Feel like you've been hearing the letters "CBD" everywhere lately? You're not imagining things. CBD, or cannabidiol, is a naturally occurring compound found in cannabis, and it's been taking the wellness category bu storm. Unlike THC, CBD is not intoxicating. Instead, it offers users a sense of calm, improved focus, and reduced exercise-induced inflammation. And no, your friends aren't buying from a dealer: it's legal in all 50 states and sold over the counter.
CBD oil is more than just a Californian fad: While search volume around CBD-infused beverages is greatest in California and New York, search volume for "CBD oil" is greatest in Indiana (likely due to increased news coverage around recent regulations) and Oklahoma -- both historically conservative states.
Mornings Happen, CBD Helps
Whether you like to start your mornings with a mug of black coffee or a decadent mocha, there's a CBD drink out there for you. CBD-spiked coffee can be made a few ways: you can either brew CBD-infused coffee beans, or you can add a few drops of CBD oil to your favorite mug after you've brewed. A local favorite Moxie Bread Co, adds CBD oil to a chocolate-tahini syrup which they then drizzle over a latte. What's the point? "You get the alertness from the caffeine but without the jitters," said one Brooklyn pharmacist when interviewed by Bon Appetit. If you're looking for something more, try Stillwater Instant Clockwork Coffee, which also includes 10mg of THC per serving.
Pass a CannaBeer, Please
Hemp and hops are closely related, both coming from the plant family Cannabinaceae. Once you know that, adding hemp to brews seems like a no brainer. There are a few CBD-infused brews on the market today, such as the Two Flowers series by Coalition Brewing out of Oregon. In March, New Belgium announced The Hemperor HPA. The beer, which has been banned in Kansas, is "dank" with the aroma of hemp but actually contains no THC or CBD. Despite not actually having CBD in their beverage, New Belgium is making quite a bit of noise around hemp and its legalization. We expect the hemp mania to grow: keep your eyes peeled for CBD beers near you.
Never Fear, We Have Cocktails Here
Not into beer? Never fear, we have cocktails here. Alcohol based CBD tinctures will dissolve into a beverage, making them ideal for any cocktail creation. The effect is likely a bit different for everyone. Some say that adding CBD to cocktails will help you "chill out" while others claim it helps ward off the hangover the next day. It is an anti-inflammatory, after all! Either way, any L.A. bar worth being seen at has a CBD special on its menu.
It's everywhere! There were far too many CBD-edibles for us to cover in this little snippet, so we focused in on drinks (yum!). We've also spotted CBD-infused caramels at the register in Alfalfa's in Boulder, CO, and found numerous companies selling infused chocolates or hard candies, such as Kiva Confections and Cannabinoid Creations. For many, CBD gummies are the treat of choice.
What This Means for Brands
While adaptogens as a whole have been predicted to be one of the hottest trends of 2018, CBD seems to be stealing the show on the adaptogen stage. We expect this market to explode in the coming months, especially as regulations regarding hemp continue to change. Notable, the CBD trend seems to be a part of a larger movement among consumers to prioritize their well-being, self-care, and gain ownership over their own health journey.