CBD Beverages : Will They Quench The Thirst?
CBD’s future as an accessible means of therapy for the general public is looking brighter than ever. Canada’s full legalization of cannabinoid compounds (those derived from the cannabis plant) takes effect in October of 2018. Additionally, the US’s attitude is rapidly shifting, and on the verge of a pivotal jump. With 2018’s Farm and Agricultural Bill poised to pass both houses of Congress, major companies are now looking to jump on the CBD train. At the moment, Coca-Cola’s potential venture into the CBD market is generating the most buzz. While the notion of CBD beverages isn’t entirely new, this bold move promises to shake-up the CBD market for producers and consumers alike.
If CBD beverages may make their way into vending machines soon, what should you know to be prepared? Here are a few of our quick takes.
Cola and CBD Beverages : the Pros
Coke’s entry into the CBD market is a huge announcement. But not one entirely out of the company’s character. Coca-Cola was originally intended to be patented as a medicine, and reportedly contained traces of psychoactive substances into their drinks. Producing a CBD beverage, ironically, appears to some as a return to their roots.
Coca Cola corners about half of the sparkling and carbonated drink market. With this huge of a share, the most obvious benefits are the cultural appeal this venture provides. Coke is an instantly recognizable global brand, and if it vouches for the viability of CBD as an additive, consumers and legislators will listen.
In short, Coca Cola has the means to enhance CBD’s distribution and reduce some of the remaining stigma attached to cannabinoids. While this is great for getting the news of CBD’s therapeutic effects to consumers who otherwise missed the news, there are some logistical hurdles the company will have to navigate. Such as the bioavailability of CBD beverages, and track record for opacity.
Cola and CBD Beverages : The Cons
CBD, like any chemical, has optimal means of ingestion. Studies show that consuming CBD orally has about a quarter of the impact that vaping does. More specifically, this drop in effectiveness is due to there being decreased bioavailability from oral consumption.
Vaping CBD delivers the compound directly to the lungs, where it then enters the bloodstream. Subsequently, blood cells package and deliver CBD to just about every corner of the body. Comparatively, oral ingestion means the CBD beverages travel the entire gastrointestinal system, after which only a fraction of CBD is still available to diffuse into the blood. This suggests that, while exciting, CBD beverages won’t pack the same punch compared to inhaled doses.
Whether or not any of the health benefits of CBD will manifest from drinking CBD beverages remains to be seen. Additional considerations have to be taken to ensure that CBD isn’t denatured, and thus rendered ineffective, in the volatile environment carbonated beverages offer.
Lastly, Coca Cola has previously capitalized on health movements without being entirely transparent with consumers. Vitamin Water was heavily marketed as a health supplement for nearly a decade. Coca Cola only walked back it’s claims following an expose claiming they overhyped the Vitamin Water. Their product was condemned as “essentially sugar water with an added teaspoon of synthetic minerals.” Their legal team’s response was that “no consumer could reasonably be misled into thinking Vitamin Water was a healthy beverage.” The company edited it’s packaging and messaging to reflect these accusations shortly thereafter.
In short, we’ll be holding our breath to see if Coke leverages CBD as an effective additive or merely as a sales tactic. In the meantime, you can reliably turn to Quanta’s products for proven, consistent relief.