Taking advantage of the imminent legalization of cannabis in Canada, a Canadian company alongside an university have launched the first cannabis scented beer, thus guaranteeing rapid success.
Provincial Brands of Canada received a CAD 300,000 (USD 195,218) grant from the Province of Ontario to create a “dizzying” drink, which is less dangerous than alcohol, according to the company’s headquarters Toronto.
The company has been associated with the Loyalist College in Belleville (Ontario), for research and development, whose Canadian research center is subsidized by the federal government.
Like other local companies, the start-up relies on the popularity of cannabis-based edible products in view of the imminent depenalization of this drug by Justin Trudeau’s government, expected this summer. However, the marketing of derivatives, such as cannabis or pastry products, should not be authorized before mid-2019.
Province Brands Canada’s director Dooma Wendschuh believes that a reduction in smoking among young people will cause Canadians to seek alternative means of cannabis use. It was not at all easy to find the best recipe for this beer, Wendschuh notes. “I consulted several expert brewers, who thought the idea of making a beer from a plant like cannabis was a joke,” he confessed.
Among the problems they had to overcome was the fact that marijuana needs more time to take effect on the body when ingested and not smoked. The effect may last for two hours when cannabis is ingested or drunk, while the effect of alcohol can be felt a few minutes after the end of the glass.
Without giving any further details, the Canadian patron ensures that this problem has been resolved and that new beer releases the psychotropic effects of cannabis as soon as it is drunk.