Is Cannabis Becoming the New Craft Beer?

For years, one number seemed to dominate the cannabis conversation: THC percentage.

Walk into a dispensary and it was easy to find products competing for attention with 25%, 30%, 35% THC and beyond. Higher potency was often treated as a shortcut for higher quality. But cannabis is becoming a more sophisticated industry, and the way people talk about the plant is changing.

Today, consumers are asking different questions.

What genetics are behind this cultivar? Where was it grown? What does it taste like? What are the dominant terpenes? Was it grown indoors or outdoors? Was it extracted using solvents or made through a solventless process? Who made it?

That evolution sounds familiar. It is similar to what happened with craft beer, specialty coffee and wine.

From “How Strong Is It?” to “What Makes It Different?”

Think about craft beer.

At one point, buying a beer was relatively simple. You might choose a familiar lager, ale or light beer based largely on brand and price. The craft beer movement expanded that conversation.

Suddenly, people were talking about hops, malt, brewing methods, fermentation, regional breweries, seasonal releases and flavor profiles.

The same thing happened with coffee.

Instead of simply ordering “a coffee,” consumers began learning about the origin of the beans, roast level, processing method and tasting notes. The specialty coffee industry has continued to track this shift as consumers show increasing interest in specialty coffee and the qualities that make different coffees unique.

Wine has followed a similar path for decades. Consumers can learn about grape varieties, growing regions, vintages, production techniques and characteristics associated with different places.

Cannabis is starting to develop its own version of this language.

Cannabis Has More to Talk About Than THC

THC still matters. For many consumers, potency remains an important consideration.

But THC only tells part of the story. Cannabis contains hundreds of chemical compounds, and genetics, cultivation practices and post harvest processing can influence the compounds responsible for aroma and flavor.

That is where terpenes enter the conversation. Terpenes contribute to the aroma and flavor characteristics that make one cultivar smell citrusy, another earthy, another floral and another more fuel forward.

For concentrate consumers, the extraction method adds another layer.

Live resin, live rosin, cured resin and other concentrate styles can produce very different textures, aromas and experiences. Two products with similar THC percentages can still be dramatically different when it comes to flavor and overall character.

That is a lot like comparing two beers with the same alcohol percentage.

The ABV might be identical, but that does not mean they taste the same.

The Rise of the Cannabis Connoisseur

As consumers become more familiar with cannabis, the language around the product becomes more specific.

Instead of simply asking for “the strongest concentrate,” someone might ask for a particular cultivar, terpene profile or extraction style.

They may want a solventless rosin with a particular flavor profile. They may be looking for something fresh from a favorite cultivator. They may recognize specific genetics and seek out different expressions of those genetics.

This doesn’t mean every consumer suddenly needs to become a cannabis expert.

It simply means there are more ways to appreciate the plant.

Research into cannabis chemistry and consumer reported characteristics has found connections between terpene profiles and the way people describe the flavor and aroma of different cannabis varieties. You can explore some of that research on cannabis flavor and terpene profiles.

That is an important shift.

Craftsmanship Becomes Part of the Product

Craft beer is not just about the finished beer. Part of the appeal is knowing that someone cared about how it was made.

The same idea applies to cannabis.

Growing exceptional flower requires attention to genetics, cultivation, harvesting, drying and curing. Producing quality concentrates adds another set of considerations, including starting material, extraction technique, temperature, filtration, consistency and preservation.

The process becomes part of the story.

And when consumers understand that process, they can make more informed decisions about what they are buying.

For cannabis brands, that creates an opportunity to educate instead of simply advertise. Tell people where the product came from. Explain the genetics. Talk about the extraction method. Explain why one batch tastes different from another. Give consumers something to discover.

Cannabis Could Develop Its Own Version of a Flavor Wheel

• Wine has tasting notes.
• Coffee has tasting notes.
• Beer has tasting notes.

 

Cannabis is moving in that direction too.

As consumers become more familiar with terpenes and cannabis genetics, there is an opportunity for the industry to develop a more consistent language around flavor and aroma. Imagine walking into a dispensary and seeing more than THC and CBD percentages.

You might see:

Genetics: Cultivar name

Extraction: Solventless

Dominant terpenes: Limonene, caryophyllene, myrcene

Flavor: Citrus, spice, herbal

Texture: Fresh, creamy, dry

Production: Small batch

Origin: California

The information gives consumers a better understanding of what makes one product different from another. It also creates an opportunity for consumers to find products based on personal preference rather than simply chasing the highest potency.

So, Is Cannabis Becoming More Like Craft Beer?

In some ways, yes.

Not because cannabis is going to follow the exact same path as beer, coffee or wine. Cannabis is its own plant, its own culture and its own industry. But the pattern is familiar. As a category matures, consumers often move beyond basic measurements and begin exploring quality, origin, craftsmanship, flavor and personal preference.

That may be where cannabis is headed. The future of cannabis may not be about finding the product with the biggest number on the label. It may be about finding the product with the right story, genetics, flavor and craftsmanship for you. And honestly, that makes the world of cannabis a lot more interesting. The next time you pick up a concentrate, look beyond the THC percentage.

Ask what makes it different. You might discover that there is a whole lot more to appreciate.

Until Next Time... Happy Dabbing, Everyone!

- The WaxNax Team