Cannabis consumers fuel growth for adult beverage brands

Cannabis consumers’ affinity for variety and discovery is a force multiplier for adult beverage marketers.

In addition to their significantly higher consumption at home and on-premises, today’s cannabis consumers live active, social and connected lives – ready to try, switch and share new tastes.

MRI-Simmons research reveals both the impact and affinities that cannabis consumers have for the adult beverage category.

In 2021, more than 42 million cannabis and CBD consumers consumed alcoholic beverages – higher than average consumption of liquor, hard seltzers, beer, cider, champagne and cordials compared to the average American.

When it comes to beverage spending, they’re also:

To learn more about cannabis and CBD consumers’ affinity for alcoholic beverages, download the Cannabis Consumer Insights: Adult Beverage onesheet.

Marketers will find that cannabis consumers are behaviorally well-aligned with adult beverage brands and marketing. In stark contrast to the languid stereotype, today’s cannabis consumers are living the high energy, active lifestyles celebrated by adult beverage brands:

• They play more sports – regularly participating in team sports like soccer, basketball, volleyball, etc. - (+12%)

• They entertain more at home – hosting friends or relatives every week (+11%)

• They enjoy the nightlife – regularly going out dancing, to bars, nightclubs and comedy shows (+17%)

• They manage busier professional lives – almost 4 in 10 say they work most weekends (+11%)

• They enjoy fine dining – more likely to be frequent restaurant diners (+12%)
  

They’re motivated audiences who are more likely to regularly enjoy wine with dinner – and more likely to be willing to pay more for a good bottle of wine.

They’re highly engaged consumers who are more likely to influence their social networks; compared to the average alcohol consumer, they’re 20% more likely to have a great deal of knowledge and/or experience around beer.