused market

The emergence of new infusion technologies is driving the next generation of functional cannabis drinkables and opening a door for new consumers to try cannabis in a familiar, discreet and often healthier way. Investors are well-served to take note of those companies poised to capture both a share of this growing market as well as the attention of larger beverage companies with the resources and desire to expand their product portfolios.

The greatest oak was once

a little nut that held its ground

Noticias sobre cannabis en Español en El Planteo.

The preceding article is from one of our external contributors. It does not represent the opinion of Benzinga and has not been edited.