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Cannabis Might Cut into Alcohol Sales

Cannabis Might Cut into Alcohol Sales - BRNT Designs

If you’ve spent any amount of time on social media, you can probably draw up a list of all the things Millennials have supposedly “ruined”: chain restaurants, handshakes, serious relationships, and the real estate market, to name a few.

A new addition to the list, maybe? The global alcohol industry. And cannabis might be a contributing factor. recently published an article titled Cannabis May Pose a ‘Long-Term Risk’ to the Alcohol Industry. The article notes that global alcohol sales fell 0.8% worldwide last year, and while that doesn’t sound like that much, it’s actually enough alcohol to fill 160 million bathtubs.

Meanwhile, North American investment into cannabis hit an all-time high in 2018.


A Drop in the Bathtub

We know it’s not totally fair to compare markets of different sizes with each other, especially if we’re trying to draw correlations, but humour us for a moment. According to a new study by BDS Analytics and the ISWR (a top “beverage  alcohol” analytics company), consumers-at-large – and Millennials specifically – are spending more money on cannabis and alcohol.

“Our research shows that up to 40% of adults 21 and over consume cannabis in states where it’s legal,” said Jessica Lukas, vice-president at BDS Analytics.


Simply put, more and more people are experimenting with cannabis, especially as stigmas surrounding the drug start to dissipate and the medical effects of cannabis become more apparent.

Investors poured $10 billion into cannabis in North America in 2018, twice what was invested in the last three years combined … and the combined North American market is expected to reach more than $16 billion in 2019.

(The Associated Press)

And this is a change that isn’t going away. Instead, as the market across Canada and the United States continues to grow, more and more money should be expected to be pumped into the cannabis industry. While this doesn’t necessarily mean that there’s less money going into alcohol, eventually consumers will run out of money.


Changing Habits

The alcohol industry isn’t one of the things that Millennials should take the rap for killing. Instead, Millennials might actually offer the alcohol industry a glimmer of hope moving forward, due to their different consumption habits.

A growing number of consumers, especially Millennials, are showing a preferences to consume both booze and buds, versus older generations which tend to stick with just one.


Older generations have tended to not mix purchasing cannabis with purchasing alcohol – choosing to almost exclusively consume one or the other – a trend that alcohol giants have taken advantage of. As different alcohol brands have popped up and grown, brands have concentrated on building incredible brand loyalty to promise consistent sales.

This building of brand loyalty isn’t unique to the alcohol industry, but most industries aren’t usually besieged by a quickly blossoming competing industry, either. However, the only real danger to overall alcohol sales comes from producers not anticipating and adapting to the changes in the market, especially if the trend of Millennials appreciating and consuming both holds true for later generations as well.

So what can we take away from all these numbers, trends, and studies? Well, we know that alcohol sales are shrinking. We also know that money is being poured into cannabis. The two might be related, and they might now. Really, we don’t know how the two will interact and impact each other in the next decade. But one thing is certain: both are here to stay.

Rise higher: Meet Ascend

Rise higher: Meet Ascend - BRNT Designs

The Ascend is the latest addition to the BRNT line of accessories, although it may look familiar: Ascend was originally the result of a collaboration between BRNT and cannabis-growers Tweed. After months of being a Tweed exclusive, we are pleased to announce that the Ascend is now available for purchase at

Re-Introducing Ascend.

The Ascend is a statement, a sturdy and stable addition to your cannabis accessories collection. Poured from concrete, and given either a matte black or white marble finish, the Ascend is built to blend in with your Faro, Briq, and Malua. The first concrete rolling tray from BRNT, the Ascend’s minimalist design makes cleaning – and rolling – easy.

We’re very excited that more people will be able to get their hands of the Ascend than ever before. Welcome to the future.

Click this link to purchase the Ascend.

“Do I detect an oaky flavour?”

“Do I detect an oaky flavour?” - BRNT Designs

There are those that drink their morning double double from Tim Hortons on the way to work; those who pick up a $15 bottle of wine when they have plans with friends; and those that eat sushi from a grocery store. Then there are those who brew their own artisanal coffee using expensive machines; expert sommeliers who can tell you exactly where a wine is from and what year it was made; and those who fly to Japan and pay $300 for a twenty-minute, twenty-piece sushi experience.

What we’re saying is, there are people who “like” something, and others who “really really love” it. And cannabis, as a thing that can be enjoyed, is no different.

We’re not naive enough to say that October 17th was the first time Canadians tried recreational cannabis, ever. However, we are coming up on four months since Legalization Day, and maybe the people who first tried cannabis last October want to start developing their newly-legal interest in cannabis. For those people, we would like to welcome you to the wonderful world of terpenes.


Terpenes: For your enjoyment

Just like experienced coffee drinkers can tell the difference between coffees brewed from Arabica and Robusta beans, different strains of cannabis each have their own unique flavour. These flavours come from terpenes, natural oils that give each strain a unique scent and flavour.

Terpenes aren’t solely found in cannabis – they’re also what give plants their unique scents. Terpenes are what make lemons smell like lemons, and pine trees smell like pine trees.

There are more than 20,000 terpenes in existence and at least 100 produced by the Cannabis plant. Terpenoid production evolved over time in plants, including cannabis, to attract pollinators and to act as defense compounds.

(From Green Relief)

Unlike cannabinoids, of which there are two to keep track of, there are dozens and dozens of prominent terpenes. Which is bad news if you want to become a comprehensive, walking cannabis encyclopedia, but very good news if you are a picky connoisseur.

If you love camping and the smell of the great outdoors, try to find a strain with Pinene (that’s the stuff in pine trees). If you’re in a more flowery mood, Linalool might be a better bet, as it’s found in plants like lavender and coriander. And if you’re feeling the citrus, Limonene will bring that lemony smell to the party.


Complementary Tools

Maybe you’re a more recreational smoker, and so how your cannabis tastes and smells is of utmost importance to maximize your enjoyment. Plenty of people, however, take cannabis for medicinal purposes. For them, terpenes become a lot like broccoli: you might not like the flavour, but you still eat it because it’s good for you.

Like with the rest of the crazy world of cannabis, there hasn’t been a ton of research done in these fields. But what research exists suggests that terpenes effect how your endocannabinoid system interacts with good old CBD and THC (click here for our post on these cannabinoids).

The effect profile of any given terpene may change in the presence of other compounds in a phenomenon known as the entourage effect. More research is needed to understand each terpene’s effect when used in harmony with others.

(From Leafly)

Linalool, in addition to smelling like pretty purple flowers, might also reduce the levels of anxiety brought about by big doses of THC, making it a popular terpene in the THC-heavy strains that are being cultivated right now. Humulene, found in cloves and hops, might play a role in lessening your appetite, making Humulene-laden strands munchie-resistant.

It’s not all good news for terpenes though. Myrcene, for example, is a potent muscle relaxer, which might “couch lock” (when you feel like you can’t lift your limbs) you if your strain is made up of more than 0.5% of the terpene. As always, if you’re taking cannabis medicinally, you need to talk to your doctor before exploring anything by yourself.



All in all, our growing awareness of terpenes is broadening the ways we think about cannabis as a recreational substance, as well as a medicinal drug.

Your cannabis label might not tell you what terpenes are in which strain, but your growers might. We highly suggest talking with your growers to select the strain for you.


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