Canopy Growth Corporation has entered the US beverage market with its CBD-infused sparkling water. The beverage has 25 calories, zero sugar and is available in four different flavors.
Quatreau is a top-selling and ready-to-drink CBD-infused beverage that’s been available to the Canadian market as of 2020. The Canadian company has Constellation Brands, a New York-based alcohol company, as their strategic partner. The drink will be sold on Canopy’s online store and will eventually move into retail distributors in the next few weeks.
This partnership helps Canopy tap into the CBD beverage category in the US as they have a close tie with a strong distributor that could reach a wide variety of consumers.
“We have proven our beverage strategy in Canada, where we are currently the market share leader in CBD-infused ready-to-drink beverages,” said Canopy Growth president and chief product officer Rade Kovacevic, in a press release. “Beverages are fueling growth in the CBD category and we believe this product will resonate with US consumers looking for a naturally flavored, zero sugar option.”
Quatreau’s sparking water contains 20 mg of premium US grown hemp-based CBD. The four refreshing flavors are Cucumber + Mint, Passionfruit + Guava, Ginger + Lime and Blueberry + Acai. The market suggested retail price is $3.99 for a 12 oz can of Quatreau.
While the Canadian version of Quatreau contains a small amount of THC, the CBD-infused sparkling water sold in the US will contain none of the psychoactive ingredient. This is because various states in the US have not approved the use of THC for recreational use.
Are CBD-Infused Sparkling Beverages Popular?
In 2019, the global sparkling water market was worth $24.51 billion and is expected to grow at a CAGR of 11.8 percent from 2020 to 2027, according to Grand View Research. The shift in consumer behavior toward low-sugar sparkling water over soft drinks is the reason there is a growth in the carbonated water market. This is because carbonated or sparkling water is a healthy alternative to soft drinks and contains magnesium and calcium that provide health benefits. There’s no data available yet on the potential market size of CBD-infused sparkling water since this new to the market.
CBD has a market size valued at $2.8 billion in 2020 and is expected to have a CAGR of 21.2 percent from 2021 to 2028. CBD is a popular health and wellness product that is touted as having anti-anxiety properties. Additionally, as more countries decriminalize the use of CBD, hoping to realize the economic benefits, these products will have the opportunity to grow on a global scale and boost the production of CBD-infused products. CBD is available in oils, baked goods, beverages, candies, topical solutions and more.
Quatreau became a top-selling CBD beverage in Canada within the first few months of its launch in November of 2020. The demand for CBD-infused products rose during the COVID-19 pandemic, and Canopy Growth Corporation is amongst the top key players in this market, according to Data Bridge Market Research.
In the US campaign, Quatreau was released on an astrological event known as the Age of Aquarius, which is the zodiac’s water bearer, otherwise known as the mystical healer that brings water or life to the land. The brand partnered with Susan Miller, a celebrity astrologist, on a digital and social campaign to celebrate this launch.
“Astrology has made a major pop culture comeback as people turn to the stars for guidance during what has been an unsettling, uncertain, and stressful time for many,” said Canopy Growth vice president of beverages, Tara Rozalowsky, in the press release. “With this campaign, we’re highlighting the role functional ingredients like CBD can play in helping people manage their stress, find moments of calm and prioritize wellness during this once-in-a-lifetime transitional period.”