The deal with Sproutly will bring Moosehead Breweries into the cannabis industry
Canada’s oldest and largest independent brewer is making a big splash in the cannabis industry.
New Brunswick’s Moosehead Breweries, which has been in the beer business for more than 150 years, recently announced plans to release a line of cannabis-infused drinks to the Canadian market through a joint venture with Sproutly – a licensed cannabis producer based in Toronto.
The new line of cannabis drinks will be made using Infuz2O – Sproutly’s proprietary process for developing water-soluble cannabinoids. Using that process, Moosehead and Sproutly say they will be able to craft beverages that can overcome two age-old problems with cannabis-infused foods and drinks.
One of the biggest issues with edibles is predictability. Cannabis brownies can take anywhere from 45 minutes to over an hour to kick in. Because of that delay, many impatient consumers make the mistake of taking more edibles too soon. Overdoing it on edibles isn’t a life-threatening problem, but it can cause panic attacks and other uncomfortable experiences. On top of that, it can be extremely difficult to predict when an edible will wear off, so those unpleasant side effects could last for a couple of hours or an entire evening.
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