Consumption data presented within the context of this document clearly demonstrates that
Canadians over-consume both beer and wine according to the established moderate use
guidelines. Offering an alternative with fewer health risks could have a significant positive
influence on lowering alcohol consumption rates. In fact, in all U.S. states where cannabis
consumption is legal for adult use, alcohol rates have declined as much as 22%.
With alcohol readily available at government administered stores, grocery outlets, and
licensed restaurants, a case can be made that in order to incorporate a moderated
consumption incentive, cannabis-infused beverages need to be as widely available as
alcoholic products. In each instance where an alcoholic version of a beverage appears on a
retail shelf or a menu, a cannabis-infused alternative should exist in tandem to offer
consumers the choice of a less harmful alternative.
This affords consumers the ability to make an informed decision about their intake and
reinforce messaging regarding moderation and risk. For occasions where beer, wine, and
spirits are served, cannabis-infused beverages can provide the same social lubricant, with
a similar onset and duration – and a greatly reduced health impact risk.
A report published by Deloitte, A Society in Transition- an industry ready to bloom- 2018
cannabis report surveyed Canadians about attitudes and responses to the legalization of
cannabis consumption. Defining current users demographically as younger risk-takers, and
probable users as older, more conservative users, Deloitte found attitudes towards cannabis
use included an open willingness to try, with frequency of use varying by category.
Deloitte also surveyed consumers’ interest in format, among other factors, finding:
• 60% of current [cannabis] consumers and 49% of probable ones consider the range of
available products (e.g., edibles, pre-rolls, oils) to be an important purchasing criterion.
• 64% of consumers typically partake through rolled joints today.
• 58% of likely consumers plan to purchase and use edibles, although edible products
won’t be available until a year after dried cannabis and oils make their legal debut.
• 34% of current consumers say they’re likely to try new and different products; however,
only 20% of probable future consumers say they’ll do the same.[xxii]