AB InBev JV to commercialize non-alcoholic CBD-infused beverages in Canada

16 Oct 2019 --- Canada’s recent decision to legalize cannabis has opened up a space that is likely to be a growing market. Capitalizing on this, Fluent Beverage Company, a joint venture between brewery AB InBev and cannabis company Tilray, is set to commercialize non-alcoholic CBD-infused beverages throughout the nation. The plan is to have CBD-infused beverages available for sale to adult consumers in Canada as early as December 2019, subject to regulatory timelines implemented by Health Canada and provincial regulators.

The legalization of recreational cannabis in the country has opened the door to a whole new category of cannabis-infused foods. CBD-infused beverages will be regulated as edible cannabis, which is set to become legal on October 17, 2019. Products could be available for sale to Canadian consumers as early as December 2019.

The joint venture was first announced in December 2018 and “brings together best-in-class expertise from the beverage and cannabis industries – from technical know-how to industry-leading capabilities in the distribution, responsible marketing and sales. Our research is ongoing and involves both consumer research and R&D. The outcomes of our research are proprietary, but I can tell you that we have been focused on reaching higher to create products that will set the standard for reliable, positive experiences for adult consumers in Canada,” James Sanders, Chief Legal & Corporate Affairs Officer, Fluent, tells NutritionInsight.

As part of the venture, High Park and Labatt partnered to research non-alcohol beverages containing tetrahydrocannabinol (THC) and cannabidiol (CBD). The plan to commercialize non-alcohol CBD-infused beverages across Canada is an exciting evolution of the partnership. 

“As consumers in Canada begin exploring new cannabis product formats later this year, like CBD-infused beverages, Fluent is well-positioned to launch high-quality products that will set the standard for product quality and responsible marketing and ultimately create products that consumers will love,” Sanders says.

In a similar launch, Dutch start-up Tranz used the Anuga 2019 showfloor in Germany to underscore how it bypassed EU regulations on CBD-infused beverages to debut its potentially disruptive drink. Speaking with NutritionInsight, the company’s Co-Founder explains how Sparkling CBD Water contains pharma-grade cannabis oil that allows it to be commercialized in Europe. Meanwhile, Tranz also launched its new plant-based amino acid drink targeting the sports nutrition space. 

By Laxmi Haigh