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But it hasn’t been an easy task to set up a vibrant beverages market that can prove its worth to the cannabis producers keen on cementing the status of drinkable options.

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Industry insiders have pointed to brand appeal and marketing challenges in the Canadian market as key reasons beverages haven’t taken off in the country just yet.

Emily Paxhia, co-founder and managing director with well-known cannabis investment fund Poseidon Asset Management, said beverages will be a key part of the industry’s future, particularly when it comes to reaching a new consumer base that may not feel comfortable with smokable or edible products.

However, the US-focused investor was quick to point out that at the moment this category represents an “incredibly tiny” part of the overall cannabis product market.

“I do think we have a ways to go before that is a dominant form factor,” Paxhia told the Investing News Network (INN).

Numbers don’t yet back up cannabis beverage promise

At least for the time

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