Dram Apothecary’s CBD-infused sparkling beverages are now being distributed by Denver-based Coors Distributing.
The beverages can now be sold anywhere in Colorado that Coors products are being sold, with the initial markets being in the Denver-Boulder metropolitan area.
Dram Apothecary’s beverages are now the second CBD-infused beverage line that Coors Distributing is now selling. The first was Best Drink’s line of CBD-infused sparkling sodas.
This new direction for Coors is not the first cannabis-infused beverage direction for Coors. Last year Molson-Coors established a joint venture with Canada-based Hexo to produce THC-infused beverages for the Canadian market. But, it’s clear that at least for now, Coors is focused on only CBD beverages for the US market.
The Food and Drug Administration’s position that CBD is not approved as a food or beverage additive didn’t stop Coors from starting to sell CBD-infused beverages.
Coors Distributing is relying on CBD being approved as a food and beverage additive by Colorado. Other states where CBD is legal as a food or beverage additive include Illinois and Maine. California is likely to approve CBD as a food and beverage additive after the first of the year, and additional states are likely to also approve CBD in 2020.
This action by Coors should be a wake-up call to all Consumer Packaged Goods (CPG) companies, as the federal status of CBD didn’t stop Coors from distributing CBD-infused beverages.
This action by Coors, along with major retailers, including Kroger, Walgreens, and CVS who are selling CBD products should be a call-to-action for all CPG food and beverage companies. CBD food and beverage products are a category that are not only here to stay, but it’s clear that Coors is “staking out its territory,” and is interested in becoming an early-to-market leader.
Colorado is obviously an easy test market for Coors, and we believe that it’s likely that Coors will become one of the first major beverage companies to launch in the California market once the state’s legislation allowing food and beverage products containing CBD is signed into law.