When I started working at BevNET as a reporter in 2016 (I was 30), nobody used the word “cannabis.” Back in those innocent days, before we all became fixated on the source or the configuration of molecules of our precious THC, it was still just “weed.” But “cannabis” sounds a lot more respectable, and, seemingly against all odds, that’s exactly what it has become, specifically in the context of CPG. For the most part, what I’ve witnessed over my time at the company (I was previously a music journalist) has been hugely encouraging. The call to move beyond typical ‘stoner’ stereotypes -- a major topic of discussion during our first Cannabis Forum event in 2018 -- has been emphatically answered by thoughtful, authentic innovation in low-dose drinks from brands like Klaus, Cann, Keef and countless others. What we’re witnessing now in states like Minnesota is a real-time stress test of how this category, with regulatory oversight, can compete directly with other drinks outside of the dispensary channel, and the response so far has been encouraging. At the same time, high-dose products like Uncle Arnie’s aimed squarely at experienced cannabis users (I am one) have emerged as top performers in markets like California and Washington, suggesting plenty of runway to evolve with each region’s unique needs. Now as BevNET’s managing editor, my interest in the space goes beyond personal affinity; what happens in cannabis will have an impact on other CPG categories as well, not to mention the economy at large. Just look at how infused beverages have inserted themselves into the conversation around Dry January (try ‘High January’) and the soaring demand for non-alcoholic alternatives. The number of independent craft brewers who have recognized a growth opportunity in THC tells a story in itself, while the expanding field of cannabinoid research is leading to a better understanding of their interplay. These ingredients beckon years worth of innovation. And if you think cannabis is still a dangerous third-rail for a major strategic like Anheuser Busch – or a hit-making operation like Congo Brands – just wait until the U.S. Drug Enforcement Administration (DEA) accepts the Health and Human Services Department recommendation to reclassify marijuana from a Schedule 1 to a Schedule 3 controlled substance, a move that would put it on equal footing to many over-the-counter medications. But amidst the potential economic bonanza, the cultural significance of that shift shouldn’t be underplayed. Thousands of Americans have been and remain incarcerated, or are carrying the burden of a criminal record, on marijuana-related charges, and an industry that doesn’t reckon with the past failures of our treatment of this plant and its stewards isn’t one that will last. Basically what I meant to say was it’s a party now, but it wasn’t always. As we travel that road to respectability, from ‘weed’ to ‘cannabis,’ let’s make sure we remember what it took to get here. Martín Caballero (mcaballero@bevnet.com) is the managing editor for BevNET. | 
