The Irony of Standing for One Thing but Selling to Another

__nochillcomedy

View more on Instagram

In an arena where values often shape the essence of a product, we are seeing an uncomfortable truth in the cannabis beverage industry—brands marketed as healthier alternatives are quietly gearing up for big paydays from the very industries they stand against. This trend raises the question: when a brand’s differentiator is built on wellness and “natural” ingredients, yet it sells out to the likes of Big Alcohol or Big Tobacco, what does that say about the integrity of the product and the values it claims to represent?

Let’s take a moment to understand this dynamic through a different lens, as demonstrated in a recent case in Wyoming where a woman burned down an abortion clinic. Conservatives who generally argue for fewer hate crime protections suddenly find themselves defending the accused, claiming the clinic wasn’t officially open and therefore wasn’t an abortion clinic. On the flip side, liberals are arguing that it was an abortion clinic from the moment construction started. The irony here is blatant, and it’s no different in the world of cannabis beverages. Source: AP News

The Illusion of Morality in Marketing

Cannabis beverage brands have successfully differentiated themselves by emphasizing wellness, boasting natural ingredients and positioning their products as a safer "vice" for consumers looking to escape the damaging impacts of alcohol. They promise a cleaner experience, free of addiction and health risks, in stark contrast to the alcohol industry, which has knowingly sold products that harm consumers.

According to the World Health Organization, there is no safe level of alcohol consumption, as even minimal intake increases the risk of harmful health outcomes. Meanwhile, Big Alcohol continues to profit from a product they know causes harm. Source: WHO

It’s no secret that brands in the cannabis beverage space have tapped into this understanding, creating a moral stance that appeals to health-conscious consumers. But here’s where the twist comes in: these very same brands, after positioning themselves as ethical alternatives, are now scaling to prepare for a massive payout from Big Alcohol and Big Tobacco.

The Hypocrisy of the "Exit Plan"

While these brands promote themselves as better, safer, and more transparent than alcohol, they’re actively positioning themselves for acquisition by the industries consumers are trying to distance themselves from. Alcohol and tobacco companies are well-known for maximizing profits by marketing addictive, harmful products. For example, the Pareto Law reveals that alcohol sales heavily depend on a small percentage of people consuming vast amounts, and Big Alcohol thrives on selling to these heavy consumers. Source: Movendi International

What does it say about a brand’s integrity when it builds value on health and wellness, only to hand over its product to an industry that profits from harm?

Calling Out the Facade

It's time to call a spade a spade. If your brand is built on being healthier and better, how can you justify selling out to the very industries you’ve opposed? For consumers, it becomes difficult to escape these entrenched industries when even the alternatives are eventually owned by the same harmful players.

A Challenge to Founders and Consumers

For founders in the cannabis beverage space, this is a call to reassess your motives. If your goal is a lucrative buyout, own that intention. But don’t deceive consumers by positioning yourself as an ethical alternative if your real plan is to hand over your product to Big Alcohol or Big Tobacco. For consumers, it’s time to recognize the facade and demand more transparency from the brands you support.