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From cocaine to cannabis, is Coca-Cola finally trending with the times?
Coca-Cola once had a controversial history of putting cocaine in its drinks. Those days are long gone. Now, the company is exploring a new trend: cannabis. Specifically, Coca-Cola is interested in making drinks with cannabidiol (CBD), a chemical found in marijuana plants. Unlike THC, which makes people feel high, CBD does not have any psychoactive effects. Instead, it is known for its potential health benefits, such as reducing anxiety and relieving pain.
This shift in focus reflects Coca-Cola’s efforts to stay ahead in the competitive beverage market by tapping into the growing interest in cannabis products. Many people are now curious about CBD and its possible benefits, and Coca-Cola sees an opportunity to create a new type of drink that could appeal to a broad audience. These CBD-infused beverages could become famous for those looking for a refreshing drink that promotes relaxation and wellness.
By exploring CBD, Coca-Cola aims to diversify its product range and cater to changing consumer preferences. This move could help the company maintain its status as a leading player in the beverage industry while offering innovative products that meet the needs and interests of modern consumers.
What You Need to Know
As of today, twenty-four states and Washington, D.C., have legalized recreational marijuana, and Coca-Cola is hopeful that the passing of the Farm Bill will bring the green revolution to all 50 states. If the Farm Bill passes, it will remove hemp from the list of controlled substances, making CBD (cannabidiol) derived from hemp legal under federal law. This legalization could open up immense opportunities for investment in the industry, allowing companies like Coca-Cola to explore new markets and product lines.
The removal of hemp as a controlled substance would provide companies selling CBD products access to financial development and investment opportunities currently unavailable due to the legal restrictions. This could pave the way for partnerships between Coca-Cola and other companies in the CBD industry, potentially leading to innovative new products and significant revenue streams.
A comprehensive study from MarketDigits shows that the CBD industry could reach a market size of $157 billion by 2030. For Coca-Cola, this represents a substantial opportunity. If the company captures just 10% of this market, it could bring in $15.7 billion in revenue by 2030. This potential revenue stream is likely beautiful to Coca-Cola investors, particularly as the consumption of traditional soda continues to decline.
Coca-Cola has already demonstrated its willingness to invest in alternative beverages. For example, the company became the second-largest investor in Kobe Bryant’s BodyArmor natural sports drink. This investment proved highly profitable, making Bryant’s initial 10% stake worth $200 million in five years. This success highlights Coca-Cola’s strategic shift towards healthier, alternative drink options in response to changing consumer preferences.
The potential legalization of CBD products nationwide through the Farm Bill could further solidify Coca-Cola’s position in the evolving beverage market. The company could cater to the growing consumer interest in wellness and relaxation products by introducing CBD-infused drinks. CBD is known for its potential health benefits, such as reducing anxiety and relieving pain, making it an appealing ingredient for a new line of beverages.
In conclusion, the passing of the Farm Bill and the subsequent legalization of hemp could be a game-changer for Coca-Cola.
The company could leverage this opportunity to diversify its product offerings, tap into the lucrative CBD market, and continue its trend of investing in alternative drinks. As consumer preferences shift towards healthier and more innovative beverage options, Coca-Cola’s move towards CBD-infused drinks could position the company for continued growth and success in the future.
Infused Beverage Mindfulness
Coca-Cola owns more than 500 brands worldwide and reported annual revenue of $35.4 billion in 2017, a 15.5% decrease from the previous year. Weak sales and ever-changing consumer preferences have pushed the company to seek growth in new areas. Coca-Cola has been investing significantly in its international markets and exploring innovative beverage ideas, including an alcoholic offering available exclusively in Japan.
According to BNN Bloomberg, Coca-Cola is in “serious talks” with Aurora Cannabis to develop CBD-infused beverages. These drinks would ease inflammation, pain, and cramping, tapping into the growing demand for wellness products. Despite the speculation around Coca-Cola’s potential venture into the cannabis market, the company has stated, “We have no interest in marijuana or cannabis.
Along with many others in the beverage industry, we are closely watching the growth of non-psychoactive CBD as an ingredient in functional wellness beverages worldwide. The space is evolving quickly. No decisions have been made at this time.”
Aurora Cannabis is just one of several companies Coca-Cola has considered partnering with to develop a cannabis drink strategy. Executives have also held high-level talks with Leamington and Aphria, indicating a broader interest in the potential of CBD-infused beverages.
As Coca-Cola navigates declining soda sales and shifting consumer preferences, the company strategically explores new growth areas. By potentially entering the CBD market, Coca-Cola could diversify its product offerings, cater to health-conscious consumers, and secure a significant revenue stream in an evolving market. The company’s interest in CBD-infused beverages reflects its commitment to innovation and adaptability in changing market dynamics.
Coca-Cola continues to seek innovative avenues for growth in response to evolving consumer preferences and declining soda consumption. As of July 2024, the company remains active in exploring new investment opportunities and partnerships to diversify its portfolio and bolster its market position.
Coca-Cola’s stock is currently valued at around $66.08 per share, with analysts projecting a potential increase to an average of $70.25 within the next twelve months, representing a forecasted upside of 6.31%​. The consensus rating among analysts is a “Moderate Buy,” reflecting a positive outlook for the company’s stock performance​.