It made an interesting reading late last year when it was reported that AB InBev, the world’s largest brewing company, and Tilray, a Canadian firm, had entered a $100m partnership to conduct research on cannabis-based beverages, with the ultimate goal of producing “enjoyable cannabis beverages.” Each company will contribute $50m to the effort. AB InBev is participating in the venture through its Canada-based subsidiary, Labatt Breweries.
According to reports, the joint venture, which will be restricted to Canada for now, will focus on non-alcoholic beverages containing tetrahydrocannabinol (THC), the active chemical ingredients in marijuana, as well as cannabidiol (CBD), the non-active chemical. The final objective is the production of the products for commercial purposes in the future.
Underlining the partnership, from Labatt Breweries’ standpoint, is to keep pace with evolving inclinations among consumers. “Labatt is committed to staying ahead of emerging consumer trends,” said Kyle Norrington, the company’s President. “We intend to develop a deeper understanding of non-alcoholic beverages containing THC and CBD that will guide future decisions about potential commercial opportunities. As consumers in Canada explore the THC and CBD-infused products, our innovative drive is matched only by our commitment to the highest standards of product quality and responsible marketing.”
Reaction to the news in Nigeria has been largely muted. This is not unexpected. The consumption of cannabis or marijuana, also called ganja, Indian hemp, weed and igbo, is no news. Smoking marijuana is a common recreational activity. But the sale, importation and trafficking are illegal in the country. Even cultivation of the crop is criminal. It once carried the death penalty. The arrest and prosecution of persons trafficking cannabis get considerable coverage in the media.
But make no mistakes about it. The smoking of marijuana in Nigeria is enormous, and cuts across all strata of society, with little gender disparity. In some locations, including motor parks, joints, barracks and markets, the sale and consumption are done without fear. The National Drug Law Enforcement Agency consistently confiscates marijuana being smuggled within or outside the country. Nigeria is ranked among the world’s eight highest consumers of cannabis, according to Wikipedia. A 2017 report by the United Nations Office on Drugs and Crime stated that 14.3 per cent of Nigerians (about 27 million people) smoke marijuana. It is such a booming illicit business.
A lot of people and even corporate entities believe that cannabis has medicinal properties. They therefore deploy it in various recipes and procedures to treat conditions like cancer and appetite stimulation, reduction of chronic pain, nausea and muscle spasms, epilepsy, among others. In advanced societies, doctors regularly recommend cannabis to their patients. Even the United Nations considers cannabis a miracle drug for medical use.
Consumption in Nigeria is mainly driven by recreational purposes. It gets people ‘high’ and ‘free’. There is the belief that its consumption improves confidence levels, reduces anxiety and stimulates euphoria. It is an unmixed natural crop and pure. It enhances bonding among people regardless of social classification. However, it can also be abused and could trigger psychiatric disorders. Open association with its abuse attracts stigmatisation as the consumer is adjudged mentally unstable, which could lead to aggression and violent behaviour. It also causes dizziness, tiredness, vomiting, and confusion.
Nonetheless, informal conversation among Nigerians suggests that such cannabis-based drinks will flourish in the country. How? There is a particularly surprising analogy. They say the combination of leadership failure and mismanagement of resources has left Nigeria a wasteland of misery and pain, with the resultant turmoil inflicting mental challenges on a sizeable proportion of the population. Given this backdrop, a sip of carbonated pot is a natural recourse that offers escape from the excruciating situation.
While waiting for what the AB InBev and Tilray research will reveal, there is a possibility that such products may prompt a new phase of categorisation in the industry, especially when the alcoholic blend is introduced. I expect that such categorisation should invoke a stronger effect than say gin, spirit, Whisky, Brandy, rum, beer and Vodka. It will be a misnomer for a marijuana-based beer, for instance, not to have strong potency.
The dawn of cannabis-based drinks may engender a paradigm shift in the legal status of marijuana in Nigeria. The first step would likely be to decriminalise its cultivation and sale. With this, the thriving illicit trade in marijuana will be mainstreamed and structured. It will then require strict and fair regulation. Jobs will be created while government earns legitimate revenue from the trade. Advocates of decriminalisation of cannabis often cite tobacco and alcohol as legitimate products, bought and sold freely, although also subject to abuse and health hazards, like ganja.
Some countries have legalised the medical use of marijuana while both medical and recreational cannabis are legal in Canada. Global trade in marijuana would be worth $57bn in just 10 years, according to Cision PRWire, the bulk of it generated by the recreational market. The business is already dubbed the Green Revolution.
Okey Nwachukwu, Oregun, Lagos
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