The Coca-Cola Company is considering a joint-venture with cannabis producer Aurora Cannabis to make beverages infused with cannabidiol, commonly referred to as CBD, the non-psychoactive chemical found in marijuana plants. Rather than make a drink that mirrors the buzz consumers get from smoking marijuana, sources say the company would like to develop a drink that will ease inflammation, pain and cramping.
The social acceptance of cannabis is growing, illustrated by how it is gradually becoming legalised in European countries and American states. As a result, it is very much a budding industry with a huge potential, so that it is unsurprising that established brands like Coca-Cola think it can light-up their stock market value.
Does this suggest that large multinationals with carefully crafted social images, like Coca-Cola, are calculating that societal attitudes towards the drug are changing? Could this partnership grant the company an edgier-look to help it appeal to new consumers? What innovations involving marijuana-infused products could crop up in the near future?