Molson Coors Turns to Marijuana as Beer Sales Drop
August 01 2018 - 10:43AM
Dow Jones News
By Jennifer Maloney
Molson Coors Brewing Co. is turning to cannabis drinks in search
of growth as the No. 2 U.S. brewer reported another quarter of weak
beer sales.
The company said it is forming a joint venture with The
Hydropothecary Corp., a Canadian cannabis producer, to develop
non-alcoholic, cannabis-infused beverages for the Canadian
market.
The brewer's pivot follows similar moves by Corona brewer
Constellation Brands, which last year invested in Canadian cannabis
company Canopy Growth with plans to develop beverages, and Heineken
NV, whose Lagunitas brand this week launched a cannabis-infused
sparkling water in California.
The decline of American light lagers like Miller Light and Coors
Light continues to hurt Molson Coors. Its global volumes fell 2.4%
in the second quarter, driven by declines in the U.S. and Canada.
In the U.S., beer volume dropped 4.8% and revenue decreased
3.1%.
Recreational marijuana use in Canada will be legal in
mid-October, and edible and drinkable cannabis products are
expected to be legalized there by 2019. Independent research firm
Euromonitor International estimates that legal marijuana sales in
2018 will total US$7.5 billion in Canada and $10.2 billion in the
U.S.
In the joint venture, Molson will have a 57.5% interest in a
standalone startup company with its own board of directors. The
Hydropothecary, also known as Hexo, will have the remaining
ownership interest.
Frederic Landtmeters, CEO of Molson Coors Canada, said in a news
release that the cannabis venture is consistent with its growth
strategy of creating "high-quality products that meet [consumers']
evolving drinking preferences."
Meanwhile, the company said it is "aggressively addressing" its
beer volumes in North America.
As consumers migrate from beer to wine and spirits, U.S.
beer-industry executives have been debating whether legalized
marijuana could cannibalize sales of beer. And they've considered
ways to invest in cannabis without running afoul of U.S.
regulators.
Startup company Cannabiniers in August plans to launch a
de-alcoholized, THC-infused-beer brand called Two Roots, in
Nevada.
Constellation chief Rob Sands in June said his company is
looking closely at the new Lagunitas Hi-Fi Hops brand and examining
whether Constellation could bring to the U.S. the cannabis-infused
beverages it is developing in Canada.
"There may be things that we can do," he said on a call with
analysts. "And we will do them if we can do them [and they are] not
violative of federal laws."
Write to Jennifer Maloney at Jennifer.Maloney@wsj.com
(END) Dow Jones Newswires
August 01, 2018 10:28 ET (14:28 GMT)
Copyright (c) 2018 Dow Jones & Company, Inc.
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