Molson Coors Disrupts Itself With ‘Better-For-You’ Cannabis Beverages

From hard kombucha and functional beer to alt-drinks and the rise of teetotalism, Big Alcohol is under siege from health-conscious consumers and upstart brands alike. What’s driving this shift and what does it all mean? Let’s take a look.

Thirstie’s startup structure is working with about a dozen US alcohol brands so far, like Drinkworks and Maker’s Mark.

Totaling $250B in the US alone, alcohol is a massive business. But recent developments have signaled disruption:

These developments are being driven by a few key factors, including health, wealth, weed, and the acceptance of being sober-ish.

New startups in the beverage industry are largely being started by women who are disenchanted with big alcohol and recognize the overlooked opportunity to serve female drinkers with better no-low alcohol options.