As cannabis becomes increasingly accepted around the world, the once unshakable position of the alcohol industry is beginning to crack. Today, many people are no longer turning to beer or wine for relaxation, but instead finding it in a joint – and this shift is not only changing personal habits, but also leading to the transformation of entire industries.

 

The Most Commonly Used Psychoactive Substances

Humanity has long been drawn to substances that alter consciousness – whether stimulants, sedatives, or hallucinogens. Today, the most commonly used psychoactive substance is still caffeine, with 80% of the adult population regularly consuming it. Alcohol holds second place, with approximately 2.4 billion users worldwide.

Next comes nicotine, used by 1.3 billion people, followed by cannabis, which currently has around 147 million active users. Although the numbers vary, the trend is clear: the cannabis market is growing faster than any other.

Cannabis vs. Alcohol: Consumption Trends in 2025

The global cannabis market is expected to exceed 68 billion USD by the end of 2025 and may grow to as much as 75 billion by 2029. Meanwhile, the alcohol market – although currently much larger at nearly 1.7 trillion USD – is showing signs of decline. According to analyses, combined losses from home and hospitality sector sales amount to approximately 283.6 billion USD.

Why are people switching from alcohol to cannabis?

• Health considerations: Many view cannabis as less toxic than alcohol.

• Customizable experience: Thousands of strains, various consumption methods and diverse effect profiles.

• No hangover: Cannabis puts less strain on the body the next day.

• Increasing legal availability: Dispensaries and cannabis clubs are accessible in many places.

• Holistic approach: Growing the plant personally provides a direct, immersive experience.

The Impact of Cannabis Legalization on the Alcohol Industry

According to research from 2024, for example, beer sales in Canada dropped significantly after the legalization of non-medical cannabis. In the United States, counties with access to medical cannabis saw alcohol sales decrease by an average of 15% per month.

All of this suggests that cannabis legalization is closely linked to a decline in alcohol consumption – and in many cases, it even serves as a direct substitute.

How Are Alcohol Producers Responding?

Some examples of adaptation:

Constellation Brands (Corona) previously invested billions in the cannabis company Canopy Growth.
Molson Coors and AB InBev have also experimented with THC-infused beverages.
New companies like CANN and Wynk have successfully launched THC-enhanced sparkling drinks.

Health Comparison

While neither substance is entirely risk-free, cannabis shows a more favorable profile in many respects. Alcohol, for instance, is highly toxic and can cause serious liver damage, whereas cannabis is significantly less toxic. However, smoking or vaporizing cannabis still carries health risks and the so-called "munchies" can lead to excessive calorie intake.

Two Industries, Two Visions of the Future

By 2025, it's clear: cannabis is not just an alternative but a shaping force in recreational habits. The alcohol industry will be forced to adapt – whether through launching joint ventures or developing new, hybrid beverage types.

The question is no longer whether cannabis can change social life, but rather how our lives will transform alongside it.

 

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Written by: Bartholomew Alen