This 4/20, Catch A Buzz With A Cannabis Cocktail

 Like the word “gay,” the term “edible” has adopted a radically different accepted use than was originally intended. Thanks to mainstream media coverage of medicinal marijuana and the drug’s recreational legalization in seven states, plus Washington, D.C., “edibles” now generally refer to the psychoactive chemical compounds in marijuana … ingestible in the form of food as simple as a jelly bean or as gourmet as fois gras.

While basement chemists and chefs continue to elaborate on edibles, the market is looking toward “drinkables” as the next frontier in catching a high. Some weed-legal states like Washington are already licensing the sale of non-alcoholic beverages that contain THC, the chemical in cannabis that produces the buzz, and DIY mixologists are putting out cannabis cocktail recipes as fast as their minds can fire them up.

Still, the federal government, which classifies marijuana as a Schedule 1 substance, prohibits the addition of THC to commercial alcohol products. However, analysts expect the category to eventually ignite, and producers are positioning themselves for an inevitable rule reversal by seeking and receiving permission to infuse their products with non-psychoactive marijuana compounds like hemp and a type of cannabinoid called CBD. Some medical professionals believe CBD can actually help counter the adverse effects of THC like anxiety and has its own therapeutic properties, though controversy exists at the highest levels over whether CBD is technically legal or not.

 Despite a dim view taken by the Trump Administration and mass-market beer and liquor industries, Kyle Swartz, managing editor of three alcohol-industry magazines and editor of Cannabis Regulator predicts, “We’re absolutely going to see more crossover between cannabis and craft beer and spirits. After all, it’s the same generation that’s pushing growth in all three of those categories: Millennials.”

Not much product has hit the scene yet but it is slowly becoming, as they say, “a thing.” The category first came to my attention a few years ago with the release of Humboldt Brewing’s Humboldt Brown Hemp Ale. I don’t remember much about it other than it was pretty forgettable.

 Last year, a public relations team sent me a bottle of Humboldt Distillery’s Humboldt’s Finest vodka infused with hemp seed (yes, there is a pattern here – Humboldt County, California, can arguably be considered America’s ideological ground zero for pot growing and smoking). As in the hemp ale, the hemp seed produces no high, and distillery founder Abe Stevens tells me he had to send his vodka for tests to ensure it contained no measurable amounts of THC before the Alcohol and Tobacco Tax and Trade Bureau (TTB) would approve it.

He also tells me he knows of just two North American distilleries – one in British Columbia and another in Alaska — that started selling hemp vodka before he launched his last spring but since then he’s received numerous phone calls from entrepreneurs looking for advice. In October, the TTB approved a Colorado beer brewed with CBD, which also doesn’t spark a buzz, for national sale.

“It has a relationship to the growing interest in cannabis. That’s our sales angle, as it certainly helps the story,” he says of his own spirit, which retails for $29.99 MSRP. “But the market needs this product because it’s something new and the herbal quality makes nice cocktails.”

The hemp primarily comes through in the vodka’s aroma though it can be hard to discern among the other botanicals. Plus, the smell of the hemp oils can dissipate quickly.

So if it doesn’t get you high, doesn’t taste like dank herb and doesn’t even smell like a freshly lit Rastafarian, is there really a point? Stevens, who sells Humboldt’s Finest in about a dozen states patchworked across the U.S., says he gets that question all the time, especially from the west coast.

“Sometimes with people who’re really into the cannabis culture … we specifically try and even avoid that aspect and focus on the craft cocktail aspect. In Mississippi and Georgia they don’t have a legal marijuana outlet so to them there’s possibly a lot more novelty,” he says.

Until such a time when the feds do license THC-infused spirits, Humboldt’s Finest and its competitors can find sanctuary behind the bar next to an endless range of DIY possibilities that are building the backbone of today’s craft cannabis cocktail scene. Since around 2014, magazines and websites have been teaching readers how to make (mostly illegal) THC infusions of spirits, syrups, bitters, and the like. Last year, renowned cocktail author Warren Bobrow published the first book on marijuana cocktails, called Cannabis Cocktails, Mocktails and Tonics – The Art of Spirits Drinks & Buzz-Worthy Libations and containing 75 self-tested recipes.

 “I wanted to make it into a wellness book with flavor,” says the 55-year-old conservative dresser. “I wanted to take away some of the stigmas. It’s not a ‘Weekend at Bernie’s’ book, it’s thoughtfully written and beautifully photographed to add possibilities to the regiment of taking cannabis for medicinal purposes. And it’s also tongue-in-cheek.”

But its publication hasn’t brought the New Jersey-based writer much wellness himself. He’s lost consulting clients on the east coast and his father literally disowned him before he died. While his dad had his own reasons for shunning his son, Bobrow’s big-liquor friends presumably stopped associating with him because conventional wisdom says that pot cuts into sales of beer and spirits. Bobrow’s actually made this argument himself, as has Cowan and Company, which made news by entering the marijuana investment space and analyzing a Nielsen report that showed beer sales dropping in three states where the drug has become legal.

 But the jury is still very much out. Bart Watson of the Brewers Association craft beer lobbying group argues that he sees no causal effect on beer sales in the short term, and Jason Notte of Market Watch reminds readers that overall beer sales have been falling on their own, with no push from pot.

Regardless of whether legal consumption will harm or help alcoholic beverages in the long term, one aspect does need to be addressed: the effects of mixing alcohol and pot.

“This is a legitimate concern,” says Swartz. “People must be careful to pace themselves when consuming alcohol and cannabis simultaneously. But after more people learn how, I believe mixing cannabis and alcohol will become even more socially acceptable.”

Right now, it’s not necessarily publicly acceptable, even in states where it’s legal. Californians need a card to purchase weed, and a sales guy at an extraordinarily professional dispensary in Bend, Oregon, told me to furtively smoke my legally purchased $9 joint on a dark residential sidewalk instead of lighting up at the bar where my friends were enjoying craft beers, cocktails and cigars. Did I order any fewer drinks than I might have? Yes. But not because I was stoned. Rather, it’s because I had to leave the bar for 20 minutes at a time to light up in secret. Had I been able to ingest my intoxicant as an alcoholic digestible I could have sat there far longer … and I probably would have ordered even more.

 

https://www.forbes.com/sites/taranurin/2017/04/19/this-420-catch-a-buzz-with-a-cannabis-cocktail/#35be3e4cd35e