“Today, consumers are looking for CBD products that are healthier with less sugar, and a sports beverage featuring CBD, minerals, and electrolytes would be a great add to the marketplace.” – Michael Flemmens, VP of Technical Business Development
Read more about how sports drinks are evolving and the market for CBD sports beverages in BevNET’s article.
June 20th marked an important moment on our calendar – Summer has officially begun! That means the days are longer, the temperatures are rising, and we can spend more time outside doing the things we love – like taking a trip to the beach, hitting the trails, and firing up the grill.Here are some ideas for incorporating CBD into those activities and more!
1. Building a bonfire? Treat yourself to S’mores powered by XO Marshamllows!
Once the sun has gone down, a great way to end a long summer day is sitting by a bonfire on the beach or firepit in the backyard. Make sure you have all the fixings for S’mores — graham crackers, dark chocolate bars, XO Strawberry hemp marshmallows that feature 10mg CBD per cube, and skewers. Strawberry and chocolate are a match made in heaven – and no one can resist a S’more, sticky fingers and all!
2. Taking a trip to the beach? Don’t forget your Mad Tasty!
A trip to the beach is a summer must activity. As you’re getting ready for your beach day, make sure to pack some cans of Mad Tasty in your cooler! Mad Tasty comes in three different flavor profiles — Watermelon Kiwi, Grapefruit, and the newly released, highly mysterious Unicorn Tears – and all three are refreshing and thirst-quenching. Each can contains 20mg of CBDand will leave you feelin’chill.And for every 12 ounces of Mad Tasty sold, the company donates 12 ounces of clean drinking water to people and places in need through their work with Drop4Drop – so you can feel good about that too!
3. Having cocktails/mocktails on the patio? Enhance them withRip NSip.
It’s 5 PM –– time to head out to the patio and celebrate the end of the day with a beverage! An easy way to add CBD to aLemonade, Margarita, Gin and Tonic, or pretty much whatever is in your refrigeratoris by opening a packet of Rip N Sip and pouring it into your beverage. Each 3 ml packet contains 20 mg of flavorless liquid CBD which disperses rapidly. It doesn’t get any easier than that to make your own CBD-infused drink!
4. Hitting the trails for a hike? Bring some cans of CENTR in your daypack!
After a long week of work, one of the best ways to spend a summer weekendis in the mountains hiking and communing with nature. When you’re packing for your excursion, don’t forget your water bottle, sunscreen, first aid kit (just in case), trail mix, and a few cans of CENTR, a sparkling CBD beverage. CENTR offers two dosing options – 15mg and 30mg; the gently sweetened, light citrus flavor profile is perfect for warm weatheroutings and will give you the oomph you need when you’re feeling a little tired at mile five.
The better the weather gets, the more we all want to be outside getting some exercise, be it walking, running,golfing or swimming. After your workout, don’t forget to stretch well and drink a REVYV, a wellness drink for active people. On the flavor front, there will be two options to choose from – Peach Mango and Aćai Berry. A 14 oz bottle of REVYV contains 15mg CBD, electrolytes (key for rehydration and recovery), terpenes, and Ashwagandha, an adaptogen that can boost brain function and lower blood sugar levels.
6. Got a camping trip planned? Don’t forget to pack the APRCH.
Camping is a great summer activity for many reasons. It gets us out of the house where we can unplug, relax, and get in tune with nature.As far as camping beverages go, APRCH is the perfect drink to have in the cooler. This zero-calorie sparkling CBD water comes in three flavors: Lemon + Lime, Watermelon, and Mint + Cucumber – with no added sugar. Each 12 oz can contains30mg of CBD; L-Theanine, an amino acid that promotes relaxation; Vitamin C; and organic natural flavors. Crack open a can as you’re making dinner on your camp stove, or when your settling into your sleeping bag for a good night’s rest.
7. Looking for an alternative to tap water on a sweltering day?Stay hydratedwith Kleer.
On those days where the thermometer reads 90 and it feels even hotter, it’s important to drink at half a gallon(equivalent to 8 8oz glasses) of water a day to stay hydrated. Why not make some of those ounces Kleer sparkling CBD water? If you loved POG as a kid, there’s a Passion Orange Guava option, as well as Berry Blast and Cucumber Lime. Kleer’s sugar-free sparkling waters offer 25mg CBD and 100% natural flavors per 12 oz can. When the heat is getting you down, grab a Kleer to provide some relief.
8. Not sure what to bring to your friends’ BBQ? CANN is the answer!
If you’re invited to a friend’s BBQ this summer and wondering what to bring, CANN social tonic is a great alcohol-free option! Each can of CANN is infused with 4mg CBD and 2mg THC, lightly sweetened with agave nectar, and flavored with pure fruit juice. There are three flavor options, each one equally tasty— Lemon Lavender, Blood Orange, and Grapefruit Rosemary; all pair well with chips, dips, salads, and food hot off the grill.
9. Hosting a 4th of July BBQ (socially distanced, of course!)? Whip up some sauces infused with CBD.
If you are having family orfriends over for the 4th but have no idea what to make, here are some links to Chef Stacy’s recipes that are perfect for an Independence Daycelebration (and any occasion really!). These recipes are quick and easy and will have your guests saying, “There’s CBD in there?! I couldn’t even tell!”
When professional athletes speak publicly about their use of CBD, it generates curiosity and interest among their peers, their teammates, their fans, and other athletes. For those athletes who are new to CBD have questions about what it is, we have the answers for you.
Is CBD legal in every state?
Purchasing CBD is federally legal as long as it doesn’t contain more than 0.3% THC, but some state laws have put restrictions on buyers. In Virginia, for example, people can only buy and possess CBD if they have a prescription.
What’s the difference between hemp-derived CBD and marijuana-derived CBD?
Hemp and marijuana come from the same family of plants, Cannabis Sativa L. Hemp-derived CBD and marijuana-derived CBD contain different levels of THC. Hemp plants contain less than 0.3% THC content, while marijuana plants contain higher levels of THC.
Are all CBD products THC-free?
No. Most CBD products are likely to have trace amounts of THC, particularly if the CBD was sourced from marijuana plants as opposed to hemp plants. Most CBD products contain non-detectable THC; products featuring CBD isolate have 0% THC in it.
The industry and legal standard for THC concentration in CBD products derived from hemp is less than 0.3% THC by weight. This means that a CBD product may legally contain up to three parts of THC for every 1000 parts of oil by weight.
In order to determine if a product is within this legal limit, reputable CBD manufacturers have their products tested by third-party labs to obtain a Certificate of Analysis (COA). The letters “ND” indicate this “non-detect” level of THC in a product. The THC amount in said product is too small to be detected by the instruments used in third-party testing.
CBD shouldn’t show up on a drug test, but there have been cases of people using CBD products testing positive for THC. It depends on the quality and composition of the product the person is taking, as many CBD products contain trace amounts of THC. Hemp-derived CBD products are less likely to contain THC because they are legally required to have less than 0.3% THC content. Athletes who want to use CBD products but are afraid of failing a drug test should look for products featuring CBD isolate.
What are the benefits of taking CBD?
While much of the evidence of the benefits of CBD is anecdotal, studies have shown that CBD may help relieve pain, reduce inflammation, promote sleep, and reduce performance-related anxiety.
Are there any side effects after ingesting CBD?
Peter Grinspoon, a doctor at Harvard Medical School, states that side effects of CBD can include “nausea, fatigue and irritability.” CBD can also “increase the level in your blood of the blood thinner coumadin, and it can raise levels of certain other medications in your blood by the exact same mechanism that grapefruit juice does.” If you decide to try CBD and take other medications, consult with your doctor about possible interactions.
How long does CBD stay in your system after ingestion?
This depends on the way you ingest CBD. Also take into consideration that each person processes cannabinoids differently based on our unique body compositions.
The different methods of ingestion are:
Oral — swallowed — types of products include tinctures, oils, edibles, beverages, capsules.
When CBD is swallowed, it moves through the digestive tract, where it is absorbed into the bloodstream. This method is the slowest route for CBD to move throughout the body, taking one to two hours, but also the longest amount of time that it is active. CBD may stay in your bloodstream one to six hours when ingested orally.
Oral — sublingual (under the tongue) — types of products include oils and tinctures.
The areas under your tongue, along your gums and in your cheeks are filled with capillaries that will absorb the CBD and deliver it directly to your bloodstream, thereby bypassing the digestive tract altogether. This method is faster than swallowing CBD, with the onset taking 15 minutes to an hour. When taken sublingually, CBD may stay in your bloodstream for six to eight hours.
Inhalation — types of products include vape pens, dabs, high CBD cannabis.
When CBD is inhaled, it moves to the lungs where it quickly passes into the bloodstream. This is the fastest way to get CBD into your system with an onset of seconds to minutes, but the CBD is only effective for a short amount of time. It may stay in your bloodstream for no more than two to three hours.
Topical — applied to skin — types of products include creams and lotions.
When you apply a CBD lotion or cream, the CBD is dispersed across the skin and absorbed into it, reaching muscles, cells, and nerves. Very little CBD will enter the bloodstream, if any.
Transdermal — applied to skin — types of products include patches.
Like topicals, transdermal are applied to the skin, but they do not behave the same way as a lotion or cream. A patch is placed in a venous area of the body, like the wrist, allowing the CBD to enter the bloodstream through the skin. They are designed to slowly release CBD through the skin at a constant rate.
On March 24, 2019, 29-year-old New England Patriots’ tight-end Rob Gronkowski (aka Gronk) announced his retirement from the NFL after nine years in the league. As most people know, football is incredibly hard on the body; during his career, Gronkowski suffered injuries to his forearm, back and knees, which is what informed his decision to retire and “focus on my health.” Five months later, Gronk made another big announcement about his future — he would be partnering with a CBD company to create a line of topical pain treatments. When he shared this news with the press, he said he was “blown away with how well it (CBD) worked. I am pain free, and that is a big deal.”
Fast forward to April 22 of this year when the Tampa Bay Buccaneers announced that they had traded a fourth-round draft pick to the Patriots in exchange for Gronkowski and a seventh-round selection. When commenting on his decision to come out of retirement, Gronkowski commented, “I’ve always said, I wouldn’t come back unless I’m feeling it, unless I’m feeling good, feeling healthy and I’m feeling like I’m ready to go. Now this is the case, this is the time…. It definitely wasn’t last year, my body 100 percent needed a rest….I was in some pain at some serious times even while playing the game — but that’s why I did the last year. I took care of myself, I let my body heal, I let my body rest, I let my body get the treatments that it needed.”
Gronkowski is one of many professional athletes promoting CBD after trying it out themselves. Tony Hawk (skateboarding), Megan Rapinoe (soccer) and Riley Cote (hockey) have spoken openly about using CBD, and some have started their own companies selling CBD products directed towards athletes. In an interview last year, Megan Rapinoe stated, “CBD is a natural alternative that has helped me stay at the top of my game for several years now, whether that be regulating my sleep, relaxing on long flights, helping with inflammation, or recovering after hard trainings and games. Bottom line, it’s natural, and I don’t want to be filling my body with chemicals.”
Having current and retired professional athletes speak about their experiences using CBD is not only sparking huge fan interest, but it’s also influencing professional sports leagues to reconsider their stance on cannabis as a controlled substance. Last December, Major League Baseball became the first professional sports league in the US to remove cannabis from its list of banned substances. In January of this year, the NFL’s Pain Management Committee and the NFL Players Association held a fact-finding forum with manufacturers of products that use CBD in sports medicine to update the committee on CBD products, available research, and evidence of how CBD products could benefit patients, especially athletes.
If you are an athlete who is curious about using CBD but don’t know where to start or what to look for, here are some frequently asked questions and answers.
What is WADA, and how does it interface with international and national sports governing bodies in terms of determining anti-doping and drug policy?
WADA, the World Anti-Doping Agency, was formed in 1999 as an international, independent agency to coordinate the fight against doping in athletics. In 2004, it introduced “The World Anti-Doping Code,” the core document that aligns anti-doping policies, rules, and regulations within sport organizations and among public authorities around the world. It works in conjunction with six International Standards which aim to foster consistency among anti-doping organizations in various areas: Testing; laboratories; Therapeutic Use Exemptions (TUEs); the List of Prohibited Substances and Methods; the protection of privacy and personal information; and Code Compliance by Signatories. This unified approach addresses problems that previously arose from disjointed and uncoordinated anti-doping efforts.
One of the largest international governing bodies is the International Olympic Committee (IOC). They recognize other federations for individual sports: The Association of Summer Olympic International Federations (ASOIF), the Association of International Olympic Winter Sports Federations (AIOWF), and the Association of the IOC Recognized International Sports Federations (ARISF). The IOC has an Olympic Charter which sets rules and expectations for Olympic athletes (https://www.wada-ama.org/sites/default/files/resources/files/ioc_anti-doping_rules_tokyo2020.pdf). IOC defines doping as the occurrence of one or more of the antidoping rule violations as laid out in the charter. The rule topics include: Presence of a prohibited substance or its metabolites or markers in an athlete’s sample; use or attempted use by an athlete of a prohibited substance or a prohibited method; evading, refusing, or failing to submit to sample collection; tampering or attempted tampering with any part of doping control, and possession of a prohibited substance or a prohibited method.
In 2018, WADA declared CBD an acceptable substance. It is the first major agency to acknowledge CBD as a compound separate from marijuana (THC). That said, the organization does caution athletes using CBD to be aware of the THC levels in the CBD products they are using. Their guiding document states, “Synthetic cannabidiol is not a cannabimimetic; however, cannabidiol extracted from cannabis plants may also contain varying concentrations of THC, which remains a prohibited substance.”
This is the current list of Sports Organizations that have accepted the code:
What is each major athletic association/league’s stance on CBD and cannabis?
Each has their own stance on cannabinoid use, and they vary drastically.
FIFA (Fédération Internationale de Football Association): Following WADA guidelines (see above), use of CBD is allowed, but THC is not.
NCAA (National Collegiate Athletic Association): Cannabinoids are listed on the2019-20 Banned Drugs List, specifically, “marijuana; tetrahydrocannabinol (THC); synthetic cannabinoids (e.g., spice, K2, JWH-018, JWH-073).” CBD is not listed as a banned cannabinoid; however, the document also states, “Any substance that is chemically related to one of the above classes, even if it is not listed as an example, is also banned!” One can infer from this statement that CBD would also be banned, as it is chemically related to the marijuana plant. That said, the only cannabinoid they test for is THC.
MLB (Major League Baseball): In December of 2019, MLB became the first professional sports league in the US to remove cannabis from its list of banned substances. In a press release, MLB in association with the Players League commented, “Natural cannabinoids (e.g., THC, CBD, and Marijuana) will be removed from the Program’s list of Drugs of Abuse. Going forward, marijuana-related conduct will be treated the same as alcohol-related conduct under the Parties’ Joint Treatment Program for Alcohol-Related and Off-Field Violent Conduct, which provides mandatory evaluation, voluntary treatment and the possibility of discipline by a Player’s Club or the Commissioner’s Office in response to certain conduct involving Natural Cannabinoids.”
MLS (Major League Soccer): If a substance is banned by the US Anti-Doping Agency or FIFA, it is banned by the league. Following WADA guidelines, use of CBD is allowed, but THC is not.
NBA (National Basketball League): Cannabis (CBD and THC) is one of many substances banned by the NBA/NBPA Anti-drug Program. If a player tests positive for THC, he must comply with subsequent testing and may be required to seek treatment. What is not clear is whether hemp-derived CBD would trigger a suspension. Players are randomly tested four times a year and must not exceed the THC threshold of 15ng/ml. If a player consumed hemp-derived CBD oil with less than 0.3% THC and less than 15ng/ml of THC, it is not clear whether they might be suspended or not.
NFL (National Football League): Under the new collective bargaining agreement negotiated between the NFL and the NFL Players Association in early 2020, players who test positive for marijuana will no longer be suspended. Testing will be limited to the first two weeks of training camp instead of from April to August, and the threshold for the amount of THC, the psychoactive compound in marijuana needed to trigger a positive test, will be raised fourfold.
NHL (National Hockey League): The NHL essentially has two drug policies. The first is the performance enhancing drug policy which bans drugs such as stimulants, growth hormones, anabolic agents and drugs that are considered to give players an advantage. The second is the SABH program (Substance Abuse and Behavioral Health). This program was designed for the specific purpose of dealing with issues of substance abuse for players in a confidential manner. If they determine a player’s drug test features “abnormally high levels” of THC, they will contact the player, recommend they enter the SABH, in which they’ll develop an individualized treatment plan, but they are not forced to go.
NWSL (National Women’s Soccer League): The women’s premier soccer league’s stance on cannabis and its derivative products is quite liberal, allowing players to use cannabinoids like CBD for pain management.
WNBA (Women’s National Basketball League): Cannabis and its byproducts are listed as prohibited substances in the league’s collective bargaining agreement. The WNBA has a specific marijuana program in the anti-drug section of the CBA.
USA Triathlon: Under USADA and WADA, CBD is an acceptable substance for triathletes to use. In fact, they have created a partnership with a company producing CBD products.
For people who believe in the power of the cannabis plant, 4/20 is a day of celebration. Some people attend rallies to promote national legalization, some celebrate at concerts, and others simply gather with friends to share their ‘stash’.While 4/20 looks a little different this year, for those who work in the industry, every day is 4/20 – including the employees at SōRSE. And it’s busier than ever.
Our team is comprised of people from all walks of life with different roles in the company – we are scientists, project managers, designers, product developers, regulatory experts, writers, and thought leaders. These are some reflections on 4/20 from members of our team #poweredbySōRSE.
What Does 4/20 Mean toYou?
“4/20 is not generally a special holiday in my book because CBD has become a regular part of my regimen, but it is a great time to reflect on how far the industry has come and where it’s headed. The more we understand about the plant, the more we realize that everyday can be 4/20. For me, 4/20 doesn’t symbolize a day to get high; it’s about living a higher quality life.” – Diana Eberlein, VP of Marketing
“Life–changing at many levels. My wife and I were just reflecting how marijuana social norms have shifted so much during our lifetime. The Sixties was the time of “Turn on, tune in and drop out;“the Seventies (my teen years) brought the war on drugs, literally vilifying all things marijuana. Fast forward to today, not only basically legal, marijuana is now considered a “vital” resource and medicine with dispensaries kept open and classified as “essential” services….Wow!What a long strange trip it has been! 4/20 is also Monte’s (our daughter’s dog) birthday; he is turning two this year.” – Scott Riefler, CSO
“4/20 is a time of celebration! To celebrate the legality of cannabis and to celebrate all the companies out there that are trying to make the word a better place though cannabinoid research.” – Michelle Sundquist, Director of Product Development
“4/20 is a time to think about the past, present, and future of cannabis – with the hope that people will continue to embrace and accept all that the plant has to offer.” – Dana Perkins, Corporate Communications Specialist
“The best excuse to use cannabis.” – Jalen Tims, Medical Applications Specialist
How Has CBD Positively Impacted Your Life or Someone That You Know?
“A good friend I grew up with struggles with an eating disorder and substance abuse. Recently, she was diagnosed with epilepsy. The treatment program she is on the waitlist for will not admit her into the program unless she is seizure-free for 30 days. Since using CBD, she has not had a Grand Mal seizure. She is now eligible to be admitted into the treatment program!” – Jalen Tims, Medical Applications Specialist
“One of my favorite stories is family friends who have autistic sons or daughters. CBD has helped with calming aggression and forming sentences with more structure and understanding. These parents have tried everything under the sun to help their children, and they are willing to try anything. CBD has been very helpful.”– EmilySkrobecki, Process Engineering Manager
“One of my best friends has a 15–year-old German Short-Haired Pointer, Ruby, who started having seizures last October – which was scary for everyone involved. There were some days where she was seizing multiple times. I suggested that my friend start giving Ruby CBD with her meals to see if it would help – and it did.Ruby’s last seizure was on 2/18 — she has been seizure-freefor two months!” – Dana Perkins, Corporate Communications Specialist
We Asked the SōRSETeam How They’re Celebrating 4/20 (during shelter in place)This Year, and This Is What They Said:
Topping off a glass of champagne witha THC bubbly,Vertus, our Washington State processor’s take on cannabis ‘champagne’
Infusing drinks with Pearl Mixerand watching How High on the couch.
SōRSE CBD emulsion & citrus–based mocktails. Full of CBD and Vitamin C!
Trying out some new recipes infused with CBD in the kitchen.
Rooting for our Culinary Director, Stacy Primack, who competed in “Cooked with Cannabis” premiering on 4/20/20 on Netflix.
We’d love to hear from you on what 4/20 means to you, how you’re celebrating 4/20,and stories on how CBD has positively impacted your life! Follow us on social to find out how you can enter for a chance to win a complimentary CBD Wellness Kit!
The term “420” has one of the most interesting and legendary origin stories in stoner culture. Despite the dramatic–though apocryphal–connections to police codes and hidden numerology, it actually comes from a story about a group of California high school students in the 70s bent on locating an abandoned cannabis crop in the nearby San Rafael forest. They met at 4:20pm each day to search for it, and eventually “420” became their code for getting high. The students had connections to the Grateful Dead fanship, and the term soon caught on with Deadhead subculture, eventually amplified into widespread consciousness through High Times magazine in the 90s. Today it is a global phenomenon, emblematic of stoner culture and the Prohibition era that necessitated speakeasy-style coded language. It’s definitely not a secret anymore!
Though we don’t condone the stigma attached to the pre-legalization market, 420 doesn’t have to live in the realm of cannabis leaf sunglasses and Bob Marley wallhangings. 420 as a way of life means embracing the range of cannabis-derived products that can improve your happiness and well-being.
Be Like Snoop; Smoke Weed Everyday!
More and more people in the modern cannabis marketplace are embracing the concept of maintenance dosing, but that doesn’t mean they are getting high. CBD, THC’s non-intoxicating partner, can be optimized at smaller daily or ongoing dosages. In aggregate, these smaller doses can soften waves of stress rather than allowing them to peak and responding after the fact. It’s a proactive, rather than reactive, approach. Maintenance dosing also allows consumers to take advantage of the myriad low-dose products on the market. For many, a single low dose of CBD may not be enough to feel an effect, but when taken regularly, those doses add up to a meaningful difference in quality of life.
Think Outside The Bong
Most of our customers aren’t necessarily looking to light up. SōRSE emulsion technology appeals to those who want a more predictable, cleaner-feeling cannabis product. Expanding the concept of 420 to include beverages and topicals takes it beyond the smoke sesh and into everyday life. Layering is an adjacent concept, based on the idea that using multiple consumption methods yields a symphonic, presumably better tolerated, effect. For example, one can use a suppository, a topical, and an edible to treat menstrual discomfort. As a wider range of cannabinoids becomes available, using multiple consumption methods can be a way to diversify and amplify the effectiveness of your products.
420 has always been political, and right now, we are drawing a necessary distinction between medical and recreational cannabis. However, that line is ephemeral–if not imaginary–and leads to the proliferation of myths, such as the belief that some cannabinoids are more “medicinal” than others. The line between medicine and drug has never been clear, but cannabis is calling the distinction into question with unique urgency. Is it okay to enjoy your medicine? Is it possible that enjoyment can be medicine? Is medicine only the treatment of disease or is there a role for preventative drugs?
When we begin thinking about 420 as a way of life, we invoke the history of activism that brought us the patchwork, imperfect, but nonetheless revolutionary shift in cannabis access that we enjoy today. The next chapter in that story is an invitation to re-imagine health as not just the absence of disease, but as a rich, enjoyable, pleasurable life.
Be Proud, Get Loud
Attitudes about cannabis are changing, finally. Lazy stoner stereotypes and stigmas belong in the past. Did you know that cannabis users aremore, not less, likely to exercise? That Bill Gates, Carl Sagan, and Steve Jobs have all used cannabis to decrease stress and enhance their creativity? As time wears on, Michael Phelps’ cannabis scandal seems more and more ridiculous. Every day it gets a little easier to be out as a cannabis consumer. Whether you enjoy the non-intoxicating calmness of Mad Tasty or want to go to space with Major, you are reaping the benefits of cannabis. Hemp and marijuana are the same plant; the only difference is their percentage of THC. Instead of using CBD to distance and abstract from the illicit associations of 420, we should embrace all the cannabinoids as useful and complementary parts of a wondrous plant. 420 as a lifestyle means taking advantage of all the different ways cannabis can make your life better.
Imagine a hosting a BBQ on a hot summer day five years from now. Parched, you open the cooler to find beers, sodas, and an assortment of distinctively-bottled CBG beverages. On the table, there’s a shaker of CBD-infused salt. And for dessert, S’mores with homemade marshmallows containing a few milligrams THC-V each, for the grown-ups only.
This is one possible future, one on which many in the cannabis industry are betting their energy and resources. Alcohol has some negative effects: It can make people short-tempered, can impair coordination and decision-making, and it can be extremely addictive. What if there was an alternative that offered healthy relaxation without all the downsides?
The emerging cannabis user is often averse to smoking (and with vapes dealing with some major PR concerns at the moment, their future is uncertain). In the near future, consumption methods that feel clean and healthy will occupy a much larger part of the commercial space than they do today. Non-intoxicating, multiply-therapeutic topical applications are also poised to take off. Cannabinoids will become standard ingredients in many over-the-counter medicines, from ointments to cough drops.
This is not to say that there aren’t huge challenges. Both cannabis and alcohol make you feel relaxed, but in different ways. If you think alcohol tastes bad, you should try cannabis extracts — their bitterness is off the charts! How do we overcome delayed onset? Safety concerns? The answer to this is, : where there’s a will, there’s a way. Human beings’ attempts to make alcohol more palatable created an entire field: mixology. CBD’s move into grocery stores and pharmacies portends a mindset change, and it’s likely that this gentle, non-intoxicating cannabinoid will be the wedge that opens consumer minds to the cannabis pharmacopeia. Here at SōRSE we are already making progress on the main hurdles to convenient, normalized cannabis use. Don’t think about what can be done now; think about what you want the end product to be and overcome the challenges to make it happen.
At the moment, however, cannabis innovation is outpacing regulation, leaving both consumers and producers in a risky limbo. Synthetic cannabinoids may offer a parallel route to legal consumption without the massive resource sink of farming. Novel analogs could sidestep the regulatory battles altogether, traveling the drug approval route instead. But make no mistake, CBD regulation is coming. It could happen in two years or five, but it won’t be long before there will be some manner of product safety and efficacy enforcement for hemp’s star cannabinoid.
Will the regulatory framework expand to include THC? Perhaps. If it does, we can expect to see a similar shift to less intense, more palatable form factors. Despite the presence of many chic, low-dose options, the THC market is currently driven by one metric: milligrams per dollar. Now, the question for the THC business is,: Can you develop products for today’s market while planning for tomorrow’s?
At the State level, acceptance of and regulation around CBD products varies. At the individual level, CBD still remains mysterious for many consumers and producers alike. The reality is, CBD is a versatile and approachable ingredient for a variety of products – here are a few reasons why CBD should be allowed in food and beverages:
CBD IS NOT INTOXICATING.
Although very similar in molecular structure to the THC strain of cannabis, CBD is not intoxicating. This makes it a great option for infusion in various edible products and should remove a great deal of consumer concern over safety.
AMERICANS ARE ALREADY USING CBD REGULARLY
Nearly 7 percent of Americans are already using cannabidiol (CBD), placing the potential market opportunity for the much-hyped cannabis compound at $16 billion by 2025, according to a new analysis by Cowen & Co.
MANY CONSUMERS CLAIM TO USE CBD AS A WELLNESS PRODUCT.
The federal 2018 Farm Bill lifted a nationwide ban on producing hemp, from which the oil is made, and which formerly was classified as a controlled substance. But the bill left states to follow their own laws, many of which still classify hemp as illegal, reports The New York Times. The federal-level acceptance of hemp is a good indicator for future product development and widespread acceptance of hemp-infused products.
Major companies have their eyes on cannabis, and many are already jumping into the space to create their own cannabis-infused products. Here are a few well-known brands that are leading the way:
Popular retail brand Urban Outfitters plans to carry a line of products from CBD For Life in six locations, as well as on its e-commerce platform.
Ulta Beauty is jumping at the CBD opportunity from a beauty standpoint with plans to carry its own line of CBD-infused skin care. Ulta will launch with five initial products that blend CBD with manuka honey.
BEN & JERRY’S
Ben & Jerry’s recently released a statement that they intend to launch CBD-infused ice cream flavors once the ingredient is legalized at the federal level. The brand commented that it would be a natural fit for their products, and they’ve already seen significant demand from customers through surveys.
The popular beer producer, has developed a cannabis-infused sparkling water through Lagunitas.
CONSTELLATION BRANDS (CORONA, SVEDKA, & MORE)
Major alcohol company Constellation Brands has invested $4 billion in a Canadian cannabis company to move forward in the space.
As more companies enter the race to create CBD / THC products, producers should be looking at partnerships that adhere to certain safety and quality standards. Jumping into the market quickly is important, but producers should be wary of moving forward with CBD/THC suppliers that miss the mark, or their brand and products could be more of a liability than an opportunity as regulations and consumer standards fall into place.