Everybody has their own high. Some people have alcohol while others are satisfied by the rare compliments from Asian parents. However, cannabis is usually what people are referring to when they talk about getting high. You, my reader, may be wondering how is it that we are discussing drugs,? Well, let me just start by saying that this is not about the addiction problem that politicians are always arguing about (although that is important as well). This article is more about the ground-breaking, addict shaking, changes that have happened recently, more towards the supply side of our issue. Canada became the second country in the world to legalise cannabis. This was good news or bad news depending on your views (or whether you happen to work in the alcohol industry). Cannabis is set to become the next big thing of 2019 and it will be interesting to see how consumers and the different industries react to it.
Midnight-
It seems like all stories have made midnight the time for anything significant to happen. The ghosts and spirits come to haunt at midnight. Cinderella's magic wore off at midnight. However, what happened in Canada was no made up story. It was a pleasant night, at least according to the weather records. At around midnight on the 17th of October, the first legal cannabis was bought in Canada. The women and man that bought it were flashing their smiles for the many reporters that were snapping photos. It may not seem that big of a deal however, the legalisation of Canada had bigger implications than just allowing some people to get high. The key word in this legislation was the legalisation of recreational cannabis. Medical use was already allowed in Canada. This meant that cannabis was now going to be able to compete with the other intoxications that people have been freely enjoying before (more on this later).
Not just for Canucks-
{An interesting piece of information, " Canucks" is a slang term for Canadians however, you may recall it from the ice hockey team the 'Vancouver Canucks' or the rugby union team ' Canucks' }
Canada has legalised recreational cannabis however, it doesn't get to take the prestigious spot of being first. That honour was bestowed upon Uruguay in 2013 when it fully legalised cannabis. However, there are other countries as well. There are 10 states in the US that have legalised recreational marijuana. All you have to do is to be over 21! People are allowed to keep and cultivate limited amounts of Marijuana in their homes in the Netherlands. Police even allow coffee shops to sell it, as long as they don't sell to minors. Marijuana is illegal in Spain however, it allows "marijuana clubs" in which people are allowed to smoke cannabis. The trend is catching up but, why is it so slow? The main reason is that many countries are signed onto decades old international treaties that ask for worldwide prohibition. However, now people around the world are starting to see that the war on drugs is failing. Most Americans support a complete legalisation of Marijuana. Canada and Uruguay were just the start. It is possible that we will soon be seeing a tipping point that will open a huge market. And the global pot producers and consumers would be waiting.
Intoxication wars-
So, Marijuana is on its way to (eventually) becoming as common as a bottle of beer. Should that be worrying? Is Marijuana worse of than cigarettes or alcohol? How would this impact the consumers and the civilians who chose not to smoke marijuana? Marijuana is used for medical purposes to help with conditions such as Epilepsy, depression and chronic pain. However, when it comes to using Marijuana simply for the purpose of pleasure it's good to consider the negatives first. Regular use of Marijuana is said to cause mental health problems and respiratory diseases. Some research even suggests that it increases the risk of Testicular cancer. However, Marijuana is considered to be better for you compared to alcohol or cigarettes. So, if the fact that you can buy alcohol and cigarettes at an average grocery store does not worry you then the eventual sale of Marijuana shouldn't either. It is worthy to consider that there is a large chance that a lot of these consumers might have been illegally smoking pot before. Sure, there may be people who would start smoking cannabis after it is made legal however, nobody stops people from drinking or smoking either. Nevertheless, In the end it all boils down to what the consumer choose for their own lifestlyle.
A high opportunity-
The consumers are a big part of this equation. However, one player that we have missed so far is the producers. Not of cannabis but, the producers of alcohol. Marijuana would have made a good competitor for booze. It is harder to overdose, comparatively better for you and a new thing on the market attracting the younger crowd. However, the alcohol industry also recognised this and made the first move. Instead of letting cannabis take a huge piece out of the global pie of intoxications, alcohol took a piece out of cannabis. Instead of fighting a messy war a lot of these companies have joined forces. Constellation Brands which is the parent company of Corona and also makes Robert Mondavi wine and Svedka vodka announced that it is investing 4 billion dollars in Canadian cannabis company, Canopy Growth. Molson Coors and Heineken have also started selling cannabis infused drinks. All these companies have made their bet on the eventual spread of cannabis around the globe.
Getting too high-
So, cannabis is coming and it is going to be BIG. A big industry for cannabis producers. A big new intoxication for consumers. And a big opportunity for other industries. Alcohol producers would be major players but, they won't be alone in the market for cannabis infused products. Coca Cola is one big company that has shown interest in such products. The market doesn't end there. There are many other products that have been infused with cannabis (they allow you to use them without getting 'high') ranging from honey, toothpaste and even tampons. This is a market that has just began growing and the sky seems to be the limit. However, before getting swept away in this trend it might be advised to tread cautiously. Cannabis is legal in Canada however, cannabis infused products are still waiting for approval. In America, most cannabis products work in a shady grey area. Most importantly, it is still possible that cannabis could turn out to be another passing phase. Anyone remember the colorful cube thing.... ah right the Rubik's cube.