With recreational legalization’s October 17 start date fourteen weeks away, Canadian LPs, craft growers, and public and private retailers are all putting in long hours to get their businesses ready. But another group is working hard as well, for a longer deadline. Across Canada, brewers are rushing to develop cannabis drinks—but not only can they not sell them, they can’t even get them legally taste-tested.
Some of the biggest deals in the cannabis sector over the last year have involved beverage producers—from the Constellation Brands $190M investment in Canopy last October to the entrance of America’s largest wine and spirits distributor Southern Glazer’s into the Canadian market this past May. Even the Province of Ontario handed a $30,000 research grant to a college working with Province Brands of Canada to brew the first cannabis beer.
Despite all their investments, however, there is still no clear sense of
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