“We’re driven by being the first choice for consumers and customers, and [cannabis] is a new space that’s opening up,” Hunter said in an interview with Bloomberg. “It’s clear that the occasions that some of these alcohol-free drinks which will have THC and CBD components will be competing in similar occasions to alcohol.”

“Venturing into this in Canada allows us to do it in a very tight geography—we can incubate, we can test, we can learn,” he added. “And really, we had to decide whether we wanted to be a spectator or on the playing field.”

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