The marijuana industry is definitely on the rise in North America. A few weeks before the total legalisation in Canada, which will happen on October 17th, the financial media company BNN Bloomberg announced on September 17 that Coca-Cola would be in "serious discussions" with Canadian producer Aurora Cannabis, in order to market drinks infused with cannabis.
Discover our latest podcast
"Like many others in the beverage industry, we are closely watching the growth of non-psychoactive cannabidiol (CBD) as an ingredient in functional wellness beverages around the world," says the famous red and white brand through a press release. The cannabis present in these potential new drinks is therefore "cannabis light", meaning devoid of its psychotropic properties and more strongly concentrated in the CBD, the famous "legal" molecule in cannabis.
According to the media, a cannabis drink stamped Coca-Cola is intended primarily to help fight inflammation, pain and cramps. And if "no decision has been made yet," says Coca-Cola, the two parties could quickly agree on a deal, especially since the potential market for cannabis "light" is estimated at 2.1 billion dollars in 2020, according to BNN Bloomberg.
