As the Hemp-CBD Industry Booms, Here's What Brands Need to Know About the Trend

What landmines marketers need to avoid to prosper

Cannabidiol—CBD for short—products aren’t just the latest fad. There’s baked goods (at By Chloe), a trendy sparkling water brand (Recess) and a beauty brand (Milk Makeup), but it’s not just small marketers stepping into the space. Late last year, rumors surfaced that The Coca-Cola Company was getting into the hemp-CBD industry, which analysts at the Brightfield Group project will reach $22 billion by 2022. Coke is reportedly in talks with Canadian company Aurora Cannabis to create a CBD beverage, made without THC (the psychoactive ingredient that gets you high). Others are speculating that Starbucks could be the first fast-food chain to roll out CBD beverages. Another brand, Barneys, recently shared plans to open The High End, a luxury cannabis store, in its flagship space in Beverly Hills, Calif., in March.

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This story first appeared in the March 4, 2019, issue of Adweek magazine. Click here to subscribe.