Pabst’s entry into cannabis-infused drinks might untap interest in the category

The appearance of Pabst Blue Ribbon’s iconic blue logo on cannabis-infused beverage packaging might be a sign that the beverage category, which often struggles for market share, is poised for speedy growth in North America and perhaps beyond.

PBR launched its first infused beverage last week through a licensing deal with Pabst Labs, a new California cannabis company founded by former Pabst employees and industry experts.

Currently, infused beverages account for only a sliver of the overall market for cannabis-infused products.

Sales of adult-use infused beverages in California brought in $3.4 million in September, for example. That compares to $40 million for edibles for the same month, according to data provided by Seattle-based analytics firm Headset.

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