Differentiate but don't diss

With younger generations drinking less, more science about the dangers of long term alcohol consumption being revealed, and consumers becoming smarter and more health conscious, the pitch for cannabis beverages seems obvious: just be anti-alcohol.

Alcohol (generally) has high calories & sugar, and leads to adverse effects like hangovers, headaches, and dehydration. It’s redeeming qualities are its taste, and its dominance as THE social lubricant for most of human history.

With cannabis beverages having less calories and sugar, still providing a light social buzz, and avoiding the classic “hangover” feeling, it’s basically been a slam dunk for brands to diss on alcohol while highlighting their own products as the perfect alternative that everyone is seeking.

While this might make for flashy copy and easy consumer education, if you don’t draw the line correctly, you’ll find yourself pissing off the wrong people.

The relationship dynamics between alcohol and cannabis beverages is complicated, but its important to understand that these products must peacefully coexist in order for each category to reach their maximum potential.

Today I will outline four reasons why cannabis beverage brands should strive to differentiate themselves from alcohol, but be careful not to diss.

1) Alcohol owns the largest distribution system for adult beverages.

This is obvious to most, but alcohol distributors make up one of the most robust adult beverage distribution systems in the country. Since cannabis beverages fit a similar bill of being age gated at 21+ years old, it only makes sense that alcohol take the lead as the distribution for this new category of products.

There are mutual benefits for each party involved: distributors need new products as beer sales steadily decline, and cannabis beverages need widespread distribution if they ever want to be a cultural staple like alcohol.

But, just because distributors are open to new revenue streams doesn’t mean they’ll welcome brands that take shots at alcohol. Alcohol has been their bread and butter for centuries. If cannabis beverages want to benefit from this powerful infrastructure, they need to position themselves as an opportunity, not a threat.

2) There is a big overlap between people that drink alcohol and people who drink cannabis.

According to BDS Analytics, about 70% of people who consume cannabis also consume alcohol.

While you often hear stories from founders who gave up drinking and created cannabis alternatives, most consumers aren’t making a full switch. Instead, they’re using cannabis to replace alcohol in certain moments, not eliminating it altogether.

I’m a good example of this. During the week, I prefer cannabis beverages when I want to relax or connect with friends because I know I’ll feel fine the next morning. On weekends, I tend to lean more toward alcohol, especially when I don’t have to think about work the next day. I still find that alcohol gives me more social energy than cannabis.

Cannabis beverage brands should keep this in mind when reaching new consumers. You’re not trying to shame people out of their habits, you’re inviting them to expand their options.

3) It’s not all highs — cannabis has its flaws too.

I know I know, I work for a cannabis beverage company and I write a newsletter about the industry… and I’m making this argument?

But it’s true: while cannabis is a wonderful alternative, it still has side effects.

At the end of the day, we can all agree that no substances is always better than some.

Cannabis provides relief for many people who have struggled with alcoholism, and it doesn’t create immediate unwanted side effects like alcohol can. However, that doesn’t mean there are no downsides from cannabis:

• Anxiety & Depression: Frequent cannabis use, especially at high doses, can lead to worsened symptoms of anxiety and depression.

• Cognitive impairment: Regular cannabis over a long period of time can effect brain functions like memory, learning, and decision making.

• Reproductive health: Cannabis has been shown to reduce fertility in both men and women when compared to individuals who do not use cannabis.

That’s why I like to frame cannabis as a less harmful alternative to alcohol. It’s not perfect, but for many people, it’s a better option. Being honest about both the benefits and the risks helps build trust, and that’s what ultimately moves the conversation forward.

4) Being anti-something is not a platform.

It’s easy to find a common enemy and rally your cause behind it. But if your whole company rests on this premise, you are not building a true brand.

Look at brands like Nike or Apple. They never talk about their competitors, and they don’t need to. They make products so great that the benefits/differences are obvious, and consumers can make the comparison to competing products for themselves.

Cannabis beverage brands should take the same approach. Strategic comparisons to alcohol can be useful, but your core message shouldn’t hinge on tearing alcohol down. Instead, focus on showing people what makes your product truly different, how it fits into their lives, elevates their experiences, and opens up a new way to unwind.

Let the product speak for itself, and let consumers draw the comparison. Brands that lead with vision, not opposition, will be the ones that earn lasting loyalty and real partnerships.

Two weeks ago I shared my thoughts on why politicians should reconsider their position on hemp-derived THC beverages. Miss it?

Check it out below 👇

About Me

Hey! I'm Daniel Crocker, and I'm a cannabev enthusiast who's spent over 2 years in the space. Right now I live in Washington DC, and I work at BRĒZ as the Head of Content Strategy. I publish a new edition of Spill the T (HC) every week, so make sure to subscribe if you want to stay up to date.