Heineken is leaning into Cannabis-beverages. Following the lead of several major brewers, the Dutch beer maker is taking a gamble on the growing market for cannabis drinks. A few weeks back, the craft beer Lagunitas, which is wholly owned by Heineken, launched a new brand specializing in beverages that swap out alcohol for THC.
The drinks being produced are the new brand are called Hi-Fi Hops and are currently available in two different varieties: one with 10mg of THC (the psychoactive compound found in cannabis) and another with a CBD-THC blend featuring 5mg of each.
The move by beer makers to break into the cannabis industry is likely a matter of self-preservation. As Business Insider puts it “many major beer labels – including Heineken beer specials – have been plagued by what analysts say is a lack of interest among millennial.”
But if you’re looking to get your hands on one of these new brews, you might have a hard time since they’re only available in California right now. And coming in at $8 a can, they aren’t cheap either. But the extra fee is probably worth not suffering a hangover anyway.
The above article was originally published on Civilized, and the article can be found here
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