Medical marijuana growing in Ontario, Canada
  • Telegraph
  • Business

The boss of spirits giant Pernod Ricard has revealed that he and his rivals are studying the legalised cannabis market, as the drinks industry weighs the drug’s leisure potential.

Alexandre Ricard, who runs the Beefeater gin and Havana rum maker, said his company was “watching it closely” when asked at a Bloomberg event whether he was monitoring the cannabis sector.

Consulting firm Bryan Garnier recently released research suggesting the market could grow to $140bn (£100bn) from its present $12bn in the next decade before even accounting for beverages.

The firm suggested if cannabis was legalised more widely, alcoholic drinks makers could seek to use it in their products, creating new ranges that deliver a ‘high’ for the consumer.

Mr Ricard said: “We look at it closely. The whole sector is watching it closely.”

Consultant firm Bryan Garnier reckons the legalised cannabis market could be worth $140bn from $12bn without even factoring in drink-related products


The marriage of cannabis and alcohol exists already but only at a very small scale. In 2016 one small brewery in the town of Aurora, Colorado launched its ‘Cannabeer’, which fused marijuana with beer. Meanwhile California’s Rebel Coast Winery began selling its alcohol-free cannabis sauvignon blanc last month.

A total of 25 countries have legalised cannabis use in a bid to combat the black market and secure income for their respective treasuries. Such countries include Brazil, Canada, Denmark, Germany, Italy, Israel, Mexico, South Africa, Turkey and the United States, where nine states now allow recreational use and 29 medical use.

Mr Ricard said he preferred whisky, a drink his company sells through brands such as Glenlivet and Irish whiskey Jamesons.


  • China Watch: lab students




  • From Lee McQueen to Alana Spencer: where are the Apprentice candidates now?


  • Business latest

  • bank


  • The skyline is photographed early evening in Frankfurt

  • A Norwegian plan at London Gatwick

  • Steve Cohen

  • Audioboom

  • Nicky Morgan, chair of the Treasury select committee

  • Construction in Canary Wharf

  • shale rig

  • painted houses in terraced streets

  • Qatar Airways plane

  • Tandem founder Ricky Knox

  • Zoo

  • Amazon logo

  • Facebook

  • Tata steel works in Port Talbot

  • Flogas tanker

  • A Pendragon dealership

  • Cruise

  • Bitcoins and dollars

  • Carillion workers

  • cars

  • Please support us by disabling your adblocker

    We’ve noticed you’re adblocking.

    We rely on advertising to help fund our award-winning journalism.

    We urge you to turn off your ad blocker for The Telegraph website so that you can continue to access our quality content in the future.

    Thank you for your support.

    Need help?

    Click here for instructions