How plant-based mood management is the future of big CPG and pharma

Startups like LEVEL and big alcohol companies are formulating cannabis into an array of mood states in various forms

There’s a new term being coined internally within the boardrooms of big alcohol and cannabis conglomerates– “mood management.” No longer is alcohol stuck as a social stimulant in the form of beer, wine, or spirits; it can now leverage natural cannabinoids from marijuana to formulate a portfolio of mood states in liquid, vape, or cosmetic form. Cannabis analytics platform BDS Analytics has already tracked 286 unique moods used in various cannabis products from legal dispensaries and we’re just getting started. Some of these newer states can help suppress appetite, cure hangovers, or create alternative sources of energy beyond caffeine without any psychoactive side-effects of traditional delta-9 THC.

In its past three quarterly filings, HEXO, a publicly traded Canadian cannabis producer who has partnered with Molson Coors for its beverages, has repeatedly outlined key mood states it plans to serve across multiple form factors:

• Sleep — to relax and quiet the mind
• Sport — to be active and energetic, recover quicker and reduce inflammation
• Focus — to be alert, concentrated and more productive
• Diet — to help curb desire for food
• Sex — to bring intimacy and arousal
• Fun — to enjoy…