The beverage behemoth has already made mass changes in culture…is cannabis next?
It is almost a $100 billion company, in 200 countries (more than the 193 of the United Nations) and on average, 10,000+ Coca-Colas are consumed every second. They are a world leader for beverage, change and growth. While they flirted with the cannabis industry in 2018, nothing has come over it. But with Constellation and Diageo being huge players in the industry, Coco-cola could change the cannabis industry dramatically.
Most people forget, Coke was the leader in the bottled water movement. While other sodas and beverages mocked or feared the concept, they slipped in and premiered Dasani. The brand was dominate for years and only recently lost to Pepsi’s Aquafina. They have the political clout, distribution, and resources to reach mainstream audience in multiple companies. And they know how to talk to customers.
The cannabis industry as grown some midsized companies, but it mostly filled with Mom & Pop businesses. While building a company they have to learn how to develop products for a mainstream audience which can be difficult. And they have to figure out running a business and distribution. Like the alcohol companies, Coke knows how to produce, market and move product, in a major way.
With Gen Z moving away from alcohol toward cannabis, Coke is well positioned to guide this market into life-long habits. There is also an opportunity to play off the “healthy” side of the company (water) and market CBD drinks and microdosing opportunities. Unlike rival Pepsi, who has had an on again/off again relationship with food, Coke has stuck strictly to beverages. WIth the slowly growing marijuana beverage market, Coke could make it a dominant player for consumers.
From developing the six-pack carrier in 1923, commonly used today, to the Big Gulp, they know and understand consumers. While Tab failed to take off, Diet Coke is the number one seller today. They have the data to deliver what consumers want at a price which is attractive.
The marijuana industry already has major mainstream players guiding the future of the legalization and popular use. Coke, with their trusted reputation by all generations, could take it to the next level.
The marijuana industry is still driven by men – but these 5 woman are changing 4/20 and upending the industry by focusing on the future.
Since it started becoming legal, the marijuana industry has been filled with bros trying to run everything. Some smart, some shysters – they have had an oversized say in the direction of where legal marijuana is going. But woman are having a moment, and a huge impact in the millions of newly legal consumers. Be it in imagine, politics, or products, woman are making game changing changes on how cannabis is mainstreaming. When 4/20 started in, the landscape was way different, the 5 woman are changing 4/20 today to a bigger, more mainstream celebration.
Nancy co-founded Wana Brands in 2010, elevating it from her kitchen to an international cannabis edible powerhouse. With North America’s largest distribution footprint, it is a top international brand available in 17 U.S. states, the U.S. territory of Puerto Rico and nine Canadian provinces and territories, generating close to $300 million in retail sales annually across more than 3,000 dispensaries.
As a pioneer in the legal cannabis market, she has shown again and again commitment to research and crafting safe, innovative products. She understands the millions of canna-newbies who is looking for something to pair perfectly with the their non-stoner lifestyle. Under her leadership, Wana was acquired by Canopy Grow, which is owned in part by alcohol behemoth Constellation.
Nancy’s inclusive vision led to an executive team that is 70% female, a rarity in the industry and reflective of her dedication to diversity. Her unique insights have given Wana an advantage as she understand the average consumer, which makes up the bulk of the market.
Senator Patty Murray
Photo by Anna Moneymaker/Getty Images
In the old boys club of Congress, Senator Patty Murray (D-WA) has risen in the ranks thanks to a willingness to focus on a solving problems, thinking of the average citizen and wielding her knowledge and strength. As the third most powerful person in the Senate, she is working with Senate Leader Schumer (D-NY) and a bipartisian group to make significant inroads into federal marijuana policy. Long a champion of veterans, this will benefits those who have served who suffer from PSTD.
Shawna Seldon McGregor
In a sometimes rough and tumble industry with some wacky players, it is good to have a public relations firm you can trust. Mirroring the mainstream industry, Maverick PR, has helped the industry move past the old stoner, bro imagine and move into today. Founded by Shawna Seldon McGregor, she has become the consul to industry executives and a media whisper to keep the good players growing. Shawna’s ability to make marijuana messaging mainstream has been a hallmark of her career. Since the inception of adult use in Colorado, she has led effective publicity campaigns for top brands including Wana, Native Roots, Deep Roots Harvest and Botani. Trusted by leaders, she has been able to understand and guide companies into changes like California sober. Her understand of consumers and media has been invaluable to leaders.
Debra Borchardt
Debra Brochardt was a respected media voice on Wall Street when she jumped in the marijuana world founding Green Market Report. Premiering at time when the industry was still shady and, as one executive said, people would come to meetings and put a gun down, she brought reason and truth to the table. Known for her straight reporting, she has taken on corruption, crazy leaders, and complicated financial deals. Venerable media company, Crains, recognizing the growth of market, acquired the asset and has only helped Brochardt reach her vision. Highlighting legit good companies, Green Market Report has become a must read for investors, politicians, and executives.
With a talent for organization and building infrastructures, Hart jumped into the industry in 2015. Seeing an opportunity to be build infrastructures and platforms she brought her management skills to a variety of companies. As COO of Keneh Ventures She has helped review, fund and partial advisement for some of the investments including GoFire and AI startup WeDream World. Understanding the mainstream appeal, she has been a champion of Cannabition, a state of the art cannabis immersive experience opening next to Planet 13 in Las Vegas. She now has added Managing partner and operations manager of the exhibition alongside her other duties. She shared over the last 8 years the priorities of entrepreneurs and investors have matured as the market for cannabis has grown and become accepted by the general population.
The cannabis industry has had a rough couple of years, but things are looking brighter. The one constant positive is consumer demand has continuously increased. You know it is good when Missouri has over $1 billion in sales last year. And, despite the struggles, the industry continues to grow. In fact, surpassing other job reports, the cannabis industry grew 5%. Around 440,000 work in market as of today. It is a clear indicator legal cannabis is here to stay.
While 440,000 is a big number – how big is it in relation to other industries? BDSA, an analytical firm who covers cannabis, reported the industry made $29.5 billion in the legal market. It would have been over $30 billion if not for the chaos and huge illicit market in New York. Like most industries, the weed one includes dispensaries, manufactures, some ancillary services, farmers and management. It is also a very small sliver of greater farming community. America’s farm families represent two percent of the population and help feed the other 98%.
Subway Sandwiches with a revenue of 16.5 billion employees roughly 410,000 including the franchises.
Grocer Kroger employs 430,000 in 36 states in 2,700 locations with sales of $150,000.
Target has 440,000 in their US retail stores with sales of $107 billion.
Starbucks and their famed coffee have 381,000 brewing almost $36 billion in sales at 16,449 locations.
Dentists, clocking in at half the number at 202,000, but if you fold in everyone in the industry including dental hygienists, they have 1,140,861 people employed in the US dental industry as of 2023.
CocaCola’s total number of employees in 2022 was 82,500. This helps drive the juggernaut of beverages with more than 1.9 billion servings of drinks sold in more than 200 countries each day.
The US alcohol industry supports around 4 million jobs, including employment in production, distribution, sales, bartenders and other related services. They help drive the drinks market of $183.5 billion last year.
Constellation, the alcohol company invested in cannabis has approximately 10,000 employees and Diageo has 3,100 people across North America.
Tobacco manufacturing in 2021 had 16,767 people and generated $886.09 billion in 2023.
The U.S. pharmaceutical industry employs over 1.3 million people. It is the largest pharmaceutical market generating over $550 billion dollars.
There are 29,711 people employed in the Strip Clubs in the US as of 2023.
Watching people do things in space with a time limit is almost always compelling (see: The Martian, Gravity, Apollo 13), and the second episode of Constellation does not disappoint in that regard. In a tense hour, we watch with bated breath as an oxygen-strapped Jo struggles to fix the Soyuz 1 capsule by herself while the world stands by in horrified fascination.
The episode is once again bookended by brief visits to a snowy vista in the near future. Jo rushes to safety in the warm cabin after finding who she thinks is the real Alice. She quickly runs a steaming hot bath for her freezing child — to anyone who has ever taken a First Aid class, this will register as a huge no-no, but hey, it’s a TV show — and then panics when they run out of hot water. Out of the corner of her eye, she sees a warm, safe, sleeping Alice in the bedroom and starts to lose it. She whirls around the cabin, toggling her attention back and forth between the two girls, one in the bath and one in bed. Bath Alice is only seen through a fractured reflection in a mirror, and we also catch glimpses of Jo in that mirror as well. As Jo walks into the bathroom, Bath Alice is gone, and Bed Alice is awake and asking questions. Jo is flummoxed and furious.
The scene abruptly ends by transitioning to Jo on the ISS. As I said in my previous recap, if the show hadn’t firmly established that the events in the cabin take place five weeks after the events in the ISS, I would be 100 percent convinced that Jo’s oxygen-addled brain was hallucinating it all. If the intent here is to disorient us, it’s successful.
Jo herself is somewhat untethered from reality as she floats around in the near-defunct ISS. She suddenly realizes that she has lost hours of precious time. What happened to her in those hours? Did she pass out due to stress and lack of oxygen? Or might this be an important gap in time that will get filled in later? Do we have a Dr. Jekyll and Ms. Hyde situation going on here? She lost nearly 12 hours, right? At this point, though, it doesn’t really matter. All Jo knows is that she has to hustle if she wants to make it back to Earth. Her love for Alice and Marcus motivates her, and she works diligently to retrieve batteries from elsewhere in the station and reconnect them to power up Soyuz 1.
As she works, she talks to hear someone’s voice, even if it is her own, and she starts to hallucinate a garbled message from her dead crewmate, Paul. Yes, Paul is still dead, but he comes back to haunt Jo in several ways throughout this episode. First, his head covering comes off, floating up to greet Jo as she’s hard at work. Jo takes an ill-advised break to replace it and lays in the capsule next to the body, wishing that someone, anyone, could hear her. She admits to no one in particular that she’s afraid of the dark. Jo is a stoic and capable woman, but she’s also vulnerable and terrified. And scary things just keep happening. She hallucinates (?) Paul’s voice as she plays back her own recording. He tells her to stop breathing, which is a horrifying thing to hear anyone say in any situation. A bit later, Paul’s hand floats into view. Curious, she follows it. It seems to be reaching out to her, so she grabs it, and for a second she sees her old friend on the other end of the disembodied limb.
Jo returns to her work, successfully replacing all of the batteries and starting the undocking procedure. She still has no contact with TsUP. Every time she runs into a problem, she is the only one who can fix it, and we’re right there alongside her, adrenaline pumping through our veins. These moments feel akin to watching someone play a particularly tricky video-game sequence, only the penalty for losing the level is certain death. There’s a moment in which Jo keys in the previous de-orbit parameters, and the ancient onboard computer denies her because the parameters are outdated. Jo gives it a few hard whacks like one might smack a vending machine with a dangling treat. Voilà! It works. Later, when a bolt gets stuck and Jo finds out that it’s an issue that takes two crew members to resolve, the camera work seems to subtly be implying that someone or something (Paul’s disembodied hand?) intentionally assisted her from the outside of the hatch.
As Jo prepares to launch, she leaves a tearful and heartfelt message to both Marcus and Alice on her iPad. She thanks Marcus for the sacrifice he made so that she could go on this mission and then pours her heart out to Alice. When she says, “No matter what happens, my eyes are always on you,” it’s heartbreaking. Noomi Rapace makes Jo’s love for her daughter palpable, but we still don’t know what motivated her to spend an entire year away from her family and risk death in the process. Something tells me we’re going to find out.
Of course we know that Jo doesn’t die. But let’s press pause on her for a moment as we check in with the humans on the ground. One of the most intriguing pairings in the episode is Henry and Irena. We see the two meet face-to-face at the landing strip in Kazakhstan, and even the first looks they give one another suggest a fraught relationship. They both appear to be very influential in the space community. Irena tells Henry that she’ll be pulling Russian support for the ISS project soon as it was never meant to run this long; Henry protests. But he’s mostly protesting because he wants his precious CAL back, and he’s not sure if Jo is going to make it. The two also share a cryptic exchange in which Henry asks Irena about her sister, and she says that he should know that she passed away years ago. When Irena asks Henry the same question, he says that he hasn’t heard from his brother in “many years, thank God.”
But it doesn’t exactly feel like Henry is telling the truth about this mystery brother. In fact, it seems like Irena and Henry both have firsthand experience with what is happening to Jo in real time. Are these mysterious “siblings” actually other halves that came back with them from space somehow? We see Henry’s identical brother, Bud, give an interview to a major news organization about Jo’s situation, and he gets increasingly angry with the reporter’s line of questioning. (Breaking Bad fans will enjoy Banks trotting out his signature Mike Ehrmantraut sneer on glorious display here.) It’s unclear whether Bud is Henry’s twin, a space apparition, or living in a separate universe, but one thing is for sure — Bud Caldera has an anger problem.
Elsewhere, we meet Frederic. Apparently, Frederic was the dude who trained Jo for four straight years in order to complete this mission, and he’s got some pull with the space people. Marcus pleads with him to try to do something to save Jo, and Frederic comes up short. There’s a sense that this smarmy space bro may be the reason that Marcus and Jo were having problems before she left, and this information makes me want to know a whole lot more about all of these relationships.
All that’s left for the people on the ground to do is wait. So they do. And, when the countdown ticks to zero, they immediately give up hope. Irena gives a short prayer that cryptically mentions “brothers and sisters,” a callback to her prior exchange with Henry. Everyone somberly resigns themselves to Jo’s fate except the industrious Sergei, who continues to broadcast to her in case she can hear them. Sergei is a real one.
Mere minutes later, they get a signal. It’s Jo! Sergei is so elated that his little headset almost pops off. They confirm that she has the CAL and then they ask her to change her parameters. The girl is hurtling through literal space at 8Gs, so … no. Obviously she can’t reach 7 million buttons to change her parameters, so she’s just destined to fall where she may, and the team will have to find her.
In a thrilling sequence, the cavalry convenes to search for the capsule as it falls. Dozens of helicopters and trucks are deployed, rumbling across the desert to find a single human. As citizens of the universe, we all have a vested interest in humans coming home safely from space, and this overwhelming team effort is heartening.
Jo lands. The images of the stark, otherworldly capsule against the arid desert landscape are captivating. The orange-and-white parachute catches a gust of wind, and for a moment it feels like the whole thing might go off a cliff. But honestly, what’s another hundred or so feet when that thing has just dropped hundreds of miles from the sky, am I right? Jo is elated and, despite her body’s protests over being reintroduced to gravity, she somehow makes it out of the capsule, only to come face-to-face with a wolf. It’s unclear whether or not this is a hallucination — only the boldest or dumbest of wolves would come close to a giant capsule that just fell from the sky — but there’s not much time to contemplate the situation because the cavalry arrives, and the wolf runs away. So much for Jo being hard to find.
Jo is elated to be home and even more elated to be reunited with Marcus and Alice. As the family is evacuated from the site via helicopter, Jo and Alice hold hands. As they touch, they simultaneously experience the sensation of losing the other and being totally alone in the helicopter. They both have respective moments of panic but are quickly reunited in psychic space. Oddly, neither tells the other about what they’ve just experienced. It feels very strange that Alice is also experiencing these skips in reality.
Jo goes right back to being blissfully back on her home planet, taking a deep breath and saying, “You forget how Earth smells.” It feels worth mentioning that Jo’s sense of smell is prominent three times in this episode, first in the present timeline when Jo smells the “rescued” Alice and rejoices in her scent, and then again when she frantically smells the other Alice and only registers feelings of panic. If Earth is home, then so is Alice. Smell is the sense most tied to memory, so I wouldn’t be surprised if this comes up again in a later episode.
Back in the snow, Jo retrieves the CAL from a nearby shed and insists that the other Alice come with her. The exchange: “Where is she?” “Who?!” “You!” is pretty great. And, as the two head out into the elements to find the other Alice, it feels very much like they’re racing into a blizzard to chase an apparition.
• This episode is called “Live and Let Die,” which is the title of a Wings song written by Paul (and Linda) McCartney. First, the “Paul is dead” reference last episode, and now this? Let’s hope every episode has a passing reference to the living legend.
• I can’t really find any narrative reason for this episode to be called “Live and Let Die.” Is this referring to ground control’s inability to help Jo in her time of need? Or is it a reference to the dead Paul and living Jo returning to Earth in the capsule together? Sound off in the comments, please, because I seriously do not get it.
Unlike alcohol, cannabis has medical benefits….so what is the real reason people are buying marijuana?
Marijuana has become mainstream, but the old stigma still sticks around for a few people…mainly Congressman. With 23 states legal and 40 medical, a majority have moved passed stigma and mainstream companies are starting to embrace it. From Constellation to 7-Eleven, they see it as another consumer product. All major mainstream medical groups acknowledge cannabis’s medical benefits, allowing it to be used by patients. So what is the real reason people buying marijuana?
Some states start with medical marijuana where people have to have a reason to purchase and usually a card and validation system. When medical states go full recreational, there are some changes in buying habits. We know more people purchase, but why?
BDSA, one of the nation’s leading cannabis data firms shared some exclusive information. Patients who use for a medical reason can experience changes when a state goes fully recreational, such as changes to excise and sales tax rates and regulations on edible form factors and potency. For those who use it as a “quality of life” issue, say for anxiety, etc., these changes are usually less impactful, and “quality of life” consumers usually stand to benefit from increased retail availability and lower average retail prices that have historically followed recreational legalization.
Which of the following best describes your use of cannabis?
Adult-Use States
Medical Only States
Recreational & Social
75%
71%
Health or Medical
56%
61%
Quality of Life
44%
44%
“Cannabis offers medical benefits that are increasingly recognized by mainstream society,” said Brendan-Mitchel Chesebro, BDSA analyst. “While some old stigmas persist, the majority of states have embraced its use, and both consumer participation and support for legalization by non-consumers continue to rise. People are purchasing marijuana for a variety of reasons, from health to social enjoyment.”
The major reason is for fun and enjoyment. Alcohol and food fall into the same category. But unlike alcohol, consumers also see a medical reason to engage with cannabis whether overcoming shyness, reducing anxiety or trying to manage PTSD.
Behind only tobacco use and obesity, alcohol use is the third most common lifestyle-related cause of death in the United States. People drink alcohol because of its ability to alter emotional states. Alcohol induces euphoria, relaxation, and disinhibition while reducing stress and anxiety. Of course, alcohol can make a person aggressive and belligerent. And data has show it doesn’t provide any medical benefit.
Bethesda’s head of publishing Pete Hines posted a boilerplate excuse note on Twitter for any Starfield fan who, ahead of the game’s official release on September 6, is rapidly starting to feel a little bit…feverish.
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Your stomach is twisting into tight knots. Your hands are slick and shaking, your whole body shivers with the exciting prospect of handing a multibillion-dollar company your $70. It’s okay. You’re safe now with Hines, whose name on Twitter currently specifies that he is “(not a doctor).”
“To Whom It May Concern: Please excuse ____ from work/school/chores for the foreseeable future,” begins his magnanimous excuse note. “They are currently undergoing treatment for an infection from [a dinosaur-like Starfield creature] Ashta bite after a recent expedition to [planet] Tau Ceti II.”
Hines’ note isn’t the first time a developer has tried to help you get out of responsibilities in order to play their new game. Ahead of Baldur’s Gate 3’s August 3 release, developer Larian Studios posted a “request for special dispensation” form, and encouraged players to hand it to their boss so they could spend hours upon hours in an expansive RPG world. Starfield, which similarly promises a thousand explorable planets and side quests, seems like another game that might suck up all your free time.
It’s also not the first time Hines has offered gamers a sick note to play his company’s latest game. He shared a much shorter, simpler sick note two days before Fallout 4’s November 10, 2015 release date. “I figure some of you might need a note from your doctor for your upcoming ‘sick day(s)’ this week,” he wrote then. As far as running gags go, it could be worse.
Will this Starfield sick note work? It’s unlikely, but your boss, professor, or mom can judge for themselves if Pete Hines, described on the note as an “MD, LAN, PhD, ARS” and “Head Physician, Constellation,” wants what’s best for you.
“Whether you need time off to play Starfield starting tomorrow in early access,” Hines said on Twitter, “or next week at launch, Uncle Pete has you covered.”
“Already asked my boss earlier this week (and was approved),” said one commenter. “But, man, you should’ve sent this earlier.”
“Literal people are going to use this,” another Twitter respondent said. “Genius.”
Starfield launches in Early Access at 8 p.m. Eastern on August 31.