DENVER — Would you trade your wine for weed?
Legal pot may reshape wine sales across the country as professionals, particularly women seeking to cut calories, set down their wine glasses and switch to cannabis, concludes a new analysis by one of Europe's biggest banks.
Conventional wisdom has long held that brewers have the most to lose under cannabis legalization as young men switch from beer to marijuana. But the new Rabobank analysis suggests women who have avoided illegal marijuana are likely to begin consuming pot more consistently once it's legalized. The analysis specifically highlights professional women looking to relax after work without consuming calories from a glass or two of wine.
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"The guys, the young men, we say, they're already smoking," said Steve Rannekleiv, Rabobank's global beverages strategist. "It's the people who are the more educated, more affluent, they are saying 'if it's legalized, I'll give it a try.' And that's definitely the demographic of the wine consumer."