Historically, Cannabis has had a rocky history with public perceptions. Federal cannabis prohibition began in 1937 after federal approval of the “Marihuana Tax Act of 1937.” While the tax act was abolished in 1969, it is highly credited with creating a general perception within the government and public view that cannabis was a detriment to society. However, new cannabis industry trends are beginning to reshape America’s comprehension of this plant.
Until only recently the public majority viewed cannabis in a negative light. Politicians never really wanted to support legalization, pharmaceutical companies wouldn’t pursue cannabis solutions as part of their product pipeline, and people who used cannabis for recreational purposes were afraid to publicly reveal their habit. But recently, according to a General Social Survey, 57% of Americans “think the use of marijuana should be made legal.” Eight U.S. states and the District of Columbia have already legalized cannabis for both recreational and medical purposes, and sales of cannabis products topped 6 billion dollars in 2016.
The Cannabis Industry Is Booming
It is clear that cannabis is becoming part of medical and mainstream culture in America. Corporate America is now beginning to take this trend seriously. They are looking for business opportunities that both cater to those who support cannabis legalization and those who are opposed.
Netflix Introduces “Disjointed” & Strains Of Cannabis
Netflix has grown into one of the most used and beloved media companies in the world. The company now worth over 70 billion dollars is known for its original shows like, “House of Cards,” “Orange Is The New Black,” and “Narcos.” Recently Netflix has decided to venture into the cannabis spectrum. With the introduction of its new show “Disjointed,” starring Kathy Bates as a cannabis activist and dispensary owner, Netflix signals to its viewers and other companies that cannabis is not a public health concern.
To promote the new sitcom, Netflix partnered with a California marijuana dispensary to produce new cannabis strains that correspond with some of its popular shows. In a press release, Netflix stated, “each strain was cultivated with the specific shows in mind, designed to complement each title based on their tone. For example, Sillier shows may be more indica dominant to help the more powerful scenes resonate.”
Lagunitas Brews Beer Infused With Cannabis Terpenes
California-based Brewing company Lagunitas is looking to maximize its profits through a cannabis-infused ale. Lagunitas partnered with CannaCraft Inc. to produce a craft beer infused with aromatic terpenes extracted from cannabis. While the beer contains no THC – meaning it will not produce a high – it is still one of the first partnerships between the alcohol and cannabis industries.
The beer, which will be called “SuperCritical” Ale, will be produced with terpenes from cannabis grown in Northern California. CannaCraft’s AbsoluteXtracts will also be introducing vape cartridges infused with flavor terpenes from the hops used to make Lagunitas’ IPAs. Both products will only be available in the state of California for the time being.
What To Look Forward To
For the past 80 years, cannabis has been politically and socially demonized in the United States. Millions of people have gone to prison for possessing small quantities of marijuana. Businesses have been forced to shield themselves from the controversy of doing business with the cannabis industry. Thanks to a shift in public perception, popular companies like Lagunitas and Netflix are beginning to expand their reach into the cannabis industry.
Lane is based in Southern California and is a content curator for Medical Marijuana 411. He focuses his research into finding informative stories that can help medical marijuana patients better understand their diverse medicine.
