Craft Beer's & Hemp Beverage's Not So Parallel Path

Anyone who experienced the craft beer boom, whether from within the industry or as a fan, is likely noticing similarities in the current state of hemp-derived THC beverages. The emerging category finds itself in a similar period of discovery, experimentation, and hockey sticks on the growth charts.

In many states, the colorful store shelves at independent liquor stores continue to expand, and space in the cold box is no longer a rumor. The ceiling for this category feels so far off into the distance that you can’t see it, and even if you could, the strong margins might cloud your vision.

Craft beer followed an arc worth studying for new Delta-9 drink brands, yet the real value might lie in understanding the core differences between these two hyped categories.

1. Romance & Tours

Have you ever known anyone to travel to Ireland and not want to take a tour of the Guinness brewery? They could simply head straight to the Gravity Bar on the 7th floor or enjoy a more cultural experience at a local pub in Dublin, but nobody wants to miss an opportunity to see where the sauce is made.

This romanticism about beer making isn’t unique to a brewery with as much history as Guinness, either. The process of making beer has been turned into an interactive social event via the tour of a facility, drinks in hand, while consumers are taken on an hour-long deep dive through the company and operation. In other words, consumers are often paying to watch a live commercial for the business.

A great brewery tour guide doesn’t make it feel that way, though. They have the opportunity to show a group an unforgettable time behind the curtain with a real chance to create loyal fans for life.

While my alter ego Nostradouglas prides himself on being a soothsayer, not a naysayer, he doesn’t foresee future tourists being guided through the process of turning a tank of THC-infused Sweet Tea. In this sense, THC beverages may have more in common with hard seltzers and canned cocktail brands that are less about their origin and process, since they’re missing this brand-building exercise that’s so core to brewing and spills over into…