Despite Boom in Cannabis Beverage Sales, Merida's Baruchowitz not as Bullish

LA Magazine, December 2, 2020

Merida Managing Partner Mitch Baruchowitz told LA Magazine that he’s not quite as bullish on the cannabis beverage category as others are despite 45 percent annual growth in the last two years.

“I don’t doubt the beverage category will be big, but there’s this perception that it’s absolutely meteoric, and that’s just not the case yet,” he said. “I’m not sure if consumers will walk into a dispensary, look at 52 types of flower, edibles, patches, tinctures, sublingual tablets, and then go, ‘Let me look at the cooler and grab one of those drinks as well.’”

The cannabis beverage market, worth $901.8 million in 2018, has grown 45 percent annually in the past two years and is expected to reach $5.8 billion by 2025.

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