Coca-Cola announced its interest in a statement on Monday, responding to a report from BNN Bloomberg that said it was in talks with Canada’s Aurora Cannabis Inc (ACB.TO) to develop drinks infused with cannabidiol (CBD), the non-psychoactive chemical found in marijuana.
Coke would join a rush by major alcohol makers and a cigarette company to test the cannabis market and find partners ahead of the Oct. 17 launch of legal recreational marijuana in Canada.
Coke and Aurora, in separate statements, each said they were interested in cannabidiol-infused beverages but would not comment on any specifics or talks. Aurora’s stock soared 17 percent, while Coke’s edged up slightly.
The CBD drinks would likely aim to ease inflammation, pain and cramping, the BNN report said here&_gucid=&_gup=twitter&_gsc=gQCuZEQ.
Wells Fargo analyst Bonnie Herzog called the news “an exciting potential development” as it would take Coke into another fast-growing healthier segment following last month’s $5.1 billion deal for Costa Coffee and expand cannabis-infused drinks in the area of functional wellness products.
The CBD products likely would be different from those produced by alcohol makers, which would likely give drinkers a buzz from tetrahydrocannabinol (THC), the main psychoactive chemical in marijuana.
Beer makers Constellation Brands (STZ.N), Molson Coors (TAP.N) and Heineken (HEIN.AS) are all playing in the market for cannabis products. For example, Heineken’s craft beer Lagunitas recently launched Hi-Fi Hops, a beer-flavored sparkling water with THC and CBD.
“The THC beverages probably sit better with the beer makers, and maybe CBD fits better with Coke, in terms of playing off the health trend,” said Liberum analyst Nico von Stackelberg.
Cowen analyst Vivien Azer cited growing consumer interest in CBD and said its properties lend the ingredient well to a sports recovery drink. She said she would not be surprised to hear of a similar deal by PepsiCo for its Gatorade drink. Pepsi did not immediately respond to a request for comment on the cannabis market.
Moving into this area carries little reputational risk for Coke, said Liberum’s von Stackelberg.
“If they came out with a THC-infused drink, that’s a different question,” he said.
A similar move from Pepsi with with CBD seemingly a good complement to their market share-leading Gatorade franchise.
