Lagunitas Brewing Company, the California-based brewery behind the number one selling IPA in the world, has recently branched out of the beer space with the launch of a new line of cannabinoid-infused sparkling waters called Hi-Fi Hops.
Expected to be available at the end of July, Hi-Fi Hops is a line of hoppy IPA-inspired sparkling waters infused with THC and/or CBD depending on your end goal.
Since Lagunitas makes beer, it apparently ruffled some regulatory feathers when they tried to make another awesome buzz-inducing beverage, especially since it included cannabinoids. To get around this, Lagunitas turned to one of California’s largest cannabis manufacturers for help.
Ingredients are Everything
The same care that went into selecting the 43 different hops used to make Lagunitas IPA went into selecting the premium cannabis extracts used to make Hi-Fi Hops. Sourced from AbsoluteXtracts, a division of CannaCraft, the specialized infusion process makes sure that every single drop of the hop-based H20 is consistently and dankly delicious.
At its core, Hi-Fi Hops is inspired by the classic Lagunitas IPA. However, a further look at the nutritional facts shows that the refreshing new beverage offers consumers the hoppy taste they know and love, without calories or carbs.
“Hi-Fi Hops is not the first chapter in the love affair between cannabis and Lagunitas, but it is one of the most exciting,” said Maria Stipp, CEO of Lagunitas Brewing Company. “The idea of being a part of a no calorie beverage infused with cannabis seemed like a perfect next step in our product innovation and a natural way to marry our past with our future.”
Lagunitas Brewery’s Long History with Weed
Since Lagunitas’ founding in 1993, marijuana has helped fuel innovations and creativity for many of its most famous brews.
When Lagunitas went to launch a brew called ‘the Kronik‘ a few years back, the Bureau of Alcohol, Tobacco, Firearms and Explosives denied the beer’s labeling based on a claim that the name was a reference to reefer. Lagunitas then decided to slap a “Censored” sticker on it as a joke, which was subsequently accepted and sold.
Aside from the Kronik, weed has acted as an inspirational force behind a handful of other well known Lagunitas beers like the Undercover Investigation Shut-down Ale, Waldos’ Special Ale and the terpene-infused SuperCritical Ale.
New Ownership, Same Leadership
When Heineken N.V. (OTC:HEINY) acquired the remaining stake of Lagunitas in May of 2017, the international brewery conglomerate made the smart decision to keep Tony Magee, the founder of Lagunitas, at the helm.
Furthermore, to maintain the unique Lagunitas culture and spirit, Heineken decided to let the craft brewer operate as an independent entity within Heineken’s U.S. division. This has allowed Lagunitas to continue bridging the gap between beer drinkers and cannabis consumers.
It makes sense that Amsterdam-born Heineken sees the potential in pot, given the fact that you can’t walk more than a few blocks from the original brewery before catching a whiff of the stuff.
This small example of how a beer industry and a bud industry can live side-by-side may be the key to Heineken’s success in the future, especially in the United States.
Beers vs. Buds
One recent study conducted by multiple researchers from multiple universities concluded that counties within the states that have legalized medical marijuana showed a roughly 15% reduction in monthly alcohol sales.
Over time, this trend could take a huge toll on the big brewers.
Lagunitas has not only been central to, but a leader and innovator in the cultural evolution of marijuana adoption, innovation and enjoyment. Going forward, we expect to see the craft brewer continue to leverage the long leash its been granted by Heineken to break more molds and launch more innovative products that de-stigmatize the consumption of cannabis.
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