A new study of adults who drink cannabis-infused beverages has found more evidence of a “substitution effect,” with a significant majority of participants reporting reduced alcohol use after incorporating cannabinoid drinks into their routines.
They also noted improvements in overall wellbeing and sleep, as well as reductions in pain, stress, depression and anxiety.
The analysis of self-reported survey data released on Wednesday by the research firm MoreBetter—which was sponsored by more than a dozen hemp and marijuana brands—tracked consumer behavior and overall wellbeing among more than 3,000 participants who were given a supply of infused beverages from one of 20 products containing THC, as well as other cannabinoids such as CBN, CBG and CBD.
Among the top takeaways is the apparent relationship between cannabis drink consumption and alcohol use. Following the 22-day assessment, which involved daily and weekly questionnaires, participants reported an average 12.7 percentage point decrease in daily alcohol use—down from 32.9 percent at baseline to 20.1 percent.
“There was also a statistically significant effect of Study Product use on daily heavy alcohol consumption,” the report says. Overall, “the predicted probability of consuming a high amount of alcohol (three or more drinks) decreased from 38 percent in the no-product phase to 25 percent during product use.”
Overall, 72 percent of survey respondents said they agreed or strongly agreed with the statement, “I was consuming less alcohol while drinking the Study Product.”
Via MoreBetter.
Another 54 percent said using the cannabis-infused beverages led led to a decrease or significant decrease in “their desire or craving for alcohol,” and 49 percent said they’d consider using the cannabinoid product they received as a “regular replacement” for alcohol.
Further, 76 percent of participant endorsements of the infused drinks cited “feeling less or significantly less intoxicated compared to alcohol.”
The survey also inquired about other metrics, with one data point showing “statistically significant improvement” in participants’ sense wellbeing after incorporating the cannabis drinks. The average wellbeing score increased by 23 percent by the end of the study.
On days when people used cannabis beverages, they additionally reported an average of an 11 percent decrease in pain, 18 percent reduction in stress and 7 percent longer sleep compared to non-use days.
Sponsors of the study did not have editorial input or direct involvement in its administration, except supporting outreach efforts to identify potentially qualifying participants. Sponsors included: BRĒZ, Cantrip, Nowadays, Hippie Water, Hightail, Herbal Oasis, Woodstock, Squared, Stiiizy, Cornbread Hemp, 1906, Sober(ish), Doggy Spritz, Do It Fluid and Love Yer Brain.
This is one of the latest in a series of recent market analyses and surveys indicating that the cannabis sector, as well as the growing marijuana legalization movement, have proved to be a disruptive force for the alcohol industry.
A survey released last month, for example, showed that four in five adults who drink cannabis-infused beverages say they’ve reduced their alcohol intake—and more than a fifth have quit drinking alcohol altogether.
That survey was released shortly after a leading alcohol industry group added a company that makes THC-infused drinks to its membership roster for the first time, furthering signaling the cultural shift.
This also comes at a time when younger Americans are increasingly using cannabis-infused beverages as a substitute for alcohol—with one in three millennials and Gen Z workers choosing THC drinks over booze for after-work activities like happy hours, according to a new poll of 1,000 young professionals.
It was also recently revealed that the retail giant Target is soft launching sales of THC-infused beverages at select stores in Minnesota.
Meanwhile, Veterans of Foreign Wars (VFW) of the United States recently entered a first-of-its-kind partnership with a hemp THC beverage company, with a licensing branding deal that will support a variety of veterans services and promote cannabis drinks as a potential alcohol alternative with the drinks being available at VFW posts across the country.
A popular independent craft spirits distillery recently said that it’s scaling back its operations—due in part to the fact that more adults are choosing marijuana over alcohol.
Another poll released last month found that a majority of Americans believe marijuana represents a “healthier option” than alcohol—and most also expect cannabis to be legal in all 50 states within the next five years.
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