As beverage companies experiment with new ways to improve water’s hydrating ability while incorporating additional health benefits, they’ve embraced the use of CBD derived from hemp. Its biphasic properties are similar to those of alcohol in that small doses are uplifting, while larger doses suppress mood and energy.
There’s little doubt this disruptive reinvention of the beverage category will impact wine and beverage alcohol consumption for a host of reasons. Among them is alcohol moderation or abstinence by younger consumers whose lifestyles already include frequent consumption of functional products. While beer and spirits producers have already found purchase in the category through brand extensions and acquisitions, wine producers don’t seem in any hurry to participate.