When Canada legalized marijuana nationwide in 2018, many expected a major shift in consumer habits—especially in the alcohol industry. Would people trade their nightly drinks for THC-infused products? Would bars lose business to dispensaries? A new research review suggests the answer is more complicated than yes or no.
Researchers analyzing more than two dozen peer-reviewed studies found that the relationship between cannabis legalization and alcohol sales in Canada varies widely depending on the context. Some regions experienced a drop in alcohol consumption, others showed no change, and in certain areas, alcohol use even increased. The study emphasized that cannabis and alcohol don’t behave as simple substitutes or competitors. Instead, their relationship is shaped by factors like age, culture, regulation, and consumer intent.
In some cases, younger adults were more likely to replace alcohol with cannabis, especially for social and recreational use. Others appeared to use both substances together—a trend known as co-use—which could raise concerns about impaired judgment and health risks. The study also pointed out that legalization led to greater cannabis access and product variety, which may have influenced people’s decisions in different ways.
What’s clear is that legalization didn’t cause a uniform drop in alcohol use. It triggered a shift in behavior that depends heavily on demographic and regional factors. While some industry leaders feared that cannabis would cannibalize the alcohol market, the real story is more nuanced. For some, cannabis became a substitute; for others, it was an addition to their routine.
For brands like High Science that bridge cannabis culture with lifestyle and education, this research highlights how complex and personal cannabis use really is. As more states and countries move toward marijuana legalization, understanding these patterns becomes essential—not just for public health, but for building a responsible and informed cannabis economy.
Cannabis, CBD, and THC products aren’t just changing laws—they’re changing lifestyles. And that shift is shaping industries, fashion, and cultural identities in ways we’re only beginning to understand.
At High Science, we celebrate these changes through elevated cannabis apparel and messaging that empowers the community to think, question, and evolve. Whether you’re swapping alcohol for edibles or simply exploring a new path to wellness, the cannabis revolution is rewriting the rules—and we’re here for it.
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