Northern California cannabis industry abuzz with beverage innovation

in Business

To get the buzz of cannabis in a faster, easier to control, more socially acceptable way, the latest focus is drinking it.

“It makes sense as an ingestion method, especially for new consumers. Smoking anything in front of people is not popular,” Aaron Silverstein, managing director and enologist with BevZero. The Santa Rosa-based company specializes in removing alcohol from beer, wine and cider.

“Traditional edibles take a few hours. With beverages, you feel the impact within 15 minutes so you can pace yourself. It mimics alcohol consumption. It’s not a huge part of the cannabis industry now, but I expect it to be significant in maybe 15 years where beverages will be 30% to 40% of all cannabis sales.”

Technology and entrepreneurship have contributed to the growing variety and availability of these drinks. But those in beverage industry complain a slew of unnecessary regulations, like what color bottle they can use, is holding them back.

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