This summer, alcohol companies such as Heineken and Constellation Brands pursued agreements to operate in the cannabis space. The willingness of a traditional American company to consider cannabis as an ingredient in its branded products is the most recent example of major food and beverage marketers moving toward an acceptance of cannabis. 

Source: preparedfoods.com

Lightbulb Moment: Cannabis is a Pandora’s Box – as more and more states move forward with legalizing recreational use; most likely the federal government will realize the tax dollars it is missing and we will follow in Canada’s footsteps.  Engage or not to engage that is the question.  The bottom line is – only engage with a trend if you can make it “yours”.  If you can’t create a space in your brand for a trend to make sense, then it won’t make sense to your customers either.