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

What landmines marketers need to avoid to prosper

Hemp-CBD products are showing up in everything from makeup to beverages. Getty Images

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.

This story first appeared in the March 4, 2019, issue of Adweek magazine. Click here to subscribe.
@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.